Real estate is one of the sectors where trust plays a decisive role. Today, buyers, investors, and professionals are turning more and more to social media to get informed, learn, and make decisions. Here is our selection of the top 5 must-follow real estate influencers in France, and everything you need to know to integrate digital influence into your strategy in this sector.
Top 5 real estate influencers
Julie Douarin
Number of followers on Instagram: 880k
Number of followers on LinkedIn: 10k
Julie Douarin positions herself as a reference for first-time home buying and accessible real estate investment. Active mainly on Instagram and YouTube, she demystifies the buying process with an educational and caring tone. Her community of tens of thousands of subscribers appreciates the clarity of her explanations and the proximity of her format.
Yann Darwin
Number of followers on YouTube: 1.34 Million
Number of followers on Instagram: 101k
A key figure in rental investment in France, Yann Darwin runs a highly engaged community on YouTube and social media around profitable real estate. Known for his training programs and pragmatic approach, he targets an audience of serious investors and has a follower base exceeding several hundred thousand people.
Tom Delaey
Number of followers on LinkedIn: 51k
Tom Delaey is one of the most followed real estate content creators on TikTok and Instagram, with an approach geared towards young investors and financial freedom. His direct style and dynamic staging allow him to make real estate investment desirable and accessible for an 18-35 audience.
Martin Kretz
Number of followers on Instagram: 288k
Number of followers on LinkedIn: 79.1k
Martin Kretz embodies luxury real estate and high-end lifestyle. Known for his tours of exceptional properties in France and internationally, he reaches an affinity and aspirational audience on YouTube and Instagram. His highly polished visual content makes him a reference in the luxury segment of the sector.
Sandra Viricel
Number of followers on Instagram: 114.2k
Number of followers on LinkedIn: 25.9k
Real estate agent and content creator, Sandra Viricel shares the behind-the-scenes of the profession with authenticity on Instagram and YouTube. She targets both individuals wishing to better understand the market and real estate professionals. Her hands-on positioning and transparency about the realities of the sector build loyalty among an engaged and qualified community.
What is a real estate influencer?
A real estate influencer is a content creator who regularly produces posts about real estate on social media and has an engaged community. They can play several roles: educator who demystifies buying or investment processes, recommender who suggests tools or professionals, or trendsetter who influences the aspirations and lifestyle choices of their audience. The most used platforms are YouTube, Instagram, TikTok, and podcasts.
Why is digital influence transforming the real estate sector?
Before signing a sales agreement or launching a rental investment, buyers now consult social media as much as traditional agencies. The trust placed in content creators perceived as independent and transparent often exceeds that given to institutional players. For brands in the sector — agencies, developers, real estate fintechs — working with a specialized influencer agency has become an essential marketing lever to capture this audience in the active reflection phase.
Real estate on social media
Which social networks dominate in real estate?
Each platform meets a specific objective in real estate:
- Instagram : property visuals, lifestyle, journey storytelling — ideal for awareness and inspiration
- YouTube : long formats, guided tours, market analyses — perfect for education and loyalty
- TikTok : short videos, quick tips, before/after — powerful lever for discovery and virality among young investors
- LinkedIn : B2B content, market analyses, expert insights — essential for professional lead generation
In 2026, TikTok and YouTube account for the majority of audience growth in the real estate niche, especially among 25-40 year olds.
What type of content works best in real estate?
The best-performing formats are guided virtual tours, market analyses (“is it the right time to buy?”), rental investment advice, buying journey testimonials, and renovation before/afters. Educational and actionable content consistently generates more engagement than purely promotional content because it answers real questions.
Storytelling ➡️ sharing mistakes, doubts, and successes is what builds a loyal community in the long term.
How to choose the right real estate influencer for your project?
Choosing a real estate influencer is not just about follower count. Before any partnership, it is important to evaluate the alignment between their positioning and your objectives, and to ensure that their community truly matches your target customer.
Essential criteria for evaluating a real estate influencer
The priority criteria to analyze are: the engagement rate (ideally above 3-4% on Instagram), the consistency of the audience with your target (investors, first-time buyers, professionals), the quality and consistency of the content, and the authenticity of the relationship with the community. Systematically check the origin of the audience using tools like HypeAuditor or Kolsquare to detect fake followers or artificial engagement spikes. A high follower count is worthless if the community is not real.
Micro-influencer or macro-influencer: which one to choose in real estate?
Micro-influencers (1 000 to 100 000 followers) generally show a much higher engagement rate than major accounts and maintain a strong close relationship with their audience. In real estate, a high-value niche, this proximity translates into better conversion and a more accessible partnership cost. A macro-influencer will be more relevant for large-scale awareness campaigns — launching a new national development, opening a new agency, or positioning a brand across the entire territory.
Mistakes to avoid when partnering with a real estate influencer
The most common mistakes are: choosing an influencer solely based on the size of their community without checking the alignment with your target, launching a campaign without objectives defined upfront (awareness, leads, sales), or neglecting the fit between the audience and your ideal customer. It is essential to formalize each partnership with a detailed brief and a contract specifying deliverables, deadlines, and content usage rights. Finally, an influencer poorly aligned with your brand values can represent a significant reputational risk.
How to become a real estate influencer?
To start as a real estate influencer, several skills are essential: a solid knowledge of the market (transactions, investment, financing), mastery of at least one social platform, a strong educational approach, and the ability to simplify complex topics like borrowing rates or rental taxation. Consistency prevails over technical perfection: it is better to publish regularly with modest means than to wait for ideal conditions. Authenticity, responsiveness with one’s community, and curiosity about market developments are the soft skills that truly make a difference.
What content strategy to adopt to break into real estate?
The first rule is to choose a specific niche from the start: rental investment, first-time buying, renovation, luxury real estate, coliving, etc. This specialization allows you to build a recognizable editorial line and attract a qualified audience rather than a general public. Focus on educational content that answers the real questions of buyers and investors. As for frequency: 3 to 5 posts per week on TikTok or Instagram Reels, 1 to 2 videos per week on YouTube. Consistency over time is what builds authority.
How to monetize your influence in the real estate sector?
The main sources of income are sponsored partnerships with agencies, developers, or real estate fintechs, affiliate commissions on tools (simulators, rental management software), the sale of online training courses, consulting, and product placements. Monetization becomes realistic starting from 10 000 engaged subscribers, but it is from 50 000 that income becomes significant. It is advisable to diversify your income sources from the beginning so as not to depend on a single channel or a single type of partner.
Real estate influence is a sector undergoing rapid structuring, mirroring what we see in other niches like sports influencers, health influencers, automotive influencers or even food influencers. Specialized profiles, qualified audiences, and educational formats: all the ingredients are there to make it one of the most effective growth levers for players in the sector in the coming years.