TikTok is one of the fastest-growing social media platforms with over 732 million active users worldwide in 2020 and a projected user count of over 1 billion by 2022.
Formerly known as Musically, TikTok was born in August of 2018. The social networking service is focused on sharing videos that range from 15 seconds to three minutes.
While most videos are focused on music, dancing and comic relief, business owners are quickly realizing the benefits of using TikTok for advertising, lead generation, and networking.
If you’re an estate agent looking to grow your business, extend your outreach, or simply have a little fun, keep reading! Here we’ll take a closer look at this booming social network and how you can use it to your advantage.
What Makes TikTok so Popular?
If you’re familiar with content creation on other apps like Facebook, Instagram and Snapchat, TikTok isn’t that much different.
The app provides a variety of options for creating short videos including filters, sound bites, music, and effects. Using these tools, you can craft whatever message you want in whatever way you choose from concise and professional to playful and entertaining.
Versatility is one thing that makes TikTok so popular. Users range from young kids to influencers and yes, even business professionals and celebrities.
TikTok also has a unique way of connecting followers based on similar interests and needs. Instead of connecting users based on what friends they share, TikTok focuses on connecting through mutual interests and content.
To fully understand why TikTok is one of the most popular social networking apps of its time, you need to first know a little bit about Vine.
The mobile app Vine is what started it all. Before video creation was accessible and user-friendly, Vine creators crafted six-second clips with all the detail and appeal of full-length videos.
It took time, talent and the right equipment. When Vine was disbanded in 2017, the world was left with a snippet-sized hole in their hearts. The faithful following missed this entertaining form of instant gratification.
Fast forward several months and Vine influencers switched to a new platform — Musically. Before long, Musically merged with TikTok and short-form videos reclaimed their rightful place at the top of the social media food chain.
TikTok vs. Other Social Media Platforms
Before we dive into the benefits of TikTok for estate agents, let’s quickly compare it to the three most popular social media platforms for advertising — Facebook, Instagram, and LinkedIn.
Facebook is the most popular social media platform for both professionals and the general public. With over 2.85 billion monthly users, if you’re not on Facebook, you’re missing out on countless opportunities for exposure.
Not only does Facebook connect you with millions of potential leads, but it also offers unique advertising opportunities including paid ads that let you target specific demographics by geographic location, age, gender, and behavior patterns.
TikTok offers this same benefit by allowing marketers to advertise using a small budget and targeting specific demographics and interests. While TikTok is a much smaller platform, this can actually work to your benefit.
Estate agents that market on TikTok face less competition. TikTok also offers fewer ads than Facebook which means it’s easier and cheaper for you to stand out and reach your target audience.
In terms of similarity, Instagram is probably the closest social media platform to TikTok since both are heavily focused on images and videos rather than long-form content.
The biggest difference is that Instagram allows you to post videos to your story while also posting static content on your page.
On the other hand, TikTok spoon-feeds users with video templates, ideas, sound bites, and creative inspiration.
If you want to create a digital marketing video on your Instagram story, not only do you need to come up with every minor detail but the story disappears after 24 hours. If your target audience doesn’t view the video within that time frame, you may be missing out on valuable leads.
LinkedIn is the most popular social media platform among professionals. This outlet is used specifically for professional networking which is one reason so many estate agents use it. If you want to be taken seriously, you need a LinkedIn account.
Unlike TikTok, LinkedIn is all business, little play. This is one reason successful estate agents use both platforms to reach a variety of potential leads. Similar to TikTok, agents can post high-quality content on LinkedIn to help draw more attention and create a trustworthy brand name.
Why Estate Agents Should Use TikTok
You already have a loyal following on Facebook and Instagram and your advertising efforts have proved successful thus far. So, why add TikTok to your agency’s marketing efforts?
As if the billions of followers worldwide wasn’t reason enough, most people spend over 45 minutes per day using the app. This means the more time you have to make an impact and increase your agency’s visibility.
While most people think TikTok is for young teens, approximately 50% of all registered users are between the ages of 18 and 34.
With the median age of first time homebuyers falling between 25 and 30, TikTok users account for a substantial portion of your target audience. Another 20% of users are between the ages of 35 and 44 meaning your target demographic has a TikTok account and so should you!
Some things estate agents can do on TikTok are suggested below
Offer Virtual Tours
Virtual tours are increasing in popularity for many reasons. Most notably, the Covid-19 pandemic has made in-person property viewings difficult and sometimes, impossible. Virtual tours allow prospective buyers to see a property first-hand from the comfort and safety of their homes.
Even before the pandemic made it difficult to leave home, virtual tours acted as an add-on for many property listings. Instead of just using high-quality, attractive photographs, agents filmed a virtual tour to give interested buyers an insider perspective of the property.
You can use TikTok’s filters, effects, music, and sound bites to create an awe-inspiring and eye-catching virtual tour for your listing. You can utilize this same method to advertise an open house or property viewing. After hitting 1,000 followers, you can even go TikTok live!
Become the go to agent
Posting ‘cool’ videos giving your insights on the local/national property market can attract attention from the right target market.
Sellers may be interested to know about your thoughts on if prices will decline in the coming year. Perhaps landlords want to know about rental yields in the local area. Possibly renters will want to know about the best places to live in their area.
Creating the right content attracts the people that can help generate you business. Stats, news and opportunities all go down well with prospective property leads. If you manage to get a decent follower volume, you may be able to pull in leads at a cheaper cost than other avenues.
Create brand awareness for your estate agency via TikTok
Leads are important to your agency, but so is being recognised as a community player, good employer and a bunch of nice people to interact with.
TikTok is mostly about light hearted fun and interesting viewing.
Show off how fun it is in the office. Whether its getting your braver staff to do a silly dance, mime to song or just do something eye catching – generate interest.
People want to engage with fun & friendly people. Whether it be handing over a property to their agency or working for them.
As opposed to LinkedIn which is more formal (well, it used to be), TikTok is your chance to show your company’s fun side which helps improve your brand image.
Tell people whats on the market
We all love to be nosey – we’ve all enjoyed a quick browse on Zoopla to assess how much our house is worth or see what we could (and can’t afford).
If you’ve got a property to sell or rent out, stick it on TikTok (again, in the most fun way possible). Pick our quirky or original features that grab attention.
Get people to buy or rent a property via TikTok could be a lot less hassle than going through the portals.
TikTok helps your search engine optimisation
If you didn’t know already, Google is pretty clever. The search engine takes in a whole multitude of factors when deciding who to show on page 1 vs page 6 of a search result set.
As an owner or marketer, there are a whole range of things to improve your estate agencies SEO and social media is one of them.
Google factors in your engagement on social media, including followers, likes, shares and post frequency.
Getting on TikTok is just another avenue to get better vibes from Google.
TikTok won’t help your estate agency’s SEO like blogging, a fast site or amazing content, but it adds to the overall push to get ranked higher in search results
TikTok – things to pay attention to
Be sure to stay up-to-date on the latest TikTok trends as well. If you can combine your estate agent advertising needs with what’s currently trending on TikTok, you’re sure to impress more than a few loyal followers.
When people search for a trending sound bite on TikTok, they may just stumble upon your video. Using a recent TikTok trend also increases your chances of landing on the “For You Page” which is a feed generated based on a user’s likes and interests.
Similar to most other social media networks including Instagram, Facebook, and Twitter, hashtags are where it’s at! This is especially true when it comes to targeted marketing efforts. You need to make sure that your advertisements are reaching the right people at the right time.
In addition to demographics, hashtags are a quick way to reach your target audience.
By including hashtags that relate to the geographic location, the type of property you’re listing, or even a community of realtors, you’re increasing visibility and the potential for gaining leads. Some hashtags to try include things like #agentsoftiktok or #UKproperties or #newlistings.
Combine Quality Content and Creativity
TikTok is the one social media app where you can let your hair down and have a little fun. Just avoid having too much fun.
Remember, you’re still a professional agent marketing your business to attract and gain leads. TikTok users want to see a healthy balance of creativity and useful content.
This is the golden rule of any content marketing effort but is especially important when discussing an app like TikTok where, sometimes, the fun can take over!
Try answering frequently asked questions like, “What’s the best type of mortgage for first-time buyers?” or “Should I rent or buy?” in a creative and interactive way.
Not only will users remember the creativity of your videos but also the helpful information you include.
Pay Attention to Engagement
You can post as many videos on TikTok as you want but without engagement, your marketing efforts will go nowhere.
Pay close attention to which videos are gaining you the most likes and recognition. Then, create similar content.
Are people engaging more with your longer or shorter videos? Do users enjoy your playful posts that include music and soundbites or do they interact more with straightforward, professional posts?
Once you determine what type of content is getting you the most traction, you can capitalize on it to increase views, likes, and followers which will quickly turn to leads.
TikTok: A Useful Marketing Tool for Estate Agents
Don’t discredit TikTok as merely a music app for young teens to mess around on. When used properly, TikTok can help drive your estate agency business into the new age of interactive content creation.
TikTok combines the target marketing of Facebook with the captivating images and videos of Instagram to create a unique advertising opportunity.
With a little creativity, practice, and knowledge about growing TikTok trends, this social media platform may just be your most lucrative investment yet!