Is Real Estate TikTok the Secret to Finding an Apartment?
From renters to agents, the social platform has become a valuable resource
By Katherine McLaughlin -
No longer just a social media platform, TikTok is also a secret weapon when it comes to real estate.Ā
In March of 2022, Ashley Kim, a virtual reality product designer, was living in Providence, Rhode Island, while finishing up her joint Master of Design Engineering at Rhode Island School of Design and Brown University. āIām a huge planner, so I was starting to put things into motion for my post-grad life, and moving to New York City had always been my goal,ā she recalls. Knowing how competitiveĀ real estate can be in the city, she started reaching out to friends who could offer tips and strategies forĀ apartment hunting in one of the most hectic and fast-moving markets in the country.Ā
Around that same time, Casey Han was experiencing a housing change of her own: Her best friend and roommate was planning to move out of their apartment in Brooklyn to San Francisco, and Casey needed someone to fill the room ASAP. While she knew a few mutual friends who might be interested in the space, she decided to list the apartment onlineāonly instead of posting on StreetEasy, Apartments.com, orĀ Facebook Marketplace, she made aĀ TikTok video.Ā
Call it luck, fate, or just a really advanced algorithm, but the video soon made its way to Ashleyās feed, and the two creators connected. After a brief chat on Instagram DM, they set up a FaceTime call and soon decided to live together. āI think what had cloaked me in some form of confidence was that we were the same age, shared South Korean roots, clearly enjoyed the art of cooking and holistic living, and liked to be creative through content creation,ā Ashley says. Casey shared similar sentiments, and bothĀ agree that living together has been nearly perfect.Ā Ā
While it may not seem like it, stories like this arenāt that unusual. As Gen Zās unofficialĀ search engine of choice, TikTok has become a valuable tool for anything one might have once typed into Googleāincluding finding an apartment. The hashtagsĀ #nycrentals, #brooklynrentals, andĀ #nycrealestatehave been viewed 42.5 million, 1.5 million, and 376.1 million times, respectively. While notably a more general hashtag,Ā #nycapartment has racked up 2.1 billion views globally.
Similar hashtags can be found for other cities as well as realtors, renters, and people like Casey and Ashley flock to the app as a one-stop resource for finding a place to live.Ā
Much like the app itself, 2020 changed the course of real estate TikTok. āWhen the pandemic started, we werenāt sure what our responsibilities were as agents and what we were allowed to do,ā explains Madison Sutton, a real estate agent at Serhant. On her TikTok page, Madison posts both lifestyle and real estate videos under the username @thenycagent for her audience of over 100,000 followers. During the height of the pandemic, sharing video tours of the available units became one of the safest ways to conduct real estate transactions, according to Madison. āIt has been an interesting thing to watch the industry adapt to; when I first started doing it, everyone thought it was a bit ridiculous.ā Clearly itās not: In the past 18 months, Madison estimates sheās conducted about 150 rental deals through TikTok alone, adding that she didnāt post those units on StreetEasy or other platforms. Itās not just a benefit to Madison; thatās also 150 tenants who have found their home on the app.
While itās true thatĀ TikTok was built for social media and not real estate hunting, itās in this function that the platform might actually get its leg up. āIāve had people see a video of a unit I posted, inquire about it, tour it, put in an application, and they rent it,ā saysĀ Sarah Alister, a real estate agent at Compass.
However, she notes that one of the biggest benefits of TikTok over other places realtors could share listings is the social aspect of it. In addition to sharing available apartments, she also posts educational content about moving to New York. āIām very vocal about being a Jewish Manhattanite, born and raised on the Upper East Side, so I consider that a factor as to why I stand out as a real estate advisor here in the city,ā Sarah adds.Ā
Potential clients often reach out to her not because theyāve seen a specific unit they like, but rather because theyāre drawn to her as someone who can help them navigate the complexities of house hunting. Once this connection has been made, she can direct renters to off market units or those that arenāt shared as widely, but affirms thatĀ TikTok is always the start of the equationāboth for her and people looking for units. āOne hundred percent of my leads are coming from TikTok,ā she says.Ā
For those familiar with the trade side of social media, TikTokās merge from a social platform to a house-hunting asset is hardly surprising. Realtors and others in sales roles have long used social media as a marketing tool, and Facebook Marketplace offers crucial time-tested proof that these websites and apps can be used both for connection and commerce. However, when it comes to real estate specifically, the video nature of TikTok can make it a particularly useful player compared to its stationary competitors.Ā
āVideos donāt lie,ā says Elana Delafraz, a real estate agent at Real New York. She and her business partner, Adam Hakimian, run the account @nofeeapartments, which has helped them close around three deals a week in the peak summer season alone. āOn TikTok, there are no edited pictures, no brightened rooms, you get exactly what you see,ā Elana emphasizes. She and Adam will often take this a step further and frequently tell viewers directly whether they believe listings are worth it or notāanother characteristic that has helped the two grow their following to almost 50,000 people.Ā
āNew York City is dominating real estate āTok right now,ā Sarah says. āBut I am starting to see some realtor friends in other cities jump on the train and put out tours and other similar content.āĀ
While TikTok likely isnāt going to replace traditional real estate websites any time soon, itād be rash to discount the platform entirely. AsĀ millennialsandĀ Gen Z become major players in the real estate market, it's unsurprising their go-to platforms will become essential tools in their search.
And as more renters and agents find TikTokās value, many experts expect it to expand past the Ć¼ber-competitive markets like New York and make its way into the rest of the country. āTikTok is the future,ā Sarah concludes. āWith everyone utilizing it as a search engine platform, it's only going to make sense that others get involved.āĀ
And you, could you imagine find your home with Tik Tok ?
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