Is TikTok the Future of Brand Marketing? These Agents Think So — RISMedia
Real estate professionals looking for the next wave in social media marketing might want to jump into TikTok.
With nearly 100 million US users per month on the app – most are 39 years or younger, based on data from Statista – agents across the country agree that there is scope to connect with prospects.
“This popular platform is fun and attracts a mostly younger segment of the population who will enter the real estate market in the future if it is not already there,” said Chris Dietz, Executive Vice President of Global Operations for Leading Real Estate Companies of the World®.
“It’s just another building block in the cross-channel marketing mix,” says Dietz. “As a marketing platform, it is still in its infancy, but it has some interesting potential.”
Be authentic
Finding viral gold with a video can work wonders for a brand, but there isn’t an exact science to get it done. Instead, marketers say that authenticity and consistency in creating and posting content on the platform could be key to growing your following.
“The great thing about TikTok is that the entire platform thrives on authenticity,” says Sydney Perry, director of digital content at The Corcoran Group. “The more real you are, the better your videos will be.”
The company has provided training articles to its agents so they can incorporate new platforms and video content into their marketing strategies.
As the video sharing app grows in popularity, Perry points out that TikTok also offers agents a unique way to showcase their brands while engaging with their audience.
“It’s not like any other platform – like Instagram, where you may need to have a larger following to get greater reach,” she says. “Because the platform puts so much emphasis on trends, challenges, songs and hashtags, you don’t need a large fan base for your video to go viral.”
Instead, Perry recommends that agents consistently participate in these trends while staying on-brand to increase their reach.
“If agents consistently participate in these trends, they will increase their reach,” says Perry.
Training your followers
Educating your audience while having fun can go a long way in getting people back to your TikTok page. At least that was the case with Florida-based agent CC Underwood, owner and leader of the Sellin ‘With CC team in Tampa, Florida.
Using the platform since January 2020, Underwood focuses on educating followers about buying and selling, with the added benefit of promoting their brand and showing off their personality.
“In the beginning, I just made silly little videos to find out what my niche is and what I want to do with it,” she says. “It was a nice outlet because I could focus on it and I was able to create content. It forced me to create more targeted content because you only have 15 seconds to get your point across. “
According to Underwood, the app offers easy-to-use software that allows users to create fun content with effects, music, and more with just a basic understanding of video editing.
She usually devotes a day or night to recording and putting together a series of videos on different subjects, changing outfits, dances and songs at a time. Then she adds text and filters to each video along with any other edits.
“That way, I can get out seven videos pretty quickly and then easily post the content,” she says, adding that evening video posting worked best when her content got public.
The strategy seems to be working as Underwood has grown its TikTok followers to nearly 8,000 people and garnered more than 120,000 likes in the process.
Win for yourself with humor
According to Chris Chiaramonte, an Iowa-based broker for CENTURY 21 Signature Real Estate in Urbandale, Iowa, playing with people’s humor is another way that can lead to some success.
While he was starting to make instructional videos, Chiaramonte said he mixed up various comedic skits with real estate.
“These are the ones I enjoy the most and the ones I get the most feedback on,” he says, adding that he regularly creates skits that focus on what’s happening or happening in real estate.
His most recent contribution “The housing market is a little crazy” has more than 855,000 views and makes fun of the bidding war among buyers and the resulting price increases on the housing market.
After about a year on the platform and more than 37,000 followers, real estate professionals should, according to Chiaramonte, “at least get in there and play around with the content out there”.
“I think everyone should try it as an agent,” says Chiaramonte. “You may not be good at it or feel good at it, but any type of content you can bring out is usually beneficial to you unless you are the most boring person in the world.”
In addition to building its content pool on TikTok, Chiaramonte has also used its content on its other social media accounts.
“It kept me in front of all of my Facebook friends,” he says. “Every time I talk to people, they mention. You see that and it kept me in mind. “
Hold it over the houses
As real estate professionals continue to leverage TikTok and its marketing potential, patience as they build their presence on the app will be critical.
From a branding perspective, TikTok is an excellent introduction to an agent or broker’s business. The trick, however, is figuring out how you want to introduce yourself to the audience, according to Sacramento, California-based agent Anthony Scarpelli of Better Homes and Gardens Real Estate Reliance Partners.
“I’m still tweaking it and figuring out what works, but I have a few people who got in touch,” he says.
Since launching its site in March, Scarpelli has featured a mix of content styles on its site, from showcasing listing features to “rent vs. buy” posts educating viewers on the pros and cons of each option.
“I think it’s more about staying relevant with the awareness of the name,” says Scarpelli. “It’s fun to share the videos and stuff on Instagram and Facebook. Do not get me wrong. I don’t have a million followers. I have about five, but once I figure out what works I’ll post two or three a day, but I want to make sure they’re on the mark. “
According to Scarpelli, there’s no wrong way to use the platform, but adds that it’s a bit of a juggling between fun and professional.
While he’s not against adding some humor to his content, Scarpelli says that in finding his niche, he doesn’t want to become a “weird relief” on the platform.
“I think I’ll keep it more professional and write about the lots and houses and put my name and number there and see where it goes,” he says.
Jordan Grice is RISMedia’s Associate Content Editor. Email him your property news at [email protected].