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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.