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Los Angeles is steadily transforming, yet thousands remain stuck without a place to call home. While many have embraced the digital age from the safety and comfort of their devices, countless Angelenos are still searching for stability.
Housing prices and the cost of living continue to skyrocket, leaving many individuals and families at risk of displacement — working tirelessly while struggling to secure a place to live and sleep.
As traditional paths to housing grow less reliable, people are turning to unconventional solutions like social media to make the housing search more accessible.
2025 marks the first time social media has surpassed traditional television as the main source of news for Americans, according to the Nieman Lab. These numbers are largely driven by the extensive reach of social platforms and their unprecedented user bases. TikTok’s advertising data shows that, in early 2025, the platform had 136 million adult (18+) users in the U.S., reaching nearly half of all adults nationwide.
As people migrate to social platforms, so do their habits, behaviors and daily routines. And where people go, businesses are sure to follow.
On TikTok alone, the hashtag #realestate has more than 9.9 million posts. Digital, online and even virtual reality tours of apartments and other properties are quickly becoming standard on real estate websites. The next wave of property promotion is even more digestible and accessible to all audiences.
Nathan Kadisha and his twin brother, Michael, are the founders and principals of K3 Holdings, a Los Angeles-based real estate investment firm that owns and operates thousands of multifamily units across the city’s infill neighborhoods.
“Real estate is an industry driven by people,” says Nathan Kadisha. “When people adapt to new technology, trends, and social spaces, we adapt with them. As digital media evolves and becomes mainstream, our solutions to housing affordability need to evolve as well.”
K3 and Alpine LA Properties, their integrated in-house management company, believe strongly in using social media to reach people who may not have the resources or time to find and tour properties in person.
Companies like K3 Holdings are leveraging algorithms to their advantage. By posting optimized content on TikTok, the platform’s algorithm surfaces their videos to users interested in housing, real estate, and property tours.
K3 is capitalizing on the power of user awareness — social media’s specialty. The firm’s TikTok account, @alpinelaproperties, features property and apartment tours that align with the content formats and trends proven to perform best on the platform. Short, visually driven videos — many of which can be understood without audio — capture the attention of users seeking affordable housing in Los Angeles.
With 17,500 followers, more than 100,000 likes, and videos that have reached hundreds of thousands of views, K3 brings the housing market directly to users’ screens.
“Social media can be a powerful tool and an innovative step in addressing the housing crisis,” said Michael Kadisha. “Many Angelenos searching for affordable housing don’t have the time or resources to drive across the city and tour properties they may not even be able to afford. By meeting people where they are — online — we’re streamlining the process, helping people find comfortable, affordable places to live.”
K3 specializes in creating affordable multifamily housing for L.A. residents, transforming buildings to fit the realities of today’s housing market and working toward closing the city’s alarming economic and affordability gaps. Through social media, barriers to housing access can be lowered, offering more opportunities to those without the means to search traditionally.
With social media platforms, Angelenos can easily transition from touring apartments on their phones to watching movies or spending time with loved ones from the comfort of a new home.