In Philadelphia and beyond, agents are using Instagram and TikTok to attract clients, build trust, and turn followers into homebuyers.
In Philadelphia and beyond, agents are using Instagram and TikTok to attract clients, build trust, and turn followers into homebuyers. Real estate agent Sue Liedke photographs 1725 E. Johnston St., listed with Exit Elevate Realty.
Liedke's popular Instagram account shares photos of quirky South Philly homes and the interest spurred her to get her real estate license.Before Caroline Podraza and her husband, Evan Roth, could find the right house, they had to find the right agent. There were, of course, agents attached to the listings they had saved, plus referrals from friends and suggestions from colleagues. But the choices quickly became overwhelming.Then her husband shared an Instagram reel by Nicholas Millevoi, a Philadelphia-area real estate agent who posts video tours of funky houses for sale on his account,. The videos gave Caroline something the other options had not: a sense of who he was. His content, she said, “had a very personal feel to it.” Millevoi is one of a growing number of agents in Philadelphia and beyond who are using social media to build their real estate businesses. According to the, social media is now the industry’s predominant method for lead generation, replacing tried-and-true tactics like cold-calling and mining personal contacts.They’re using them to sell themselves as approachable guides through an overwhelming process. Some build audiences around design. Some around neighborhood knowledge. Some around housing policy. In each case, the goal is the same: to become someone a buyer can imagine trusting with their search. Millevoi, an agent with Ovation Realty, planned to use social media to market himself from the moment he got his real estate license in 2025. He already followed dozens of real estate and design accounts on Instagram, so he had a vision for how he wanted to put himself out there. Still, he said, it took him a minute to find his voice and style.“Often the houses that I feature are things that get me excited from a design standpoint,” he said. “Whether that is a cool aesthetic from the middle of the century or a modern home with weird embellishments.” They are not necessarily the same kinds of houses he sells. Most of those, Millevoi said, are “more normal homes.” But the quirkier listings he features, including a four-bedroom, two-bathroom house with a geodesic dome in New Jersey, give potential clients a sense of his taste and, perhaps more important, his personality. He sees his videos as “mini commercials” for what it might be like to work with him and, as such, does not script or edit them. “I just hit record and let it rip,” he said. “It is authentically me.”Liedke, a full-time music teacher, wasn’t even in the real estate business when she started the account in 2019. The idea for the account came to her while she was house hunting and noticed how many South Philly homes still had the “crazy ’60s and ’70s layouts and vibes” she loved. She began posting them for fun. But as the account grew, so did the number of followers asking how they could buy houses like the ones she featured. That interest eventually pushed Liedke to get licensed herself. Today, she works part-time as an agent with Compass Real Estate and has more people who want to work with her than she can take on. Almost all of them follow @s.philly.time.capsules, which has grown to nearly 48,000 followers. “There are a couple of exceptions, but at least 90%,” Liedke said. She believes the account’s power comes from its specificity. Her feed focuses on a very particular kind of South Philly house and the vintage details she loves. “It’s pretty niche,” she said. As a result, so is her business. Liedke only works in South Philly, where she has lived for 20 years.The long game Like Liedke, Ross Abel, a new agent with eXp Realty, also trades in the hyper-specific, except that instead of South Philly design, he focuses onhousing policy — a strategy he settled on after realizing that residents often weren’t aware of local decisions and issues shaping the area’s housing market.about zoning, development, and the kinds of neighborhood changes most buyers would never hear about from a listing alone. The goal, he said, is to become a useful local voice people trust before they ever need an agent.While his content hasn’t led to any direct sales yet, it has spurred a lot of civic engagement among his target audience, who, he says, appreciate the community-based content he posts. In the meantime, that engagement is helping him build the local credibility he hopes people will remember when they are ready to buy. The only downside to Abel’s social-first strategy is the balancing act that comes with being visible online.The downside to choosing a real estate agent based on social media is that there is only so much a post or video can reveal about how an agent actually works. That’s what concerns June Kang, a veteran agent with Compass Real Estate. She worries that buyers might mistake polish for experience. “Just because you like them on social media doesn’t mean that you may love having them handle the biggest financial decision of your life,” she said.“Do your research,” she said. “You should understand how they handle their business, what their commitment is to you, and what their services would be.” Podraza and Roth didn’t necessarily have all that information when Millevoi sent them an exclusive buyer agreement to sign, and they were hesitant to proceed. Seeing the paperwork made the decision feel more real. It was one thing to exchange messages with Millevoi on Instagram. It was another to hire him.Suddenly, signing with someone they hadn’t met in person felt unnerving, like “dating on the internet,” Podraza said. “But I met my husband on Tinder,” she added, “so I felt like the chances were pretty good he’d be a good guy.”“We’ve loved working with Nick,” Podraza said. She and Roth are now under contract for a three-bedroom, 2½-bath house 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Secret Service agent escorting Jill Biden at Philadelphia airport accidentally shoots himselfA Secret Service agent accidentally shot himself in the leg while escorting Jill Biden at the Philadelphia International Airport, officials said.
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Secret Service agent escorting Jill Biden at Philadelphia airport accidentally shoots himselfA Secret Service agent accidentally shot himself in the leg while escorting Jill Biden at the Philadelphia International Airport, officials said.
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Secret Service Agent Shoots Self at Philadelphia AirportA U.S. Secret Service agent assigned to Jill Biden's detail accidentally shot himself in the leg at Philadelphia International Airport due to a negligent discharge. The agent was handling his service weapon during a protective assignment. He was taken to a hospital in stable condition, and airport operations were not disrupted. The Secret Service is investigating the incident.
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Secret Service agent assigned to Jill Biden accidentally shoots himself in the leg at Philadelphia airportPolice said a Secret Service agent assigned to Jill Biden accidentally shot and injured himself at Philadelphia International Airport.
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Secret Service agent assigned to Jill Biden accidentally shoots himself in PhiladelphiaA U.S. Secret Service agent assigned to former first lady Jill Biden accidentally shot himself in the leg at Philadelphia International Airport on Friday.
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Secret Service agent shoots himself in leg while escorting Jill Biden at Philadelphia International AirportToday's Video Headlines: 03/27/26
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