This 33-Year-Old Agent Is Changing the D.C. Luxury Market Through TikTok
Daniel Heider, the millennial king of D.C. real estate, has become one of the top luxury real estate agents in the DMV area by mastering TikTok, the social media platform that you’ve probably seen a lot of people dancing on. The guy oozes luxury, not just in his listings, but in his daily life. Stepping into his Georgetown office is similar to being swaddled in fine cashmere and silk linens; the place feels expensive. His love for luxury shows, and he is passionate about making all of his clients feel cared for and comfortable.
Who Is Daniel Heider?
The 33-year-old real-estate agent is the Vice President of TTR Sotheby’s International Realty, the youngest in company history, and he’s only been in real estate for eight years. He was born in Naples, Italy to a father working in Naval Criminal Investigative Services and a mother working in administrative duties. The family moved back to Northern Virginia when he was a toddler, and his parents divorced. After high school, he bounced around odd jobs, never finding his true calling until he was 25 and was given the opportunity as an assistant for a real estate agent in D.C. From there, he worked his way to the top of the industry and never looked back.
Heider has amassed over 2.5 million followers on TikTok and posts the most over-the-top multimillion-dollar homes. Think Selling Sunset or Million Dollar Listing, but in the DMV market. He’s been the highest producing agent under 40 in the D.C. market for six years straight. This dog is not just bark but has some bite, too. He backs up his over-the-top social media postings by breaking records for transactions, and big ones at that. His listings range from $2.5 million all the way up to $100 million, and the time he puts into staging these listings and TikTok posts is by far what sets him apart from his peers.
Heider is not afraid to go all out when staging a home, and if he feels that a red Ferrari needs to be parked out front with rose petals sprinkled throughout the home or master bathroom suite, he does it. At this point he’s learned to trust his instincts, and it shows.
“This is about attention,” Heider said in an interview with the Washingtonian. “I like things that are big and extravagant and fun and over the top. It’s just me. I love it.”
Heider’s Staging History
Heider will go to great lengths to stage a home in his vision, and price is never a problem. Heider partners with local Ferrari and Lamborghini dealerships for his videos and listings, will place $1,500 scent diffusers throughout homes, and has an exclusive partnership with a former Marine for drone videos, which is hard for most people to operate given D.C.’s restricted fly zones. In one notable staging, last fall he threw the bougiest pumpkin-patch party of all time in order to show off a $3.95-million Potomac estate.
“First of all, don’t ask me how much things cost, because I think one of the big differentiators between me and everybody else is that I don’t have a budget. I don’t run my business like a business. If I feel that a property needs to be presented in a certain way and it needs to have a motorcade and there needs to be rose petals and there needs to be whatever — it’s going to happen,” Heider said.
The Luxury Real Estate Market
Becoming a luxury real estate agent isn’t impossible, but it does take a lot of hard work and dedicated time with clients whose time is quite often literally money. Mastering this market requires significant patience and hard work. Each property is unique, and it requires vision to highlight the one-of-a-kind features found in the home. These glamorous homes often appeal to a smaller audience who will often take years to locate and then successfully navigate the purchasing process Heider often foots the bill for his staging efforts, which can cost a pretty penny. He can rack up $4,000 in just floral bills if he feels it's necessary, which he always does.
The average home value in the D.C. area is higher than the national average at $687,778, or about three Lamborghinis — but that’s small change for Heider. Given his wealth of connections and resources, we suspect that the D.C. King of Mansions won’t be stepping down from his throne anytime soon.