How influencers shape perceptions about the real estate landscape

This article is based on a Panel Discussion at the PropertyGuru Asia Real Estate Summit originally presented on 8 December 2022.

How influencers shape perceptions about the real estate landscape

In the fast-evolving world of digital media, the reach of online content creators and influencers has undeniably expanded. This was the focal point of a lively discussion at the 2022 PropertyGuru Asia Real Estate Summit, where a panel of distinguished speakers discussed the impact of influencers in the real estate sector. 

Moderated by Heidi Chung, Variety’s Media Analyst & Correspondent, the discussion underscored the importance of harnessing influencers’ reach to guide property seekers, while emphasising the value of using influence for positive change. 

Defining influence in the digital age 

When asked to define “influence,” each panellist offered a unique perspective. Instead of providing a definition, Illac Diaz, Founder of the Liter of Light Foundation, stressed the importance of using influence to convert reach into meaningful actions that benefit society. According to him, influence is meaningful when it inspires others to make a positive impact. 

Nelly Hrnic, a travel and lifestyle content creator, preferred to be called a content creator rather than an influencer. She believed that influence should come from building trust within one’s community by being authentic and having integrity. Ultimately, this trust allowed her to shape her audience’s choices through shared experiences. 

Meanwhile, Jeff Gunther, a former news anchor turned YouTube content creator, highlighted the importance of building long-lasting relationships with the audience. He emphasised the need for authenticity, transparency, and trust as the pillars of influence in the digital age. 

As for Will Dasovich, a travel vlogger and entertainer, he saw influence as the power to change the way viewers think and make decisions. He stressed the importance of combining entertainment with education to maintain viewer engagement. 

The role of influencers in real estate 

In the realm of real estate, even though their primary focus as content creators wasn’t on this specific sector, both Will and Nelly stressed the importance of offering genuine insights and well-presented viewpoints about properties from an outsider’s perspective. In giving their insights, they acknowledged the inherent limitations in their perspectives as non-real estate experts. They also expressed personal preferences as potential homebuyers themselves. This candid expression of their views and preferences is exactly what allows their audiences to relate to them as content creators. 

The responsibility of giving back 

It’s worth noting that the most impactful insights were shared by Illac, who stressed the importance of using one’s power and reach to give back to society. He recounted his experience with the #LightItForward campaign, during which influencers helped build solar lights for rural communities. Illac highlighted the human-to-human connection fostered through influence and the expectation that influencers should use their platform to make the world a better place. 

The panellists resonated with this sentiment, with Nelly citing her vlogs’ impact on local businesses and community events. Will, on the other hand, reflected on how the joy of making an impact on his viewers’ lives became a driving force in his content creation journey. 

The insightful discussion ultimately drives home a crucial point: content creators and and/or influencers have the power to create a positive societal impact. And as they continue to contribute to shaping perceptions about the real estate market, their role as both influencers and agents of change becomes increasingly significant. 

This article was originally published on ARES White Paper Volume 3. For more information, visit AsiaRealEstateSummit.com or email [email protected].