By Saleem Mubarak
Digital tools like ChatGPT, TikTok, Instagram, LinkedIn, and YouTube are reshaping the real estate market and how homes are bought, sold, and even who gets hired to sell them.
Digital marketing in real estate is now driving these changes, influencing both buyers and agents.
Wale Lawal, a Houston-based real estate agent, talking to NYC Empires said that social media has overtaken billboards and flyers as the new marketplace of trust — where buyers scroll, watch, and decide.
He said, “People are finding me through ChatGPT,” and some even call and say, ‘ChatGPT says you’re one of the top agents in Houston.’”
“Social media is changing the way buyers make decisions. Many real estate agents, investors, and coaches create content every day educating the public. It’s influencing how buyers, sellers, and investors make choices,” he added.
Digital Marketing in Real Estate: How AI is Changing Decisions
He also noted that people now make more decisions online. They can easily ask anything and rely on those recommendations provided by ChatGPT, to buy or make decisions, he said.
“People are finding the professionals they need through ChatGPT and AI is influencing decision-making every day.”
Why Social Media Platforms Are Overtaking Traditional Marketing
Discussing the impact of traditional marketing like billboards or flyers, he said it’s a 50/50 situation and depends on the location of the billboard and the target audience.
“If you’re targeting Gen Z or young millennials, billboards might not work,” he explained. People near retirement still pay attention to them. Location matters too— whether it’s near heavy traffic or just a random spot, he claimed.
The True Cost of Digital vs. Physical Marketing for Realtors
In response to a query about the common belief that traditional marketing is more expensive than digital marketing, he said that digital marketing is actually costlier. You have to make videos, edit them, pay editors and social media managers and stay consistent, he explained.
“You also pay Google, Facebook, and Instagram to run ads. If you’re doing PR, you pay people to post your content.”
Physical marketing, like a billboard, can stay up for years once you put it up. But which one converts more depends on your target audience and how aggressive your marketing is, he added.
YouTube, TikTok, and Instagram: Which Converts Best for Agents?
When asked which digital platform is most effective — TikTok, YouTube, or Instagram, he said that it depends on your demographics and target clients. My ideal clients are mostly on YouTube, Instagram, and LinkedIn, he explained.
He added that he sells houses, which is a big investment and people want to spend time with him before making decisions. YouTube works best because people can watch long videos and get to know the opinions of creators, he said.
Lawal said that TikTok videos are short and don’t convert much. But you shouldn’t ignore TikTok or Instagram. You never know who’s watching, he added.
We link our short videos to long ones. For example, I made an Instagram Reel about “How to Buy Your House in Five Steps.” I summarize my long YouTube video and say, “Click the link below to watch the full video.”
So yes, long-form videos convert better than short ones, he claimed.
Long-Form Videos vs Short Reels: What Really Works in Real Estate
He emphasized that creating both long and short videos strategically helps capture attention from multiple audiences. Short videos can attract viewers while linking to longer content helps convert serious buyers.
Personal Branding in Real Estate: Online Presence Matters
He also emphasized that in this digital age, personal branding is important for real estate professionals.
“Whoever is not building their brand will go out of business in three to four years. Everyone is online. Everyone is Googling or using ChatGPT. If your name or business isn’t showing up, you’ll lose,” he said.
Author Profile
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The writer is a real estate journalist specializing in all types of New York City properties, including luxury residences, commercial spaces, and homes.
He also writes humorous articles about real estate, investors, and realtors.
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