TikTok Marketing for Real Estate Agents: A Beginner's Guide
TikTok has exploded in popularity, becoming one of the most downloaded apps in the world. In fact, its user base is now so big that it’s hard to pass up as an avenue for real estate marketing.
Not sure how real estate agents can use TikTok to gain new clients? Below, we’ll explain the platform’s marketing value, how to create engaging TikTok videos for real estate, and other TikTok marketing tips for real estate professionals.
Why Use TikTok for Real Estate Marketing?
TikTok has almost 1.9 billion active users, with 170 million in the U.S. And these users are active – the average daily time spent on TikTok in 2024 was 58 minutes, twice what it was in 2019.
Unlike Facebook, Instagram, and other social media platforms that focus on people you already know, TikTok is great at getting your content in front of new users who are already viewing real estate content. TikTok users rely on the "For You" page based on past activity. This means you can attract new followers without advertising dollars.
TikTok Tips for Real Estate Agents
New to TikTok marketing or trying to increase your reach? Here are some best practices, tips, and tricks to get you started.
Know Your Audience
The key to all real estate marketing is to be strategic, know your audience, and target a niche.
As you plan your TikTok marketing strategy, you must consider your ideal client, their problems and concerns, and how you can create content to address those issues.
Shorter Is No Longer Better
TikTok videos used to have an upper limit of 3 minutes and an ideal length of 15 seconds, but those days are over. A push for longer-form content means in-app recordings can now be up to 10 minutes long, and uploads can be an hour.
The best-performing videos are still three minutes or less. According to 2024 statistics, the most successful are between 90 and 120 seconds, followed by those between 120 and 180 seconds, then those in the 60 to 90-second range. Videos longer than 180 seconds still outperform any category shorter than 60 seconds.
In other words, the ideal is just under 2 minutes of content, but don't be afraid to go longer. Be sparing with under-a-minute posts – they're no longer in vogue.
Adapt Existing Real Estate Videos
You don't need to create all your TikTok content from scratch. You can easily repurpose existing videos for the TikTok format – it’s one of the ways you create synergy while spreading yourself out across multiple channels.
Due to changes in length restrictions, you technically don’t even need to chop up existing real estate marketing videos into small chunks anymore. Still, there are advantages. While hour-long uploads are possible, you can increase your posting frequency by turning that content into twenty ideal-length videos instead.
Keep an Eye on TikTok Trends
Pay attention to what's trending and consider whether you can tap into a trend with your own video. This can be a great way to boost your visibility since it increases the likelihood of appearing on someone's "For You" page. If they've been watching many videos of a specific trend, then the TikTok algorithm will pull them in.
It's essential to keep your strategic goals in mind, though. Don't get carried away with trying to go viral – when you're thinking of making a trending video, consider how likely you are to attract your ideal client.
Ultimately, you'll want to produce original content while keeping an eye open for trends compatible with your brand and niche.
Hashtags, Captions, and Post Text
When adapting your existing content to TikTok, make sure your video can be understood without audio – many TikTok users do stay on mute. This means adding captions to the video to parallel the entire script or emphasize key points.
Like other social media sites, TikTok relies heavily on hashtags to help users find the content they want. Hashtags will also help you find your place in TikTok's algorithm, so you'll want to use relevant tags that reflect your content and the occasional trending hashtag.
Post Consistently
It's common for TikTok users to post at least once a day, so you'll want to keep videos short. You can also create videos with the in-app editing tool for quick and spontaneous posts.
However often you post, be consistent. Use a scheduling tool to ensure you roll out posts reliably and regularly.
Don't Forget to Generate Leads
While attracting followers and keeping content engaging, it's easy to forget that social media is marketing. The whole point is lead generation for new business.
Focus on content that generates leads and then get those leads into your funnel. Don't forget to follow up and nurture them consistently.
TikTok Real Estate Video Ideas
The key to engagement on your posts is to make your content relevant and interesting to your ideal client. This means doing more than just new listing announcements.
Here are some ideas for content that can work well with the video form:
- Real estate tips and tricks
- Dos and Don'ts for your target audience
- Common mistakes to avoid
- Q&A sessions
- Touring notable properties
- Hot market trends or must-have features
- Promoting local businesses in the neighborhoods you target
Consider what clients need to know at each stage of their journey. Keeping videos tightly focused will enable you to generate more content.
Stay On Top of Your Game
Your knowledge and expertise are one of the most valuable tools in real estate marketing. But staying current doesn't happen all by itself. You have to keep yourself informed and educated.
One way to do that is through continuing education. And since you need CE to maintain your license, you might as well make it count, right? We have an extensive catalog of online and approved real estate CE in many states. Check our course offerings and get started today!
