Key facts
- Gen Z real estate agents are using humor and relatable content on platforms like TikTok and Instagram to sell homes.
- Merek Greene, a 24-year-old agent, has closed over $22 million in real estate deals since 2022.
- The share of Realtors under 30 rose from 1% in 2023 to 4% in 2024, settling at 3% in 2025.
- Toni Marmo left real estate in 2025 to become a full-time content creator, earning more from brand deals than sales.
- MJ Maitland's signature shtick involves sprinting through homes in her videos.
Young real estate agents are increasingly using humor and viral trends on social media platforms like TikTok and Instagram to attract clients and build their personal brands. This cohort of Gen Z agents is opting for relatable, entertaining content over traditional, self-serious property slideshows.
Merek Greene, a 24-year-old luxury real estate agent with Compass in San Diego, gained attention for a TikTok video where he humorously described an apartment listing as a "Love Island" contestant. Greene, who has over 19,000 followers, uses a mix of property tours, daily life snippets, and comedy sketches to connect with potential clients and build his brand. He stated that social media helps him stay "top of mind" and has contributed to his more than $22 million in real estate deals since 2022.
Real estate has become a popular career for Gen Z seeking lucrative opportunities outside traditional 9-to-5 jobs. The share of Realtors under 30 has seen an increase, rising from 1% in 2023 to 3% in 2025. To stand out in a competitive online landscape, agents like Breanna Banaciski in Tampa, who "roasts" the homes she sells, and Trenton Miller, known for his fast-paced tours, are using comedy.
However, this approach is not without its challenges. Toni Marmo, a former New Jersey agent, faced judgment from some colleagues for her humorous Reels, despite one video garnering over 247,000 likes. MJ Maitland, an agent from North Texas, noted that while her brokerage supports her content, some external agents don't understand her signature style of sprinting through homes.
For some, social media success has opened doors to new careers. Marmo left real estate in 2025 to become a full-time content creator, now earning more from brand deals with companies like Wawa and Dairy Queen than she did from sales. She sees other young agents realizing the income potential of content creation and seeking similar transitions.