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How can a buyer make the most out of influencer content without falling prey to hype?

What checklist should a buyer follow — e.g. verify documentation, visit site (if possible), compare with similar properties, cross-check claims?

What balance between digital research and ground-level verification is optimal?

Should buyers treat influencer videos only as “first filter” and not as final deciding tool?

marketing influencer-marketing buyer
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Matthew’s Answer

Influencer content is great for discovery, but buyers shouldn’t treat it as proof. Use it as a first filter, then verify everything yourself. A simple checklist helps: confirm all documents and approvals, research the developer, compare with similar properties, cross-check every claim, and—if possible—visit the site to see the area, construction quality, and real travel times. The best balance is digital research for shortlisting, and ground-level verification for deciding. Influencer videos should spark interest, not close the deal.
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Cristian’s Answer

As a Buyer, we explore trends, products, and customer behavior. To get the best from influencer content, use it as a bridge to real customers. Influencers explain why to buy a product, but the real insight comes from customer comments and reactions. Are they happy with the product? Have they purchased it? What was their experience like? Would they recommend it? What do they love or dislike about it? Use influencer content as a starting point to connect with customer feedback. Then, check if these insights align with other information you have.
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