Social Media Marketing

How to Use TikTok for Real Estate Marketing and Connect with Millennials

What is TikTok and How Can Real Estate Agents Use it to Generate Leads?

TikTok for real estate marketing might seem like a weird idea. After all, what do lip-syncing and dancing have to do with real estate? The secret lies within the TikTok’s features and its popularity among Millennials. The platform shows great potential for a promising future and it’s growing very fast

Platforms like Instagram and Facebook made image sharing popular Later they focused on videos. What they created now is being put to use on other emerging platforms. TikTok is a social media platform that focuses on videos with cool effects and music and allows users to heavily modify their videos before posting them. The app was created based on the lip-synching idea first introduced by other apps like Dubsmash and is very popular among millennials, younger ones in particular.

What is TikTok?

TikTok is a social media platform that can be downloaded for free on iOS and Android. It is a social media platform so it can be used to create content, share it with others, like, and comment on content. The core of the TikTok revolves around Videos with music. 

@tayclark_realtorBuy ?? the?? house ?? ##foryourpage ##foryoupge ##toxic ##realestateagent ##realtor ##realestate ##newhousecheck ##walktheotherway♬ original sound – tayclark_realtor

The majority of the videos that are being created right now are about fun and entertaining topics accompanied by music or audio. Videos can be recorded for 15 or 60 seconds periods. You could say TikTok is the story feature of Instagram but heavily upgraded to house fun effects especially. 

People share videos created on TikTok to other platforms like Instagram. Due to the video base of the platform, it is easy for users to show their sense of humor and personality. That’s why the platform has been growing in popularity for the last 3 years. 

@nicholl_lee_realtor##realtor ##tiktokrealtor ##keepingbusy ##realestate ##realtorlife ##realtoroftiktok ##realtorhumor ##militaryrealtor ##valoans ##abrealtor ##womeninbusiness♬ Do It Again – Pia Mia

Why Do Realtors Need TikTok

What do you think you would have to do to get a thousand views or more for your listings? What if it only took a few minutes every day and was free? That might sound too good to be true but that is what TikTok for real estate can do for you. You just have to leave your comfort zone and join the party. See how Las Vegas Realtor dances to the music while showing a house! That’s leaving your comfort zone!

@ashleythelasvegasrealtorContact me to schedule a showing for this beautiful property listed at 715K. Rothwell Gornt Companies 188613 ##Realestate ##DreamHome ##Realtor ##Vegas♬ Mariposa (Peach Tree Rascals) – goalsounds

TikTok for real estate is perfect for content marketing. Grab your phone, record a short clip, choose a music track, and let the app do the rest. You have an edited video for your listings that cannot be comparably created with other famous social media platforms. You can also use your already recorded footage. See how Derick Jones is using a pre-recorded professional video in his post to show listings:

@derickjonesss? $3.2M ?Fort Lauderdale, FL ##mansion ##luxury ##realestate ##home ##goals ##house ##realestateagent ##fyp♬ Falling – Trevor Daniel

To the cynical realtors out there the platform seems like a toy. Though we don’t disagree with the entertaining aspect of the platform, it has qualities that make it a perfect choice for business, especially realtors. Here are some reasons why realtors should use TikTok for real estate:

1. Competition is Low

TikTok is popular with a younger demographic. Currently, other platforms like Facebook and Instagram are crowded with realtors and competition is tough. It is much harder to be heard among all those realtors marketing their services, especially if you are new to promoting your business on social media. Alisa Glutz Scottsdale mortgage broker managed to grow her network on the platform (455,000 likes and 77,000 followers) in a time span as short as 60 days. 

Other platforms like Facebook and Instagram are already used by realtors on a large scale and it seems like everybody is claiming the same thing. But TikTok for real estate is wide open for realtors. Your competitors either don’t know what it is or discards it for being frivolous and not business-appropriate. Avoid this thought process, platforms like Facebook did not start with business pages. 

2. It Grows Fast

TikTok has been getting a lot of attention recently but it’s not a brand new platform. In its early days (2014) it was called musical.ly. Through rebranding, it became the platform we know today. TikTok is growing fast and already rivaling platforms like Instagram. 

In the brief three years since its 2017 launch, TikTok has grown to have  800 million monthly active users. It took Facebook four years and Instagram six to reach the same monthly users. 

The entertaining value TikTok offers has made it a different app which is so appealing it has been installed 1.6 billion times

3. It is Popular With Millennials

41% of TikTok users are aged 16 to 24 years old. Although they all may not sound like the best candidate to market real estate services to at the time being, the older end of this population are the youngest of the Millennials (those born between 1980-2000) and may already be thinking of buying a home. Also, 59% of the TikTok users are older than 24 and are definitely in the home-buying age. Despite the fun and entertaining nature of the platform, no one can dismiss it.. 

TikTok is popular and easy to use. Promoting your brand is actually easier on TikTok compared to other platforms. 

Unlike Facebook which is known for being the social media platform of older generations, TikTok has captured younger age demographics. Millennials and Generation Z are active users. And these generations should not be ignored, they are social media savvy future business.

4. Video is the Business

Video is in high demand online and realtors are realizing they need to take advantage of videos if they want to stay in the game. It can be discouraging for some. Creating a video requires time and using TikTok for real estate requires one to be a tad outgoing. 

The platform offers many cool video editing features that everyone can conveniently take advantage of and produce high-quality content. Real estate happens to be heavily dependent on videos which makes TikTok a good bet for realtors. Videos hold the audience longer where images can be scrolled up and away from within seconds. On average users spend 52 minutes a day on TikTok, which is almost the same as social media champion Facebook with 58 minutes a day.

5. It Generates Leads

TikTok can help you reach the local micro-community that would be interested in buying or selling where you do business. Your TikTok videos act as a demo version of videos for your listings. After your audience sees your TikTok video, they can proceed to your Instagram, Facebook, and YouTube accounts, and view longer videos. Given the fact that a part of your target audience is already on these sites, this is where the lead conversion actually occurs.  

@aarongrushowhomesMOST EXPENSIVE HOME EVER! ##mansion ##house ##home ##design ##modern ##expensive ##money ##rich ##luxury ##realestate ##goals ##losangeles ##pool ##city ##fyp ##dream♬ original sound – aarongrushowhomes

Cool Ideas for Using TikTok For Real Estate

TikTok is just another social media platform despite its differences and features. Therefore, the many existing rules for other platforms apply to TikTok just as well. That means you need to be producing valuable content regularly. Remember these two words: valuable and regular. 

The next point to keep in mind is considering the audience when producing content. you need to have defined your target audience, which in the case of TikTok should be the younger part of your audience who might be contemplating buying their first home. You should keep this mind when choosing the type of content and also the tone of voice you’re going to choose when addressing them. See how ZacharyLoft addresses the younger generation:

@zacharyloftZach homes are expensive, yeah… but that’s the point of the video. ##Realtor ##RealEstate ##LoftRealty ##Delaware♬ Shining on My Ex – bbno$ & Yung Gravy

Put yourself in their shoes. Remember the time you were their age. What are the things you wish you knew back then that would have changed the way you handled real estate or the time you bought your first home? 

@slvano_How to own a home in your 20’s ?##realestateagent ##realestate ##realtor ##realtorlife ##luxuryrealestate ##realestatetips ##bayarea ##entrepreneur ##fyp♬ original sound – supreme.agent

There should be lots of things you can use to educate the younger generation. Here are some ideas when using TikTok for real estate:

Listing Videos

One of the most popular and practical videos you could make on all social platforms is listing videos. Record footage showing the house, add some music to it alongside some cool effects that will appeal to the millennials, and will introduce them to you in a way that’s fun. 

@heider_realestateBethesda, MD – $4,487,000 ##realestate ##luxuryrealestate ##housetour♬ Alice in Wonderland – Joanna Wang

See how professional this looks yet entertaining it is.  This is what TikTok is made for:

@heider_realestateFit for a King & Queen ? $14,000,000 ##fyp ##foryoupage ##mansion ##housetour ##luxuryhomes ##realestate ##rollsroyce ##wealth ##foryou♬ Bae (Remix) – O.T. Genasis feat. G-Eazy, Rich The Kid & E 40

Or this clip which is essentially a music video set in a bathroom:

@aarongrushowhomesThis bathroom is INSANE ##luxury ##bathroom ##bathroomcheck ##mansion ##design ##goals ##house ##realestate ##californa ##amazing ##fyp ##money ##home♬ Sean Paul – Get Busy (Shake That Thing) – laurieelle

2. Neighborhood Videos

As is known to almost everyone, people first choose the neighborhood and then buy a house. Therefore, producing content about neighborhoods is a must. You can use the TikTok’s music feature to add more vibe to the neighborhood giving it positive associations.

3. Personal Moments

Although your ultimate goal on social media is to increase brand awareness, generate leads, and make money, it won’t hurt to occasionally post non-business content. One of the most important factors in creating a bond with your audience as a realtor is letting them get to know you on a personal level. 

@rustyjgatesWhat does a realtor do? I’m glad you asked! ##dayinthelife ##realtor ##dadlife♬ original sound – rustyjgates

Most exalted realtors share moments of their personal life on their social media account. Try to casually use TikTok for real estate and let your audience in to see a tinge of your hobbies and things you do for fun. This will give your audience the idea that they know you not just an agent but as a person. Posting videos of your kids and pets create a sensation of closeness and friendliness which will definitely do you good in your business. 

@estradadesireeLove you @rubenxochoa ##bachata ##maluma ##admv ##admvmaluma ##bachatadancing ##latinos ##mexican ##bachatadance @malumaoficial♬ Admv – (Bachata Version) – DJ Khalid & Mr.Don

4. FAQs

Pay attention to what people are asking about real estate on social media and online forums and compile a list of the most frequently asked questions. Then create short videos and answer these questions and upload them to your TikTok account. If there are comments and questions, reply to them as soon as possible. Caring for your audience leaves a good impression on commenters and others reading those comments. And don’t be shy. Go on, have fun while answering questions. 

@maemaytv##realtorlife ##realtor ##sanantonio ##justlisted ##justsold ##realestate ##bosslady ##bossmom ##faq ##qanda ##tiktoksanantonio♬ Choices (Yup) – E-40

5. Behind-The-Scenes

Further to the point in number 3 (personal moments), it is a good idea to let the audience know what is happening behind the scenes in your business. Creating and recording short videos on what a typical workday looks like or how you help your clients will give your audience a clear idea of what you do and creates a stronger bond but building trust in your relationship. Show them all the trouble you go through to sell their property and buy one for them. 

@boredrealestateagentHow it really happens! ##realestate ##realestateagent ##video ##realestatelife ##realtor ##realtorlife ##propertyvideo ##property♬ Roses – Imanbek Remix – SAINt JHN

6. Teasers

You can create a series of videos about a property, for example, a home walkthrough chopped into a couple of 1-minute videos. Then create 15-second teasers promoting the videos in advance. This will create a feeling of anticipation in your audience and will keep them tuned to your account for more content. 

7. Happy Clients

Marketing, especially in real estate, finds perfection in storytelling. Stories about homes and properties and the services you provide. Stories in which you describe your professional journey and how you help your clients with their needs. Fortunately, TikTok is built to tell stories.

@nikolkleinAwesome client testimonial! ##justsold ##sandiegorealestate ##clienthappinessreview ##testimonial ##realestate ##realestatelife ##luxuryhomes♬ original sound – nikolklein

One way to build trust with your audience is to share the success story of your happy clients. Use TikTok features to create your own style and tell their story. if 15 seconds is not enough, you can create a miniseries in which you tell their story’s different parts in each 15-second episode. 

@jpdumlaoHappy clients, happy realtor! ##realestate ##realtor ##realtorlife ##edmonton ##yeg ##remax ##exp ##garyvee ##welcomehome ##onlyincanada ##housegoals ##dreamhome♬ This City – Sam Fischer

Ask your happy clients to describe their journey: where they started, what problems they had, how you helped them and finally, how happy they feel now.

8. Educate

Buying or selling property is a complicated and time-consuming process. There are many steps in the process and lots of chances to make mistakes. You as a realtor, following the mission to provide valuable content for your audience, can create mini videos educating your audience about the process ahead including but not limited to:

  • Home buying process
  • Home selling process
  • Best time to buy a property
  • Best time to sell a property
  • Common mistakes
@philiphoriganIn negotiations, setting expectations is huge. ##negotiation ##negotiationhacks ##realestate ##sales ##selling ##howto ##tips ##nyc ##sanfrancisco ##losangeles♬ original sound – philiphorigan

See how danielle_mignone uses the fun side of TikTok for real estate to educate her younger audience:

@danielle_mignoneOwning a home is closer than you think? ##firsttimehomebuyer ##realtor ##realestate ##luxuryrealestate ##foryoupage ##buyahome ##howtobuyahome ##homeowner♬ original sound – jenniferswavely

Follow Best Real Estate TikTok Accounts

To really get a sense of how to use TikTok for real estate marketing you would be wise to follow those agents who are doing it best.

1. Aaron Grushow

Aaron Grushow
Aaron Grushow TikTox

With 1.2m followers and 21.3m likes, Aaron is one of the accounts to follow on TikTok. Aaron uses TikTok’s music feature to showcase properties in short videos. Using uplifting music Aaron does a great job of creating positive associations with the property.

@aarongrushowhomesThis house is such a vibe just like @jayqthelegend music! ##songpromotion ##realestate ##house ##mansion ##luxury ##hollywood ##pool ##view ##goals ##dream♬ Amazing Girl – JayQ The Legend

He also creates longer videos to explain real estate terms and provide helpful insights.

@aarongrushowhomesIt’s a great time to sell your home! @teamtap.us ##realestate ##buy ##sell ##invest ##market ##learn ##education ##learnontiktok♬ original sound – aarongrushowhomes

Watch how he tells his success story while explaining how he has utilized social media to achieve such goals

@aarongrushowhomesFirst year as a real estate agent ☑️ ##realestate ##realestateagent ##home ##house ##sales ##thankyou♬ Say So (Instrumental Version) [Originally Performed by Doja Cat] – Elliot Van Coup

2. Pillar Properties 

Piller Properties
Piller Properties

Piller properties has 313.7K Followers and 2.9M Likes on TikTok and uses TikTok’s features to showcase beautiful listings with eye-catching footage. They use music to make the audience feel good about the properties and use hashtags to increase discoverability of the posts.

@pillerpropertiesI came, I saw….I came, I saw ##foryourpage ##realestate ##home ##design ##modern ##pool ##losangeles ##modern ##brentwood♬ Praise The Lord (Da Shine) – A$AP Rocky

See how the use the video and creative filming techniques to showcase the property in the video below:

@pillerpropertiestag a friend that you’d spend 4th of July weekend with here…. ##fyp ##foryou ##home ##pool ##modern ##design ##losangeles♬ ROCKSTAR – DaBaby, Roddy Ricch

3. Dkrizestates

Darren Kriz
Darren Kriz

Darren Kriz an LA-based realtor has close to 500k followers and almost 10 million likes. He uses TikTok for real estate to present luxury homes and does some home walkthroughs while highlighting the property’s features. 

@dkrizestatesWhat is your favorite movie? ##favoritemovie ##movie ##favorite ##films ##cinema ##theater ##hometheater ##housetour ##movietheater♬ original sound – dkrizestates

He also uses music on his listings which are mainly luxurious. He keeps a friendly tone with his audience trying to create a sense of trust. The following video has close to 40k likes in which he uses on-screen information describing the property. 

@dkrizestatesKylie Jenner’s mansion just sold! One of her many mansions ##mansion ##kylie ##jenner ##kardashian ##jenners ##kyliejenner ##housetour ##celebrityhouse ##celeb♬ Moment 4 Life – Nicki Minaj

Tips For Growing Your Real Estate Business on TikTok

TikTok is a relatively new platform. It offers unique features. To help you with the basics and how you can get the best out the platform we have gathered a few helpful points:

1. Use it for Yourself First

To truly get a grip on how TikTok works, you have no other option but to use it how others do. Try searching for a hashtag on a topic you are interested in and watch videos you like. Then follow some accounts that are related to your business. See how they share content and what they do. Try to find inspiration and come up with your own ideas.

2. Don’t Sell to People Right Away

It may not make sense to start selling homes on TikTok as soon as you join the platform. Also as a part the audience is pretty young they may not be ready to buy a home. For these reasons, it is advisable that you start by introducing yourself as a cool realtor and create non-promotional content that is still related to the business to grow an audience. After a while, when you have got yourself a pretty decent fan base, you can start promoting listings.

Your main goal using TikTok for real estate should be creating a solid relationship with your audience and introducing yourself as an expert realtor who knows their way around. Promoting listings and direct sales should make up a small portion of your content. The content you share should be valuable and should help your audience with the problems they have in real estate. 

3. Make Your Videos Fun

TikTok is fun and should stay that way or you will not be received well by the younger demographic of the platform. Tailor your content to be fit to the fun atmosphere of the platform. 

@jaredwkirkwoodThis is your sign ??? ##realestate ##fyp ##buildahome ##firsthomebuyer ##newhome ##melbourne♬ original sound – jaredwkirkwood

Always remember why people use social media. People find social media a relaxed place to find out about the latest trends and news and be entertained. They might find content amusing and helpful but they don’t like the idea of being directly sold to. 

@mnhomes4 things you can do to buy a house in your 20’s! ? ##firstimehomebuyer ##realestate ##minnesota ##realtor ##fyp♬ Crank that x Poke it out DJ Yames – dj_yames

4. Build An Audio Strategy

A cool feature TikTok offers enables users to use the audio of other clips and add their own video to it, similar to lip-synching videos. This allows audio to go viral.

In another scenario you can use highly viral audio tracks to create your own videos so that once that audio is searched by other users your video will show up. TikTok offers different sound and audio tracks from movies, viral YouTube videos, and chart-topping hits.

Discover
Discover

Make sure the audio tracks you choose somehow relate to your business or industry. It is okay to use whatever you like for some fun unrelated videos once in a while, but the core of your social media activities for your business should incorporate relevant content in terms of both video and audio tracks. 

5. It is OK to Copy Content

Content is most valued when it is original. In the world of content marketing, it is okay to curate content from many sources and add your own thoughts to make it better. However, TikTok is pretty different. On TikTok, people are actually re-creating the same video over and over. Usually, there is music or a soundtrack that people use to add their own video to. So, it is okay to copy others’ content, but make sure you relate it to what you do as a realtor. See how CC Underwood is using this famous audio track to educate her audience, this audio track has been used in 20K videos so far:

@jaxrealestate##fyp ##foryourpage ##realestate ##upgrade ##realtor ##jacksonville ##pontevedra ##yulee ##ameliaisland♬ original sound – gabbiedaddy

6. Get Creative

TikTok is creative by nature and requires users to utilize many effects and features to create visually appealing content. Therefore, a simple image used in platforms like Instagram won’t cut it here. You need to leave your comfort zone a little bit here.

7. Use Hashtags

Tagging is critical. Your hashtags determine where your videos appear on TikTok. Hashtags come and go and some stay popular for a long time. One of the things you can do to take advantage of daily trends is to create related videos about hashtags that are business-relevant, although occasionally you can create videos about non-business hashtags just for the sake of showing the social aspect of your personality. Trending hashtags are what people would like to see in the #Discover section of the app.

hashtags
realtor hashtag

To get started, here are the top general hashtags on TikTok for real estate. If you are new to TikTok don’t get your hopes high and expect a bit of slow growth. TikTok allows a 100-character caption for posts so you need to plan your hashtags within these limits. However, like any other social media platform you shouldn’t use many hashtags. First, it confuses the platform’s algorithm when deciding what your content is about. Second, using too many hashtags look spam and desperate which is frowned upon by users.

Top 10 TikTok Real Estate Hashtags:

  • #realestate w/ 251M Views
  • #realestateagent w/ 40M Views
  • #realestatelife w/ 8M Views
  • #luxuryrealestate w/ 8.3M Views
  • #realestateagents w/ 269K Views
  • #luxuryhome w/ 7.7M Views
  • #luxuryhomes w/ 10.9M Views
  • #luxurydesign w/ 1.6M Views
  • #luxuryhouse w/ 277K Views
  • #luxurymansion w/ 2.8M Views

These are just a few of the common hashtags used in real estate provided by Luxury LB Branded to give you an idea of the bigger picture. Get creative and find your own hashtags defined for each post. Coining your own brand’s hashtag is also a great idea to make your content exclusively found while searching for that tag. However as in the beginning, nobody will know about your hashtag, you might not get a lot of discoverability. As you promote the hashtag and grow, this tag will be your exclusive tag. 

8. Trends

TikTok has 800 million monthly active users at the time being. Every now and then something goes viral and becomes a trend. Trends come and go and something that is hot today is forgotten next week. So, taking the best out of these trends and striking when the iron is hot is something you should be focused on.

Discover
Hashtags

If you see a video or audio track is going viral, get a move on quickly and create similar related videos that promote your business and brand. A little creativity goes a long way here as it allows you to tailor trends to your business. TikTok is the platform of creativity and the most popular videos are the most creative ones. However, do not sacrifice value for being fun. Try to offer something valuable besides being just entertaining.

9. Partner With Influencers

Influencers are people with a high number of followers (audience). They are important as they can convey a message or share something with a huge number of people. They are one of the best options to promote your business on social media. 

Check the #Discover page on TikTok to find the influencers. Then narrow this list down to the ones who are somehow related to your business. The next step is to follow them and try to start a conversation with them and ask for collaboration.

10. Post Daily

Although TikTok’s atmosphere is more lenient compared to Instagram in terms of what standards you need to follow for your content, the basic rule for having a regular flow of content still applies. Content marketing, what you are actually doing on social media and your website, requires content producers to keep a steady flow of content and be consistent. If you go silent for a while you might lose a significant portion of your followers. Try to share content at least once or twice a week to keep your audience tuned and highlight your online presence. 


Read also: Social Media for real Estate in 2020


11. Share Your Posts With Other Platforms

One of the weirdest features TikTok offers is the ability to share your content on other social media platforms. The videos are watermarked with TikTok’s logo and the user’s ID. When you share yours or others’ videos on other platforms you are promoting TikTok and provoke their sense of curiosity to join TikTok. 

However, it does not matter why such a feature exists. What matters for you is that, if your content does not do well on TikTok, by sharing it to your other social media channels you have a better chance of being well-received and getting your audience to follow you on TikTok. See how Meghna Dhillon is reposting her TikTok video on Instagram:

Read More: Using Instagram for Real Estate 2020 – The Ultimate Guide for REALTORS®


Takeaways

TikTok is known as the social medium of the new generation. That is true to some extent but there are older people in its demographics. Young, middle-aged, or old, you can use the high engagement rate of the platform to increase your brand’s awareness and create a fan base. Getting your name out there can be easily done on the platform provided that you are ready to get your feet wet and leave your comfort zone a bit. 

Social media is a place to promote your content, help, and educate your audience and introduce yourself as an expert in the field. Therefore, refrain from trying to make direct sales. Be fun and let them discover the real estate side of you while getting to know your fun side. 

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