Industry Report: Influencer Marketing for Real Estate

If you’re active on TikTok, you might have seen your fair share of real estate videos. As social media, and especially visual-heavy platforms like Instagram and TikTok, only get more popular, influencer marketing for real estate has become a major new trend. In fact, when it comes to marketing, developers have begun to hire influencers to sell homes during the pandemic, wooing young buyers with gorgeous Instagram photos.

With work from home making the real estate space harder to sell, as consumers don’t want to spend thousands of dollars on homes they can’t see in person, turning to social media has been the industry’s saving grace. Here’s everything you need to know about current top-performing real estate influencers and their methods for successful influencer marketing for real estate.

 Why is Influencer Marketing for Real Estate Important?

Just like other major industries, traditional marketing methods haven’t been working as well for the real estate industry. Whether it’s television ads or print ads, these efforts are often overshadowed by influencer marketing for real estate. Now, real estate agents have become television and social media personalities, creating engaging content to draw in the attention of first-time buyers. As the founder of Maz Group told Bloomberg, sealing the deal with potential homeowners nowadays requires much more effort than ever before.

Influencer marketing is integral to all types of industries. Read about how the toy industry uses advertising here.

To get people in the door now, realtors have had to adapt to the times and market their services online. Why? They realized that consumers trust their favorite influencers more than they trust traditional advertisements. And when it comes to real estate, potential homebuyers want to be able to trust their realtors, too.

Now, realtors have had to go beyond staging a home and start thinking about how to create engaging content and an eye-catching feed on social media. By building an online presence, realtors no longer have to rely on open houses, 3D walk-throughs or augmented reality to display homes. Instead, they can post an Instagram Reel, a TikTok video, or a video on their YouTube channel to help their viewers envision themselves living in homes for sale. Plus, influencers are often experts when it comes to making their feed look visually pleasing, which comes in handy for taking photos of homes and interior design.

Generation Z and Influencer Marketing for Real Estate

Gen Z, as we know, is the generation born between 1996 and 2010. It’s the generation following Millennials and is now one of the most prevalent generations in the real estate market nowadays. Of course, Gen Z is digital natives, as they were born into a world of emerging and advancing technology and social networks. It became a daily part of their lives – and that’s why the marketing approach needed to adapt as well. 

Realtors quickly learned that the most successful channels to reach Gen Z were through Snapchat, Instagram, Twitter, and TikTok. With Gen Z being such a mobile-oriented generation, it was crucial for realtors to start boosting their account visibility and recognition on social media. So, it’s safe to say that Gen Z is great at pushing a lot of industries out of their old ways and forcing them to become more innovative and creative. That’s when influencer marketing for real estate really started to look like a solid path to success. This became especially true when Instagram first started to release tools and features used for business activities, making advertisements, and growing businesses. 

Mega-Realtor Influencers (1M+ followers)

Now that you know why realtors have turned to social media to promote their services, it’s time to take a look at the top-performing real estate influencers across various platforms. Plus, we’ll take an in-depth look into how they’re successfully utilizing social media and why it’s working for them. First, let’s talk about real estate influencers on the Mega tier, meaning they have 1 million followers or more. 

1. Heider Real Estate

• 2.5M followers

@heider_realestate

Listed for $14,700,000 in beautiful McLean, Virginia📍 #realestate #luxuryrealestate

♬ Wild Thoughts (feat. Rihanna & Bryson Tiller) – DJ Khaled

Heider Real Estate made a TikTok account not only to show off homes but to catch the attention of millions of potential and future homeowners online. Daniel M. Heider, who lists the properties, caters to locations in the Mid-Atlantic region and has earned 31.7M likes on his account. 

2. Aaron Grushow

• 1.4M followers

@aarongrushowhomes

Choose your dream mansion! #mansion #house #hometour #luxury #architecture #design #realestate

♬ Blow Your Mind (Mwahchallenge) – Dua Lipa

Aaron is a Los Angeles realtor with the Aaron Kirman Group and Compass that is known for his engaging real estate videos. With more than $7B in team sales, viewers consistently tune into Aaron’s TikTok account to see impressive homes in Los Angeles, get the latest real estate news, and learn more about their favorite celebrity’s home. 

3. Fredrik Eklund

• 1.3M followers

Fredrik is a Swedish real estate broker and agent based in New York City that sells the most exclusive real estate in California, New York, and Florida. With his knowledge in real estate entrepreneurship, Fredrik became a Bravo reality television star and became known for his out-of-this-world energy that draws in huge audiences.

4. Kevin Paffrath

• 1.34M subscribers

Kevin is a real estate coach that helps his audience build wealth and success through his YouTube videos. As a real estate broker and investor working daily in real estate, he now owns over $10M in real estate and wants to help his followers with a personal course to help them achieve their goals. In his course, you can find tips on real estate investing, sales, property management, and more. 

5. Ryan Serhant

• 1.07M subscribers

Ryan is an American real estate mogul, producer, and television personality that is best known for starring in Bravo’s “Million Dollar Listing New York” as the founder of The Serhant Team. With his content, you can get an exclusive look into the most beautiful properties in New York and will learn all of Ryan’s essential tips to making it in the real estate industry. 

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Macro-Realtor Influencers (100K-1M followers)

1. Kameron Whiteside

• 204K followers 

Kameron calls himself a matchmaker between potential homeowners and the homes he’s showing. As Houston’s self-proclaimed favorite realtor, Kameron has gained an impressive audience due to his engaging house tour videos, real estate memes, and videos answering his viewers’ real estate questions.

2. Haleigh Booth

• 248.9K followers

@haleigh.booth

It’s the attitude for me. 😆

♬ original sound – Asia The Unknown

Haleigh Booth is a KY Realtor that has learned how to use TikTok to her advantage, which has earned her more than 5.4M likes on the app. What’s Haleigh’s key to success and gaining new clients? Reeling them in with her personality and hilarious TikToks. Haleigh knows how to correctly follow TikTok trends and it certainly works in her favor. 

3. Turnkey Visuals

• 447.4K followers

This TikTok account follows the journey of a real estate photographer in Houston, Texas. Viewers on TikTok love checking out the homes that are posted on this account, which has gained the account more than 8.2M likes for their amazing editing, photography, and videography skills. 

Speaking of likes, check out our list of the most liked videos on YouTube here.

4. Jared Kirkwood

• 505.2K followers

Influencer marketing for real estate isn’t just limited to the United States, as Jared is a new home advisor from Melbourne, Australia that has gained an impressive following. He gives his audiences tips for their new home décor, advice on how to navigate dome deposits, suggestions on how to finance a new home build, and so much more. If you’re planning to buy a home soon, his account is a great resource.

5. Tat Londono

• 978.7K followers 

@tatlondono

Would you open this letter ?💌 #realestateagent #realestate #realtor #realtorlife #realestatecoach

♬ Blue Blood – Heinz Kiessling & Various Artists

Tat is a real estate coach that posts about her real estate and entrepreneur lifestyle on social media. She often shares tips on how to navigate a career in real estate alongside taking her audience on funhouse tours.

Micro and Mid-Tier Realtor Influencers (10K-100K followers) 

1. Rich De Villa

• 89.2K followers

Check out this TikTok following the founder of the De Villa Group, Rich De Villa, as he shows off luxury real estate in Silicon Valley, San Francisco, and Los Angeles.

2. Nicole Freer

• 90.2K followers

@nicolemfreer

#nfg #influencer #entrepreneur #businessowner #realestate #realtorsoftiktok #tiktokrealtor #fyp #foryoupage #4u #goals #goalplanning

♬ Cry Baby (feat. DaBaby) – Megan Thee Stallion

Why do TikTokers love this Houston real estate agent? Not only does she show off some of the most impressive homes in Texas, but she also serves as fantastic representation for strong women in the real estate industry. 

3. Zoie the Las Vegas Realtor

• 33.6K followers

Zoie is a realtor from Las Vegas with Rothwell Gornt Companies that is quickly gaining views, likes, and followers for her real estate content. She covers how to use Zillow, shows her open houses, and shares tips and tricks for buying property.

4. Bryan Real Estate

• 51.5K followers

Bryan is a Houston realtor that buys, sells, and invests. Plus, he’s here to help you do the same by giving you all the tips you need to succeed. Mainly, he’s known for doing home tours on TikTok.

5. Loida Velasquez

• 21.5K followers

 

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Loida is an influencer on Instagram and YouTube that focuses on real estate and fitness content. As she’s with eXp Realty in California, she often shows off homes in California, but also has a podcast for real estate news and runs a real estate boot camp for aspiring agents. 

More real estate influencers to check out