We are currently witnessing a preoccupation with super prime and ultra-luxury real estate in the media – particularly reality television and social media. The Netflix hit, Selling Sunsets and its various spin offs which includes Buying Beverly Hills, Selling the OC and Selling Tampa most likely ring a bell for most readers. All born out of the success of the original hit show, these reality series follow the professional lives of agents as they navigate the luxury property market in glamourous destinations, touring super prime residences with a side serving of scripted drama.
Flashback to the early 2000s and MTV birthed the blueprint for these shows – Cribs, the hugely successful series which recently returned to our screens in 2021. Through touring the homes (or mansions) of the biggest names in pop culture, such as Mariah Carey and Snoop Dogg to name a few, Cribs paved the way for shows currently dominating the reality television scene. What underpinned the series’ success was that it offered a usually inaccessible glimpse of the extravagant homes of celebrities, long before the days of social media where an insight into celeb lifestyles is readily available at the touch of a button.
The same can be said for today’s real estate reality shows which follow a similar format, but from the perspective of the agents selling the featured properties. Our fascination with these high-end homes is perhaps a form of escapism from the monotony of everyday life, allowing the audience to fantasise of an alternate real-estate reality. It’s not by chance that these series have gained mass popularity since 2019, perfectly coinciding with the pandemic where individuals were confined to their own homes for the best part of 2 years. Selling Sunsets and Million Dollar Listing afford viewers the luxury of living vicariously through the lens of luxury developers, agents and buyers, from the comfort of our very own living rooms. Channel 4’s Grand Designs, which showcases the build of architecturally unique homes, has been airing for over 23 years and its huge success in the UK suggests our fascination with exemplary home design won’t abate any time soon.
Our appetite for luxury property doesn’t stop there. Audiences are becoming increasingly invested in super prime property showcased through short form video platforms too. On YouTube, Vogue’s 73 Questions and Architectural Digest’s Open Door series both tour architecturally striking celebrity homes with a particular focus on their architectural design and interior choices.
What some would describe as ‘real estate voyeurism’ has spilled over into social media in equal measure – the hashtag ‘luxuryhomes’ has racked up an impressive 40.2 million hits on Instagram and the TikTok hashtag ‘luxuryrealestate’ has amassed 1.1 billion views, indicating that audiences are consuming more property related content than ever.
Cue the rise of the luxury property influencer. Social media has been used as a valuable property marketing tool for some time, however the recent rise of real estate personalities suggests a modern approach to the market. Well recognised faces from reality television have gained large international followings off the back of these shows, which is no surprise given the growth of influencer culture generally.
The glamorous lifestyles of the featured agents compliments the luxury property sector well, providing a snapshot of the lavish lifestyle prospective buyers can expect. Through Instagram and TikTok, our favourite TV personalities capture the attention of a wider demographic, sparking a new generation of interest in the sector. Interestingly, these influencers’ growing success on social media isn’t necessarily from attempts to directly market or sell listings via their accounts, but from marketing a particular lifestyle of which luxury property is an integral part of.
Smaller or more ‘local’ property influencers who have gained popularity independently from a hit reality show, often promote listings on their social media accounts or share market insights for followers in the form of videos and reels. These detailed property tours and insider tips allow viewers more familiarity with and proximity to the luxury market, in turn sparking growth overtime. As a result, we are observing a change in the way that buyers approach the luxury property sector. With a multitude of ways to access information and properties at their fingertips (literally), buyers are turning to influencer accounts for an instant helping hand and additional guidance. These trusted insiders have greater visibility and reach to their target audience versus traditional property agents.
Super prime real estate is all about selling a particular lifestyle, not just a home which perhaps explains how it has successfully crept to the forefront of the entertainment industry in the format of reality television and social media. Will our obsession with luxury real estate content soon subside? The trajectory of super prime property and its influencers in media and pop culture over the past 10 years certainly indicates not…