Knight Frank has revealed that it now has a small army of agents who use Instagram as ‘part of they day job’ across its business to service the agency’s growing customer base of social-media obsessed Millennials.
The company has also said it’s aware that the strategy isn’t going down well with older, traditionally-minded agents, but that nevertheless ‘it works’.
Andrew Groocock (left), the company’s regional partner for the City and East London region, has revealed that Knight Frank is focussing on social market almost as much as glossy upmarket magazines, many of which he says have either gone bust or moved exclusively online particularly in central London.
“We’ve had to move with the times and make sure we are engaging with people across the mediums they want, social media being the most obvious,” he told a conference.
Groocock says the company’s Instagram strategy has been a significant success and that Danny Daggers, who works in his division’s super prime team, has over 25,000 followers on the platform.
“We recently sold a flat where someone saw it on Instagram and put an offer in within 24 hours. This is a key way of finding buyers for us, the high-quality photos that go up appeal to our younger clients and make them want to engage with us,” says Groocock.
Knight Frank says younger buyers no longer want to engage initially with its staff on the phone and instead prefer WhatsApp and Instagram, although the company says it is ramping up its use of other social media to market properties including on Twitter and LinkedIn, which it says are now ‘essential’ for its marketing effort.