Influencer marketing and real estate in French-speaking Switzerland: a cultural shift rather than a marketing trend

The real estate sector in French-speaking Switzerland is at a turning point. Long anchored in a sober, institutional, and somewhat traditional style of communication, it is now observing with growing curiosity the rise of influencer marketing. But this shift is about more than simply “getting people to talk about a property” on social media — it’s about rethinking how real estate brands, from developers to agencies and brokers, build trust in a market that has become both saturated and demanding.

In French-speaking Switzerland, trust is everything. Buying or renting a home isn’t a transaction — it’s a life decision. That’s why influencer marketing can only be effective here if it is rooted in authenticity and local proximity. Content creators who speak about the region, lifestyle, architecture, or sustainability can become true ambassadors of meaning — but only if the collaboration feels genuine and coherent.

The challenges are many. The industry must first overcome its fear of visibility, accepting that real estate communication can also be personal and embodied. It must also understand that local influence — through credible voices and engaged communities in cities like Lausanne, Geneva, or Fribourg — has far more impact than broad, impersonal national campaigns. And finally, it must set clear ethical boundaries: transparency around partnerships, compliance with regulations, and alignment with the values of quality and reliability that define the Swiss market.

Influencer marketing isn’t a passing trend — it’s a new way to build trust, when used thoughtfully. In French-speaking Switzerland, the goal isn’t to be loud, but to be real. And that’s where the true transformation of real estate communication begins.