Though TikTok may feel like unfamiliar territory, there’s potential to see more engagement for your efforts since so few agents are currently using it.
Here are several ways to flatten the learning curve (no dancing required):
1. Set up your business profile.
Similar to other social sites, creating a business profile helps to bring awareness to your brand. TikTok, too, offers business profiles with features intended to help your posts reach a larger audience. For branding consistency, it’s a good idea to use you or your company’s name, potentially paired with keywords like “realtor” or “real estate,” as your TikTok handle.
With a TikTok business profile, you can:
The only rule of thumb with TikTok marketing is to keep content focused on your business. This will help you avoid confusing—and possibly turning off—your audience. At the same time, it’s still important to be yourself so clients can get to know you as a person and not just a name on a business card.
2. Decide on a niche.
Get to know the app, follow other agents, and see what they're doing right. Some Realtors® focus on investing, while others show properties in in-demand areas (like New York City). Some even post content specifically for agents. Narrowing down your niche can give you a better idea of what content you'll be producing. Once you find what works, you can often replicate the same types of videos with slight variations.
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3. Post valuable content.
With a platform like TikTok, it's a given that your content should be entertaining. But it needs to be educational too. Find that sweet spot between the two, and you’ll find a way to provide something of value to your audience.
If you don’t know where to start, you can:
- Answer frequently asked questions
- Post regular recaps or market insights
- Bust myths related to your niche
- Share homebuyer or seller tips and checklists
- Tour new listings
You can also repurpose videos you’ve posted to Instagram or YouTube in a more TikTok-friendly format. Here’s a quick tutorial on how to do just that. As a note: TikTok content can usually be used for Instagram Reels, and vice versa.
4. Add hashtags.
As you’ve probably observed, hashtags help put social posts in front of the right people. When using TikTok, hashtags like #homebuying, #housingmarket, and #[Your City]realestate can make it easier for other users to find you when searching in your niche. It can be helpful to see which hashtags other agents are using, especially those in your area.
Using three to five hashtags per post is a good practice. If you’re in need of content ideas, you can also take a look at which hashtags are trending and try to incorporate them into upcoming posts.
5. Jump on trends.
While having a steady rotation of strong content will help lay the foundation and establish you as an industry professional worth following, you can’t go wrong with riding the wave of the latest TikTok trend. Posting trending content can keep you relevant and even make it possible to go viral.
With a bit of creativity, recent trends like Taylor Swift’s “I’m the Problem, It’s Me” audio can be adapted to real estate. You can also follow TikTok marketing tutorial accounts to make staying in the know—and capitalizing on these trends—easier.
6. Don’t forget your call to action.
Like Instagram, TikTok allows for one link in your profile. Make sure this link directs back to a landing page or your website. Since many viewers might be watching videos with the sound off, aim to include your call to action in your video captions. CTAs like “check out the link in my bio” and “follow me for more tips” are a few examples. Consult this beginner’s guide if you’re new to adding captions.