Social Media, Video Marketing, Training Article

4 Tips for Getting Started with TikTok for Real Estate

We Went Viral

If you’re anything like us, you’re more than a little reluctant to add another social media platform to your marketing strategy. The time it takes to manage a platform, create content, & engage with yet another online audience has prevented many of us–KCM included–from taking the plunge with TikTok.

But TikTok is different from your existing social media platforms. Whereas your Facebook, Twitter, and Instagram accounts are great tools for connecting with your existing audience, TikTok is unique in that people go there to engage with content from all sorts of people, not just their friends and accounts they follow.

In fact, the default homepage for a TikTok user is the “For You” page, which displays content that a user might enjoy based on their previous activity. Because of this format and TikTok’s algorithm, you’re more likely to reach new viewers and expand your audience, without making a dent in your marketing budget.

With TikTok’s algorithm, the incredible growth in video marketing, and stats that show TikTok is here to stay–we of course had to see what the hype was about. And guess what?

We went viral–with our channel up for just one month, 30 followers, and only 3 videos under our belt.

@keepingcurrentmatters EVERY real estate professional should have this graphic on their phone when explaining today’s market. #realtorlife #realestate #housingnews #housingmarket #realestatetiktok #listing #newbuild #realtor #realestateeducation #realtorsofinstagram ♬ original sound – Keeping Current Matters

When we went viral, we were still trying to figure out where and how TikTok fit into our social media marketing strategy. As a platform with over 1 billion monthly users that has only continued to grow in popularity, we knew we needed to be on it, but we couldn’t quite figure out the type of videos that would best represent our brand while also resonating with our audience.

Once we had an idea of what that looked like, we took the plunge. And then we posted a video that got 64K views in less than 24 hours–just like that.

Here are our 4 biggest tips for getting started with TikTok for real estate, (and no, you don’t have to do a dance–we promise).

1| Create and Optimize Your Profile

When people visit your TikTok profile, you want them to instantly know who you are, what services you offer, and how to contact you. This starts with choosing a username and display name that clearly states who you are and also includes the name of your agency or brokerage.

The next step is to optimize your bio, which should include:

The area you service
A link to your website
A brief blurb about who you are and what you do

Here’s a great example of a TikTok profile from KCM Member, Laura Gail Gwyn:

Just like other platforms such as Facebook and Instagram, TikTok allows you to create a business profile, which provides features that are designed specifically to help your brand and company grow more.

Here are some of the biggest perks of TikTok business profiles:

Ability to run paid ads
Real-time performance tracking
Access to analytics
Option to drive traffic to an external website (once you reach 1000 followers)

This is also a great time to follow other agents and businesses (like @keepingcurrentmatters) for ideas and inspiration for your own content. Creating your account is typically a pretty quick first step. The next step–creating and actually sharing your content–is the hard part.

But remember that the toughest video to make is the first one, and when it comes to video, done is better than perfect.

2| Create Content that Provides Value

People love content that not only entertains, but also educates. Don’t let TikTok’s reputation fool you–the social platform is stock full of value-based content that covers just about every passion, hobby, or interest you can think of.

So, the first and foremost way to get someone to watch your TikTok content is to lean into what you know best: real estate. And trust us, there are a lot of people that have a lot of questions about what’s happening in the housing market right now.

@keepingcurrentmatters 2022 Home Price Update  #keepingcurrentmatters #realestate #realtorlife #realestatetiktok #housingnews #housingmarket #realestateeducation ♬ original sound – Keeping Current Matters

You can do this easily by creating videos that:

Answer common buyer & seller questions
Bust real estate myths
Tackle topical market insights
Cover local & national housing market updates

Just like with Instagram Reels, how much pizzazz you add to that value is up to you. But remember this: if you give the people what they want, they will come back for more.

Pro tip: Make sure you repurpose your TikTok videos! Whether you share on Facebook, Instagram, or as a YouTube Short, make sure you’re getting as much out of your existing work as you can.

Check out some awesome examples of TikToks created by other KCM Members below:

@soldbyjake Attention First Time Homebuyers Check out this video on 4 tips to help counter act these higher interest rates! #soldbyjake #houston #marketupdate #thehelpfulagent #home #houseexpert #househunting #realestate #realtor #htx #icanhelp #sugarlandtx #katytx #pasadenatx #webstertx #friendswoodtx #themoreyouknow #houseexpert #housingmarketexpert #house #home #localhousingdata #areaexpert #realestate #realestateagent #househunting #homeowner #hometrends #housingtrends #fyp ♬ original sound – Jacob Lopez

3 | Optimize Your Content

If you read our recent training article, Powerful Ways to Organically Grow Your Social Media Following, you know that there are a few key ways that you can optimize your content to help boost your reach and engagement.

One of these key tactics is using hashtags. Hashtags are key to getting your content in front of more eyes. Without them, your posts will only be visible to your followers or any other people that randomly happen upon your public profile.

The same goes for TikTok. If you want to get your name, your brand, and your business out there, hashtags are the best way to do it. For example, the viral video we created used some of these: #realtorlife, #realestate, #housingnews, and #housingmarket.

If you want to tap into your local market, including your city name as a hashtag will do the trick. Also, look at what other agents are using in your area to capitalize on those hashtags too. As a rule of thumb, using 5-10 hashtags per video is usually the sweet spot for helping your content get more views.

Another way to optimize your video content is by using captions. What’s important to remember is that everyone digests content differently. A recent study by Verizon and Publicis found that 92% of consumers watch videos with the sound off and 50% rely on captions, making it imperative that you create TikTok videos that are optimized for silent viewing. And TikTok’s in-app editor will automatically transcribe captions for you, all you have to do is proofread!

Similarly to captions, creating a cover photo can help quickly and easily provide context as to what your video is about. You can also add text to your videos to help you layer meaning on top of your audio. Find a way to relate real estate to trending sounds, and use text on top of the video to show your audience how the trend relates.

Optimizing your content before you share is a great way to establish yourself as a knowledgeable authority and resource in your local market. Nobody likes to be sold to…but they do love to be educated—especially when it comes to making a big life decision like buying or selling a home. Check out some Member examples below:

@aubrey.tilson

Deceleration is What we are saying and it simply means that the rate at which home values are going up it’s slowing down, but they are still going up! Deceleration mean the value of homes are going down. This is NOT happening! ☺️

♬ original sound – Aubrey Tilson

@frankditommaso What’s An Inflection Point?#realestate #realestatebroker #statenislandrealestate #newjerseyrealestate #inflectionpoint ♬ original sound – TheRealEstateBroker

4| Hop On Trends

An important aspect of finding success on TikTok is staying on top of trends. For many, the term “TikTok Trends,” can lead to panic-inducing thoughts of having to learn and perform some complex dance-choreography. But if you’re not a dancer, don’t worry!

When it comes to TikTok trends, the “trend,” is often the audio being used. It’s a great best practice to set aside a few minutes each week to scroll through the “For You” page to take note of any songs or sound bites that come up repeatedly. You can easily save this trending audio to your library to use with your own content.

Adding trending audio to your videos, even if it’s just as light background music, is a great way to get your content in front of more eyes. Whether it’s a short sound bite that you lip-sync over, or a song you add as the background for a property tour, creating content that follows trends increases your likelihood of showing up on someone’s “For You” page.

Check out some examples from Members who have created successful TikToks using trending audio:

@saraforbesrealtor Rising interest rates have begun to slow an overheated housing market as monthly mortgage payments have risen dramatically since the beginning of the year. This is leaving some people who want to purchase a home priced out of the market and others wondering if now is the time to buy one. But this rise in borrowing cost shows no signs of letting up soon. Economic uncertainty and the volatility of the financial markets are causing mortgage rates to rise. So, is now the right time to buy a home? Anyone thinking about buying a home today should ask themselves two questions: >>1. Where Do I Think Home Prices Are Heading? There are two places to turn to answer this question. First is the consensus of what experts are saying. If you look at what experts are projecting for home prices in 2023, they’re forecasting home price appreciation around 2%. While it’s true some are calling for depreciation, most are calling for appreciation in home values over the next year. The second spot to turn to for information is the Home Price Expectation Survey from Pulsenomics – a survey of a national panel of over one hundred economists, real estate experts, and investment and market strategists. According to the latest release, the experts surveyed are also calling for home price appreciation for the next several years. >>2. Where Do I Think Interest Rates Are Heading? The instability in the world and higher inflation are driving this volatile market, resulting in higher borrowing rates for those looking to buy homes. Plus, the alternative is to rent, but rents are also increasing. That may mean buying a home makes more sense than renting. #expertanswers #purchasingpower #buyingpower #homepriceappreciation #affordability #realestate #homevalues #homeownership #homebuying #realestategoals #realestatetips #realestatelife #realestatenews #realestateagent #realestateexpert #realestateagency #realestateadvice #realestateblog #realestatemarket #realestateexperts #instarealestate #instarealtor #realestatetipsoftheday #realestatetipsandadvice #keepingcurrentmatters ♬ original sound – Sara Dillman-Forbes

@katymfarley

♬ Ooh Ahh (My Life Be Like) [feat. Tobymac] – Grits

Bottom Line

If we can go viral on TikTok, you can too.

The social platform responsible for entertaining many of us through the pandemic has now become an important digital marketing tool for all businesses. Plus, it’s only expected to grow in popularity.

With video at the forefront of a successful marketing strategy, getting on camera to connect with and educate your audience is more important than ever before. If you’re looking for more tips to help enhance your video marketing today, be sure to check out your library of training videos in your Member Area.

Whatever you do, just don’t forget to hashtag. And also be sure to tag KCM so that we can follow along on your TikTok journey to see what you create!

Members: Sign in now to set up your Personalized Posts & start sharing today!

Not a Member Yet? Click Here to learn more about KCM’s newest feature, Personalized Posts.

November 28, 2022/by KCM CREW

Contact Us