Searching for a home on TikTok is quickly becoming just as common as browsing listings on Zillow. Across the country — and especially in markets like Seattle — younger buyers are increasingly discovering new listings and connecting with local agents through social media.
A recent survey found that 41% of millennial and Gen Z buyers use social platforms to learn about real estate trends and search for homes. Agents are seeing it firsthand: curious viewers turning into serious buyers after spotting a property in their feeds.
The shift gained momentum during the pandemic, when open houses were scarce and buyers sought alternative ways to explore properties. It’s especially relevant today as more buyers come from younger generations. While baby boomers still make up 42% of homebuyers nationwide, millennials now represent nearly 30%.
In response, more Seattle-area agents are leaning into social media — filming casual walk-throughs, sharing neighborhood memes, and posting quick takes on quirky home features that attract audiences in the tens of thousands. For many young buyers, these short, unpolished clips feel authentic and provide an unfiltered glimpse of what life in the home might be like.
Still, while buyers may begin their search online, most want professional guidance when it comes time to purchase. In fact, nine out of 10 millennials work with a real estate agent to buy a home. Social media may spark attention and lead to that first connection, but it’s ultimately personal relationships and expert advice that carry buyers across the finish line.
This post was based on information found on The Seattle Times.
