Do you need better real estate lead generation for your growing real estate business? TikTok for real estate agents is the answer! TikTok has emerged as a social media platform where people can share their lives, interests, and showcase their personalities with others using short-form videos. As a real estate agent, now is the time to jump on the TikTok app and make easy connections with potential clients.
What is TikTok?
TikTok is a social media app that allows users to create short-form videos and share them with others. TikTok has over 150 million users, making it one of the most popular apps out there! The app provides users with filters, effects, music, and sound bites. Videos can be up to 3 minutes long, but many are less than 15 seconds in length.
Different from other social apps, your feed defaults to what is known as the for you page. The for you page serves the user videos based on other videos they interact with. As the algorithm learns your habits, the for you page content is curated to the exact type of video content you enjoy, keeping you on the app longer.
TikTok has become so popular that other social media giants, such as Instagram, have released statements to NOT post videos on their platforms that include the TikTok watermark. The TikTok watermark is added when you save a video from the app to your phone. Instagram has rolled out its own version of short-form videos known as Reels. With Instagram pushing more video content, this proves that TikTok is quickly becoming the new go-to platform for video marketing, forcing other platforms to adjust.
TikTok for Real Estate Agents
Many wrongly believe that TikTok for real estate agents is a waste of time because the primary user isn't old enough to purchase homes.
However, 50% of users in the U.S. are between the ages of 18 and 34, with an additional 20% between the ages of 35 and 44. 37% of those between 35 and 44 who use TikTok have an annual household income exceeding $100K - proving your next client could be on the app right now.
If you're looking to attract the next generation of buyers and sellers, TikTok is the perfect place for real estate agents to start making connections. TikTok users are more likely to follow people with a sense of humor and great personality, making it essential that your content stands out from other videos.
Using TikTok for Real Estate Video Marketing
Over the years, video marketing has slowly become one of the most popular ways to share content. As of June 2021, TikTok has been downloaded over 200 million times in the United States and has over 130 million active monthly users.
Video marketing is one of the biggest business trends of our day because it efficiently provides information to users without extra cognitive effort, even more so when it comes to short-form video. People want to be entertained, and if you're able to entertain a potential client and keep the video under 60 seconds, the viewer is 68% more likely to watch the video in its entirety.
TikTok Marketing Strategies for Real Estate Agents
Now that we've established that TikTok is a great platform for real estate video marketing, how can agents start taking advantage of it? There are three marketing strategies for real estate agents to use to get in front of their ideal client.
Brand-generated content is content that you, as a real estate agent, create and upload yourself to attract your ideal client. This type of content can be created with original audio you record yourself, using trending audio found on the app, and through the use of hashtags.
TikTok is an excellent platform for influencer marketing, because on this platform, creators mean so much more. The voice of the creator sets them apart from those who are simply hired to make posts solely to push products. First and foremost, TikTok's creators inspire innovation and creativity by creating original content that appeals to followers and drives engagement in different ways.
There are two ways to leverage creators on TikTok. The first is by dueting their videos. A duet is when you share the creator's content to your page, but you're recording yourself as you watch the video. Dueting a video is an easy way to share inspiring content to your page without creating your own video. Find local creators with a large following and engagement rate, and leverage their videos that have already gone viral. Just be sure the content you're sharing aligns with who you're trying to attract to your page.
The second way to bring creators into your real estate marketing strategy is by hiring them. Brand's hire creator's to help them push a product, service, or event. You could hire a creator to promote an upcoming event, such as an open house, and have them tag you in the video. To make working with creators beneficial to your real estate business, focus on finding local creators who are involved in the community.
Paid Advertising Opportunities
Like all social media platforms, TikTok does offer paid opportunities for you to grow on the app and do more real estate lead generation.
In-feed ads: TikTok's infeed native video ads are 9 to 15 seconds long video advertisements that appear in between videos in the TikTok feed.
TopView: TopView is a video ad format that appears to the user upon opening the app. The ad takes up the whole screen and allows for up to 60 seconds of video.
Brand Takeover: Brand takeover advertisements appear in the form of images or videos which appear in a user's feed before any user-generated content. Only one Brand Takeover appears in each category per day, so these are highly desirable.
Branded Effects: Branded effects allow advertisers to create video filters, similar to Snapchat's branded lenses. The branded filter is then available to users for up to 10 days at a time.
What Content You Should Be Sharing
The type of content you should be sharing will vary based on who you're trying to attract. Remember, real estate social media isn't just about posting houses and sharing market stats; it should also include who you are as a person. Your primary focus should be building a brand and attracting people to your brand that have the same values and interests as you.
One of the biggest differences with TikTok compared to other apps is the ability to take trending sound bites and adjusting them to match your brand and information.
For example, in this video below, the sound used was from Harry Potter, but the captions rework it to the real estate industry and why you shouldn't for sale by owner.
Another great example is this video by a mortgage lender, Michael Dufour. Nearly all his videos are of him letting the younger generations know how they can buy a house without a 20% down payment and the lending options available to them. He has found ways to continually push his unique selling proposition by sharing the same thing using different audio.
Get Started Using TikTok
Now that you have a better understanding of why TikTok is important when it comes to real estate social media, it's time for you to get started with your own channel. Here are a few tips to keep in mind as you get started.
- Find content that will be a resource for years to come. While what's trending today may not be next week, the content you share should remain relevant.
- Home Tours. Pair home tours with trending sounds. When touring a house, just walk, don't speak, and use captions to showcase the features.
- Keep up with TikTok trends. If you want to grow on TikTok and use it as a primary platform, consider downloading TrendTok. This app ($20/year) will help you find trends before they get too popular, allowing you to capitalize early.
- Hashtags are important. Build a hashtag strategy around who you're trying to attract, not just around what you're sharing. On occasion, include trending hashtags which can be found on the discover page.
Amanda Webb is a real estate marketing strategist and the owner of Gravity Real Estate Marketing. She's helped agents start closing over $1 million in transactions and go on to build successful businesses, one property listing at a time.
Her background in real estate marketing has given her the knowledge she needs to help agents become more successful online. At Gravity Real Estate Marketing she provides done-for-you customizable marketing resources that allow agents to show up consistently online and convert followers into leads.