Property influencers are reshaping how we engage with real estate online, blending aspirational living with expert insights across platforms like Instagram, TikTok, and YouTube. From luxury home tours to renovation diaries, these digital tastemakers are redefining property marketing and influencing everything from interior design trends to investment strategies.
Why are property Influencers Important in today's market?
Property influencers are transforming the real estate industry by turning expert insights into engaging, relatable content across platforms like Instagram, TikTok, and YouTube. With 89% of UK agents now using social media to promote listings and connect with clients, and 54% citing it as their top source of quality leads, social platforms have become essential marketing tools. The rise of virtual tours and AR, adopted by 72% of agents in 2024, further highlights how social media is driving innovation—making property viewings more accessible through live streams and interactive content.
Why are property influencers important in today’s market?
Property influencers play a crucial role in shaping how people engage with the real estate sector online. Traditionally, property marketing was dominated by estate agents and developers using static listings and formal channels. Today, influencers have bridged the gap between industry professionals and everyday audiences by turning what can often seem like complex or intimidating information into accessible, engaging, and relatable content. In the UK alone, 89% of estate agents now use social media as a core part of their marketing strategy, with 54% identifying it as their most effective tool for generating quality leads. Influencers amplify this impact by connecting with niche audiences, building trust, and showcasing properties or services in real-life contexts. 95% of people are more likely to inquire about a property with a 360° tour, and 80% would switch to an agent using 360° tours, demonstrating how social media is driving innovation in the industry, allowing audiences to explore properties from anywhere in the world.
Who are the Top 10 Property Influencers?
Take a look at the official list of the Top 10 Property influencers, curated by Dirctor Jack Hayes and Senior Celebrity & Brand Partnership Executive Laura Hayes. This selection is informed by insights from 114 exclusive consumer polls, evaluating the effectiveness of campaigns led by property influencers.
1. Casa Lawson
UK-based DIY and interior design influencer Alex Lawson, founder of Casa Lawson, turned her passion for home improvement into a thriving online platform. An engineer by profession, she began her DIY journey in 2019 after buying her first home. Through TikTok and YouTube, Alex shares accessible tutorials on projects like wall panelling and garden makeovers, inspiring confidence in her audience. She also offers interior design consultations and partners with brands such as Worx UK. Featured in publications like Ideal Home, Alex empowers others to transform their spaces with creativity, practicality, and her signature message: “Just get started.”
2. Mr & Mrs DIY
Mr and Mrs DIY, led by Craig Phillips and Laura Sherriff, is a UK-based home renovation and lifestyle brand. Craig, winner of Big Brother UK 2000, and Laura, a former TV presenter, combine their skills to share DIY tips through their YouTube channel, Mr and Mrs DIY TV. From garden makeovers to interior projects, their tutorials encourage confidence and creativity. As Frenchic brand ambassadors, they promote eco-friendly renovations. Blending professional advice with family life, they inspire thousands to tackle home improvements, showing that with enthusiasm and guidance, anyone can transform their home.
3. Charlie Luxton
Charlie Luxton is a British architectural designer and TV presenter known for promoting sustainable architecture and low-carbon living. After studying architecture at Oxford Brookes and the Royal College of Art, he co-founded Free State, delivering awareness-raising projects like the V&A’s "Zoomorphic" exhibition. In 2005, he launched Charlie Luxton Design, specialising in eco-friendly homes in London and the Cotswolds. Luxton has presented shows such as "Homes by the Sea" and champions green living both professionally and personally, leading sustainability initiatives in his Oxfordshire community, including securing a Low Carbon Community Challenge grant.
4. Laura Deller
Laura Deller, known as @houseprojectuk, is a UK-based DIY and home renovation influencer who balances life as a teacher, mum of two, and home improver. Sharing her budget-friendly projects on TikTok and Instagram, she inspires followers to personalise their spaces through upcycling, sustainable design, and creative problem-solving. From custom headboards to recycled materials, Laura’s approachable style and honest insights make DIY feel achievable for all. Recognised as a leading voice in the UK’s DIY community, she champions practical, eco-conscious home improvements that prove style doesn’t have to come at a high cost.
5. Kirstie Allsopp
Kirstie Allsopp is a well-known British TV presenter and property expert, best recognised for co-hosting Channel 4’s Location, Location, Location with Phil Spencer since 2000. With a background in high-end property search and interior design, she has built a trusted reputation in the home and property sector. Beyond property, she presents popular craft shows like Kirstie’s Handmade Christmas, sharing her love of upcycling and traditional crafts. Known for her candid social media presence, Kirstie continues to influence home improvement and lifestyle audiences across the UK through television, books, and public commentary.
6. Martin Roberts
Martin Roberts is a British TV presenter, property expert, and author, best known for hosting BBC’s Homes Under the Hammer since 2003. Starting his career in radio and later presenting ITV’s Wish You Were Here...?, he has become a trusted voice in property education through TV, books, and his TalkRadio show Home Rule. Roberts also writes children’s books promoting wellbeing. Following life-saving heart surgery in 2022, he began restoring the Hendrewen Hotel in Wales as a community hub, continuing his mission to educate, inspire, and support local communities through property and media projects.
7. Nick Knowles
Nick Knowles is a well-known British TV presenter, best recognised for hosting BBC’s DIY SOS since 1999. Celebrated for his hands-on approach and community-focused projects, Knowles leads teams transforming homes for families in need, making the show a national favourite. Beyond DIY SOS, he has hosted game shows like Who Dares Wins and released a music album in 2018. In 2024, he joined Strictly Come Dancing, showing his resilience after an injury. Knowles lives in the Cotswolds with his fiancée Katie Dadzie, continuing to inspire through his varied career in entertainment and charity work.
8. Sophie Higgs
Sophie Higgs, creator of Home by the Cloud, is a leading UK DIY and home renovation influencer based in Cheshire. She gained recognition by transforming a dated 1980s property into a stylish family home, sharing affordable renovation tips on social media. Sophie’s content focuses on budget-friendly projects, from kitchen updates to garden makeovers, showing how to achieve high-end looks for less. Blending practical advice with personal insights, she also shares money-saving tips and home finds, inspiring a growing community to embrace accessible, stylish, and cost-effective home improvements.
9. Max McMurdo
Max McMurdo is a British designer, entrepreneur, and TV presenter known for transforming waste into stylish, functional creations. After studying product design, he founded Reestore Ltd in 2003 to turn landfill materials into high-end furniture. His appearance on Dragons' Den in 2007 secured investment and led to collaborations with brands like The Body Shop and Google. Max has featured on shows like George Clarke’s Amazing Spaces and Tool Club, promoting upcycling and sustainability. He also leads community projects, including BOTL BLOX and the "souper van," and shares his expertise through books on creative reuse.
10. Laurence Llewlyen Bowen
Laurence Llewelyn-Bowen is a renowned British interior designer and TV personality, famous for his bold, maximalist style. Rising to fame on Changing Rooms in the late 1990s, he later appeared on shows like House Rules, The Apartment, and Outrageous Homes. Known for celebrating rich textures, vibrant colours, and personal expression, he challenges minimalist trends. Laurence lives in the Cotswolds with his extended family and continues to design, exhibit art, and inspire homeowners to embrace individuality and flair in their interiors.
Hire a Property Influencer Today!
If you are interested in hiring a Property Influencer from our exclusive selection for your next campaign, contact us today! Call one of our dedicated Matchmakers on 0203 9580 427 to discuss all aspects of your campaign, from theme to budget. Alternatively, complete our online contact form to begin the booking process. Amplify your next campaign with the authentic reach and impact our diversity and inclusion influencers are trusted to deliver.
