A new generation of real estate agents is gaining thousands of followers on social media by transforming house and apartment listings into videos with storytelling. Instead of just presenting square footage and number of bedrooms, these professionals focus on stories, discoveries, and experiences, mixing humor, information, and a sensitive eye for internal and external details of properties.
Rodrigo Barbosa, 45 years old, is an example of this trend. He is the founder of the profile "Morabilidade," which has almost 110 thousand followers on Instagram. Barbosa started his career in the online real estate market in 2010, when he returned to living in Brazil after almost a decade abroad.
The listing videos were initially simple, without narration. In 2024, a friend suggested that the agent start presenting properties in front of the camera, transforming himself into his own sales tool. Barbosa realized it was a great strategy from the very first recording.
This new digital marketing approach allows agents to earn good commissions through social media, using videos that highlight details such as views of postcard-worthy scenes, stairs with art installation contours, and rare hardwood flooring, making properties much more attractive to potential buyers.
