Is TikTok the Future of Brand Marketing? These Agents Think So — RISMedia |
Real estate professionals looking for the next wave in social media marketing may want to access TikTok.
With nearly 100 million monthly US users on the app – most are 39 years old or younger, based on data from Statista – agents across the country agree that there is room to capitalize on reaching out to prospects .
“This popular platform is based on fun and attracts a predominantly younger demographic who will be entering the home purchase market in the future if it’s not already there,” said Chris Dietz, executive vice president of global operations at leading real estate companies in the World®.
“It’s just another part of the cross-channel marketing mix,” says Dietz. “As a marketing platform, it is still in its infancy, but it has interesting potential.”
Going viral gold with a video can work wonders for a brand, but there is no exact science to making it happen. Instead, marketers say that authenticity and consistency in creating and posting content on the platform can be key to growing your fan base.
“The great thing about TikTok is that the entire platform thrives on authenticity,” said Sydney Perry, director of digital content at The Corcoran Group. “The more real you are, the better your videos will be.”
The company has made educational articles available to its agents to enable them to leverage new platforms and video content as part of their marketing strategies.
As the video sharing app grows in popularity, Perry points out that TikTok is also a unique way for agents to showcase their brands and connect with their audience.
“It’s not like any other platform – like Instagram, where you may need a larger following to get greater reach,” she says. “Because the platform has such an emphasis on trends, challenges, songs, and hashtags, you don’t need a large following for your video to go viral.”
Instead, Perry recommends that agents participate consistently while staying on-brand within these trends to increase their reach.
“If agents consistently participate in these trends, they will expand their reach,” says Perry.
Educate 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, the owner and leader of the Sellin ‘With CC team in Tampa, Florida.
Underwood has been using the platform since January 2020 and has focused on educating followers about buying and selling, with the added benefit of promoting their brand and showing off their personality.
“In the beginning, I was just making silly little videos trying to figure out what my niche was and what I wanted to do with it,” she says. “It was a nice outlet because it was something good that I could focus on and I could create content. It forced me to create more targeted content as 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, all with just a basic understanding of video editing.
She usually devotes a day or night to recording and assembling a series of videos on different subjects, changing outfits, dances and songs for each of them. Then she adds text and filters to each video, along with any other changes.
“That way, I can turn off seven videos pretty quickly and then just post the content,” she says, adding that posting videos in the evening worked best with the exposure of their content.
The strategy seems to be working as Underwood expanded their TikTok to nearly 8,000 people and garnered more than 120,000 likes in the process.
Convince you with humor
According to Chris Chiaramonte, an Iowa-based real estate agent at CENTURY 21 Signature Real Estate in Urbandale, Iowa, it’s another way to play with people’s sense of humor.
While he was starting to make instructional videos, Chiaramonte said he mixed up various comedic skits with real estate.
“These are the ones I like the most and the ones I get the most feedback on,” he says, adding that he regularly creates skits that focus on what is or has happened 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 wars among buyers and the resulting price increases on the housing market.
With about a year on the platform and more than 37,000 followers, Chiaramonte says real estate professionals “should at least get in there [TikTok] 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 post there 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 it [my videos]. You see that and it kept me updated. “
Keep it on top of the houses
As real estate professionals continue to leverage TikTok and its marketing potential, patience is critical to growing their presence on the app.
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 trying to see what works, but I have some people who have tried,” 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 letting viewers know the pros and cons of each option.
“I think it’s more about staying relevant with name recognition,” says Scarpelli. “It’s fun to share the videos and content 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 is no wrong way to use the platform, but there is a kind of juggling between entertainment and professionalism.
While he’s not against adding some humor to its content, Scarpelli says that while looking for his niche, he doesn’t want to become a “comic book relief” on the platform.
“I think I’ll keep it more professional and about the real estate 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]