Two Trees is paying Instagram celebrities who live in their buildings for posts

Only tenants with tens of thousands of followers need apply
September 17, 2017 12:11PM

Two Trees Management, run by Jed, left, and David Walentas, is harnessing the reach of residents with a large following on Instagram to promote its buildings. (StreetEasy, Pixabay, The Real Deal)

If you’ve got over 10,000 followers on Instagram, you could soon land a job in real estate.

Part of Two Trees Management’s marketing strategy now includes paying Instagram celebrities who live in their buildings for posts that feature Two Trees apartments, according to the New York Post.

One of the developer’s Dumbo buildings, 60 Water Street, can be seen on the Instagram feed of chef Seamus Mullen, who posts pictures of his two-bedroom to his 63,500 followers, in return for an undisclosed amount from Two Trees.

In Fort Greene, actress and magazine founder Tavi Gevinson has a similar undisclosed arrangement promoting her one-bedroom apartment at 300 Ashland to her over half a million followers. (And the Feds are reportedly looking into the legality of the arrangement.)

This morning #ApartmentStories #300AshlandPartner

A post shared by Tavi Gevinson (@tavitulle) on


Two Trees is hoping these posts will give would-be tenants a more authentic taste of their portfolio. “We hope that there’s more awareness, more recognition and more understanding of what it’s like to live in our buildings,” said Brian Upbin, Two Trees’ head of asset management to the New York Post.

Douglas Elliman also recently turned to a pair of social media-savvy 20-somethings to help lease apartments at Herald Towers in Midtown. They’re also receiving a break on rent.

[New York Post] — E.K. Hudson