Videos of sexy real estate listings have brought 3.7 million followers and 61 millions views to D.C. agent Daniel Heider's viral TikTok account.

Why it matters: "Screen appeal is the new curb appeal," Zillow senior economist Orphe Divounguy tells Axios.

What they're saying: "Real estate is definitely a popularity contest where the listings with the most amount of attention usually win," Daniel Heider, of Heider Real Estate, tells Axios.

• One of Heider's earlier viral videos was of a Potomac listing on River Road. It drew so much attention that the broker's open blocked traffic. It sold shortly after for a whopping $7.4 million, a record at the time.

Follow the money: "Zillow Gone Wild" creator Samir Mezrahi parlayed his popularity into a new HGTV show that cashes in on viewers' nosiness about other people's homes.

• "When I'm bored on my phone, I like to look at houses everywhere. And I think other people do that, but there wasn't a space for people to talk about that," Mezrahi said at a South by Southwest panel.
• He posts what he calls "the most interesting homes across America," from castles to brightly colored mansions.

The big picture: Some real estate agents say punchy social media videos are helping them find new buyers, particularly first-timers.

• TikTok saw a 40% increase in posts tagged #RealEstate during the first two months of 2024 compared with the same period in 2023, Bloomberg reports.

Between the lines: Generating leads is top of mind for many agents. Home sales fizzled last year, and a big settlement could curtail the commissions real estate professionals get paid.

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Zillow Gone Wild's Mezrahi says he quickly learned what home styles and features click with social media users.

Case in point: "I realized people really love libraries, so if the home has a really nice library, that's an automatic post," he said at SXSW.

The latest: A startup cofounded by "Million Dollar Listing" star Josh Flagg aims to build a "media empire" with shows and podcasts starring real estate influencers like Mezrahi, Axios Pro's Kerry Flynn reports.

One of Heider's most viral listings is of 635 Maryland Ave. NE, a Capitol Hill home with a historic facade and ethereal contemporary interior.

The TikTok video takes you through what you imagine might be a typical day for someone living in the Victorian stunner: running through one of D.C.'s most charming, historic neighborhoods, playing with your kid, lounging on the rooftop, sipping Champagne and playing your favorite music through Sonos speakers.

What they're saying: Social helps sell the American dream. "As an investment class goes, you can't showcase what life is like investing in a stock or mutual fund. A home is where you live and build a life," Heider says.

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• If you could move anywhere in the area, where would you go?
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