Today, more than 50% of my sales come together through social media. This is no accident: it is the result of a conviction I have held since my early days in real estate, at a time when few agents in Bordeaux were betting on video. Here is why this approach makes all the difference.
It all starts with a quality shoot
Before we even talk about social media, there is a non-negotiable prerequisite: the quality of the photo and video shoot. It is the foundation of everything, whether for the traditional listing portals or for Instagram.
Sadly, we still see far too many listing photos with a poorly tidied kitchen, a tea towel left lying around, badly handled lighting. It’s a shame, because the first few seconds are decisive: if the lead photo doesn’t appeal, the potential buyer won’t click. That is why I always make sure the photos are polished and well framed, revealing the full potential of each property.
And video raises the stakes even further
A photo captures a moment. Video captures movement: light shifting across a room, a curtain stirring in the breeze, a view revealing itself as you walk through. This sense of motion conveys an emotion that a photo alone simply cannot offer.
And it is precisely emotion that triggers a sale. Buying a property, especially one to live in, is above all a decision of the heart as much as of the head. That moment of falling in love is often what turns a viewing into an offer to purchase.
Why Instagram, specifically?
On a traditional portal, it is the buyer who actively goes looking for a property: they type in their criteria, they filter, they compare. On Instagram, the opposite happens, and that is what changes everything: your best friend, who knows you are looking for a house on the Bay, isn’t going to deliberately visit a listings site on your behalf. But she uses Instagram every day. If one of my videos appears in her feed, she will think of you immediately and forward it to you in a matter of seconds.
This is exactly what happens regularly in my sales: a son-in-law who sees his father-in-law’s dream house go by and forwards it to him, a daughter who knows her parents are looking and sends them the video. The property finds its buyer where you least expect it — not by searching for it, but by stumbling upon it.
There is another advantage, just as important for you as owners: Instagram knows no borders. A well-circulated video can be seen in Paris, in Lyon, but also in Brussels, in Geneva or in New York. It is a national and international clientele that I can reach for your property.
A community built over time
I was fortunate to be one of the first in the region to bet on video, at a time when it was not yet common practice. That head start has allowed me, over the years, to build a community now more than 35,000 followers strong on Instagram — a loyal community, with each video generating several thousand views.
What about LinkedIn, then?
Let’s be clear: Instagram remains my main playing field. But I don’t neglect LinkedIn for all that, which is taking on more and more visibility in my work. In 2026, I even sold a property in Le Bouscat through LinkedIn for the first time — proof that diversifying channels, alongside Instagram, continues to bear fruit.
Do you have a property to sell in Bordeaux or on Arcachon Bay? Let’s talk about the best way to show it off.