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Land & New Homes

Tacky or stroke of genius? Developer uses reality TV celebs to sell flats

House builder Avanton has given half a dozen social media influencers, models and reality TV stars a freebie in return – hopefully – for an endorsement from their combined five million followers.

Nigel Lewis

lottie moss new homes celebrity

Developer Avanton is claiming a first for property marketing after asking celebrity TV stars and influencers to endorse its new luxury apartment block on social media after an overnight ‘test drive’.

An assortment of bright young things, including Love Island star Eyal Booker (below), Made in Chelsea TV star Jemima Rhys and Kate Moss’s younger sister Lottie (above) were put up at the recently finished Coda in Battersea and plied with food and champagne.

eyal booker celebrityThe next morning, the company asked for their opinion about what aspect of the apartment they liked best.

With a combined social media following of at least five million people, the guests should appeal to potential first-time buyers and young couples interested in the 130 apartments, says Avanton, which boast 24-hour concierge, hotel-style foyer, club lounge, gymnasium, landscaped gardens, and a new global headquarters for the Royal Academy of Dance.

Value for money?

Despite the marketing budget for the event costing the equivalent of repeat advertisements in a series of national newspapers and luxury magazines, the company believes it was well-worth it.

Avaton reckons that London is playing catch up with Los Angeles, Miami, Monaco and New York where celebrity and influencer social media-driven property marketing is more common.

Says sales and marketing director David Ronson: “This type of celebrity endorsement and influencer marketing doesn’t replace traditional advertising and marketing, but for us it is a very effective way of reaching our target buyers and also promoting the development during a time when we cannot do large launch events or functions.”

Prices at Coda start from £750,000 for a two-bedroom apartment; more than 50 apartments and penthouses have been sold or reserved, with the final phase of the build programme scheduled for completion in 2021.

More: Can social media ever be more important than portal advertising?

November 3, 2020

One comment

  1. Speaking as an influencer, Avanton have invested wisely, micro-influencers have anything between 200 and 20,000 fans, and it is the quality of who those fans or connections are. Beckham has 45M a big number, but he is not really attached to them, with smaller numbers you can have closer personal connection and influence.

    Recently, Gymshark – the gym clothing company set up in 2012 by Ben Francis, reported revenue approaching 160M.

    The company was built on Ben giving his clothing to influencers who wore it, analysis now shows that 49% of consumers rely on influencers to help them ‘buy’ the right thing, with a 9.3 x’s ROI.

    If you look at LinkedIN alone there are nearly 200 influencer jobs advertised daily, it is becoming a boom sector, all you need is to be the trusted voice or face in the sector. Traditional advertising, especially property is ad nauseum, the same groundhog pattern of high repeat spend – digital influencers are a cheaper and more effective voice. Trust me.

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