How social media has changed the world and what it means for the real estate industry

Prominent social media guru Lizza Prigozhina sat with BrokerPulse to discuss her insights into the real estate world.

Social media has changed the world and is here to stay with everyone looking for ways to adapt not to get left behind. It is no longer just a way to communicate with friends but a powerful tool to establish your personal brand, attract more clients, and take your business to the next level.

We sat down with a prominent social media manager and a content creator, Lizza Prigozhina, to discuss her work with social media, the latest trends, and how individuals and companies can leverage. Lizza has achieved great success working with multiple clients in the real estate industry and constantly expanding.

What led you to starting a career in social media?

I grew up seeing how social media is transforming our reality. While many saw it as a challenge, I saw it as an opportunity. Social media was underestimated for a long time, but people are starting to realize that it is a powerful tool that has revolutionized the world. It’s a tool for education, entertainment, connecting businesses with their audiences, creating relatable content, and so much more. A lot of people want to promote themselves and their businesses, to create a personal brand, but don’t know where to begin and how it works, which is where I come in. My goal is to find what differentiates my clients because every person is different even if they’re in the same industry, there’s space for everyone to thrive.

Why has so much of your focus been in real estate?

I knew that real estate was a huge part of New York’s life and economy, and I saw that there was potential to shake things up a little, to modernize and revolutionize the industry in many ways. Then I happened to meet an incredible real estate agent, Alexander Zakharin, funnily enough through TikTok. We met up and I proposed that we take his social media to another level. He was very open to it and we started working together almost right away. In a few months, the number of followers went from 90k to 300k, and we recently celebrated 550k! We’ve done a ton of exciting collaborations with other agents and influencers, and I have more incredible clients now too, constantly expanding.

Who else have you been working and collaborating with?

Alexander and I had some incredible collaborations with Erik Conover, who has over 2 million subscribers on YouTube and an exciting hi-tech company Bumblebee Spaces that have Mila Kunis and Ashton Kutcher as investors. The videos we created with their innovative furniture have over 30 million views. I’m also working with an amazing agent at Douglas Elliman – Christina Kremidas, recently got great clients at Nest Seekers International – The Kim Team, my newest clients Marko Arsic and Jason Lau at Corcoran, and more. I have a lot coming up but will keep it a secret for now.

How has your work been beneficial for your clients?

In a lot of ways, from new clients to networking and establishing your personal brand to becoming more well-known in the industry and outside of it, and in many other ways. Alexander has gotten a lot of business through social media, he’s currently the most followed real estate agent on TikTok in New York and has become very well-known thanks to that. One of my clients recently got a $3M seller through TikTok and the examples of how it’s been beneficial to my clients are endless.

Do you work on your own social media?

I do work on it but it’s hard to find the time. I focus on fashion, humor, and try to be creative with everything I do. One of my recent videos garnered over 1.5 million views.

Have you worked out a formula for success?

There’s no one specific formula. I always have an individual approach with each client as they are all different. Like I mentioned in the beginning, you have to find what differentiates the person, what makes them unique, and how they can thrive in the realm of social media. Aside from that, all videos need to have a purpose, whether to educate or make someone laugh, cry, feel motivated, inspired and so on. At the end of the day, if you’re eager to be on social media and willing to step outside of your comfort zone, I will help you make great things happen, but there isn’t a single formula to success that would fit every person.

What’s your advice for those looking to start doing social media but feeling intimidated or simply not knowing where to start?

Social media can certainly feel overwhelming and I always say start small. Start recording yourself, talking to the camera, getting comfortable with it, watch TikToks and what others are doing, but make sure you’re not just copying content. Ask yourself “What makes me different? Why do people work with me?” and then start showcasing that on social media. People want to see personality. You’ve got to find a way of combining your business with who you are, which is what will really allow you to leverage.

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