adplus-dvertising
Connect with us

Real eState

Manhattan's Real Estate Agents Take Up TikTok to Find Renters – BNN

Published

 on


(Bloomberg) — TikTok isn’t just a platform for dance videos and investment advice. It’s also a place to hawk Manhattan apartments.

New York real estate professionals are turning to the booming social media app to find tenants in a market where units are piling up amid near-record vacancies. For some, the 60-second videos have changed their jobs completely.

Madison Sutton, an agent at Highline Residential, had just 5,000 TikTok followers in October, when she decided to start taking the app more seriously. Today, she’s up to more than 90,000, and deals sourced from TikTok account for her entire business.

“It was just an immediate reaction,” Sutton said. “TikTok could give an accurate portrayal of the unit while keeping in mind overall convenience.”

Filling Manhattan apartments is especially tough these days, even as rents slide and landlords offer the biggest move-in incentives on record. The pandemic sent many city-dwellers fleeing for the suburbs, and newcomers are finding few reasons to settle down in New York’s costliest borough while nightlife venues are still dark and office towers remain mostly empty.

That’s made alternative marketing strategies like TikTok, which enable agents to connect with renters on their mobile phones, ever more essential.

Sutton said she fields about 45 calls a week from apartment-hunters who found her on TikTok, and she’s grown accustomed to conducting online tours for clients who might have come in person prior to the pandemic. She recently helped two roommates from Austin, Texas, find an apartment at Hudson Yards. They signed the lease without ever stepping foot inside the unit.

“They saw one of my TikToks of the unit, absolutely loved it,” said Sutton, who then gave them a full virtual tour.

Reaching Clients

TikTok uses an algorithm to tailor a user’s “For You” page to their interests — apartments with exposed brick and no brokers’ fees, for instance. A person who has stopped scrolling to watch a video about something related to New York real estate in the past might be shown one of Sutton’s the next time.

That allows agents to reach an audience of potential clients who probably wouldn’t have seen their listings otherwise.

Alexander Zakharin, managing director at GZB Realty, has close to 80,000 TikTok followers, ranging from 18-year-olds “not legal to drink but legal to rent,” to parents whose kids point them in his direction. Contacts through TikTok now make up 75% of his business.

“If you do it right, the algorithm allows you to explode,” said Zakharin, who joined the platform roughly a year ago.

In February, he closed a deal on a $11,000-a-month, two-bedroom apartment in Lincoln Square for a Russian influencer who found him on TikTok.

“There’s no doubt it has a benefit to the marketing process,” said Gary Malin, chief operating officer at brokerage Corcoran Group. “Anything that’s being consumed as much as TikTok is being consumed certainly helps expose property.”

But while TikTok can help show off apartments, leasing decisions for most people will come down to money, he said.

“Ultimately, what I think drives deals are the incentives and pricing that are being offered,” Malin said.

With people stuck at home spending more time on social media, the intimate and unvarnished videos on TikTok may draw an audience that hadn’t considered living in Manhattan before.

Sutton, who calls herself a “real estate influencer” on LinkedIn, recently helped a young professional find a place in Murray Hill. The client’s company had given her the option to relocate from Virginia, and she decided she wanted the New York experience — that “electric sense in the air that you can’t find anywhere else,” Sutton said.

“There’s a misconception that people aren’t coming back,” she said. “It’s the opposite.”

©2021 Bloomberg L.P.

Let’s block ads! (Why?)

728x90x4

Source link

Continue Reading

Real eState

Greater Toronto home sales jump in October after Bank of Canada rate cuts: board

Published

 on

 

TORONTO – The Toronto Regional Real Estate Board says home sales in October surged as buyers continued moving off the sidelines amid lower interest rates.

The board said 6,658 homes changed hands last month in the Greater Toronto Area, up 44.4 per cent compared with 4,611 in the same month last year. Sales were up 14 per cent from September on a seasonally adjusted basis.

The average selling price was up 1.1 per cent compared with a year earlier at $1,135,215. The composite benchmark price, meant to represent the typical home, was down 3.3 per cent year-over-year.

“While we are still early in the Bank of Canada’s rate cutting cycle, it definitely does appear that an increasing number of buyers moved off the sidelines and back into the marketplace in October,” said TRREB president Jennifer Pearce in a news release.

“The positive affordability picture brought about by lower borrowing costs and relatively flat home prices prompted this improvement in market activity.”

The Bank of Canada has slashed its key interest rate four times since June, including a half-percentage point cut on Oct. 23. The rate now stands at 3.75 per cent, down from the high of five per cent that deterred many would-be buyers from the housing market.

New listings last month totalled 15,328, up 4.3 per cent from a year earlier.

In the City of Toronto, there were 2,509 sales last month, a 37.6 per cent jump from October 2023. Throughout the rest of the GTA, home sales rose 48.9 per cent to 4,149.

The sales uptick is encouraging, said Cameron Forbes, general manager and broker for Re/Max Realtron Realty Inc., who added the figures for October were stronger than he anticipated.

“I thought they’d be up for sure, but not necessarily that much,” said Forbes.

“Obviously, the 50 basis points was certainly a great move in the right direction. I just thought it would take more to get things going.”

He said it shows confidence in the market is returning faster than expected, especially among existing homeowners looking for a new property.

“The average consumer who’s employed and may have been able to get some increases in their wages over the last little bit to make up some ground with inflation, I think they’re confident, so they’re looking in the market.

“The conditions are nice because you’ve got a little more time, you’ve got more choice, you’ve got fewer other buyers to compete against.”

All property types saw more sales in October compared with a year ago throughout the GTA.

Townhouses led the surge with 56.8 per cent more sales, followed by detached homes at 46.6 per cent and semi-detached homes at 44 per cent. There were 33.4 per cent more condos that changed hands year-over-year.

“Market conditions did tighten in October, but there is still a lot of inventory and therefore choice for homebuyers,” said TRREB chief market analyst Jason Mercer.

“This choice will keep home price growth moderate over the next few months. However, as inventory is absorbed and home construction continues to lag population growth, selling price growth will accelerate, likely as we move through the spring of 2025.”

This report by The Canadian Press was first published Nov. 6, 2024.

The Canadian Press. All rights reserved.

Source link

Continue Reading

Real eState

Homelessness: Tiny home village to open next week in Halifax suburb

Published

 on

 

HALIFAX – A village of tiny homes is set to open next month in a Halifax suburb, the latest project by the provincial government to address homelessness.

Located in Lower Sackville, N.S., the tiny home community will house up to 34 people when the first 26 units open Nov. 4.

Another 35 people are scheduled to move in when construction on another 29 units should be complete in December, under a partnership between the province, the Halifax Regional Municipality, United Way Halifax, The Shaw Group and Dexter Construction.

The province invested $9.4 million to build the village and will contribute $935,000 annually for operating costs.

Residents have been chosen from a list of people experiencing homelessness maintained by the Affordable Housing Association of Nova Scotia.

They will pay rent that is tied to their income for a unit that is fully furnished with a private bathroom, shower and a kitchen equipped with a cooktop, small fridge and microwave.

The Atlantic Community Shelters Society will also provide support to residents, ranging from counselling and mental health supports to employment and educational services.

This report by The Canadian Press was first published Oct. 24, 2024.

The Canadian Press. All rights reserved.

Source link

Continue Reading

Real eState

Here are some facts about British Columbia’s housing market

Published

 on

 

Housing affordability is a key issue in the provincial election campaign in British Columbia, particularly in major centres.

Here are some statistics about housing in B.C. from the Canada Mortgage and Housing Corporation’s 2024 Rental Market Report, issued in January, and the B.C. Real Estate Association’s August 2024 report.

Average residential home price in B.C.: $938,500

Average price in greater Vancouver (2024 year to date): $1,304,438

Average price in greater Victoria (2024 year to date): $979,103

Average price in the Okanagan (2024 year to date): $748,015

Average two-bedroom purpose-built rental in Vancouver: $2,181

Average two-bedroom purpose-built rental in Victoria: $1,839

Average two-bedroom purpose-built rental in Canada: $1,359

Rental vacancy rate in Vancouver: 0.9 per cent

How much more do new renters in Vancouver pay compared with renters who have occupied their home for at least a year: 27 per cent

This report by The Canadian Press was first published Oct. 17, 2024.

The Canadian Press. All rights reserved.

Source link

Continue Reading

Trending