Since its launch in 2016, TikTok has gained huge popularity to become one of the fastest growing social media platform globally. As far as TikTok for real estate is concerned, the app is quickly becoming an integral part of real estate social media strategies.
But just how widely used is TikTok? Well, according to these stats by Oberlo:
- TikTok has 800 million active users worldwide
- TikTok users spend an average of 52 minutes per day on the app
- As of April 2020, the video app has been downloaded more than two billion times worldwide on both the Apple App Store and Google Play
- As of Q1 2019, TikTok is the most downloaded app on the Apple App Store, with 33 million downloads in a single quarter
- 90% of TikTok users access the app daily
So, how can your real estate business leverage the power of this video app? That’s what we’ll look at in today’s blog.
Table of Contents
- Identify your audience
- Adapt your real estate content
- Humanise your presence
- Make use of trending hashtags and sounds
- Keep engaged, respond to comments
1. Identify your audience
As far as marketing strategies go, there is one component that remains constant and that is knowing who you’re marketing too. The same applies to TikTok. Before creating your content, identify who the audience is that you are looking to engage. Once you have segmented the audience into the relevant buyer personas, work on the type of video content that you would like to serve them. In the case of first-time homebuyers, it might be a video:
- highlighting your property listings
- explaining the homebuying process
- showcasing a neighbourhood and all the nearby amenities
- introducing your real estate agency
MyRealPage also suggests several other video ideas for a wider audience such as:
- Behind-the-scenes snippets of your real estate business
- Real Estate Tips
- “Yup, Nope” videos to share common truths or myths
2. Adapt your real estate content for TikTok
There is a very good chance you’ve designed and accumulated a lot of real estate marketing collateral. Use it as the basis to create compelling videos that will resonate with your audience. You have approximately 15 to 60 seconds to attract and engage your viewers enough to motivate them to contact you. This means you need to make the most out of that time. Use your existing material to brainstorm ideas and think about how you can use it to speak to each buyer persona.
Once you have produced the video, create a schedule so that you keep consistent with publishing your videos on TikTok. All the while, keep vigilant of any changes to TikTok trends on a weekly and make sure to leverage them in your videos, be this by way of hashtags, music, etc.
3. Humanise your presence
People connect with other people, it’s human nature. TikTok is a great way to put a face to a brand, to show your personality and create an authentic perception about your business. Create TikTok videos that do exactly this. Then monitor the type of response you get. Establish whether the added human touch has resonated more than a video that showcases a property for example. Measure this by analysing your CTA (call to action) results, the number of comments you have received or overall views.
Quantitative data provides great insights into the type of videos you can create to:
- optimise engagement with your audience
- enhance brand awareness
- boost lead generation
- convert viewers into opportunities and ultimately homebuyers
4. When using TikTok for real estate, leverage trending hashtags and music
Once you know what information you want to share with your audience, you’ll need to decide on how to present it. Use the discover tab to explore what hashtags or music are trending and which can be integrated into your own content. Leveraging both increases the likelihood of your videos being viewed and engaged with. The more this happens, the more people it is shared with through the For You Page (a curated feed based on individual user’s likes). Further, by using a trending hashtag or sound, the higher the chances are that your video will be served to people searching for that specific hashtag or sound, boosting engagement. (Outfront.kw)
Some trending hashtags related to real estate on TikTok include:
5. Keep engaged, respond to comments
Posting a video on TikTok is not enough, you must be prepared to engage in conversation with the viewers, whether this is through the comments they leave or the queries the video generates. As with all forms of marketing, it’s not enough to merely publish a post. Once that post is live, you need to get ready to be responsive.
As Outfront.kw reiterate, “Conversation matters. Posting a TikTok is just the first step. Once your content is live, you have to gear up for the conversation. “If your TikTok has a question or a call to action in it, this will trigger people to leave a comment and you can respond. It’s not just about posting”.
It’s clear that TikTok for real estate is a vital component of your overall social media component, offering another channel to generate leads and boost sales. Go through your existing material, come up with some creative ideas, incorporate trending hashtags and sound and have fun creating the videos!