Real-Estate Agents Turn to TikTok and Instagram Reels to Market Properties—and Themselves

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Video apps dedicated to real estate are emerging, giving agents a new place to promote their properties—and their personal brands

| Photographs by Gabby Jones for The Wall Street JournalReal-estate agents increasingly are marketing their listings—and themselves—in short, often low-production videos that can be made and viewed easily on mobile devices.

Property tours have become common on TikTok, Snapchat , YouTube and Instagram, as short-form video exploded in popularity. They received an extra boost when the pandemic made showing apartments and houses in person more difficult, real-estate agents say. Now, new video apps dedicated to real estate are emerging, giving agents another place to promote their properties—and their personal brands.

 

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Grasping at straws. Audience and buyers don’t match.

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