At the height of the pandemic, realtors across the country found the TikTok social media platform to be an ideal way to safely show homes to potential buyers. Now, some say the video app has revolutionized the way they sell real estate – and it’s here to stay.
âThere were days when I got two or four hundred requests for an apartment,â she recalls. “What TikTok did, I couldn’t have hoped, planned or calculated in my entire life. It has completely changed my life.”
Sutton said 100% of his business now comes from TikTok and his commissions have almost doubled.
And while typical house hunters worry about scheduling in-person visits, those savvy online can watch in-depth videos Sutton takes with the flick of a finger.
Part of what makes TikTok so useful for realtors is the fast video interface and the algorithmically curated For You page. Videos that appear on a user’s For You page are collected based on their unique interests, region, search history, and interactions with advertisers. Since TikTok uses such engagement metrics to determine interest in a video, a new content creator doesn’t need a large number of subscribers or a paid promotion for their video to go viral. and reaches a large audience.
âI would say about 90% of the views are on the For You page and not on the people following me,â Whiting said. “Everyone has the opportunity to go viral. Just because you have 100 million or a million followers and that tick to verify.”
Whiting said that unlike other social media platforms, the popularity and consistency of TikTok hashtags like #homesforsale (24.4 million views) and #luxuryrealestate (556 million views) make it easier for him to reach people willing to buy.
As with all new social media, there is of course a learning curve. With six years of real estate experience and no knowledge of TikTok, Dallas real estate broker Joseph Felling admits it took him a few tries to find his niche on the platform.
Felling said he has found the most success in showcasing the low prices of Dallas homes compared to other major metropolitan areas in the United States. More than any other platform, TikTok has enabled it to reach customers outside of Texas.
âI think Covid has really made people experience that there is more to it,â Felling said. âIt’s so crazy how many Californian buyers I have had over the past year because they are able to sell their million dollar property in California, move to Texas and get a much larger property for $ 500,000. “
He said he now gets around 75% of his leads from TikTok and his sales have almost quadrupled. As a result, Felling ceased to market its properties in print publications.
The future of real estate
The brokers CNN spoke to have all joined TikTok in the past two years, and they all think the app is the future of real estate.
âWe live in such a visual society,â Felling said. “Video is the wave of the future. This is how you’re going to get people’s attention.”
Sutton also said that a more visual medium allows potential buyers to imagine themselves living in a particular city. She often mixes local video content in her feed, showing her favorite restaurants and markets in nearby neighborhoods.
Most importantly, real estate agents can use TikTok to strike up a conversation with their buyers. Sutton said she has built lasting relationships with clients through TikTok who come back to her often for the next leg of their home search journey.
“[TikTok] creates that relationship which is much more long term, “she said.” I may not have had access to these clients, or they may not have been exposed to someone like me.”
According to Sutton, there is nothing wrong with opening an account. âIf you’re a real estate agent you should be on TikTok. No questions asked,â she said. âEven if a video does not perform well, it’s not about performance. If any of those people who see that video find their homeâ¦ I did my job.â