Edward Hutchinson knows what plays on TikTok: Jetliner views. Infinity-edge pools. Gigantic price tags.
“The real estate in Los Angeles and Beverly Hills offers an incredible amount of content,” says the 32-year-old, London-born Compass agent whose TikTok channel, @housesgram, boasts more than 150,000 followers. Ranging from efforts cringeworthy to nearly cinematic, Hutchinson and a growing number of L.A. real estate agents are turning to TikTok to market seven- and eight-figure properties, some now within reach for TikTok “stars” like Addison Rae and the D’Amelio sisters, whose excruciating videos and cash-outs, like the Hulu series The D’Amelio Show, earn them millions.
With Instagram banned in China, TikTok has also emerged as a plausible platform for attracting billionaire Asian “whales” whose jones for high-end L.A. real estate is legend.
“If I see five houses in a day and they’re all above $10 million, I’ll shoot all the pools, sync up the clips, and say, ‘Pick your pool,’ ” says Hutchinson. “There are two advantages to that: people are watching until the end of the video, and your engagement goes through the roof because they’re responding.”
The Agency’s Brandon Piller agrees that swollen price tags and over-the-top design make for the stickiest TikTok fodder. “If we have a house that we’re selling and we’re doing an event, I’ll take a video of it, and within a couple of minutes I’ll have something to post,” says Piller, 25, whose TikTok channel, @pillerproperties, has nabbed 322,000 followers and more than 3 million likes.
Both agents say that while the exposure is great, they’re playing a long game. “Most of the people on TikTok can’t afford these homes,” says Hutchinson. “In three years, however, it’s going to appeal to an older demographic, aka my buyers.”
Stay on top of the latest in L.A. news, food, and culture. Sign up for our newsletters today.