362 MINUTES WITH ...Lizza Prigozhina

As New York's luxury market cools, a 23-year-old is helping panicked agents sell another asset: themselves.

- BRIDGET READ

JASON LAU, a luxury-real-estate agent, is pretending to bathe. Enclosed in the spalike white marble shower of a $2.6 million condo’s en suite bathroom, fully clothed,

he holds the stainless-steel faucet head and mimes rinsing himself from his paisley scarf down to his Chanel loafers. Lizza Prigozhina, standing near the toilet in a crop top and blazer, choreographs while filming with her iPhone. “Now block out the camera with your hand,” she says. “Like, You can’t see this.” Lau complies. His business partner at the Corcoran Group, Marko Arsic (loafers: Prada), nods approvingly from the adjoining bedroom: “We do whatever Lizza says.”

Prigozhina is the 23-year-old queen of New York Real-estate TikTok. Under her guidance, the star agents of Corcoran, Douglas Elliman, and Nest Seekers are flocking to the platform, where, for $700 and up a week, she helps them create viral content, writes captions, and even posts on their behalf. In a highend market that has been slowing since September, with whispers of downturns and 2008 in the air, what Prigozhina offers is an injection of levity and, possibly, thousands of new followers and potential clients. Brokerages are laying off agents, and sky-high mortgages are making sellers skittish, but her business is booming: In a good month, she’ll earn around $10,000.