influencer Maren Erdvik promotes housing area for Drangsvann AS in Kristiansand

Influencer Maren Erdvik has been recruited by the developer group Drangsvann AS to promote their housing area in Kristiansand. The Norwegian Real Estate Association has expressed concerns regarding the use of influencers to market residential areas, arguing that it can lead to unprofessional and misleading advertising. Erdvik regularly takes over the developer’s Instagram account to showcase the area and provides her followers with virtual tours of a model home.

The association worries that influencers may lack the necessary legal knowledge required for marketing properties, which could lead to deceptive practices. However, Drangsvann AS claims that Erdvik’s posts offer an honest and authentic insight into everyday life in the community, reporting a slight increase in public interest since their collaboration began.

Erdvik, who has a substantial following on Instagram and Snapchat, moved into a new home in Drangsvann not long ago and shared her journey with her audience. She believes that highlighting the area she loves is a positive for potential buyers. Erdvik does not feel concerned about spreading incorrect information, stating that she primarily discusses the neighborhood rather than technical details about the homes themselves.

Despite the concerns raised by the real estate association, Erdvik views her collaboration as an honest representation of Drangsvann. The company emphasizes that her involvement is part of their marketing strategy, not a direct sales channel. They maintain that any responsibility for misleading consumers rests with the property seller or real estate agent, as Erdvik is not contracted to sell homes. The partnership is currently in a four-month trial phase, intended for evaluation before any long-term decisions are made.