The move into short-form video is also helping facilitate a larger trend of agents opting to brand themselves as individuals rather than representatives of a given brokerage, Mr. Oppenheim says. “I think it’s become a more agent-centric market as opposed to broker-centric, in terms of marketing,” he says. The trend is spreading beyond the major real-estate markets where it first became popular, agents and observers say. “A lot of people early on in big metros like New York City, Miami, Beverly Hills were sharing this really amazing, flashy, ‘Million Dollar Listing’-type content,” says Katie Lance, who runs a consulting business helping real-estate agents with technology and social media. “I feel like in the last probably eight to 12 months that it’s become a little bit more mainstream for Realtors, regardless of the metro area.”

https://www.wsj.com/articles/real-estate-marketing-tiktok-instagram-11666038398?mod=tech_lista_pos3