What is for sale, the house or agent?

SCROLL through TikTok or Instagram and you might be forgiven for wondering whether some real estate professionals are selling houses or themselves. Morning workouts, designer outfits, carefully choreographed entrances, luxury vehicles, and glimpses of glamorous lifestyles dominate the screen. Somewhere between the gym session and lunch, a property eventually makes an appearance.

It is clever marketing. But, it raises an uncomfortable question: When the agent becomes the attraction, what exactly is being sold?

Real estate has always depended on personality. Confidence, charm and appearance help establish relationships. Nobody expects an agent to arrive at a million-dollar viewing looking as though they have just finished clearing a construction site.