It can also be toxic. Noonan’s responses were largely “Thanks for your engagement.” Many people might shut down or lash out after such an experience, but Noonan’s responses largely stuck to “Thanks for your engagement.”
Inman recently spoke with Noonan about how he kept his cool and the ways in which he’s now working to grow from the experience, despite the slew of negative feedback.
The ill-fated TikTok
When Hammer Made, a menswear store with a location near Noonan’s home (and where he walks his dog every day) approached him about advertising an upcoming discount event they were hosting, he saw it as an opportunity to advertise his luxury real estate services to a wider audience.
“I
thought, I could take a picture of my blazer and post a story and be like, ‘Hey, I’m doing this event,’ and just put words on the screen,” Noonan said. But I felt that that was a bit of a low-effort.
“Then, I thought I could create a video to try and tie me in as a realtor with some homes I’ve held open houses for.” So that was the idea.”[first]@ryannoonansells Exclusive Fashion | Hammer Made at La Cantera, San Antonio, TX – OCT 18 Spend $199 or more to get $40 off. Just mention Ryan Noonan referred you. The home shown in the first two clips is 204 Easy Money, Boerne, TX. Asking Price $2.4M. #mensfashion#sanantonio#realtor#ambition#winterarc. @Hammer Made Original Sound – Ryan Noonan
In this video, Noonan introduces him as a luxury realtor at a property his eXp Realty offices represents. The video ends with a few shots of the store’s merchandise. The video closes out with a few shots of the store’s merchandise.
And the haters started hating.
Some commenters made some pretty personal attacks, comparing Noonan to the character Quasimodo from
The Hunchback of Notre-Dame
, wondering if he was taking a shot at satire, criticizing his fashion sensibility, and on and on.Fortunately, there were some positive comments combating the hate, including some who praised Noonan for putting himself out there, and for responding with such grace and professionalism to such acidic comments.“Dude, you have kept every one of your responses that I read civil in this comment section and that is awesome because some of these people are really testing you! PrincePaul, another TikTok member commented: “You passed, by the way!” “I wish all the best for you as you continue to build a name for yourself in real estate.”
Noonan told Inman he was just “trying to be unique” and avoid creating real estate content like other agents out there. He added that “it didn’t feel great” receiving all the negative feedback, but it ultimately got him a few leads.
“I
a luxury custom homebuilder reach out to me that wants to meet and discuss some things, and then I had a few subcontractors for renovations that reached out to me,” Noonan said.
An active-duty Air Force member with a calling to real estate[had]Real estate is not Noonan’s full-time gig, even though that might not be immediately apparent by looking at his social media channels.
The active-duty U.S. Air Force member is an air-traffic controller stationed in San Antonio, Texas, and just got his real estate license in August 2025.
Ryan Noonan | Courtesy of Ryan Noonan
Noonan’s late father was a real estate developer in Scottsdale, Arizona, where Noonan grew up, and his brother is an agent with SERHANT.’s new office there. Noonan has been immersed in real estate for the majority of his adult life. He felt that this was the right time to give the profession a shot. “You can build your business and build your brand the way you want to — and I like the autonomy of that.”
Although it’s not his full-time job, his social media posts have quickly filled up with real estate-related content.
“I dedicate most of my off-time to real estate,” Noonan said. It doesn’t feel like part-time to me, even though it is. Noonan’s ability to remain poised is a result of his military experience. He said, “I have a vision and I will not let anyone get in my way.” Noonan said that he will not let haters get in the way of his strategic vision for his brand and career. He plans to post things, do things, and take constructive criticism intelligently. He continued: “I see myself as a player, not a spectator. The fact that my videos are getting so many views means that something is working. I just need to tweak my process. The fact that I’m getting all these views means that I’m doing something right; I just have to tweak my process.”
Amid all the other noise in the video’s comments, Noonan said he was able to pull out some constructive feedback, and said he’ll probably try to make more focused, shorter clips on TikTok in the future that just tackle one thing at a time.[real estate]The experience was also a good lesson in resiliency and risk-taking, Noonan said.
“If you’re going to be successful, you need to have thick skin, and you just need to know how to take feedback from people,” he said. “I think I did a really good job of staying calm and not letting it break me down, keeping it professional.
“You just have to take risks and you need to be OK with not exactly hitting the mark that you were intending for, but having a growth mindset and saying, ‘OK, I got 95,000 views and I got a bunch of hate, but I learned from it. The next video I make will be better. You have to keep a positive outlook. Every Friday, a weekly look at the most important news from the world of luxury real estate.
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Email Lillian Dickerson