How one agent wins clients with her Gen Z ‘brain rot’ videos 

"I got a home for ya," Margie Doucette Marasco says in a thick Chicago accent at the start of each video she's shared on TikTok and Instagram. The 60-year-old agent with Coldwell Banker Real Estate Group has had a string of viral hits over the last year that have garnered millions of views. 

Marasco's videos, which primarily focus on a typical suburban home or townhouse, are quirky, polished, full of "brain rot" — the kind of content associated with being constantly online — and packed with references to Gen Z slang and recent memes. One example? "Pork Pay is accepted and you guys have one week until I rent this out to Spirit Halloween," Marasco said in a TikTok video that has amassed 1.7 million views. She closes it out with "Chat: W or L listing?"

While those over age 20 or so might need a translator, Marasco's approach has elevated her to influencer-level status. In the two-and-a-half years since she started using social media to market her business, Marasco has boosted her presence to over 40,000 followers on TikTok and 112,000 on Instagram. But she's not doing it for internet fame — it's been a real driver of sales and referrals.

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In a conversation with Real Estate News, Marasco credited her son Joey, a recent DePaul University graduate, with helping her achieve the success and reach. The mother-and-son duo can spend an entire day filming just one video — and then Joey can spend many more hours editing using a suite of production programs, Marasco said. 

"My son came to me and he's like, 'Let's just do some video.' When I was a little camera shy, he'd say, 'You got it,'" Marasco recalled. "He goes, 'I know you're gonna resonate,' and I'm like, 'Yeah? The old lady, really?'"

At first, the pair created more straightforward walkthrough videos. It was after Joey suggested that his mom try a "bait and click" — or clickbait — format that they had success.

The first big hit came in May 2024 with a video about a ranch-style home in suburban Elgin, Illinois. Marasco and Joey continued to up the ante in subsequent videos, eventually embracing full-on productions with props, drone footage and a cinematic editing style.

Marasco concedes that not all homeowners are interested in having their home highlighted in this way — but those who understand social media are more open to it. "It's another way to boost your listing," she said. "If you want it, then great. If you're not comfortable, that's absolutely fine."

Turning virality into tangible leads

The online success has also led to referrals and new business. While Marasco "will joke around" for her videos, she is "dead serious" about her business and closing deals, she said. Her viral videos primarily caught the attention of Gen Zers at first, but the algorithm eventually pushed her content in front of a broader audience — including folks who were ready to buy or sell. 

"It seemed like at first, it was resonating with high schoolers — which was great because, you know, they're not out buying houses," she joked. "A lot of them are like, 'I can't afford to buy a house,' and I'm like, 'That's OK; your mom and dad can.'"

Her virality also led to a connection with The American Dream TV Network, a streaming show that highlights agents across the country. Marasco and her son are currently working on her first episodes, she said, which will showcase her "more serious side."

Staying current amid fleeting trends

While social media algorithms can expand an agent's reach, they can also shift at a moment's notice, quickly reducing a creator's exposure. Marasco has noted a drop-off in views on TikTok for recent posts, though her videos on Instagram are still receiving plenty of views and engagement. Given the fast pace of social media trends, Marasco and Joey are continuing to "go different avenues" as they experiment with how best to keep growing.

"I don't want to put all my eggs in one basket," she said. "You have to stay current. One minute, you could be the hottest thing and then the next minute, nobody knows who you are."

For now, having a social media presence matters — and for agents interested in trying their hand at unconventional content, Marasco has one piece of advice: Give it a shot.

"Don't be afraid to try," she said. "What's there to be afraid of? If it doesn't work, then you try something different. If it works? Fabulous."