Premium does not mean boring. How Manish Puri built a luxury real estate brand on Instagram.
Luxury real estate content has a reputation problem. It is either too aspirational or too corporate. Neither generates leads.
Manish Puri had deep expertise in the Oakville market. Our job was to make that expertise visible, accessible, and shareable without it feeling like a brochure.
The core insight: luxury buyers do research
First-time homebuyers are often emotional buyers. Luxury buyers in the $1.5M to $3M range have different needs. They are analytical. They want to know that the person they work with understands the market better than they do. Content that makes a realtor look knowledgeable is more valuable in the luxury segment than content that makes them look likeable.
Luxury clients do not share content because it made them feel good. They share it because it made them look smart for sharing it. Every Reel should pass that test.
The formats we built for Manish
Market intelligence drops: Specific data, recent sales, neighbourhood-level trends. In Oakville's Morrison Corridor, detached homes above $2M have spent an average of 23 days on market this quarter, down from 41 in the same period last year. Specific and useful.
Neighbourhood stories with history: Oakville has depth of community character that many realtors ignore. Videos connecting neighbourhood identity to property value held viewers longer than any listing content.
The smart-buyer framework: Here is how a sophisticated buyer evaluates a luxury property at this price point. The viewer learns something. The realtor demonstrates expertise. Both outcomes serve the same goal.
We did not make lifestyle content. We made decision-making content. Buyers who can spend $2M have seen enough drone footage.
TheXMedia on the luxury content strategyKey takeaways
- Luxury buyers prioritise expertise over relatability. Reverse the formula from first-time buyer content
- Specific market data outperforms aspirational lifestyle content for high-net-worth audiences
- Make content a sophisticated buyer would share with a colleague, not just like
- Neighbourhood depth and history are underused in luxury real estate content
Does luxury content have to be serious?
No. The Manish Puri luxury brand works because premium buyers are analytical, not humourless. High-net-worth clients in Oakville research for months before they call, so decision-making content beats another drone pass over a roofline. Give them the reasoning behind a price, the tradeoff between two streets, the thing their last agent got wrong. Trust at that price point is built with substance. The same principle drives a very different market.
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