Real Estate TikTok: How to Market Your Brokerage with Video

TikTok has 50 million daily users in the US, including professionals from nearly every industry. This includes real estate agents and brokers.

And it isn’t just a place where Gen Z show off their latest dance moves. 

It’s also become a space for creative video marketing and brand building. This means that it’s a great channel for real estate brokers to grow and expand their client bases.

For brokerages, TikTok can be used to:

💡 Share information about open houses and new listings

💡 Talk about important topics in the real estate industry

💡 Share success stories

💡 Build relationships between real estate agents and clients

Young people spend an average of 32 minutes per day on TikTok. That’s longer than other social media platforms like Facebook or Instagram.

This means that your brokerage has the chance to reach millions of potential customers. 

In this article we take a closer look at:

💃 Why your brokerage should use TikTok

💃 Helpful tips to get you started

💃 Our favorite real estate content creators

Why Should Your Brokerage Be on Real Estate TikTok?

Research shows that real estate listings with videos get 403% more inquiries than regular listings.

This includes listings on websites and social media platforms. 

Since TikTok is a video-sharing platform there’s a good chance that real estate content will be successful there. 

TikTok users categorize the communities they are part of by using hashtags—such as #booktok for booklovers, or #fitnesstok for health gurus. Similarly, real estate brokers can use hashtags like #realestatetok.

Below we’ve outlined a few more reasons why you should be on #realestatetok: 

Grow Your Business Through Brand Awareness

Real estate is a crowded market, so it’s important to tell your clients why they should choose you over your competitors.

TikTok’s short videos are a great way to quickly and succinctly highlight your team’s experience, and  your brokerage’s expertise—be it luxury homes, city living, or selling in the suburbs.

Building trust and relationships are another important part of the real estate industry.

TikTok is great for doing both. It allows you to create and share videos that show the faces behind your brand. This way, your clients can get to know the person they’ll be doing business with.

Reach New Clients and Generate Thousands of Leads Daily

32.8% of first-time homebuyers bought their properties when they were aged 24-34.

TikTok users aged between 24 and 35 account for 32% of the platform, and users aged 16-24 for 60%.

This means real estate brokers can use the platform to reach clients who are either ready to buy a home, or in an age group where real estate information is important for the next phase of their lives.

If people seeking this information on TikTok see your helpful video content, they will be more likely to become a client than if they didn’t.

87% of marketers have indicated that using videos has boosted their website traffic.

For a real estate brokerage, this can generate more leads, improve engagement between real estate agents and customers, and boost sales.

Video Content Is One of the Most Effective Forms of Marketing Content 

Video content has become an effective marketing tool for businesses.

54% of consumers indicate that they want to see more video content from brands and businesses.

Research also shows that over 70% of people say that video content influences their purchase decisions because it helps them understand the product or service better.

For real estate agents, 73% of buyers are more likely to engage with a brokerage if it offers video content.

The good news for agents is that you can repurpose real estate videos you already have for TikTok. 

Simply post your video to your account and add a catchy song and some text!

What Kind Real Estate TikTok Content Should You Post?

The content you post on TikTok needs to be relevant to what your brokerage does. But it’s also good if you can tie that in with something that is trending on TikTok.

Participating in trends helps your content appear on more users’ ‘For You’ pages. This is a feed of popular content that TikTok has chosen to show the person based on their preferences.

Always include music in your videos. 67% of TikTok users have indicated that they are more likely to watch a business’s videos if they use popular music.

Below we’ve outlined a few content ideas and some helpful tips to get you started.

Promote New Property Listings

Many real estate brokers use TikTok to promote new listings. Lots of them post videos that take viewers on a tour through the property. 

They often show the property’s highlights and unique features. They usually include more information in the captions.

This is gets people excited about the house or apartment and helps agents to promote their listings to a wider audience.

Take a look at this video from John McNicholas (@jmrealestate).

He takes viewers through the entire property and highlights key features with minimal on-screen text.

The visuals are crisp and make sure to pan over an entire area before moving on, ensuring viewers get a good look at the room.

The video is set to a song that was trendy on TikTok at that time, which meant that it showed up on people’s ‘For You’ pages.

🏆 Top Tips
When filming and posting a property tour, make sure that the visuals are striking as it will interest more people.Include information like the price and the location of the property in the video.Don’t use too much text because that can distract from the visuals.Instead, save important information—like specific property details and contact information—for the caption.This allows people to be fully immersed in the tour, after which they can go to the caption for more information.

Day in the Life of a Real Estate Agent

Around 51% of viewers indicate that they enjoy watching day-in-the-life videos because relatable everyday content makes them feel like they get to know the creator.

For real estate agents, a good way to do this is to use TikTok videos to show their clients what goes on behind the scenes.

This can make viewers feel more comfortable with buying or renting a property. It allows them to see what real estate agents do and understand the process better.

Chastin J. Miles (@chastinjmiles) is a real estate agent that regularly shows what his days are like in the real estate business.

This video shows viewers exactly what he got up to during the day and what he does for his clients, other than just showing up at an open house.

The song he uses is another example of a song that was popular on TikTok at that time.

It’s a very basic video, but it has gained over 30,000 views because it informs and connects with viewers without being too over the top.

🏆 Top Tip
Keep your day-in-the-life content basic but refreshing.If your real estate agents are doing something interesting like showing a unique property to clients or doing research for potential buyers, make sure to include that.People also like to see mundane things like a real estate agent going for lunch or having coffee.It makes the content more relatable and makes the viewer feel more connected to the content.Interested users are more likely to engage with your content, grow your business and generate leads.

Real Estate Industry Tips and Tricks

Another popular form of content on TikTok is a Q&A-style or live video where creators give viewers information about a certain topic.

A live video allows agents to answer questions in real-time and doesn’t leave viewers waiting for the information they need.

This can be especially useful for real estate agents who can talk about a range of topics, including:

✅ Tips for a first-time homeowner or buyer

✅ Things that every property owner should know

✅ Basic amenities that properties should include

✅ Less obvious things to look out for when viewing properties

✅ Design tips 

✅ Noticeable trends in the industry

Take a look at this video from popular real estate TikTokker, Carys Eccleshall (@caryseccleshall).

She uses her platform to educate first-time buyers on what to look out for when searching for a home. 

Additionally, she includes content about the housing market in Florida, good locations to look for a property, and even gives advice to other realtors. 

🏆 Top Tip
Add a call to action at the end of your TikTok videos.It can be something simple like reminding your viewers to follow you for more real estate content, or telling them to click your website link in your bio.This encourages viewers to do something with the content they’re interested in, instead of just scrolling through.

Real Estate Content Creators That Make TikTok Work for Them

If you use TikTok correctly, it can help you generate new leads and reach potential buyers.

In this section, we’ve compiled a list of the top brokerages on TikTok that have used the platform effectively.

Heider Real Estate (@heider_realestate)

The Heider Real Estate group has over 3 million followers and 48.2 million likes.

They use striking visual content, and their page features luxury home tours with stunning shots of each property. 

Heider Real Estate is a good example of doing more with less because their videos are straightforward yet effective.

Their captions give more information on properties and direct clients to their website.

The videos also often feature popular songs, ensuring that the page will show up on people’s feeds and get views.

Tat Londono (@tatlondono)

Tatiana Londono is a realtor and head of the Londono Group. She uses her platform to educate her 2.4 million followers.

Her content mainly includes educational videos and she provides information about a wide range of topics in the real estate industry, such as:

  • Tips for first-time homebuyers
  • How to make house hunting easier
  • Real estate investing
  • House hacks, where she talks about common things people can do to live better

Tat has also written a book on real estate, showing that she is knowledgeable and trustworthy.

She encourages followers to ask her questions and often answers these via videos.

While her videos are mostly accompanied by her own voice-overs, she does occasionally use popular songs to make shorter videos more engaging.

Vayna Jerabek (@vay.namae)

Vayna Jerabek mixes the best of both worlds on TikTok by catering to younger audiences but still providing relevant and fresh industry content.

Her videos combine informative content with popular, humanized videos like days-in-the-life and her experiences in real estate.

Her selling point is that she can help younger buyers navigate the market by finding them good deals and sharing industry tips.

This gives her something unique, as most realtors on TikTok only appeal to a general audience.

Vayna’s videos are short and sweet but pack in lots of information in under a minute, making her fun enough to watch that you’ll want to come back for more.

Start Expanding Your Brokerage’s Reach Today

Creating a TikTok account can help your business expand its reach and find new clients.

Millions of TikTok followers and leads won’t appear overnight, but making a consistent effort to create quality real estate content can help create awareness of your brokerage.

By following the content tips in this article, you can make the most out of your real estate TikTok account and grow your business.