Boomin has launched a new YouTube channel as part of its wider digital strategy to try and lead the way in the social space.

The Boomin Property YouTube channel, which is now live, currently features five newly created videos that include British YouTube star WillNE, who has had more than 1 billion views of his channels and over 4.4 million subscribers, as he heads off mansion shopping with his girlfriend Mia.

There is also a video tour around the home of interior designers Jane Churchill and Frank Newbold, with the latter challenged to create his SIM’s 4 Dream Home Nightmare in superfast time.

These original videos, of which more will be released weekly, are designed to establish Boomin as the first UK property portal to leverage the channel with regular content.

Partner agents will be invited to feature in the videos, to showcase their best properties.

Boomin’s YouTube channel is part of the portal’s attempt to find new ways to build regular engagement with consumers over the long term, and ultimately draw more people into the property market.

The Boomin team has a strong track record of growing brands beyond just traditional marketing channels.

Phil Lloyd, chief marketing officer, helped carwow become a major automotive YouTube channel with over 5m subscribers, in addition to helping Paddy Power become one of the most socially prolific brands in the UK.

Collectively, the wider Boomin marketing team has experience at Tripadvisor, Virgin and Google.

Lloyd said: “This is just the beginning of our ambitions to update the way property portals create audiences and engage with property searchers across the UK.

“Our YouTube channel combines the best of Boomin – great properties from leading agents and inspiring interiors and ideas – all in one place. And with high quality content that people want to watch; without a Phil, Kirsty or Kevin in sight.

“We’re looking to take a leadership position here and show agents the power of partnering with Boomin to draw audiences to their properties via a powerful social brand. We have a huge pipeline of assets and content to come; we’re just getting started.”

Michael Bruce, CEO and founder of Boomin, added: “After years of complacency and tired options for agents and consumers, the traditional portals are only now starting to wake up to the threat that only competition brings, which is great for agents.

“Our DNA is all about innovation for agents, better experiences for everyone and helping agents to seize back the balance of power that they deserve as a customer of the portals.

“Boomin was created differently, from the ground up, with the latest technology and a world class team, which includes over 100 experts building on our technology every day. We will never stop innovating for the benefit of our agent partners – it is our DNA.”