It’s tempting to splash your home across social media when you want to sell it, especially in a tough market. But is using a property influencer to flog your luxury pad really a good idea?

Camilla Dell, the brains behind the buying agency Black Brick, has seen it all and warns sellers to be cautious. She spoke to The Standard recently.

What’s the Problem with Property Influencers?

The main issue? Once your property is on social media, it’s there for everyone to see – and that can backfire.

“We’ve seen properties that have been on the market, sometimes quietly at first, for too high a price,” Dell explains. “Sellers have blamed their estate agents, tried different tactics, and turned to property influencers. A year later, the property still hasn’t sold – and it’s plastered all over the internet.”

Not only is it awkward to have your home publicly languishing on the market, potentially with price reductions for all to see, but it could also raise red flags for potential buyers.

Is Your Home “Compromised”?

“The things you see on social media are there for a reason,” Dell points out. “Either they’re priced incorrectly, or there might be something wrong that those fancy videos aren’t showing.”

If your property looks like it’s hanging around, buyers might assume there’s something wrong with it – even if there isn’t.

Security Risks for High-End Homes

For those selling luxury properties, security is a major concern. Advertising your home’s location, layout, and fancy features online is a big no-no for security-conscious buyers.

Dell recalls, “We bought a country estate for a client a couple of years ago, and unfortunately, the seller had made a YouTube video.”

Even though the sale went through, the buyer’s lawyers had to scramble to scrub the video from the internet to protect the client’s privacy.

“The higher the price range, the more important confidentiality, privacy and security is for buyers,” Dell emphasises.

Off-Market Sales: The Preferred Choice for the Wealthy

In the world of high-end real estate, the biggest sales happen discreetly, away from the prying eyes of social media. These “off-market” sales are handled through personal contacts and invitation-only viewings, offering the discretion wealthy buyers demand.

And of course, anything off-market can’t be turned into content for an influencer.

The Current State of the Property Market

So why are sellers turning to property influencers? According to data from Black Book Property Solutions, the first three months of 2024 saw a record number of properties over £5 million on the market – a 20% increase year-on-year. However, the number of homes actually selling in that price bracket plummeted by 43%.

“You’ve got much more supply and fewer buyers,” Dell observes. “We’ve noticed some sellers are thinking, ‘Oh my gosh, what do I need to do to sell my property? What can I do to stand out from the crowd?’ They’re turning to property influencers.”

Choosing the Right Property Influencer

If you’re dead set on using a property influencer, Dell has some advice: be picky!

“If you’re going down that route, you need to carefully consider who you’re engaging with. Are they a serious professional or just a wannabe?”

“There are some genuinely good property influencers out there doing things properly,” she acknowledges. “But then there are others using your property to boost their profiles and follower count. They’re more interested in themselves than in helping you sell.”

Top Tips for Choosing a Property Influencer:

• Check their follower numbers. Are they genuine and engaged?
• Make sure they understand your target audience. Do they have a track record of reaching buyers interested in properties like yours?
• Don’t rush into anything just because the market is slow.

The Bottom Line

“Our advice to sellers is to choose your property influencer carefully,” Dell cautions. “And remember, once it’s out there, it’s out there for good.”