In the age of social media, real estate influencers have become an integral part of the industry. With their large online followings, these influencers have the power to shape opinions, spark trends, and drive business. But who exactly are the top influencers in real estate today? Here we will explore some of the biggest names and their impact.
What is a real estate influencer?
A real estate influencer is someone who has established credibility and a loyal audience around the topic of real estate. Some key qualities of top influencers include:
– Large social media following – At least 10,000+ followers on one or more major platforms like Instagram, YouTube, Facebook, or Twitter.
– Industry knowledge and experience – Background in real estate as an agent, investor, contractor, etc.
– Engaging content – Share market updates, tips, tours of homes, industry insights, and more.
– Accessibility – Respond to followers, share glimpses of personal life to be relatable.
– Trustworthiness – Viewers depend on influencers’ opinions and recommendations.
By leveraging these assets, influencers can impact followers’ opinions, purchasing decisions, and more. Brands may partner with influencers to promote products and services.
Why do real estate influencers matter?
Influencers have become important players in real estate for several key reasons:
– Increase visibility – They expand brands’ reach to the influencer’s own large, relevant audience.
– Amplify messages – They can rapidly spread information, trends, and narratives.
– Establish trust – Followers turn to influencers they perceive as experts and trendsetters, finding them more relatable and trustworthy than traditional ads.
– Influence decisions – They can sway followers’ real estate actions, from which listings they view to what investments they make.
– Drive business – Influencers may directly lead users to visit branded properties, make purchases, or use services.
Top 10 real estate influencers
Based on factors like number of followers, engagement, longevity, and overall impact, these stand out as some of the top real estate influencers today:
Graham Stephan – @grahamstephan
With over 3 million YouTube subscribers, Graham Stephan is one of the most popular influencers for millennial real estate advice. He shares videos on topics like real estate investing, personal finance, stock market investing, and more. His candid, conversational style helps followers feel like they’re learning from a friend.
Tyler Moore – @tylermooreprops
Tyler Moore has built a YouTube following of nearly 600,000 subscribers. His videos and vlogs document his journey as a full-time real estate investor and agent in Houston, TX. He shares videos touring new construction homes, investment properties, owner-occupied homes, and more.
Meet Kevin – @meetkevin
Entrepreneur Kevin Paffrath built his YouTube following of over 1.6 million subscribers by sharing his real estate investing and personal finance journey. His videos cover topics like stock analysis, real estate news, and interviews. His straight-talking style appeals to millennial and Gen Z audiences.
Daniela Andreevska – @danielaandreevska
Based in Miami, Daniela Andreevska has accumulated over 2 million Instagram followers through frequent posts spotlighting luxury real estate listings, Bugatti supercars, and jet-setting lifestyle content. She epitomizes the glamorous side of real estate. Brands frequently partner with her to promote properties.
Ryan Serhant – @ryanserhant
Ryan Serhant gained fame on the show Million Dollar Listing New York. Today, he has over 1 million Instagram followers, a robust YouTube presence, and a real estate brokerage, SERHANT. He continues to showcase high-end NYC real estate and his TV personality style through social media.
Christina Smallhorn – @christinasmallhorn
Christina Smallhorn is famous for Knob Creek Properties and her 300,000+ Instagram followers. She gives followers an inside look into her busy life as a mom, military spouse, and real estate agent in Florida. Her posts feature beautiful homes she represents blended with fun family content.
Elizabeth Ketz – @elizabethketz
Washington DC-based agent Elizabeth Ketz mixes real estate tips with lifestyle content on her Instagram account with over 100,000 followers. She helps provide advice to millennial homeowners and buyers with posts on topics like decor, DIY projects, real estate basics, and peeks inside stunning area properties.
Nick Cannon – @nickcannon
In addition to his entertainment career, Nick Cannon has developed a growing profile as a real estate investor. He shares glimpses into his real estate and business ventures to over 3 million Instagram followers. His bold personal style translates into his colorful real estate projects in California and beyond.
Joanna Gaines – @joannagaines
As half of the couple made famous by HGTV’s Fixer Upper, Joanna Gaines has leveraged her design talent and relatable style into a media empire. She has over 12 million Instagram followers and counting. She gives fans a look into upcoming design projects, behind-the-scenes family life, and her signature cozy, vintage style.
Tarek El Moussa – @therealtarekelmoussa
Tarek El Moussa initially found fame on Flip or Flop. He continues to share his real estate know-how and professional insights with his 1 million Instagram followers. As he rises to stardom, he offers fans a glimpse into his luxury lifestyle, blending real estate, design, and entertainment.
Top women real estate influencers
While real estate influencers come from diverse backgrounds, women help lead the charge. Some of the top women real estate influencers include:
| Name | Handle | Followers |
|---|---|---|
| Joanna Gaines | @joannagaines | 12 million Instagram |
| Christina Smallhorn | @christinasmallhorn | 300,000+ Instagram |
| Elizabeth Ketz | @elizabethketz | 100,000+ Instagram |
| Daniela Andreevska | @danielaandreevska | 2 million Instagram |
| Emily Hutchinson | @emilyabbeyy | 70,000 Instagram |
| Julie Spira | @juliespira | 150,000+ Instagram |
| Kris Ruby | @krisruby | 100,000+ Instagram |
These influencers represent diverse personal brands and content styles. Joanna Gaines has inspired millions with her rustic design aesthetic. LA-based Emily Hutchinson takes followers along to visually stunning real estate networking events and photoshoots with her glamorous aesthetic. Top NYC broker Kris Ruby mixes real estate news with fashion content. But they all engage audiences through an insider’s lens into the real estate world.
Top real estate influencers by generation
There are also certain real estate influencers that connect especially well with specific generational audiences.
For Millennials:
Graham Stephan – Relatable advice for first-time homebuyers.
Meet Kevin – Breaks down real estate investing for beginners.
Elizabeth Ketz – Lifestyle/design content tailored to new homeowners.
For Gen Z:
Natalie Barbu – TikTok’s “Real Estate Agent” with 1.7 million followers.
Tyler Moore – Vlogs his journey as a young real estate investor.
Jacob Schneider – Popular Snapchat account showcasing luxury real estate.
For Gen X:
Ryan Serhant – Shares high-end NYC real estate and wisdom as a brokerage founder.
Christina Smallhorn – Appeals to family-focused clients with her mom-realtor persona.
Tarek El Moussa – Relatable as both real estate expert and TV personality.
For Baby Boomers:
Joanna Gaines – Provides #homegoals with her cozy, vintage style.
Nick Cannon – Has cross-generational appeal with his entrepreneurial ventures.
Pamela Liebman – President and CEO of The Corcoran Group shares luxury real estate.
These influencers connect with the concerns, aspirations, and aesthetics that resonate most with each generation.
The rise of TikTok real estate influencers
A new class of real estate influencers has risen to prominence on TikTok. The short video format lends itself well to real estate content like property tours, market explainers, and eye-catching visuals. Some top TikTok real estate influencers include:
| Name | Handle | Followers |
|---|---|---|
| Natalie Barbu | @nataliebarbu | 1.7 million |
| Lizzy Mathis | @lizzymathis | 813,000 |
| Nick Fazzolari | @fazzfam | 376,000 |
| Matt Levy | @mattlevyproperties | 223,000 |
| Riley Rexroat | @rileyrexroat | 211,000 |
| McCall Recknor | @mccallrecknor | 175,000 |
Many have rapidly grown massive followings in short periods by leveraging TikTok’s unique format. Florida-based real estate agent and investor Natalie Barbu educates her 1.7 million followers on topics like mortgages, investment properties, and market trends. Minnesota’s Riley Rexroat mixes real estate insights with personal content to engage his 211,000 fans.
How real estate influencers monetize their brand
There are several key ways influencers earn income from their large, engaged audiences:
– Sponsored content – Brands pay influencers to feature and promote their products.
– Affiliate marketing – Influencers earn commissions promoting other companies’ services.
– Appearance fees – They may charge a fee to appear at events, speak, or provide training.
– Digital products – From ebooks to courses, influencers sell educational materials.
– Merchandise – Branded merchandise like t-shirts, mugs, and other items.
– Developing their own brands – Influencers may leverage their audience to build their own product and service lines.
Sponsored content
One of the most common ways real estate influencers monetize is through sponsored content. Brands pay influencers to feature their products, services, or properties in social media posts, YouTube videos, etc.
For example, new home builders may sponsor influencers to feature model homes on Instagram. Or a vacation rental startup could pay influencers to stay at selected properties and showcase them.
Affiliate marketing
Influencers also leverage affiliate marketing by sharing affiliate links or promo codes for services. If followers click their link and complete an action like making a purchase or signing up, the influencer receives a commission.
Services like real estate lead generation, mortgage lending, or credit repair are popular affiliates. When influencers recommend helpful services, they earn income from resulting business.
Digital products
Many influencers sell their expertise through digital products like courses, ebooks, or coaching services. Topics may range from real estate investing strategies to guides on building an influencer brand.
Graham Stephan sells an online real estate investing course for $197. Digital products allow influencers to leverage their personal brand while earning passive income.
Conclusion
The world of real estate influencers continues to grow and evolve rapidly. As social media cements its role in real estate marketing and transactions, influencers become more important as a voice of knowledge, recommendations, and access to properties and services.
While top influencers have built huge followings, there remains room for niche and up-and-coming voices to define their place. Authenticity, consistency, and value for audiences are key ingredients to become a real estate influencer that makes an impact.
In the coming years, expect the position of real estate influencers to only increase as social platforms and digital content become increasingly central to how real estate professionals build their brands and connect with consumers. Harnessing the power of influencer marketing will be key to success in real estate.