The Real Deal New York

Commercial firms embrace Instagram

The photo-sharing social media platform was once the domain of residential brokerages

May 04, 2015 02:00PM

(credit: CBRE Group and JLL)

(credit: CBRE Group and JLL)

Residential brokerages awakened to the benefits of Instagram ages ago. But recently, commercial firms have begun harnessing the power of snapshots to promote their brands, too. CBRE Group, JLL and Cushman & Wakefield have all increasingly been using the photo-sharing platform.

CBRE, which relaunched its account last year, shares a wide range of photos to promote its point of view, including global cities, employees, inspirational messages and historical shots of important company players, according to the Wall Street Journal.

JLL recently started using its account to promote listings. “If I’m selling a building or leasing space and I have a beautiful photo that says it’s the first time on the market and it’s eye-catching, it will be shared and it will be spotted,” said Paige Steers, a spokesperson for the brokerage.

Individual brokers use it as a selling tool, too. Citi Habitats broker Eric Rohe said he recently used it to announce the availability of a small East Village retail space.

“I figured that whoever was going to take the space was young and hip,” he said. “I needed to reach out to that sphere of influence.”

Instagram was founded in 2010 and acquired by Facebook in 2012. Developer Aby Rosen is an enthusiast. [WSJ] — Tess Hofmann