Extravagant mansions with a Bentley pulling into the driveway, rooms made entirely of glass, infinity pools almost pour into the Pacific Ocean—these are the aspirational clips that dominate real estate TikTok, making us all wish we could afford to live in one of these luxury homes.
According to Statisca, 62 percent of TikTok users in the US are between 10 and 29 years old, which is not necessarily the age of most people in the market for a new home, and especially not a luxury one, at that. Yet, real estate agents are still posting on the app and they’re seeing traction—in both followers and client leads.
On Going Viral on TikTok
Dylan Brush, a Los Angeles-based real estate agent with SJF Group, has access to luxury properties that he began to share on TikTok in late January. His first viral post? A $40 million bathroom that’s garnered 1.3 million views.
Since then, Brush amassed 12.5 thousand followers, creating consistent content of luxury properties with the shtick of “Client says I want a place to entertain” or “Client says give me a wall of glass” followed by an insane 180-degree view. He finds that this gets his listing across more than any other platform.
“I can get my properties across more eyes and more people by posting it on TikTok and going viral than I can with traditional marketing,” Brush explains.
Other real estate agents have seen similar results. In the second week of November last year, Tatiana Londoro, a real estate agent and coach based in Westmount, Quebec, began to seriously post content on TikTok. Her sixth post, a video about flipping a townhouse and making $100,000, went viral on the platform. That video amounted to 9.4 million views and sent Londoro on the track to gain the 1.2 million followers she has on TikTok today.
TikTok is creating that Million Dollar Listing and Selling Sunset buzz, which in turn is getting people to reach out to me.
Londoro, who was the star of the show The Property Shop on HGTV network in 2008, says this newfound TikTok stardom feels like that same level of fame.
“I haven't felt the way I felt when I was on HGTV until now,” Londoro says. “You really feel like a star. It really feeds your ego.”
On Selling Homes Via TikTok
Without the ability to host open houses with food, music, and that block party vibe to draw people into his listings, Brush found that he can bring a similar fun energy to the properties through TikTok. While he’s not selling the exact properties he’s posting, he’s found that new leads have reached out to him asking to sell their homes.
Brush had people direct message him on the platform saying that they’re moving to Los Angeles and need help finding a place, or that they know someone looking to sell their house. They noted that because his “videos are so cool,” they were interested in listing their property with him.
“TikTok is creating that Million Dollar Listing and Selling Sunset buzz, which in turn is getting people to reach out to me. The market I work in is Los Angeles, and people love that vibe,” Brush says.
Londoro earned the coveted verified status within a week of joining the platform, and with it, she’s gotten sponsorships and the ability to monetize products, like her real estate coaching sessions and sell her book Real Estate Unfiltered. She’s also gotten clients from TikTok—for instance, a girl reached out to Londoro to help her sell her mom’s million-dollar home—all because she found her on TikTok and loved the energy she was bringing in her videos.
While she’s making an additional income from TikTok. Londoro really believes in the advice she’s promoting on TikTok, which is what fuels her to continue creating content.
“It's not about vanity,” she says. “It's about monetization and helping people. I really do believe in my own stick and spiel."
On Cracking the Algorithm
Because of his following, Brush finds that everything he posts gets a good amount of views despite each post not going viral. However, naling the algorithm can be tricky—if not entirely random. Sometimes, Brush says videos he puts more effort into will hardly get any views, but when you strike the algorithm, it’s like hitting gold—plus the followers and views all follow.
That’s what happened with San Fernando Valley-based real estate agency ChernovTeam. After posting what the team’s videographer Jo Palma called a “regular post” of a tour of a modern farmhouse, the post hit viral status and now has 7 million views. The team’s TikTok account now has more than 106,000 followers.
While the team hasn’t sold any houses from the platform per se, the team has seen an uptick in followers on other social media platforms and more people visiting their website.
“More agents should start using TikTok because it's a really good tool to bring people to your other platforms as well,” Palma says. “For me personally, I see TikTok as a stepping stone.”
On Finding the Time to Make Content
Brush will typically film a 180- or 360-degree view when visiting a house or showing it to a client, and post it on TikTok later. He tries to post daily and finds that it’s usually the wow-factor homes that get the most views. But, he says he’s lucky he has access to these kinds of properties.
He tries to post daily using his "Client Says" format, as he does on all social media. The ChernovTeam works similarly and posts daily videos of either house tours or fun videos of their agents using various trends on the app to explain different real estate decisions.
“Our other social media is really professional, and we are able to show more of our personality through our TikToks,” Palma says. “We make it entertaining, but also educational.”
Palma says there’s a lot of preplanning that goes into the videos, but once they arrive at the property, it doesn’t take too long to shoot the videos and only a day to edit them. However, Londoro doesn’t believe you have to post multiple times a day or even daily to do well on the platform.
Our other social media is really professional, and we are able to show more of our personality through our TikToks.
She blocks off a time in the morning from Mondays to Thursday where she’ll plan and make videos—she’s also running a real estate business, after all. Because of this, Londoro can’t devote hours of her time to making videos, but she does try to post four times a week with three educational videos and one fun TikTok trend video. She finds that other creators are pushing her to make better content, as well.
“What I think is greatest about this platform is not only is it easy to monetize, but the content creators are competing with each other to get more engagement, so they keep producing better and better content,” Londoro says.
Eventually, with consistent posting, Brush believes he’ll be able to make a sale directly from TikTok. While he’s seeing a full spectrum of people—from interior designers to kids with a California dream—he’s still getting interaction with those in the luxury market.
“I think it’s the new wave of experiential marketing,” Brush says. “I’m not that traditional broker who posts things online and waits for the buyer to come. The biggest thing that I bring to the table is just my energy. The best way to articulate that is through video so everyone can see and get to know me.”