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From Million Dollar Listing to Zillow Gone Wild, I know firsthand about the rise of real estate content. And its popularity continues to increase thanks to the demand from fans who can’t get enough, whether it’s captivating content around home renovations or programming that takes an inside look at the high-stakes transactions real estate agents navigate.
But why is real estate content in particular on the rise, and what does this mean for marketers?
It’s no secret that reality TV is popular among consumers and dominates pop culture. It gives people the ability to connect with audiences on a personal level, provides escapism, and now—thanks to social and streaming platforms—entertains.
The content boomed during the pandemic due to a combination of historically low mortgage rates and increased remote work flexibility. As people spent more time at home, many found themselves wanting a more spacious and comfortable living environment but lacked the resources they needed to understand how the buying and selling process works. Real estate content helped fill this void in a way that not only entertained consumers but also educated them.
Now, realtors are reality TV and social stars, becoming influencers in their own way. Their authenticity, relatability and perceived accessibility makes them trusted figures in the eyes of their audience.
When a reality TV star endorses a product or service, it carries a sense of personal recommendation that resonates deeply with their followers. This influence stems from the connection viewers feel with these stars, who share their lives, challenges and successes in a way that scripted television rarely does. As a result, consumers are more likely to engage with brands and make purchasing decisions based on the endorsements of reality TV stars, believing in their genuine affinity for the products they promote.
So how can a marketer work with someone like me or other influencers in the space, whether realtors, mortgage brokers or any other DIY social star? To maximize the benefits of collaborating with this particular influencer, brands should consider the following best practices.
Product placement
