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Real Estate Pro Turns to TikTok to Sell $5.3M Home

April 6, 2021

To get more exposure for a $5.3 million Santa Monica, Calif., listing, real estate pro Rochelle Maize is turning to TikTok to create buzz for her soon-to-be-listed property. During the month of April, TikTok influencers can apply via an online form to spend two hours filming in the staged home. They’ll get access to several of the home’s “viral-worthy vignettes,” including its two-story pool slide, music room, recording studio, arts and crafts room, game room, and more.

In return for TikTok users using the home as a backdrop for their videos, they have to agree to tag the real estate pro and the seller to help get added exposure for the home as it hits the market later this market.

The TikTok influencers “get to film great content in locations they wouldn’t otherwise have access to, and we ask them to tag the house to get more exposure,” listing broker Maize of Nourmand & Associates told The New York Post. “We’re getting younger, different eyes on the property.”

The 6,600-square-foot, six-bedroom, nine-bathroom home, dubbed “TikTok West,” was first listed in October 2020 for $5.8 million. It will return to the market on April 9—with the help of TikTok users.

So far, The New York Post reported last week that the agent had received 15 applications from TikTok influencers. One TikTok influencer already has filmed in the house, capturing the home’s chandelier that hangs over a spiral maple staircase with a curved glass railing.