TikTok and Instagram, with videos the way of selling a house changes

TikTok and Instagram, with videos the way of selling a house changes


ROME – The second life of real estate agents. With i social networks change the way of sell home. Goodbye to phone calls, appointments with the secret house number, long waits.

Now the house can be seen on social media and then, if anything, we proceed in person. According to a study conducted by DeReva digital strategy and communication company, in Italy alone in 2022, the creator market would have grown by 10% more than the previous year.

Luxury homes

A figure that includes the so-called Insta-agents, i.e. influencers who lend themselves to selling houses on social media. Any examples? Sergio Alberti who has been selling houses between Rome and Dubai for 30 years, has 80 thousand followers (he even invited the Iene crew to see a house in the Emirate) and also offers advice on the real estate market on Instagram.

Gianluca Torre – agent with 275 thousand followers – focuses only on luxury homes that he sells with great emphasis and poetic descriptions with the surprise of the final price.

Honesty as a strategy

Bloomberg tells how, in an attempt to woo new buyers, some real estate agents are trying a new tactic: extreme honesty about partnerL. Basically we are selling a very expensive house and we don’t try to hide it. Are there any defects? We explain how to exploit them.

Just up There are now 5.3 million posts on TikTok with the hashtag #RealEstate; the platform reports a 40% increase in posts in the first two months of 2024 compared to the same period in 2023.

The videos rely on pop music, not particularly elegant jokes and unconventional comments (“This cooking excites me”). Recording a video, apparently, makes agents more casual and this allows them to abandon the jacket and tie in favor of something more original.

Curiosity is business

The king of real estate on Tik Tok is definitely Cesar Gutierrez, which operates Milestone Real Estate Group in Texas. Gutierrez – to convince potential customers – recently showed the large living room of a three-bedroom apartment listed for $369,000.

When you buy your house, you will no longer have money to buy furniture“, he joked but not too much in the video. His solution – suggested to customers – was to use the space as a fitness center: “Free membership to your home gym”.

Result? He received around 60 contacts, 9 contracts and 12 proposals. He tells Bloomberg Pinar Yildirim, associate professor of marketing and economics at the Wharton School of the University of Pennsylvania: “The posts are based on a tradition consolidated over time which is that of be curious about how other people live and to change behavior when it comes to TikTok, LinkedIn and Instagram and Facebook. Reading a house ad isn’t as exciting as being able to walk through a house on a simulated walk.”

And again: “Real estate agents must understand that now it’s on social media that people look for houses, they get inspired and need to shift more of their marketing efforts to these platforms.”

The aggressive tours

Other agent on Tik Tok is Brad Scott. After trying to sell properties professionally (and with little success) he changed his strategy. She released her first “aggressive” home tour on January 27th.

And since he launched into much more personalized videos, he says they’ve gone viral. Scott today has more than 115,000 followers on TikTok and his clips accumulate tens of thousands of views.

His popularity also led him to a second job: content creator. He started doing it pay $250 per listing to help other agents make their videos.

Finally, Andy Klaric, a New York agent at Serhant Real Estate, relies on an internal team dedicated to helping agents create content for their listings. The study of it yields approx 125 social contents per month and 1 in 4 of these videos are specifically designed for TikTok.


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