TikTok
(Photo : REUTERS/Dado Ruvic)

TikTok is fast becoming a popular social media app. It has attracted millions of users, and many advertisers and brands recognize its influence, primarily since it has grown exponentially after the coronavirus pandemic forced people from across the globe to stay at home.

And now, the real estate industry is not taking notice as well. Many real estate agents are now harnessing the power of TikTok to promote new listings and their brand and generate new leads.

Kiley Cox, who is a Realtor with Dawn McKenna Group, told ChicagoAgent, enabled her to connect to potential clients. She said that her TikTok videos, which mostly involve singing, dancing, and lip-syncing, as well as those with pets and special effects, have performed better compared to other marketing tools that she has used.

In one of her videos, she featured home for sale with added twinkling lights effect and DaBaby's "ROCKSTAR" playing in the background. That 15-second TikTok video generated 28,000 views, Chicago Agent said. Cox said that since not many people in the real estate industry are using the platform, now is a great time to be on TikTok.

  @kileyrosecox This is what $2,150/month looks like in Southport Corridor! ##chicago ##realestate ##fyp ##foryou ##foryoupage ##home ##goals ##learnontiktok ##illinois  ♬ ROCKSTAR - DaBaby, Roddy Ricch     

 Like Kiley Cox, Mike Sherrard, who is an eXp Realty - Calgary, Canada real estate agent, also uses video content for marketing his business. Sherrard stressed the TikTok's younger demographic has the potential to have the most impact on brand awareness and client traction. Forty-one percent of TikTok users belong to the 16 to 24 age group, while 26 percent are between 25 and 44.

Scottsdale mortgage broker and author of Color My Credit, Alisa Glutz, told Florida Realtors that her TikTok video has generated more than 4 million page views, more than 450,000 likes, and attracted 77,000 followers in less than 60 days.

Read also: 4 Tips on How to Screen Potential Tenants

Luxury Residential Group real estate agent, Michelle Otey, in a Boston Agent Magazine report, said that she also uses TikTok in her real estate business. Recently, she posted on TikTok to market a luxury home located in Back Bay set to Ava Max's song "Kings and Queens."

Otey emphasized that TikTok not only has the potential to reach the local market but can also help attract people from other markets who will be moving to Boston.

   @michelleotey King & Queen living ##rented ##4you ##luxuryrealestate ##hometour ##yourpage  ##luxuryhomes ##highend ##realestate ##fyp ##boston ##backbay ##luxurylifestyle  ♬ Kings & Queens - Ava Max     

To get the most out of TikTok, Sherrard said that when posting video content, real estate agents should feature behind-the-scene footage with them having fun while working. He added that realtors should also offer teasers of the longer video about the property they are promoting (don't forget to use a cool trending song!). Lastly, he suggested using a trending hashtag and feature playful videos of them with kids and pets.

TikTok is a video-sharing app that is one of the most popular social media platforms, which, according to Oberlo, has already attracted 800 million users globally. On average, users spend about 52 minutes on TikTok daily. People often describe TikTok as a "lip-syncing" app, TechCrunch said, basically because most of its content is acted-out memes with music or sound clips in the background.