A practical guide on how to use TikTok in a hyperlocal way to find and engage customers in your market.
Maybe your Gen Z friends and family have handed you their phone so you can laugh at the video that caught their attention in that moment. Maybe you even have the app on your own phone, even if you're more of a viewer or scroller than a contributor or creator. Either way, TikTok is firmly entrenched as a part of our daily lives. For many, the perception may remain that TikTok is primarily for personal expression and entertainment.
What's less known is that TikTok has permeated our daily lives to a practical, perhaps even essential, level. It's not just for teenagers.
Two-thirds of the platform's users are over the age of 20. And, according to TechCrunch, as many as 40% “use apps like Instagram and TikTok for search purposes instead of Google Search or Maps.” What started as a way for TikTok users to learn where to eat, shop, and go clubbing has evolved into a place people turn to when buying a home, too.
So what does this mean for agents helping their clients buy and sell homes? Of course, agents use other social media platforms to advertise listings and real estate content. And TikTok boasts a staggering reach, reaching an average of nearly 1 billion users per month. Its developers describe it as “the leading destination for short-form mobile video.” The question is, can real agents use TikTok in unique ways to thrive in their day-to-day business, or is it simply the domain of real estate content creators and influencers?
The answer is yes, and maybe in ways you never expected.
How to capture customers: TikTok is the ultimate first engagement
So, with all of this new search habits, broad reach, and unparalleled engagement, how do you get found by buyers who are actually in the market? Consider how in-market buyers on TikTok might begin their home search.
According to a Google study, younger users “are less likely to type in keywords, and instead seek out new, more immersive ways to discover content.” Consider the following scenario:
Jordan is moving to New York City for work and needs to find a home. Instead of going to Zillow or Realtor.com, he instinctively opens the TikTok app first. With a quick search, TikTok connects him directly to short videos of local real estate agents showcasing homes in areas he has heard of and is interested in searching for. They immediately get a feel for what is available and, more importantly, the feel and vibe of each location. Two videos about SOHO apartments catch their attention, and they immediately send comments and DMs (direct messages) to the real estate agents who posted the videos. The connection is made, and Jordan is ready to take the next step. And the real estate agents who posted now have qualified leads and know what they like.
To capture buyers in this market, a good place to start is to utilize broad hashtags that get a lot of searches and views.
#realestate — 16.4 billion views
#realestateagent — 1.4 billion views
#realestateinvesting — 2 billion views
#homeforsale — 70.5M views
Next, position your property around the many features that draw people to a particular location and the lifestyle they're trying to build. Choose hashtags and keywords specific to the area, along with the home type (for example, “arts district”). Include plenty of references to your town or neighborhood, and search results and recommendations will help associate your property with the amenities and attractions of the area.
How to get customers: TikTok as the ultimate content
Once a user has found your page or video, what's next? Once you've captured a potential customer, you can leverage the special nature of the TikTok experience to keep them interested.
The platform is considered to be the most engaging social media platform in terms of the time people spend on it. The average TikTok session lasts about 10.82 minutes, more than double the average engagement of any other platform. When TikTok first launched, videos were limited to 15 seconds in length. The maximum video length has now expanded to 3 minutes, exploding the creative opportunities in marketing your home.
This is where you can develop your local insight by adding what makes the neighborhood special – an “insider” perspective that likely isn't included in the MLS description or on a home search site. And you do it in a way that's compelling, memorable, and highly personalized. This way, you'll not only capture the attention of customers in your local market, but you'll also be able to pre-screen customers in your local market for your listings that you want them to see.
The key to successful short-form video content is to be relevant to your audience and answer their questions. But being location-specific rather than general will help you capture their interest and stand out. People are interested in understanding their local market and getting to know a particular area. For example:
Guided tour of the facility
Guided neighborhood tours (amenities, parks, beaches, etc.)
“Live” outings to restaurants, tourist attractions and popular meeting points
Showcases special qualities that are of note (such as notable architects or materials)
Home Preparation Walkthrough
Process Do's and Don'ts
Such videos help prospective customers imagine what it would be like to live in a particular space and spark their interest in buying, relocating, or investing.
TikTok's in-app video editing tools, ready-to-use audio library, and features like “Duet” and “Stitch” make it easy to showcase your home in a creative and convenient way. The length of your video is entirely up to you. You can choose a short-form teaser to easily promote your new property, or record a more detailed, in-depth tour of up to three minutes. Consider the purpose of your video and create and edit it accordingly.
How to market yourself: Show your commitment
TikTok users prefer authenticity over curated content, making the personal touch the ultimate value add.
Your TikTok videos are a way to showcase your personality, charm, knowledge, and expertise. You can start building rapport with potential home buyers before you even meet them in person. And when you meet in person to show them a home, you'll already have built professional respect and trust.
Tags : marketing tools for real estate, online marketing for real estate agents, proptech, real estate agents, TikTok for real estate
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