Real Estate Marketing in the Face of Digital Shifts: Strategies for the Post-TikTok Era
The digital marketing landscape is ever-changing, and real estate professionals must adapt to thrive. With the U.S. Supreme Court upholding a law that could ban TikTok by January 19, 2025, agents who’ve relied heavily on the platform face a daunting challenge. This sudden shift underscores the importance of resilience, adaptability, and a diversified marketing approach to connect with audiences and maintain visibility.
A Pivotal Moment for Real Estate Marketing
TikTok’s algorithm has been a game-changer for real estate agents, enabling them to reach younger demographics and global audiences through engaging short-form video content. According to a recent survey by the National Association of Realtors (NAR), one in six agents has incorporated TikTok into their marketing strategy, leveraging it for property tours, lead generation, and personal branding.
The potential loss of TikTok represents more than just the removal of a popular app — it challenges agents to rethink their digital presence entirely. However, with challenges come opportunities to reimagine strategies and future-proof their marketing efforts.
Diversifying Digital Strategies
Cynthia Morgan, a real estate marketing consultant and founder of LeadWise Strategies, believes this is a pivotal moment for agents to expand their digital toolkit. “The TikTok ban forces us to confront a hard truth: no single platform should define your brand. Diversification is key,” she says.
Agents should consider leveraging other platforms with robust video capabilities, such as Instagram Reels, YouTube Shorts, and Facebook Stories. These tools offer similar features for engaging audiences and showcasing properties. Moreover, repurposing existing TikTok content for these platforms can help agents seamlessly transition while maintaining a consistent brand voice.
Katie Fields, a digital strategy coach, adds, “Real estate professionals need to think beyond just migrating content. They should explore how each platform uniquely engages users and create content tailored to those audiences.” For example, Instagram’s aesthetic appeal might work well for polished property photos, while YouTube can support in-depth virtual tours and market insights.
Strengthening Owned Channels
While social media platforms are valuable, they are also vulnerable to external forces like bans and algorithm changes. Experts recommend focusing on owned communication channels such as email lists and personal websites.
“Your email list is a direct line to your audience — it’s not subject to the whims of social media companies,” says Morgan. Agents can encourage TikTok followers to subscribe to newsletters or join exclusive groups by offering valuable incentives, such as market updates or free resources.
Additionally, strengthening a website’s search engine optimization (SEO) can provide consistent visibility. Blogs, local market reports, and video content optimized for search engines ensure a steady stream of organic traffic.
Building Relationships Beyond Social Media
In an era of digital transformation, real estate marketing isn’t just about online presence; it’s also about fostering meaningful connections. Fields suggests using Instagram’s direct messages or LinkedIn’s networking features to build deeper relationships with potential clients. Offline strategies, such as hosting community events or workshops, can further strengthen ties within local markets.
“This is a chance to get creative,” Fields says. “Agents can combine online and offline efforts to create an omnichannel approach that keeps them connected to their audiences.”
Embracing Long-Form Video and Live Interactions
As TikTok’s short-form video fades, agents have an opportunity to explore other content formats. Platforms like YouTube and Facebook Live offer space for long-form videos, live property tours, and Q&A sessions. These formats not only engage viewers but also establish agents as trusted experts in their field.
“Long-form video allows agents to dive deeper into topics like market trends, neighborhood highlights, or the home-buying process,” Morgan notes. “It’s a way to build authority and foster trust with clients.”
Acting Quickly to Retain Momentum
The impending TikTok ban highlights the urgency of preparing for sudden changes in the digital landscape. Real estate professionals should act swiftly to redirect their followers to alternative platforms. Posting updates on TikTok with links to Instagram, Facebook, or YouTube can help mitigate the disruption.
Fields also advises agents to invest in versatile tools and skills, such as video editing software or storytelling techniques, which can be applied across multiple platforms. “Adaptability is a superpower,” she says.
Resilience Through Change
While the loss of TikTok may be a blow to some, it’s a powerful reminder of the importance of agility in real estate marketing. By diversifying their efforts, strengthening direct communication channels, and deepening relationships with clients, agents can weather this change and emerge even stronger.
“Marketing is about connection,” Fields says. “Platforms will come and go, but authentic relationships and a strong brand presence will always stand the test of time.”
As real estate professionals navigate this shifting landscape, the most successful will be those who embrace innovation and focus on strategies that foster trust and long-term engagement.