“It took off like crazy”: How brokers use TikTok to rent apartments

When real estate agent Alexander Zakharin downloaded TikTok in February, he wasn’t sure what to expect.

Zakharin, a broker at GZB Realty in Manhattan, knew that the short-form video app had a rapidly growing audience. He was willing to give anything a try to grow his business and figured, at the very least, it could be a place to organize apartment tour videos.

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Dan Latu is a current student at the Columbia Graduate School of Journalism and graduate of Boston College. Previously, Dan worked as legislative assistant in the House of Representatives covering housing, financial services, LGBTQ+ rights and other domestic policy issues.

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