Introduction to TikTok Marketing for Realtors

Very few real estate agents use TikTok to promote their listings.  It’s a video only social media platform that caters to a younger audience being famous for videos of dance moves.  However, there are a billion active users on this platform and 26% percent of users are between the ages of 25-44 years old.  This is an ideal platform if you are trying to reach a younger audience, particularly first time buyers.

Fundamentals of TikTok Marketing for Real Estate

Navigating the TikTok landscape may seem daunting, but understanding its core fundamentals is crucial for leveraging the platform effectively in the real estate sector.

1. Create a Business Account: Just like other social media platforms, TikTok offers a business account option. This will grant you access to analytics and insights, as well as in-app shopping features.
2. Understand the Medium: TikTok is not your traditional marketing platform. It’s fast-paced, visually stimulating, and built on short, engaging videos.  In general TikTok is a video only platform.  If  you’re going to use this platform, you should be fairly proficient at making and editing video.  Having to hire a videographer to make every video would probably be prohibitively expensive. . 
3. Know Your Audience: The majority of TikTok users are between the ages of 16 and 34.  Tailor your content to resonate with this demographic and target the first time buyers.

A Roadmap to Promote Your Listings

Ready to elevate your real estate listings to viral status on TikTok? Here are our recommended steps:

Step 1: Engaging Content Creation

1. Showcase Tours: Make quick 15-60 second tours of the property. Highlight unique features, views, and rooms.
2. Before and After: Show transformations, whether it’s a renovation or staging.
3. Day in the Life: Create videos that showcase what a typical day would look like living in the property.
4. Educational Content:  Since your audience will be probably first time buyers, we recommend creating short videos that provide advice for the first time buyers. This will help you build a following of your target audience. 
5. Check out the competition: Research what other real estate agents are doing on TikTok and emulate the ones that have gained traction.

Step 2: Leverage TikTok Features

1. Music and Sounds: Use popular tracks or trending sounds to make your videos more engaging.
2. Effects: Utilize TikTok’s built-in visual effects to add flair to your videos.
3. Challenges: Participate in or create TikTok challenges that can showcase your listings in a fun way.

Step 3: User Engagement and Collaboration

1. Engage: Respond to comments and questions on your videos to boost interaction and visibility.
2. Duets: Leverage the duet feature to collaborate with other TikTok users, including influencers, to expand your reach.

Step 4: Hashtag Strategies

1. Popular Hashtags: Use trending and popular hashtags relevant to real estate.
2. Local Hashtags: Geotag your videos and use local hashtags to target a specific community or area.

Step 5: TikTok Ads

1. Ad Formats: TikTok offers a range of ad formats including In-Feed Ads, TopView Ads, and Branded Hashtags.
2. Targeting: Utilize TikTok’s detailed targeting options to focus on the most relevant audience.

Step 6: Track and Refine

1. Analytics: TikTok provides robust analytics. Keep an eye on engagement rates, video views, and follower growth.
2. Optimize: Use the data to refine your content strategy and ad campaigns.

The Payoffs

So, what’s the bottom line when it comes to using TikTok for your real estate listings? Here are the benefits:

1. Massive Exposure: TikTok’s algorithm is designed to give every video the chance to go viral.
2. Audience Engagement: The platform offers numerous features to make your listings more engaging and shareable.
3. Cost-Efficiency: Compared to traditional advertising channels, TikTok can offer a higher ROI when done right.

Pitfalls

Before you consider using TikTok for advertising your real estate business, you need to aware of the pitfalls

1. Because TikTok is a Chinese Tech Company and is seen as a security risk, it is banned by many agencies from being installed on government devices and in the state of Montana, it is banned on all personal devices.
2. The medium for TikTok is video.  If you’re not comfortable making and editing videos, this is not the right platform for you.
3. The demographic is younger and most likely not in the market for a house due to financial reasons.  Those that are, are probably first time home buyers.

The Road Less Traveled

Very few realtors use TikTok.  However, in real estate, one of the key ways of success for Realtors is to create your own niche.  I see using TikTok as a long term strategy.  Spend the time to build an audience and it will pay off as the demographic gets older. For an overview of social media marketing, see the episode: Real Estate Social Media Marketing 101.

About the Author

Larry Hales is a seasoned and multi-faceted technology professional. His passion all-things tech began with his first computer in 1984 and it has stayed with him ever since.  Larry is the CEO and Co-Founder of MarketingHero.   Previously, he served as the Marketing Technology Director at West, Williston Financial Group Company, where he coaches and guides Real Estate Agents on how to better leverage technology in their business. His 25 years of photography, design and printing, combined with his knowledge of digital advertising and brand building, gives him a unique perspective of marketing from different angles. When he isn’t busy being a proud computer geek, Larry enjoys trail running, hiking, mountaineering, rock and ice climbing, and anything else that gets him outside.