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There’s a trend emerging in luxury real estate: Potential buyers are consuming high-end home and lifestyle content as entertainment long before they purchase a property — and leading brokers are jumping on board.
sheldon wilder
“Social media is my social proof,” says Shelton Wilder, a real estate associate with Sotheby’s International Realty-Brentwood Brokerages. “The driver of my business is referrals, and as a real estate professional you have to present yourself online.”
Roh Habibi, global real estate portfolio manager at Golden Gate Sotheby’s International Realty, has also been leading the charge. “I embraced social media as a business strategy in 2012 after watching the Los Angeles Million Dollar Listing and New York Million Dollar Listing. I quickly realized that Realtors were the new rock stars and it was definitely mine’ A core pillar of the content-to-commerce’ strategy.”
As Habibi says, the reason is simple: “As agents, our main focus is to reach as many people on the planet as possible. If they don’t know me, they’ll never do business with me.”
So how can agents up their game when it comes to real estate as entertainment? Here are six insights.
1. Create and curate the right content for your audience
Hayden Moran – Golden Gate Sotheby’s International Realty
habibie spirit
Habibi recommends starting by focusing strategically on the needs and desires of the audience you’re eager to work with. By sharing luxury and real estate content—top travel destinations, haute cuisine, and advice on negotiating high-end and high-stakes deals—he demonstrates an appreciation and understanding of his clients’ lifestyles. “Authenticity is the most important thing,” he said.
But once you’ve established your brand, it’s important to elaborate on it in an interesting and inspiring way. “I’m a very creative person, so I always like to play with current trends, but put my own spin on them,” says Wilder. “Since 2017, I’ve been shooting weekly videos for what I call ‘Wild Wednesdays.’ Whether I’m giving designer tips at the kitchen and bath shop, or eating chocolate crickets to do silly things, let my It’s important for fans to see my personality time again.
2. Instagram continues to offer
Shelton Wilder-Sotheby’s International Realty-Brentwood Brokerage
For many viewers, Instagram remains the pinnacle of entertainment — and for agents like Wilder and Habibi, it remains a way to connect with like-minded people and businesses. “A young, successful YouTuber found me on Instagram and bought a house with me within a few weeks,” Wilder said. “I had a previous client whose daughter contacted me after seeing my social media posts and she hired me to prep and list her house. going online and watching customers flock to them as soon as they hit the market helped sell those homes.”
It speaks volumes about the value of maintaining a presence on this platform. “I just closed a $5.5 million sale straight from Instagram, and the seller sent me a message saying he also owns a $12 million house and plans to sell it next year,” Habibi said. “I asked him how he found me and what prompted him to contact me instead of 6,000 other agents in the city. He said he felt he already knew me and knew my expertise based on my previous posts.”
3. The short version is promising
Antonia Bagoje – Golden Gate Sotheby’s International Realty
if you think Tik Tok It’s for kids, think again. Short videos are taking the world by storm, and while TikTok may be the most prominent example — many real estate professionals are embracing the platform — it competes with other social media like Instagram Reels and YouTube Shorts.
Both Habibi and Wilder are particularly focused on YouTube Shorts because it enables agents to post highly readable and shareable TikTok-style videos, while also connecting viewers with a wealth of long-form content on their personal channels.
4. Podcasting Boosts and Entertains
Shelton Wilder-Sotheby’s International Realty-Brentwood Brokerage
Everyone has a favorite podcast these days. If an agency has the time and resources to produce a podcast or be a guest on an established podcast, this can be a great way to showcase market expertise in front of new audiences.
5. Always welcome the wow factor
Mansions are extraordinary, so the best real estate entertainment showcases them in the most spectacular way. Invest in high-quality video and production values to wow your audience with things like drone tours.
6. Find influencers
Hayden Moran – Golden Gate Sotheby’s International Realty
Learn from leaders. Look at other professionals in real estate and related industries who are producing truly top-notch social content and draw on their playbook. “I really like the time and effort that Ryan Serhant has put into his media department—it’s well produced and executed,” Habibi said.
“Kelly Wearstler is an inspiring designer in Los Angeles who has designed several high-end homes,” adds Wilder. “I also think it’s important to follow all my friends and clients on social media. Having the opportunity to see what’s going on with them both at work and in their daily lives keeps me motivated and always makes me smile.”
But never forget that you are, and will always be, your greatest asset. “Being who you are, saying what you know, and having a lot of fun doing it,” Habibi says. “Helping people understand that the life they want can be their own and anything is possible.”
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