As much as I hate to admit it, TikTok and Instagram know me well. My feeds get flooded with new-to-market apartment listings and swoon-worthy townhouse tours—and I love every second of it. But this got me thinking: How is social media affecting the real estate market in New York City? After all, a lot of people scrolling aren’t real estate journalists like me. Many are actually in the market for a new home. And after speaking with some of the city’s top agents, it’s clear those videos and reels are making a huge impact on the market.

“Social media has completely changed how people discover real estate in New York,” Michelle Griffith , a luxury real estate broker at Douglas Elliman, tells 6sqft. “I can’t tell you how many times clients send me a screenshot from Instagram or TikTok and sa

See Full Page