Copenhagen real estate agent sells most homes through Instagram

A growing number of real estate agents in Denmark’s major cities are using Instagram and TikTok to market and sell properties, with one Copenhagen broker now completing 60 percent of his sales through the platform, reports DR.

Kian Janus Jensen, owner of Lokalbolig Valby, relies on Instagram to generate interest in listings, posting properties with eye-catching visuals and direct price tags—though key details like energy ratings or addresses are omitted. “We use it to create the right kind of interest for different homes, and we can build momentum faster in people’s minds,” Jensen told DR.

His posts often trigger hundreds of comments, with potential buyers requesting more information. Jensen then directs them to private messages, where he provides additional details. “It’s great for sparking dialogue about the property, which benefits both the seller and me,” he said.

The approach has proven highly effective: 60 percent of Lokalbolig Valby’s sales now originate from Instagram. Jensen attributes this to both strategic use of the platform and a tight housing market, where low supply and high demand shorten listing times.

Critics, including the consumer advocacy group Forbrugerrådet TÆNK, argue that social media listings risk omitting critical information for buyers. While Danish law requires full disclosures (such as energy labels and ownership costs) for public listings on traditional platforms, “off-market” sales—including those on Instagram—face fewer transparency rules. Mæglers must still provide accurate details to serious buyers, but only upon request.

Jensen acknowledges the debate but defends his method. “The most important thing is that if you post a property on Instagram, you must state the price. That’s a basic requirement,” he said, adding that other details can follow later. He rejects claims that the approach misleads buyers: “I don’t think it’s hiding anything—you’re misleading people if you don’t disclose the price. Right now, eight out of ten property posts on Instagram don’t even show an asking price.”