The improbable rise of landlord influencers: ‘I’m not taking advantage of anybody’

James Coupland: ‘I thought: “If my landlord can do this, then I can make money, too.’” Photograph: Courtesy of James Coupland

James Coupland started his Instagram account more than 10 years ago, posting unremarkable photos showing him with his mates, or in the gym. After giving up on a career as a footballer, he was studying for a sports performance degree while trying to make a name in fitness. But none of his posts were getting more than a few dozen likes.

Then, in March 2020, came the pivot.