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Realtors turn to social media to market luxury real estate

Anna Scott Nov 8, 2018
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A beachfront "Instapenthouse."
Anna Scott

Advertising on Instagram is nothing new. If you use the photo-sharing platform, no doubt you’ve scrolled past your share of clothing or food ads. But now, the real estate industry is putting a new twist on Instagram marketing by creating entire accounts and hashtags for some luxury properties. That’s Alexander Ali’s specialty. He likens his work to what a traditional publicist might do for celebrities: “I’m supposed to make properties famous and talked about,” he said. Does it help sell properties, however? Not necessarily.

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