Features

Social media living

What does it take to create picture-perfect student accommodation? Does being ‘Instagrammable’ even matter? Proper Living’s co-founder Caspar Lee unpacks his Gen Z real-estate investment.

20 May 2021

Around four years ago, YouTuber-turned-entrepreneur Caspar Lee decided to invest in real estate. The market for student accommodation in South Africa was booming, so when Lee’s business partner, Benji Schaffer, told him about a building in Cape Town he could potentially invest in, he saw the potential to create something unique.

“I realised that I don’t want to just be an investor here, I wanted to see how I could add value to this building and then potentially build more value going forward,” says Lee. With 6.9 million subscribers to his You- Tube channel – something Lee ran for over 10 years – his experience working closely with brands and Gen Z brought an interesting angle to the project, namely social media marketing.

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