Real estate agents turn to TikTok and YouTube to grow their business

As the demand for housing continues to rise due to rapid population growth, savvy real estate agents are updating their social media handles to offer easy and convenient solutions.

Thomas Wahome took a leap of faith into real estate brokerage two years ago when he lost his job due to the coronavirus pandemic.

He says there was a huge market because people were looking for cheaper housing due to tough economic times.

“Sometimes people who are new to Nairobi are looking for a home and don’t know where to start,” says Thomas.

Now, shareholders of 254Rent, a company that helps clients find affordable rental properties within Nairobi, say the company operates platforms on X, Instagram and Facebook, but its marketing is done on TikTok. He said there is.

“On TikTok, you post a house and it gets shared everywhere within hours. You can fill 50 apartments in a week using this platform,” he says.

Edna Moraa, popularly known as Naturalktedy, also appreciates TikTok, where her platform has garnered 1.3 million likes and 114,800 followers. However, it was on her YouTube that she took her first steps as a real estate agent.

“Initially, I focused on how to style natural hair. When I posted my first rental video, people really liked my voice. That's how I got contacted by real estate companies. We were introduced to the first 20 houses,” says Edna.

Initially, she aimed to create content, but after the coronavirus outbreak, she saw a business opportunity as people moved into cheaper housing.

For the past three years, she has been running the Naturalktedy platform across social media platforms and growing in the real estate agent space.

“Due to demand from a diverse clientele, we have reached our rental limit. I am currently working on selling more homes for over 6 million lice,” says Edna.

Digital real estate agents are the bridge between tenants and landlords.

The pandemic and competitive housing market in 2020 led some buyers to purchase homes without ever setting foot inside, according to real estate website explodingtopics.com. Most homebuyers were able to tour properties virtually using technology such as 3D tours, drone video, and virtual staging.

“Millennials, notorious for their addiction to social media, are turning to technology to learn more about new geographies,” experts point out.

Locally, there is significant demand for affordable rentals. Mr Thomas points out that people are looking for homes in the Sh15,000 to Sh40,000 range.

“Tenants, especially those between the ages of 24 and 40, are looking for housing with amenities such as security, balconies, Wi-Fi, parking, and well-constructed units with plenty of space and quality storage. “, Thomas added.

His target customers are bedsitter renters, mainly one- and two-bedroom houses in Kasarani and Embakasi in Nairobi, Rongai in Kajoado and Ruiru in Kiambu.

Edna says, “I mainly deal with at least 7 million lice affordable homes and apartments in Kilimani, Lavington and Kileleshwa in Nairobi.”

“In most cases, you will be contacted by the landlord of your new apartment. We will then take good photos and videos of the home, including the additional amenities that some homes come with, such as elevators and gyms. Edit the video and post it with the price and location,” says Thomas.

Sometimes house hunters will inquire about a specific area or type of home they want.

Prices vary depending on location and can go up to Sh6,000. Thomas has at least seven paying clients a week.

“We make it clear from the beginning that the price is for viewing only and does not include rental fees,” he added.

However, the way Edna receives viewing fees is different.

“I post content on my YouTube channel and pay for the number of views and likes. But sometimes I have clients who express their gratitude for my services. ” she said, noting that because of her decision to focus on buyers, “I can sometimes go months without a client.”

Mr Thomas said it was difficult to gain people's trust, especially with so many scams running rampant on social media.

“Especially if you're asked to pay a small fee before viewing a home, you're at greater risk of being scammed,” he says.

Also, as people are looking for low-budget and affordable housing, most housing has become inaccessible to some people.

“It has created an imbalance, especially if you need new housing, where demand is higher than supply,” he says.

Edna has had quite a bit of trouble with her landlord. “Most landlords don't honor their contracts, especially once they get a rental customer.”

“Also, most millennial homeowners want to use their homes to scam people, especially if they say they're posting on TikTok,” Thomas added.

Ken Mohochi, a real estate consultant with Kenya-based real estate company Liberty Homes, warns that social media should not replace due diligence as a buyer or prospective renter.

“As much as you see beautiful pictures on the internet, especially if you're considering buying a home, always make sure you sign the contract and work with a trusted agency,” he advises.

When looking for a home, he says, you should consider sites that help you search, find and buy, and sites that help you close a deal if you're renting.

Ken also highlights an interesting finding about Gen Z that most of today's real estate buyers are single young women.