Where’s Lisa DuBois?
A camera scans around a bedroom.
You hear a whisper: “I’ve hidden under so many beds in Northern Virginia. Tell your kids—it’s not a monster; it’s Lisa DuBois. … But not today. I’m over here!”
DuBois pops out from behind a closet door.
DuBois, an associate broker with RLAH @properties in Falls Church, Va., turns each listing into a playful game of hide-and seek, daring viewers to spot her as a camera scans the room.
Filmed with just a phone and small microphone, the videos are low-tech but high impact.
After 20 years in real estate, she had built an established real estate business—but she was missing a creative outlet to better connect with audiences. The idea came in November 2024, following her earlier video marketing attempts that fell flat with a more scripted approach where she spoke directly into the camera.
“I was wooden and very stiff on camera. It wasn’t me—I was too buttoned up,” she says. “Nobody was going to watch that—nobody did.”
Soon enough, a trickle of views turned into millions after she teamed up with real estate brand strategist, Eric Cruz, who urged her to embrace her unique voice and have more fun. Together, they tested the idea of a hide-and-seek concept, pairing a whispery delivery with her deadpan humor.
Her first hide-and-seek video eventually racked up about 14 million views, proving she found a winning formula. She quickly gained national media exposure and built a large social media following.
“Being myself—owning my goofiness—resonated,” she says.
DuBois has hidden in a variety of spots for her videos, from under tables and blankets and behind curtains to inside crawl spaces and her favorite: tucked inside a Murphy bed. “Sometimes I get stuck,” she admits.
There are limits—like when someone suggested she hide on the roof. “Real estate pays the bills—I’m not risking it,” she says.
But anywhere else? She’ll keep the camera panning trying to find her, while also taking the opportunity to spotlight the home’s best features.
Her videos tap into the trend of ASMR—autonomous sensory meridian response—a style known for soft, soothing sounds like her whispering voice, which has become a signature element of her content.
“My Gen Z editor [Cruz] said I would go viral if I did an AMSR video,” she says. Dubois is glad she gave it a try.
The response to her videos has been overwhelmingly positive. Agents praise her creativity, and buyers are drawn to her playful approach for a home tour. Plus, social media engagement has surged, and she gets added attention to her listings.
Still, her primary motivation: “I do this for fun,” DuBois says. She has since expanded into producing content for local businesses as well, using her growing platform to spotlight her community and sneak in some extra rounds of hide-and-seek.
Her advice to other agents: “Be yourself. Don’t try to force something or be someone you’re not. Authenticity sells—it gets views, clicks and followers.” Plus, she adds, it’s a lot more fun for you and your clients.
