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Young real estate professionals are transforming the industry by adopting unconventional marketing strategies on social media. Eschewing the conventional glossy property advertisements, these agents are harnessing humor and genuine content to forge connections with potential buyers and sellers. This innovative approach has proven remarkably effective, leading to substantial sales and brand recognition, despite occasional resistance from more traditional colleagues.

The Rise of Humorous Real Estate Marketing on Social Media

In July, Merek Greene, a 24-year-old luxury real estate agent based in San Diego, California, showcased an apartment listing on TikTok with a creative twist. Adopting the persona of a contestant from the popular show "Love Island," Greene playfully introduced the property as a "new bombshell" that was "stunning, move-in ready, and turning heads," concluding with an invitation for private viewings. This humorous presentation is characteristic of Greene's social media presence, which includes property tours, daily life snippets, dance videos, and comedic sketches. With over 19,000 followers across Instagram and TikTok, Greene, a former theater enthusiast and an agent with Compass, understands the power of digital platforms in building his brand and attracting future clients. His strategy differs significantly from the typical self-serious listing videos, aligning him with a new wave of Gen Z agents who utilize humor to differentiate themselves. Since 2022, Greene's innovative marketing has contributed to over $22 million in real estate transactions.

The real estate sector has become an attractive career path for Gen Z, drawn by the potential for high earnings and a departure from traditional corporate structures. Data from the National Association of Realtors indicates a rise in agents under 30, from 1% in 2023 to 4% in 2024, stabilizing at 3% in 2025. For these tech-savvy professionals, platforms like TikTok and Instagram are crucial for cultivating an audience. To cut through the clutter of countless listings, agents are increasingly employing humor. Breanna Banaciski, a Tampa-based agent, entertains her audience by humorously critiquing the homes she sells, such as joking about the small size of an 800-square-foot property. Trenton Miller has amassed over 2 million followers with his comically exaggerated, high-speed home tours. Mitchell Tebo, an agent from Maine, takes his humor to the next level by performing literal backflips into bodies of water before presenting properties. Katie Lance, a seasoned social media consultant specializing in real estate marketing, notes that agents are embracing humor, trends, and relatable content because these elements are more likely to capture attention than conventional "Just Listed" posts. She emphasizes that people tend to engage with those they know, like, trust, and find relatable, with humor being a key factor in building that connection.

While humor can be a lucrative strategy, some agents have encountered backlash. Toni Marmo, a former real estate agent from New Jersey who now works as a full-time content creator, faced criticism from coworkers for her self-deprecating humor in Reels. One video, where she playfully portrayed herself as a Gen Z realtor using slang and "Love Island" references, garnered over 247,000 likes and 14,400 shares on TikTok. However, Marmo noted that the negative reactions came primarily from other agents who questioned her approach, rather than clients. Marmo eventually transitioned out of real estate in 2025, finding greater financial success through content creation, with individual brand deals often equaling or surpassing her previous real estate commissions. She has partnered with major brands like Wawa, Dairy Queen, and Tower 28. Marmo observes that many young agents are now exploring content creation as a primary income source or even a new career path, reaching out to her for guidance on this transition. MJ Maitland, a 25-year-old eXp Realty agent from North Texas, incorporates her signature move of spontaneously sprinting through midcentury modern homes into her videos, a bit so popular that her nearly 14,000 followers express disappointment if she doesn't include it. Despite some misunderstanding from agents outside her brokerage, Maitland remains committed to her unique style, aiming to expand her online brand to include her interests in architecture, history, and thrifting, without making her page overtly "sales-y." She believes that showcasing personality and humor creates a more engaging experience for her audience, recognizing that people desire more than just a standard agent profile.

The emergence of Gen Z real estate agents embracing social media humor highlights a significant shift in marketing paradigms within the industry. This trend underscores the evolving expectations of clients, who value authenticity, relatability, and entertainment in their interactions with professionals. While some traditionalists may view these methods with skepticism, the success stories demonstrate the potential for creative and personality-driven approaches to not only drive sales but also redefine career paths within and beyond real estate. This dynamic change serves as a compelling case study for any industry seeking to connect with a younger, digitally-native audience.

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