Hero Realty turns to influencer marketing to connect with new-age homebuyers

New Delhi: Hero Realty has launched an influencer-led marketing campaign aimed at reaching younger, digitally savvy homebuyers across Delhi NCR and Punjab. 

The campaign spans three months and involves more than 30 content creators across Instagram, YouTube and LinkedIn, with content focused on lived experiences and aspirational storytelling rather than traditional real estate promotions.

Managed by PR Professionals, the initiative is currently active across three of Hero Realty’s flagship projects. In the initial phase, the brand has partnered with over 10 influencers, creating a steady flow of content designed to reflect the lifestyle goals, emotional touchpoints, and community aspirations of first-time buyers. The selection of creators was made to mirror the diverse expectations of salaried professionals navigating a high-involvement purchase decision.

Recognising the increasing influence of social media on purchase journeys, the campaign seeks to offer a more relatable narrative around homeownership. Rather than focusing on specifications or pricing, the approach centres on community, belonging, and life milestones, elements considered increasingly relevant to younger consumers.

Karan Kumar, Chief Marketing Officer, Hero Realty, said, “Real estate is an emotional decision, especially for first-time homebuyers. It’s not just about owning a home; it is about identity, belonging, and security. Today’s younger demographic is steadily growing, not just as future buyers and investors, but also as key influencers in family decisions, even when they’re not purchasing immediately. This cohort engages with content differently. Traditional sales pitches don’t resonate; they respond to short-form videos, peer validation, and authentic storytelling from credible voices. With this campaign, we’re sharpening our focus on formats that resonate with content that feels relevant and with an added dose of hyperlocal credibility by anchoring stories in real contexts that feel personal and familiar. From Instagram Reels and YouTube explainers to LinkedIn thought pieces, we are creating digital touchpoints that simplify the homebuying journey while spotlighting the deeper proposition that makes our offering stand apart.”

Sarvesh Tiwari, Founder & Managing Director, PR Professionals, added, “Having witnessed influencers evolve from promoting beauty and fashion to now advocating high-value, deeply considered purchases like real estate, it’s clear that their impact has grown significantly. In a category as personal and long-term as real estate, authenticity and trust are paramount. This campaign of Hero Realty reflects a progressive approach, leveraging credible voices to connect meaningfully with today’s digital-first homebuyers. We are thrilled to partner with them on this forward-looking initiative that recognises the digital shift in consumer journeys.”