Russian-speaking bloggers and real estate agents are playing an increasingly visible role in promoting and selling property in Georgia to Russian citizens, with marketing campaigns encouraging potential buyers to relocate and obtain residency in the country, according to a media investigation by Batumelebi.
The report found that advertisements for apartments, villas and other properties in Georgia are widely circulated on platforms such as YouTube and TikTok, primarily in Russian and, in some cases, English. Georgian-language advertisements are comparatively rare.
Promotional content often targets Russian audiences directly, inviting them to move to Georgia, and highlighting residential developments in cities such as Batumi and Tbilisi. In addition to real estate, Russian-speaking influencers also advertise wineries, tourist destinations, restaurants and other businesses.
The investigation found that dozens of Russian-speaking bloggers are involved in marketing Georgian real estate, while Russian-operated agencies are active in Batumi and Tbilisi. Properties under construction are also being promoted to buyers abroad.
Several developers told the outlet they work with intermediaries, including foreign nationals, to market their projects. Some companies said they do not specifically hire Russian bloggers, while others confirmed they cooperate with Russian-speaking agents or influencers under standard brokerage agreements, allowing them to advertise properties with the developer’s permission.
Other developers said they work with brokers from various countries, including Ukraine, Israel and the United States, arguing that online advertising reaches international audiences and cannot realistically be limited to a single nationality.
One developer confirmed that the company itself selects social media influencers it considers suitable for cooperation, noting that demand from Russian buyers remains significant.
The investigation also highlights the continued growth of Russian property ownership in Georgia following Russia’s full-scale invasion of Ukraine. Based on an official statistics cited in the report, Russia accounts for the largest group of foreign citizens permanently residing in Georgia, with 37,715 Russian nationals registered as permanent residents.
Census data show that Batumi’s population has increased by 54% since 2014, reaching 235,668 residents.
The report also cites previously published official data showing that, by April 26, 2023, Russian citizens had purchased 7,709 apartments in Georgia, covering a total of 424,449 square meters. Russian nationals have also acquired land plots in various parts of the country.
Based on the investigation, Georgian authorities have stopped publicly releasing detailed information on property purchases and business ownership by Russian citizens since 2023, making it more difficult to track the scale of Russian investment in the country.
