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Estate agency claims 50% of its Instagram posts drive sales and instruction enquiries

Case of estate agency Mr and Mrs Clarke highlights the growing power of Instagram as a free marketing tool for the property industry.

Nigel Lewis

instagram

Boutique online estate agency Mr & Mrs Clarke has claimed that half of the properties it showcases on Instagram generate enquiries.

Mrs & Mrs Clarke, which models itself on the upmarket Mr & Mrs Smith travel brand with a similar photography style featured on its website, is the latest agency to grasp that Instagram is an efficient way to market properties – for free.

“Agents have done this sort of off-market selling for ages but through databases and email lists,” says co-founder Paul Clarke (pictured, above). “With Instagram, you can make it more aesthetically pleasing and interesting.”

The Nottinghamshire-based but national agency says the latest property to be included within its Insta stream sold via the social media platform after a buyer spotted it while on holiday.

Solihull woman Eleanor Betts saw pictures of the £420,000 three-bedroom semi detached house in Lapworth while on holiday in France.

She told local media that she was so enamoured by the property’s quirky property photography that she decided to make an offer on the house on the spot, without having ever seen it in the flesh.

Mr & Mrs Clarke is an unusual small estate agency on several fronts. It does not have negotiators in the traditional sense but rather partners as well as a brand director, photographer and digital director and its property images have more to do with a glossy interiors mag than the images most agents put on Rightmove.

“There was a picture we put on Instagram that featured a cockapoo running through a living room. Within hours, a lady in her early seventies had sent a message,” says Clarke. “She viewed it and offered the asking price before the house hit the market.”

Visit the Mr and Mrs Clarke website.

Read about the dangers of Instagram.

 

February 25, 2020

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