Landlords are becoming TikTok stars - while their followers suffer a cost of living crisis Many are being priced out of owning a home, but social media stars are making money pushing landlordism and property portfolios as aspirational 🏠 sarahmanavis
full of content by and for landlords. Here you can find videos of landlords bragging about price gouging homes they bought for cheap, charging often quadruple the monthly mortgage in rent, giving guidance on how to find and flip cheap properties, and boasting about how they live entirely off of the “passive income” they receive from their property portfolios.
While #PropertyTok does include some content that merely talks about homes or personal home renovations, some of its most popular videos come from dedicated landlord influencers. These include people such as Samuel Leeds and James Property who use their accounts solely to talk about and promote landlordism – preaching about how easily it could becomeThese types of influencers are at the forefront of the online landlord movement and play a major role in promoting a vulturistic approach to.
This particular language is often deployed by so-called “property coaches”, a type of landlord influencer typically found on Instagram whose content is aimed at millennial women, usingto encourage people to sign up to mentoring. Shrouded in half-baked feminist language, these “coaches” talk about how – for a fee – they can make women feel “empowered” and “free” through teaching them to build a property portfolio, saying they can help women “become successful Landlord Queens”.
Though not entirely exclusive to female-targeted accounts – “financial freedom” is the buzzword du jour for most full-time landlords – the adopted social-justice-laced lingo helps to mask the wider impact on others offor profit. By focusing on narratives of individual “empowerment” through wealth procurement, they choose to frame full-time landlording as a societal good.
While landlord content can feel almost inescapable online, its popularity sits in ironic opposition with the financial reality of most people who consume it.
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