🧠 Executive Summary: What’s Really Going On

In 2025, TikTok has become a recruiting machine for real estate agents—especially those aligned with MLM-style brokerages like eXp Realty and Real. But instead of attracting buyers and sellers, much of the content is aimed at other agents. And worse? A growing number of videos mock clients, turning homebuyers into punchlines for clout.

This post breaks down the shift from client-focused marketing to agent-to-agent recruiting, why it’s happening, and what it means for your brand, your brokerage, and the future of real estate content.

🚨 Quick Brief: What You Need to Know

• TikTok’s real estate scene has flipped—agents are now making content to recruit other agents, not attract buyers or sellers.
• Mocking clients is trending—and it’s not a good look. Skits that make fun of buyers are going viral, but they’re also eroding trust.
• Recruiting is the new selling—especially at brokerages like eXp and Real, where downlines = dollars.
• Your brand is at risk—if your agents are chasing clout at the expense of client respect, your reputation’s on the line.
• There’s a better way—brokerages that lead with empathy, creativity, and actual value will win in the long run.

🎭 From Clients to Clickbait: Real Estate TikTok Has a Problem

By J. Stuart Hill, MNKY.agency | July 11th, 2025

📱 Real Estate TikTok Isn’t for Buyers Anymore

Let’s be real—TikTok used to be a goldmine for agents. You could post a walkthrough, drop a market tip, or share a “just sold” and actually get leads. But lately? The content has shifted. Big time.

Now, it’s all about recruiting other agents. And not subtly. We’re talking full-blown “join my downline” energy, especially from agents at eXp Realty and Real Brokerage. These companies have turned recruiting into a business model—and TikTok is their playground.🧲 Welcome to the MLM Era of Real Estate

Here’s the playbook:

• Show off your “freedom lifestyle”
• Flash some commission checks
• Drop a few “traditional brokerages are dead” hot takes
• And boom—you’re a recruiter with a ring light

It’s influencer marketing meets multi-level marketing. And while it might work for building a team, it’s not doing much for building trust with actual clients. When Buyers Become the Punchline

Here’s where it gets messy.

A lot of this content isn’t just about agent life—it’s about making fun of buyers. You’ve seen the skits:

• The overprotective dad at the inspection
• The buyer who wants to offer $100K under asking
• The “Zillow expert” who thinks they know more than the agent

Funny? Maybe. But also? Kinda gross. These are the people agents are supposed to serve—and now they’re the butt of the joke?

🤳 Content for Clout, Not Clients

Let’s call it what it is: this isn’t marketing—it’s recruiting. And that’s fine, if that’s your goal. But don’t confuse it with building a brand that buyers and sellers trust.

If your content strategy is all about impressing other agents, you’re not growing your business—you’re growing your ego.

🧠 Brokerages: This Is Your Wake-Up Call

If you’re leading a team or running a brokerage, here’s what you need to think about:

• Set the tone: Make it clear what kind of content reflects your brand—and what doesn’t.
• Coach for connection: Help your agents create content that’s funny and respectful.
• Balance the message: Recruiting is part of the game, but it shouldn’t be the whole game.

💬 Final Thought

Real estate is still a people business. If your content forgets that—if it turns clients into punchlines and agents into influencers—you’re not building a brand. You’re building a bubble.

And we all know what happens to bubbles.