“Social media is really crucial to marketing luxury developments right now,” particularly because the pool of potential buyers shrinks as prices increase, said Beth Fisher, who leads sales and marketing for Sutton Tower. Instead, developers simply offer niche influencers entry to their towers, and in return they get a direct line to a more targeted audience. Today, the exchanges are more low-key, and cash rarely changes hands. Just a few years ago, brokers were hiring models to attend open-house parties and paying people like the actress Tavi Gevinson in exchange for highly filtered photos hawking their properties.īut the currency of these transactions is shifting. That’s true in real estate, too, where celebrities have peddled hashtagged images of luxury condos in exchange for payouts and swag. Marketers have for years chased trendsetters who can shape consumer behavior with their recommendations, and influencers have used that demand to trade targeted posts for perks. By the time the sun had broken over the Manhattan skyline, 30 of them were snapping away in the penthouse, creating social media content for a combined following of nearly two million. It was still dark on a recent Tuesday morning when the photographers began gathering in the lobby of Sutton Tower, an Upper East Side skyscraper that was still under construction.
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