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Real estate influencers say TikTok and Instagram are altering the industry

Clients are turning to real estate creators to help them navigate the oft-confusing market.

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Andy Hirschfeld

young woman in high-rise apartment taking a photo
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This story was originally published on Passionfruit.

A little more than a year ago I was desperate to get out of a bad living situation. My roommates at the time didn’t take COVID-19 as seriously as I did. I desperately scoured Streeteasy, ZIllow, and Facebook Marketplace to take advantage of those COVID discounts before it was too late. 

I quickly found my dream apartment. It was a beautiful three bedroom apartment with multiple stunning balconies and a dishwasher. The location was close to perfect for my needs. I loved it. I was ready to put down a down payment but unfortunately was turned down for the apartment. 

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Three weeks later—while procrastinating on my responsibilities—I stumbled upon that very same apartment on Cash Jordan’s YouTube channel. At that point I thought to myself, “Is anyone actually finding an apartment this way?”

For Johanna Umek, that’s a yes.


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