Last year, the TikTok real estate corner of social media officially broke the internet. The video-sharing app dominated with online users in 2020, and many real estate professionals found a new way to attract clients.

But with so many ways to reach clients in a rapidly changing digital landscape, how can you improve your real estate marketing game by leveraging the popularity of TikTok? 

Well, first, it helps to understand how the app works so that you can begin using this dynamic tool to your business’s advantage. 

TikTok is a video-sharing app much like Instagram. It’s now among the most popular social media apps in the world.

In this blog, I’m sharing the everyday basics on how to use TikTok so that you can hit the ground running like a social media guru.

First, some quick stats about TikTok

It’s estimated that 62 percent of TikTok users are between the ages of 18 and 29. 

Consider the demographics here. These users could easily be or become soon:

• First-time home buyers
• Young veterans who may qualify for a VA loan
• People who have inherited a home they want to sell
• Folks looking for the convenience of a condo
• People caring for aging parents and their property needs

The possibilities are truly endless, and we haven’t even gotten into the ins and outs of the app yet. But you can see how this introductory information alone can already help you shape your digital marketing strategy for TikTok.

TikTok for business is as real as real estate

Yes, the TikTok real estate community is a business-friendly space. You can even set up a TikTok business account by clicking here. 

Here is a list of ways that you can start leveraging TikTok in your real estate business:

• Create organic-feeling content that doesn’t come off like an advertisement
• Conduct polls to ramp up your engagement and learn more about your target audiences
• Use location settings and geo-targeting to break into new markets & niches
• Go viral in an instant, simply for being you

The last point here is a big one. The best part is that so much of TikTok is an organic experience that connects you with a hungry audience. 

You can even connect with influencers who you may otherwise feel are out of your orbit. Authentic content has a way of attracting people to you, and it’s not uncommon for a hardworking real estate professional to suddenly find themselves trending because of a quirky video that went viral.

We’ll get more into what you should put on TikTok in our next blog, but let’s stick with our quick how-to guide for now. 

Get tracking solutions like an all-star

So, you’ve made a few videos, and you’ve even seen positive engagement. Maybe you’ve even landed a few hot leads.

But how can you know for sure that your content is landing with the right users? 

TikTok offers in-app tracking for business professionals to measure the effectiveness of their content.

You can see which posts ended up performing the best and on what days and times. You can even get information on your click-through rates and other conversion metrics. 

Not bad, right? 

This helps you replicate your successes and cut out underperforming content and scheduling. It’s a handy in-app feature that makes optimizing as simple as saying “SOLD!”

How does TikTok differ from other social media platforms?

As mentioned earlier, TikTok is a video-sharing app that’s formatted similarly to Instagram. You’re able to share videos with written content, emojis, visual effects, and more. 

Users can find your content either by following you or finding your content through relevant hashtags or when the algorithm suggests you to similar users. 

Other social media platforms may be more text-dependent or may have different layouts. TikTok is primarily a mobile app that relies on videos and visual content rather than articles or written content.

The videos you take can be original or shared and even imported to your account. In short, if it’s a video, then you can share it. 

Community Guidelines and other professional standards

Social media platforms are getting stricter with the terms of service and community guidelines for users. As a real estate professional, you want to take advantage of this dynamic tool without getting your account banned.

It’s always good to stay current with any app’s community guidelines, but here are a few key things to avoid so that you can keep your business account (and reputation) in good standing:

• No violent extremism. That political theory you banter about with your friends may not land well on TikTok. It’s better to leave politics off to the side and focus on what makes you a stellar TikTok real estate star. 
• Hateful behavior or comments. This includes racism and any bigoted language or content.  
• Illegal behavior & drug use. If it’s illegal, then TikTok is not interested.
• Endangering minors in any way. Underage drinking, child abuse, and bullying are just some of the behaviors that will get you kicked off the app.
• Suicidal behavior or harm to others. Any content that advances or depicts self-harm or harm to others is a no-no.

A lot of this may seem like common sense, but it helps to remember that the app you use for business is not like what you do in your free time. It’s easy to switch between your personal social media account and your business accounts and lose track of your professional tone.

It happens a lot, and we don’t want to see you suffer because of a thoughtless post. 

Ready to make it on TikTok?

We’re ready to help you stand out from the crowd.  In our next blog, we’ll cover TikTok real estate strategies from a content perspective. For example, what to post, what hashtags to use, and how to position your content for maximum impact.

In the meantime, browse our services to get an idea of how we bring your marketing game to the next level. 

Of course, you can always book a free call with S2B’s CEO for more personalized insights into getting your business to succeed.