One innovative Brisbane agent has utilised Instagram influencers to promote his latest open house and the move had a significant impact on the event.
Leonardo Di Pinto, a RE/MAX agent in Brisbane, hosted an open house in the riverside suburb of West End last week that was primarily promoted by Instagram influencers.
Mr Di Pinto recruited four Brisbane-based influencers, who have a combined reach of 238,000 people on Instagram, to be in his video and to promote the open house on their online profiles.
The house, nicknamed The Castle of West End, was promoted by Mr Di Pinto using the four influencers’ social media accounts and the inclusion of them in his promotional video.
“Everyone said to me, ‘You have to think outside the box’, and I thought my strategy would give me the right amount of exposure,” the agent said.
Mr Di Pinto said that real estate agents were on Facebook, but he didn’t believe that was the way forward.
“I believe that Facebook is declining, and I was like, what is the next thing? And that’s when it hit me, Instagram is the way to go,” Mr Di Pinto said.
The agent wrote the video that appeared online but utilised a strategy that he learnt from his days as a musician.
“Rappers have been doing this forever. They get the crew and then they push everybody, and everyone gets pushed up.
“Everybody gets involved and the buzz is created by everyone believing in the same goal.”
The buzz worked, and the open house had over 50 people in attendance on opening night.
“It went incredibly well. We had an incredible response from people and everybody seemed to be excited by the buzz we are creating,” the agent said.
Mr Di Pinto added that he would be using the strategy again as it had generated excitement from the industry and consumers.
“People have been messaging me just to compliment me. The public is very pleased with a bit of a change. They needed something fresh,” Mr Di Pinto said.
For the Brisbane agent, the campaign is the start of the next step of his career and he has plenty of ideas for the future.
“I can’t say my next campaign, but I will say, sharing is caring. Involve people, involve [the] community, involve everybody because this is not a selfish moment,” the agent said.