In Miami-Dade County, it’s the national residential brokerages that reign supreme on Instagram.
And these firms’ outsized follower counts reflect another key metric for brokerages — deal volume.
The Real Deal looked at Instagram follower counts of the top residential brokerages in terms of deal volume in Miami-Dade County last year. (Rankings were determined by looking at completed deals between May 2023 and May 2024, though off-market deals weren’t included in the analysis.)
The top brokerage with the most support on Instagram was Douglas Elliman, which boasts a follower count of 246,000 users. In deal volume last year, the firm ranked fourth.
Douglas Elliman has 114 offices across the country, with 26 of those throughout Florida alone.
Following Douglas Elliman in the Instagram contest was another national firm, Compass, which was the top-performing residential brokerage in deal volume last year. The Robert Reffkin-led firm has 221,000 users following its page.
The brokerage account with the third-highest number of followers was the Corcoran Group, another nationwide firm whose deal volume in Miami places it seventh among brokerages. That company has 186,000 accounts following its Instagram handle.
Social media has long been important to real estate brokers of all stripes as a way to showcase listings — especially luxury ones — and find clients.
In markets like New York and Los Angeles, the brokerages that had top Instagram followings and high deal volume were those led by national firms founded by reality TV stars like Ryan Serhant and Mauricio Umansky, whose shows are based in those cities.
As for Miami brokerages, two local firms made it into the top 10 rankings by social following. Cervera Real Estate has 58,100 followers on Instagram, placing it eighth on the list, and Luxe Properties has 41,600 followers, good for ninth. As for deal volume, last year Luxe ranked 11th, and Cervera, 19th.
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