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Luxury Developers Are Selling Stories on Instagram

Social media has given developers a brand-new way to display luxury residences to a wider audience, with the Instagram story taking over where the ads in a real estate agent’s window left off. Such is the case for the Manhattan luxury condos at The Centrale, which have been using Instagram to “provide a personality for the building,” says Anna Zarro, head of sales, marketing, and communications for the building’s developer, Ceruzzi Properties. “It allows us to find our tribe and speak their language.”

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