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s new generations of homebuyers enter the market, real estate agents are shifting their marketing strategies to win over younger buyers. Gone are the days of highway billboards and community events; instead, agents are building influencer-like presences on social media platforms like Instagram Reels and TikTok.
Agents like Monica Church, a 30-year-old Seattle agent with 186,000 followers on Instagram, offer raw, entertaining virtual home tours that often spark polarized comments from viewers. While some may view this approach as gimmicky, agents say it yields legitimate buyer leads. "I get several people a week reaching out to me through my social media," Church said.
A growing number of real estate agents are becoming "micro-celebrities" by leveraging social media to connect with potential buyers. According to a RE/MAX report, 41% of Gen Z and millennial buyers use social media to learn about real estate, while one in five uses AI chatbots for advice.
The pandemic has accelerated this trend, as buyers turned to social media for home tours and agent connections during the scarcity of open houses. Despite becoming an agent in 2021, Church has made 81 transactions since then – a rate above the national median.
Agents like James Savereux, who earned his broker license during the pandemic, have found success by posting engaging content on TikTok and Instagram. His videos often go viral, generating hundreds of thousands of views and sparking comments from potential buyers.
While some agents may view social media as a way to "bait and reel" in clients, others see it as an essential tool for connecting with younger buyers. Seattle agent Hannah Holser, who got her license in May, agrees: "It's actually been my only source of generating leads and picking up buyers."
Even experienced agents like Candace Hagen, who has been a Seattle agent for almost eight years, are finding success on social media. She spends about half her time creating content, but the number of clients her videos draw is worth it.
"It's just fun," Hagen said. "We used to have those TV shows on HGTV; now people are going to Instagram for that kind of experience."
