- Film student Lizza Prigozhina allows NYC true-estate brokers industry homes on TikTok, Curbed described.
- The 23-12 months-old provides in up to $10,000/thirty day period supporting them movie in ritzy flats to entice buyers.
- Alexander Zakharin shared what Prigozhina taught him to up his followers from 100,000 to 700,000.
It pays to be the TikTok whisperer for Manhattan’s luxurious actual-estate agents.
Lizza Prigozhina, 23, rates brokers $700 per week to act as their TikTok advisor, demystifying the buzzy application and directing movies to assistance them offer million-greenback residences, according to a profile of her on true-estate internet site Curbed. A “good month,” she informed Curbed author Bridget Examine, usually means up to $10,000 in money.
Prigozhina’s duties array from brainstorming ideas for movie topics — normally involving viral tunes and skits in gorgeous households for sale or hire — to acting as the on-set camerawoman. It truly is all in the title of supporting serious-estate brokers seize eyeballs on TikTok, which they can with any luck , switch into prospective customers and renters who basically fork out them in commission. So much, brokers and groups from main brokerages like Christina Kremidas from Douglas Elliman, Jason Lau and Marko Arsic from Corcoran, and the Kim Group at Nest Seekers have hired her to make them TikTok stars, in accordance to Curbed. Collectively, their 3 accounts have all around 500,000 followers on the common application.
“Some are like, ‘I can not spend income on this,'” Prigozhina instructed Curbed. “But other people say, ‘I’ll do nearly anything to get out there.'”
New York agent Alexander Zakharin was Prigozhina’s 1st consumer.
Zakharin, who says he closed $34 million in overall income this calendar year, explained to Insider that Prigozhina pitched herself to him. They in the beginning connected when he confirmed her residences for rent during her individual house hunt in 2020. Even though she did not close up having one particular of his listings, she arrived at out in 2021 with tips on how to rebrand his TikTok presence. Zakharin took her up on it.
Prigozhina provides her shoppers a “contemporary viewpoint” and a set of eyeballs absolutely free from the “rut” of becoming an agent, he stated. When Zakharin initial began uploading videos, he simply recorded minimum pans throughout an condominium, exhibiting off basic functions like sq. footage and light-weight.
But Prigozhina directed Zakharin to enjoy with appliances, shift about the area, and exhibit himself having fun in the houses for sale. Leaning on her reports at the New York Movie Academy, she even cajoled Zakharin to put himself in front of the digicam. The movies, she told him, needed a character for the viewers to comply with.
More than three months in 2021, Prigozhina aided Zakharin mature from 100,000 followers to 400,000 — and he now offers virtually 770,000.
“Alexander has a large personality,” Prigozhina explained to Curbed.
Zakharin stated Prigozhina’s $700/week cost is worth it. Just past thirty day period, he extra, he showed Upper East Aspect pieds-à-terre in the $1 million range to a California woman who initial messaged him simply because her 14-calendar year-old daughter follows him on TikTok.
Prigozhina’s enterprise took off when other agents noticed Zakharin’s social media footprint expand, he claimed. They asked him who was driving the scenes supporting him out, and he gladly shared her get in touch with data.
Now she organizes shoots and movies information with numerous brokers at a time. Curbed’s Read through explained how some agents “gamely dart behind home furniture” and make “oversize hand gestures” with Prigozhina’s route to clearly show, for occasion, an Higher West Facet developing wherever rents commence just shy of $6,000/month. She even explained to 1 agent to “fling himself lightly on the bed to demonstrate its bounce.”
Views you should not essentially translate into promotions, or even presents. The Curbed report claimed just one $6 million apartment showcased in a TikTok movie that is captivated 145,000 sights has sat on the sector for at minimum 66 times.
But Zakharin believes investing in a social-media existence with the assistance of an professional like Prigozhina is one particular way to lay the groundwork to uncover purchasers for foreseeable future apartments for sale.
“The far more they see you, the a lot more they don’t forget about you,” he told Insider. “No matter whether it can be January 2023 or January 2024.”