“What was really important for us is that we weren’t just a feed full of properties that are available to sell or rent,” McClary said. “We tried to tell a story, and we’re trying to find ways to incorporate our agents into those stories and into the lifestyle around the properties.”
“The strategy was to discover and share emerging artists, designers, thinkers, and makers across various platforms,” McClary says. “We want to reach an audience that is already very culturally aware… so being able to offer them content that was new to them was number one.”
The Real deal
The real estate firm launched a lifestyle blog called “Inhabit” Thursday, featuring interviews with designer Jonathan Adler, Meatball Shop founder Michael Chernow and fashion blogger Lyn Slater.