By Daisy Hernandez

Apartments in San Francisco can move extremely quickly. Often, when a good listing goes up, you see that several people have already inquired within the first hour, and suddenly it feels like you need to act immediately. The sense of urgency makes you feel like there is no time to stop and think.

Scammers know this, and they rely on that pressure.

A listing may look professional and include real photos of a real address and a believable description. When you contact them to book a tour, the person responding may also sound legit and helpful. That does not always mean the apartment is actually available or that the person has the authority to rent it.

Some scammers copy legitimate listings, replace the leasing professional’s contact information with their own and repost the apartment on open marketplaces that are less regulated such as Facebook Marketplace and Craigslist. That does not mean renters should avoid these platforms completely. It is still possible to find a legitimate listing or even a hidden gem – in fact, I found my own apartment four years ago while scrolling through Facebook Marketplace.

However, these sites absolutely do require that you proceed with extra caution. Because individuals can post listings at no cost and provide limited identifying information, these low barriers to posting can create an easy opening for scammers.

One helpful feature on Facebook Marketplace is the ability to view the poster’s ratings and reviews which can provide useful context about previous interactions.

My advice when using these marketplaces is to read the available reviews, search the property address online to see whether the apartment appears anywhere else and compare the rent, photos and contact information across listings.

I cannot discuss rental scams without mentioning the ones appearing on TikTok. Social media has become a discovery tool. According to a 2026 Adobe Express survey, 65% of Gen Z respondents reported using TikTok as a search engine. Naturally, this behavior has impacted how real estate professionals market their listings and connect with renters. Since social media platforms are not rental marketplaces that verify listings, it leaves space for scam accounts to screen recorded video tours created by legitimate leasing agents, then repost the videos as if the apartments were their own listings. Some warning signs I have noticed include a profile photo that looks A.I. generated, requests to inquire through WhatsApp and offering rent that is far below market rate.

For examples of reputable local leasing professionals who regularly post apartment tours, I suggest @nickolearysf, @Dave_chesnosky, @seebrookslease and @realtaracooley. Their available listings can also be found on The Apartment Plug (TAP), the apartment search platform I founded.

Protecting our renters is a top priority, which is why at TAP we require identity verification for anyone listing on our platform. Leasing professionals must verify a government ID and complete facial verification, helping us ensure greater safety. We’ve also built a feedback channel in the platform that allows renters to report suspicious activity, listings or ways we can improve their experience. We aim to give renters access to as many housing options as possible, including listings syndicated to TAP through our integration partners. If suspicious activity is reported on any of these listings, we immediately investigate the report and, when appropriate, block the associated user and their listings from being hosted on TAP again.

So, in light of these scams, follow these precautions when looking for your next rental:

1. If the rent seems unusually low, research apartments in that neighborhood to get a sense of the going rate.

2. Prioritize touring in person before applying, paying a deposit or signing any documents.

3. If a phone number is provided, call and speak directly with the person representing the property.

4. Search the address and compare the information you find with the listing.

5. If you encounter a listing you believe may be fraudulent, report it to the platform to help protect other renters from falling victim to the same scam.

Daisy Hernandez, MBA, is the co-founder and CEO of The Apartment Plug. Landlords can list apartments on the app and connect with renters at no cost. Hernandez is building in public, so follow along on the journey @TheApartmentPlugSF. For inquiries: daisy@theapartmentplug.com.