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.

The post Real Estate TikTok Is Broken—Here’s Why appeared first on MNKY.agency.

In 2025, it’s all about personalization.

That’s why we’ve ditched the old “spray and pray” method and adopted a new philosophy: quality over quantity. We’re laser-focused on building genuine relationships with agents through 1-on-1 communication.

Here’s how we’re doing Real Estate Recruitment:

• Deep Dive Research: We’re not just looking at names and numbers. We’re digging into each agent’s transaction history, understanding their niche, and recognizing their achievements.
  
  
• Personalized Outreach: Forget the templates! Every email and phone call is crafted with the individual agent in mind. We highlight their specific strengths and explain exactly why our brokerage is the perfect fit for them.
  
  
• Building Relationships: We’re not in it for the quick win. We’re nurturing long-term relationships by providing valuable insights, market updates, and ongoing support.

Why this approach works:

• Agents feel valued: When you take the time to understand their unique needs and goals, agents feel seen and appreciated.
  
  
• Increased engagement: Personalized communication sparks genuine interest and leads to more meaningful conversations.
  
  
• Higher conversion rates: Agents are more likely to join a brokerage that truly understands their value and potential.

The bottom line:

The “spray and pray” approach is dead. In today’s competitive market, personalized recruitment is the key to attracting top talent.

Looking to grow your brokerage in 2025?

Want to learn more about how we can help you build a winning team? Contact us today for a free consultation.

#realestaterecruitment #personalization #agentattraction #brokeragegrowth #qualityoverquantity

The post Why Personalization is the Future of Real Estate Recruitment appeared first on MNKY.agency.

Professor Harry Reis from the University of Rochester highlights a fundamental aspect of human interaction: the necessity of feeling understood and acknowledged by others.

This encompasses:

• Comprehension: Recognizing and valuing the other person’s priorities and perspectives.
• Recognition: Acknowledging and respecting the individuality and aspirations of your counterpart.
• Support: Demonstrating a willingness and effort to address and fulfill the other’s needs.

These elements are crucial in every interaction we engage in.

However, these expectations are often unmet in initial recruitment dialogues.

How can one navigate this challenge?

1. Embrace the initial discomfort. Avoiding conversations at the first sign of awkwardness will hinder your ability to successfully engage potential candidates.

Understanding the root of this discomfort makes it easier to overcome.

2. Shift the dynamic. Remember, the individuals you are reaching out to are also seeking a sense of connection and acknowledgment.

Prioritize their needs for comprehension, recognition, and support right from the start.

Effective recruitment transcends the mere need for connection; it involves genuinely addressing the needs of potential candidates.

Note: In the fast-paced world of recruitment, it’s often challenging to recognize these barriers on your own. This is where professional guidance can be invaluable. Feel free to contact us for further insights.

The post Navigating the Discomfort in Talent Aquisition Discussions appeared first on MNKY.agency.