Instagram, which has become the preferred social-media tool for many New York residential real-estate brokers, is beginning to show up more in the commercial real-estate brokerage business as well.
Commercial firms and brokers remain much heavier users of Twitter and LinkedIn for such things as leads, contacts and recruiting. But the largest firms—including CBRE Group Inc.,JLL and Cushman & Wakefield—increasingly are using photography-intensive Instagram for branding purposes.
CBRE, for example, relaunched its Instagram site last year, and today has more than 4,500 followers. Its recent offerings include photos of world capitals, employees, inspirational messages and historical shots of people like Edward S. Gordon, founder of the eponymous firm that eventually became absorbed into CBRE’s New York office.