Instagram Influencer and Former Hamptons Senior Launches Property ‘Brokerage’

A self-styled social media personality and industry figure has launched his own estate agency into the prime London market.

Grant J Bates, who until recently worked for Hamptons’ specialist private family office arm, has set up an eponymous firm which he describes as a ‘brokerage’ that will ‘redefine the experience of buying and selling luxury real estate” in London.

Bates is one of the growing number of luxury property agents with a significant presence on social media – he has some 387,000 followers on Instagram and has a some 133,000 followers on TikTok. He has worked as an estate agent for over 20 years, having started out in Wembley as a negotiator for a local firm, but has since gone on to sell property with a total value of some £10 billion, he claims.

“Grant J Bates Property is a brand that understands the power of storytelling and digital influence in a new era of property. Our clients want more than transactions — they want to deal with people who get it, with experience, discretion, and results to back it up,” he says. “I can see which way this industry is going, we’re ahead of the curve, personality over formality with a tenacious work ethic sets us apart.”

Bates says he believes that digital and social media is the future of the estate agent sector.

“I was one of the first to adopt social media for selling homes, I knew how to harness its power to get my listings in front of the right people.

“I’ve sold millions of pounds’ worth of property via these platforms — clients often approach me after having a video shared with them. Personal branding is about having your name mentioned in rooms you haven’t entered yet, this notoriety is invaluable for me, but also for my clients.”

Bates says he is aware that social media players like him need to be discrete given they are selling the homes of the very rich and wealthy, a risk that other social media agents have ignored at their peril.

One of his most recent deals in the UK was a Holland Park home sold for £61,300,000 ‘entirely offline”.

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