House hunter buys London flat marketed on Instagram

Mark Johnson's picture
by Mark Johnson

If you’re a hard pressed first time buyer in the capital, you may want to try Instagram to find your dream home.

London property developer, Apt Living, has sold a one bedroom flat in Kew, south-west London, from a lead generated on social media platform, Instagram.

First time buyer, Hadden White, who works in London’s bespoke suit industry, saw the apartment on the company’s Instagram feed last year and then visited the site on its launch day last Saturday and reserved it the day after, reported property magazine The Negotiator.

It could be the first time a UK property has been sold from a lead generated via the social media platform.

UK property bought on Instagram
That's so Insta! Social savvy buyer found dream home on Instagram

The UK property market has been in a slump since last year, so marketing teams are having to think up innovative new ways to pull in new prospective buyers.

“A high proportion of our buyers are social media savvy first-time buyers,” says Apt Living’s Sales and Marketing Director, Cameron Smith.

“Research has shown that on average people spend about half an hour on Instagram each day, with the younger the user the more time spent on the app.” 

Instagram is a photo sharing social media platform, which Smith says makes it a perfect fit for selling homes.

“Property is a visual medium so it stands to reason that Instagram is the ideal platform to showcase it.

“To resonate with our prime audience we have a number of social media accounts which we use as an extension of our branding. These are updated regularly and are also used to market our homes through organic and promoted content.”

Although the property was sold via Instagram, Apt Living said it also continues to market its apartments by more conventional means via joint agents Marsh & Parsons and Savills.

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