“It’s a different way of selling, but I’m convinced it’s the future of real estate,” says Alexandre Corda, who heads the digital team of New York-based Optimist Consulting.
Corda spearheads the Instagram accounts of Madison Square Park Tower (@MadisonSquareParkTower) and the Jean Nouvel-designed Midtown tower 53W53 (@53W53), next door to MoMA, which has 13,300 followers. He believes that the former is “the most followed building in New York.” (Editor’s note: We couldn’t find any residential examples to prove him wrong.)
To build Madison Square Park Tower’s following, The Continuum Company invested in “content creation” — everything from taking helicopter shots of construction with a backdrop of the park (to feature on Instagram, of course) to hosting a meetup of the app’s influencers, who posted photos of the interiors. Attendees included the Beautiful Destinations account (@BeautifulDestinations, 9.5 million followers) and Liz Eswein (@NewYorkCity, 1.3 million followers), executive director of media company Cycle and dubbed by the Digiday as “the most influential person on Instagram.” It doesn’t hurt that one of the project’s brokers, “Million Dollar Listing New York” star Fredrik Eklund of Douglas Elliman (@FredrikEklundNY), boasts 851,000 followers.
Read more in the New York Post: http://nypost.com/2017/08/02/top-nyc-brokers-say-yasssss-to-selling-pricey-pads-via-instagram/