What Architects Can Learn from a Real Estate Agent's Viral Social Media Strategy
In this episode of The Landscape Architecture Podcast, host Michael Todoran interviews Salt Lake City real estate agent and Instagram personality Kaitlin Hannig, whose darkly funny "asshole home tours" have gained a massive following by breaking all the conventional marketing rules.
This conversation is especially relevant for architects, landscape architects, and interior designers who are navigating how to present themselves online. Caitlin shares how she built a loyal audience not by showcasing perfection, but by leaning into flawed, human, and refreshingly honest content.
We explore:
Why traditional marketing tropes fall flat in today's digital culture
How to create content that speaks to your audience instead of about yourself
The power of humor, vulnerability, and storytelling in professional branding
Why beauty alone doesn't engage—and what does
How design professionals can stand out in a sea of aesthetic sameness
Whether you run a small studio or work in a large firm, this episode will challenge how you think about digital presence, authenticity, and the kind of content that actually drives trust and engagement.
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