LYNN — Ask Marc Fiore what he does for a living, and the answer is simple: he sells homes.

But spend a few minutes scrolling through his social media pages, and it quickly becomes clear that his work stretches far beyond the front door of a listing.

One day, Fiore may be walking viewers through a historic North Shore home, explaining the character and craftsmanship that make older properties unique. Next, he may be debating where to find the best roast beef, visiting a local coffee shop, or sitting down with a small business owner to share their story.

That approach has turned the Lynn-based real estate agent into a familiar face across the region. Through his Instagram account @marcfioreboston, which has more than 14,000 followers, along with nearly 7,000 followers on Facebook and more than 300,000 likes on TikTok and millions of views across the platforms, Fiore has built an audience interested not only in buying and selling homes, but also in the people, places, and neighborhoods that make the North Shore what it is.

“I loved everything about houses, everything about architecture,” Fiore said.

His path into real estate, however, was not straightforward.

After graduating from UMass Dartmouth with a degree in business, Fiore took a job at New Balance and entered the corporate world. He enjoyed the company, but eventually realized he wanted to create something of his own.

“I was figuring out what I knew I did not want to do, and that was to work for somebody else,” he said. “I wanted to run my own business, work for myself, make my own schedule.”

Leaving a steady job for a commission-based career came with uncertainty.

“It was a roller coaster ride at the get-go, because it’s 100% commission,” Fiore said. “If you’re not selling houses or helping people buy houses, then you’re not making a living.”

What he discovered along the way was that real estate had less to do with houses and more to do with the people inside them.

Every buyer arrives with a different dream, and every seller has a different reason for moving. Some of the moments that have stayed with him most are helping older homeowners leave the houses where they spent decades raising families.

“They have so many memories, and they don’t want to leave, but they have to downsize,” Fiore said. “I feel obligated to do a good job and make sure they get the most amount of money.”

The same curiosity that helped him connect with clients also reflects his social media presence.

Years before he began filming North Shore business spotlights, Fiore experimented with video production in a high school television class and later while creating travel videos in his 20s. When he entered real estate, he combined those interests, creating videos that explained the buying and selling process and gave potential clients a chance to see his personality.

“What you see on camera is kind of what you get,” he said. “I don’t fake anything.”

The videos eventually expanded beyond real estate. Fiore began highlighting the places that make the North Shore feel like home — from Brew North in Lynn and Periwinkles on the Salem–Swampscott line to longtime favorites like Minos Roast Beef in Lynn, Nick’s Roast Beef in Beverly, Michael’s Harborside in Newburyport, and Woodman’s of Essex.

“My favorite part is just being able to talk to everybody and shed light on some of the small local businesses,” he said.

Although he grew up in Wakefield, Fiore’s connection to Lynn started after he purchased a home there five years ago. He had not originally been searching in the city, but the chance to live near the beach changed his perspective.

“Everyone has this idea of Lynn. I did too before I moved here,” Fiore said. “But since I’ve been living here, it’s opened up my eyes to actually what Lynn is really all about — the culture, the diversity, the different landscapes.”

That experience has also shaped the way he talks about the broader North Shore market. Stretching from cities like Lynn and Salem to towns like Lynnfield, and coastal communities like Swampscott and Marblehead, the region offers a mix of historic homes, waterfront neighborhoods, and easy access to Boston.

Fiore said one of the defining features of North Shore homes is their architecture, especially in neighborhoods like Lynn’s Diamond District.

“The architecture definitely sets it aside from any other area,” he said.

During his 10 years in real estate, he has also watched the market become increasingly competitive because of limited inventory.

“It’s mostly been a seller’s market,” Fiore said, explaining that a shortage of available homes continues to create competition among buyers.

Outside of real estate, Fiore and his wife are raising two young children, a daughter and son who are just 13 months apart. Becoming a father, he said, gave him a clearer understanding of what drives him.

“Everyone asks, ‘What’s your why?’” Fiore said. “I never knew what my why was until I got married and had two beautiful children.”

Real estate does not operate on a nine-to-five schedule. There are late-night calls, weekend showings, and constant conversations with clients. But after a decade in the industry, Fiore said he would not change his path.

“It’s more like a lifestyle,” he said. “I just feel like I’m always working, but it doesn’t feel like work because I love what I’m doing.”