A misstep on Instagram has cost one of the U.K.’s most successful agents his position at Knight Frank.
Daniel Daggers resigned in November and will leave Knight Frank by February after 12 years with the firm, according to Financial Times. Daggers was a partner in the company’s super-prime division, selling properties worth at least £10 million.
Daggers shared a photo of a client’s London home with his 30,000 Instagram followers without the permission of the client, who complained that it violated their privacy and created a security risk.
Following Knight Frank’s announcement of his departure, Daggers posted a photo on Instagram of him mock-mowing a lawn with the caption: “me on gardening leave.” As of January 24th, he’s added another 1,000 followers on the platform.
Daggers was among the first U.K. agents to embrace social media and branding in the way many U.S. agents have. Like his counterparts stateside, Daggers mostly posts photos to Instagram of luxury cars, homes, and exclusive events. His success building his online presence led him to teach classes for agents on the practice.
Social media is a key marketing tool for agents in the U.S. and many U.S. agents have built their careers on various social media platforms and Instagram in particular.
Last year, Daggers told Spear’s magazine that he had been involved in around 500 sales totaling £3bn, or $3.9 billion. He worked on the £95m sale of a Georgian house near Buckingham Palace, which was bought by American hedge fund billionaire Ken Griffin, who shattered the price record in the U.S. when he paid $238 million for a penthouse at 220 Central Park South in Manhattan. [Financial Times] – Dennis Lynch
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