How to Build a Real Estate TikTok Account

April 26, 2022

Through social media apps, real estate advisors can leverage a variety of marketing channels to create a sense of community with clients. Instagram and Facebook are already familiar to many advisors; however, they are no longer enough. TikTok, which exploded in popularity in 2020, has become a monumental force within the social media landscape, making a strong TikTok strategy an essential part of any robust marketing plan.

To date, TikTok has been downloaded over three billion times. What started as a platform for discovering music and memes has now become one of the most popular destinations for all video genres—including real estate. While it may be a daunting challenge to use an unfamiliar social media platform, TikTok creates a unique connection with your audience that is more honest, personal and creative than other apps.

More than anything else, TikTok is an opportunity to further engage your clients. Here we will provide tips and tricks to make your advisor account a success.

How do I grow on TikTok?

Research a Niche

Due to its user-friendly design, TikTok has quickly become saturated with content. For you, this is an opportunity to get creative to make your posts stick out—and the great news is that you already have a niche: luxury real estate. “Niche” is TikTok’s lingo for different content genres, usually organized by hashtags like #luxuryrealestate or #realestateagent.

Set a Schedule

Make sure you post quality content consistently. Due to the platform’s abundance of content, posting once a day is a common rule of thumb. If that doesn’t sound feasible, try to make a consistent schedule based on how frequently you anticipate being able to post.

Additionally, if content creation isn’t your strength, consider recruiting someone who is excited by the features and possibilities on TikTok. 

Make Your Content Stand Out

As some content creators specialize in teaching users how to grow their own TikTok accounts, there is a plethora of help within the app itself. At the end of the day, and as is commonly the case, the best way to make your content stand out is to tailor it to your personal interests, flairs and personality. 

What should I post on TikTok? 

Rather than trying to come up with the next viral trend, think about creating posts that answer valuable questions viewers may have. They are curious about your life as a luxury real estate advisor and want to know more about it—that includes an interest in your schedule, your highest-priced property, why you became an advisor or even what you carry in your bag. 

As a local expert, TikTok is a great way to connect with people looking for more information about your community. Make a list of local hotspots or give people an idea of what your neighborhoods’ property prices are like. Being creative and branching beyond expected real estate content will make your posts stand out as unique to your personal brand.

Where can I see some examples of content I could post?

The Engel & Völkers network already has members who are making the most of TikTok’s features. These accounts are an incredible resource to see the breadth of content that you can post.

Niusha Walker, Engel & Völkers York Region | @niushawalker on TikTok

1. If you were starting your TikTok from scratch, what would your strategy be?

My strategy would be to post the content that I want my page to be known for. In my case, it would be promoting myself as a luxury real estate advisor.

I would start by featuring the properties I have sold or am currently listing. Another trick I would suggest is to use trending hashtags and songs. This can help boost the views of your videos—especially when you are new on the platform.

2. How do you come up with your content ideas?

I try to get creative with the content I post by thinking of what I would like to see from another advisor that I look up to or what I would like as a potential client. No one wants to see the same boring content repeatedly. What has worked for me in the past is creating content with a unique flair from my personal style. Even the simplest property tour can be interesting if you have fun and get creative in the process.

Matt Lamarsh, Engel & Völkers Atlanta | @mattlamarsh on TikTok

1. If you were starting your TikTok from scratch, what would your strategy be?

I would try to be more hyper-local and not try to reach a national or international audience. Right now, local content is much better for both your current and future business.

2. How do you come up with your content ideas?

I try to watch what is trending and then use sounds in different and more interesting ways than most other people might. I use the platform to engage with my audience of car lovers, realtors across the US and anyone else that enjoys laughing or smiling when they find something funny.

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