TikTok & Real Estate: Pros and Cons of Short-Form Video

As the real estate industry continues to evolve and adapt to the digital age, new platforms for marketing and promotion emerge. TikTok emerged on the scene in 2016. The social media app is primarily known for its short-form video content, and has gained immense popularity among users of all ages. If you are considering leveraging the platform for your business, here are some things to consider regarding how can TikTok benefit your real estate business, and what are the potential drawbacks.

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Pros of Using TikTok for Real Estate:

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Vast Audience Reach

TikTok boasts a massive user base, with millions of daily active users. Leveraging this platform allows you to reach a wide and diverse audience. For real estate professionals, this means potential buyers, renters, and investors are just a video away. For brokerages or teams, this means that they can potentially recruit more agents onto their teams, often by showcasing their company culture and value.

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Agent example: Share a video tour of a stunning property, highlighting its unique features and location. Your content might catch the eye of someone searching for their dream home or investment opportunity.

‍Brokerage or Team example: Share a video highlighting your team or brokerage’s unique value proposition

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Engaging Visual Content

TikTok's emphasis on short, engaging videos provides a perfect format for showcasing properties. You can create visually appealing content that captures your audience's attention in seconds, making it an ideal platform for showcasing properties and neighborhood highlights.

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Example: Create a quick walkthrough video of a recently listed property, showcasing its best features and amenities. Add some catchy music and engaging captions to make it even more appealing.

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Authenticity and Relatability

TikTok encourages authenticity and relatability. You can use this platform to humanize your brand and show the personal side of your real estate business. Share behind-the-scenes moments, introduce your team, or tell stories about successful transactions.

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Broker or team example: Share a behind the scenes video of a day at the office. This is a great way to recognize your staff and agents, while also showing the personal side of your business.

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Viral Potential

TikTok's algorithm is known for its ability to catapult videos to viral status. If your content resonates with users, it can quickly spread across the platform, bringing a surge of attention to your real estate business.

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Example: Create a "before and after" video showcasing a property's transformation after renovation or staging. Such transformational content often attracts attention.

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Cons of Using TikTok for Real Estate:

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Content Creation Demands

Creating quality TikTok content requires time, creativity, and skill. Real estate professionals may find it challenging to produce compelling videos consistently given their already challenging schedules. In most cases, quality content is key. However, on this platform, posting a lot of content is also critical. It is important to find a balance between quality content and number of posts. This is something to keep in mind when deciding if you want to add it to your social media channels.

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Example: Shooting and editing videos can be time-consuming, especially if you're managing multiple properties and clients. You may wish to outsource this work to a video or reels content creator pr marketing agency specializing in real estate to maintain quality content.

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Privacy and Security Concerns

Sharing property information on TikTok might raise concerns about privacy and security. Real estate listings often include sensitive information like addresses and layouts, which should be handled with care.

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Example: If you decide to showcase a property, avoid revealing specific addresses or layouts in your video. Focus on highlighting the property's features and aesthetics while maintaining the privacy of the current owners.

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TikTok can be a valuable addition to your real estate marketing strategy, offering a unique way to engage with a vast and diverse audience. However, it's essential to weigh the pros and cons before diving in. By creating visually appealing, authentic, and relatable content, you can use TikTok to showcase properties and connect with potential clients or recruit agents to your business. As TikTok continues to grow and evolve, real estate professionals who embrace this platform can gain a competitive edge in the digital marketing landscape.

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If you are looking for support with regards to marketing or social media, feel free to reach out to our team and we'd be happy to set up a complimentary discovery call!

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