Gen Z real estate influencers are selling homes on TikTok one joke at a time

Merek Greene gives plentifulness of location tours IRL. But erstwhile the 24-year-old luxury existent property agent decided to station a virtual circuit of 1 of his properties connected TikTok this July, he gave the video a silly, topical spin.

Casting himself arsenic a "Love Island" contestant who has conscionable received a matter astir a listing, Greene describes the San Diego flat arsenic a caller bombshell who "won't enactment azygous for long."

"He's stunning, move-in ready, and turning heads," Greene says. "Let's spot if this is your cleanable match." The video ends pinch a callout to schedule a backstage showing.

A erstwhile theatre kid and an supplier pinch Compass successful San Diego, Greene posts spot tours, snippets of his regular life, creation videos, and existent property drama sketches to his much than 19,000 followers crossed Instagram and TikTok. As portion of a procreation that grew up online, he knows that societal media is simply a powerful instrumentality for his profession — not conscionable for translating listings into sales, but for building his marque and estimation to pull the attraction of early clients.

But dissimilar the mean supplier posting self-serious slideshows of glossy listing photos, Greene is portion of a cohort of Gen Z existent property agents making a sanction for themselves online pinch humor. The existent property contented creators are here, and, to the chagrin of their much accepted elders, they're landing clients and making income 1 joke and creation video astatine a time.

For Greene, having a beingness connected societal media is simply a measurement to beryllium much relatable to prospective clients.

"People whitethorn deliberation of a Realtor arsenic an aged feline successful a suit — not needfully energetic aliases fun," Greene told me. He wants his followers and imaginable clients to spot that he's a existent quality being — 1 who besides "just sold a $2.1 cardinal home."

"I'm building exposure," he said, comparing each video he makes to holding an unfastened house. "I've gotten galore referrals conscionable by staying apical of mind from posting. I deliberation that's the biggest powerfulness of building your marque connected societal media and showing your authentic self."

It's paying off: Since 2022, he has closed much than $22 cardinal successful existent property deals.

Gen Z agents are leaning into comedy

In an unstable occupation market, existent property has go an progressively celebrated profession way for Gen Z, who are drawn to the opportunity to make superior rate extracurricular a accepted 9-to-5. NAR's Member Profile shows that the stock of Realtors nether 30 roseate from 1% successful 2023 to 4% successful 2024, earlier settling astatine 3% successful 2025.

For these digital-native agents, TikTok and Instagram are important platforms for building a following. But pinch countless agents competing for attraction successful an endless scroll, opinionated retired is paramount. One measurement to guidelines retired is to make group laugh.

Tampa-based supplier Breanna Banaciski, who describes herself arsenic a "comedian disguised arsenic a Realtor," roasts the homes she sells. In 1 tour, she jokes that Martha Stewart's jailhouse cell was larger than the home's 800 quadrate feet. Trenton Miller has built a pursuing of much than 2 cardinal pinch his comically nauseating high-speed location tours, while Maine supplier Mitchell Tebo does literal backflips into lakes and rivers earlier showing properties.

"We're seeing much agents thin into humor, trends, and relatable moments because they cognize different 'Just Listed' station isn't needfully going to extremity personification from scrolling," said Katie Lance, a societal media advisor who has taught existent property trading online and astatine nationalist conferences for astir 20 years. "People do business pinch group they know, like, trust, and subordinate to, and joke is relatable."

Being funny online tin salary off, but respective agents told maine there's a downside to making yourself portion of the entertainment.

Toni Marmo, a erstwhile existent property supplier from New Jersey, told maine she faced judgement from coworkers for making nosy of herself successful her Reels. In 1 of her videos, she pokes nosy astatine being a Gen Z realtor and pretends to beryllium friends pinch a client, dropping Gen Z slang and references to "Love Island." The video received much than 247,000 likes and 14,400 shares connected TikTok, but Marmo said not everyone successful her agency was a fan.

"It wasn't buyers, sellers, aliases anyone for illustration that who was getting upset," Marmo said. "It was much different agents who were like, 'Who is this young woman making a fool retired of herself, making a joke retired of what we do?'"

MJ Maitland, a 25-year-old supplier pinch eXp Realty from North Texas, told maine nary 1 astatine her brokerage has qualms astir her content. In fact, her signature shtick — abruptly sprinting done gorgeous midcentury modern homes — has go truthful expected by her astir 14,000 followers crossed Instagram and TikTok that she said they get huffy erstwhile she doesn't tally successful her videos.

Still, Maitland said immoderate agents extracurricular her brokerage don't understand the bit.

"Honestly, convey goodness the agents that I've met successful personification person been great," she said. "But I've had not-so-great experiences pinch agents who conscionable don't cognize maine aliases get what I'm doing."

Social-media occurrence tin unfastened the doorway to different profession paths

After building a sizable pursuing done her videos, Marmo near existent property successful 2025 to beryllium a full-time contented creator. She now posts manner and business videos aimed astatine helping her much than 70,000 TikTok and Instagram followers navigate their 20s.

Marmo, who's done deals pinch brands for illustration Wawa, Dairy Queen, the skincare marque Tower 28, and the movie "The Devil Wears Prada 2," told maine she now earns much from contented creation than she ever did successful existent property sales.

"Each paid marque woody brings successful the balanced of half to a full existent property check," she said, adding that she's typically paid from $1,200 to $3,200 and supra for a azygous marque deal, depending connected the deliverables.

Marmo said different young agents are besides starting to spot posting online arsenic a root of income — and, successful immoderate cases, a caller profession path.

"I spot a batch of them realizing they tin make conscionable arsenic overmuch money from posting content," Marmo said. "I still get a ton of DMs from group who sewage into existent property and are struggling. They inquire maine really I transitioned retired of the industry, and I deliberation they travel my travel because it shows them that different options are possible."

For Maitland, expanding her online marque to incorporated her interests successful architecture, history, and thrifting isn't astir building an off-ramp to a different career. She plans to enactment successful existent property and appease her fans by sprinting astir midcentury houses successful Dallas, but emphasized that she doesn't want her page to beryllium "sales-y."

"People want to spot thing much than conscionable being an agent," she said. "Being funny is my niche. It works, truthful why not?"