The real estate industry has always evolved with the times.
Today, one of the biggest shifts we’re seeing is the rise of the so-called “celebrity realtor.” These are agents who build their brand on Instagram, TikTok, or YouTube, often
The Allure of the Real Estate Influencer
For sellers, the idea of working with someone who has a massive online following can feel exciting. More eyeballs on a listing might mean faster offers, right? Social media-savvy agents are undeniably skilled at building hype, and they bring a modern, lifestyle-driven energy to an industry that can sometimes feel traditional.
The Reality Behind the Glamour
What many don’t see is the growing disconnect between perception and performance. While some influencer agents are backed by strong teams who can skillfully handle contracts and negotiations, others lack the transactional experience needed to protect their clients’ best interests. Many became licensed in the social media era and focus more on growth hacks than fiduciary duty; lack of experience showing in contract negotiations, inspections and client representation.
In fact, stories are surfacing across the industry of influencer agents requesting showings—not for qualified buyers—but simply to gain access to film content. This creates headaches for cooperating agents and, more importantly, wastes the time of homeowners who deserve serious and qualified attention.
Industry insiders also note that while these agents excel at branding, they often struggle with the “boring but critical” details: contracts, disclosures, addenda, inspections, and compliance. It’s not unusual for brokers across the table to step in and correct sloppy or incomplete paperwork produced by the other party's representation.
And clients are catching on! Sellers are beginning to realize that 50,000 Instagram followers don’t guarantee a smooth transaction, and buyers are quickly learning that contracts, negotiations, and closings demand much more than a camera-ready personality.
How the Industry at Large Feels
The rise of influencers has sparked a split opinion within real estate circles:
Pro: Some appreciate that these agents bring fresh attention to the field and new marketing strategies that resonate with modern buyers.
Con: Many seasoned professionals see them as “all sizzle, no steak,” focusing on clout over client care.
There’s also growing frustration at the broker and MLS level. While there is no publicly documented “grievance casebook” that explicitly names social-media influencer agents for contract failures or lack of industry knowledge, concerns are emerging. Complaints are increasing about showings used purely for social media content, consumer confusion around who is representing the listing or flat out misrepresentations. Attorneys at the Florida Realtors® Legal Hotline warn brokers of liabilities tied to misused representation agreements, contract mistakes, and copyright/content issues. Meanwhile, Stellar MLS leadership has acknowledged a knowledge gap among some agents when it comes to technical MLS elements and buyer-broker agreements. Further, on forums like Reddit's r/realtors, experienced agents express frustration at agents who prioritize content creation over contract detail, calling such behavior “surface level” and lacking in depth. MLS organizations have begun responding to these issues, with several urging brokers to adopt formal social-media policies to prevent misuse of listings and ensure agents understand compliance responsibilities.
Industry commentary even outside the U.S. flags similar risks, such as this widely shared Ushombi article warning that some “influencer real estate agents” may prioritize personal branding over competence, resulting in inadequate or inaccurate guidance for clients.
These behaviors don’t just hurt reputations—they undermine trust in the profession as a whole.
Why Full-Service Representation Matters
At Revel Realty, we take a different approach. We don’t just put a lockbox on a property and hope for results. Our agents personally attend showings, thoughtfully present each home, and ensure that every detail—from negotiations to closing—is handled with care and expertise.
Our focus isn’t on viral fame; it’s on building trust, delivering exceptional service, and representing our clients with the professionalism they deserve. Because likes and followers don’t close deals. Experience, knowledge, and true advocacy do.
The Bottom Line
The world of real estate is changing, and yes—social media is here to stay. But there’s a big difference between using it as a tool and relying on it as a substitute for expertise.
When choosing an agent, ask yourself: do you want someone who’s focused on creating content, or someone who’s focused on creating results?
Your home deserves more than a backdrop for social media. It deserves representation that goes beyond the likes; and so do you!
