Influencers have the power to boost online conversions and help brands spread the word about their products. But there’s at least one group of people who seem completely unaffected by their social media mojo: landlords in New York City.
According to a story in The New York Postsay landlords busy about it to some TikTok, Instagram and YouTube stars who want to rent apartments even if they make six figures a year.
The problem? Due to the nature of their jobs, Gig employees, such as influencers and creatives, cannot show pay slips that demonstrate consistent monthly revenue streams from an outside company. Couple this with a highly desirable and expensive real estate market, and many influencers cannot compete with other tenants.
Related: “Where’s That Money Going?”: An inside look at New York City’s brutal housing market
To take Kelsey Kotzur, a 29-year-old TikToker with over 144,000 followers. Kotzur said The mail she earns $250,000 a year from brand deals with Skims and Delta Airlines. But after her rent rose nearly 50 percent, Kotzur had to return to her hometown in rural New York.
back in my element
Kotzur said getting approved for a new apartment in New York City was a nightmare.
“It’s almost impossible because nobody really understands my income and what I do. So that was pretty hard,” she said. The mail.
Another TikToker, Marissa Meizz, who has 471,000 followers, said she also struggled to rent an apartment in NYC.
“It was just so hard to get someone to trust me,” she said. “I literally had to beg my landlord.”
Despite giving them proof of her income and having to split any salary she earned last year, Meizz said the landlords still wanted a guarantor.
The problems with the gig economy
The challenges faced by influencers in NYC are affecting gig workers across the country. Many landlords and lenders require proof of income from regular jobs rather than freelance jobs to determine eligibility to rent an apartment or lease a car.
Living in the city is not only a privilege for people like Kotzur. It’s part of her brand. New York City plays an important role as a backdrop in many of her fashion videos.
“I miss a lot of opportunities while I’m away from the city,” she told The Post. “As far as my career goes, I’m definitely taking some losses.”