The Small Business Times

Should Realtors Be Using TikTok? Here’s What You Need to Know About TikTok Demographics

TikTok is one of the first social media websites not marketed towards Millenials. According to Statista, 47.4% of TikTok users were 29 or younger in 2021. Since the oldest Gen Zers were born in 1997, that would mean the majority of TikToker are Gen Z. But why is that important?

Why Realtors Need to Start Using TikTok for Marketing

Since the majority of realtors aren’t a part of the Gen Z demographic, TikTok is often overlooked when it comes to marketing. However, this can be a huge mistake for the following reasons.

1. Video Content Converts Faster Than Blogs

While social media sites like Facebook and Instagram have a video component, photo/image content is the most common way people market on these platforms. TikTok is a 100% video-based platform that solely uses videos as a means to communicate your message.

According to several studies, 36% of homebuyers used sites with embedded videos, and 56% of users felt videos were useful for their search. Video content is the most trusted on the internet, which is why video gets 157% more organic search results and generates more leads.

2. TikTok Shows Users More Content Per Second

TikTok officially has over 1 billion active users, nearly surpassing social media giant Instagram. While both platforms have the same amount of users, you’ll see less content per day than you would on TikTok. That’s because TikTok’s algorithm supplies fast, easily digestible content.

This means engagement on TikTok is much higher than on other platforms, meaning your content will be seen by more people. Now that self-serve ads and brand filters are available, you’ll be put in front of more eyes on a daily basis, which inevitably helps your business.

3. First Home Buyers Are Likely to Be On TikTok

It’s smart to market your brokerage with video, especially on TikTok, as you’ll be put in front of your most important demographic: first-time home buyers. The medium age of a first-time homebuyer is 35. According to Statistica, 21.7% of TikTok users in 2021 were aged 30 to 39.

TikTok literally puts real estate agents in front of a demographic that’s more likely to purchase homes, making it an essential home buying marketing tool. At the same time, TikTok helps you market towards another up-and-coming home-buying market, Gen Z.

4. TikTok’s Algorithm Prioritizes the “For You” Page

If you’re unfamiliar, TikTok’s “For You” page is the first page users see when they open the app. New users will be shown a bunch of content that may interest them. Once the user interacts with the app through likes and shares, the algorithm shows more of that content to the user.

A TikTok user who’s interested in buying their first home will see more content on the app that talks about real estate topics. This is useful because you don’t have to pay for marketing to get noticed by millions of people every single day. TikTok can do most of the work for you.

5. Gain Exposure Through Hashtags, Live, and Trends

Trends are constantly changing on TikTok, which gives users the opportunity to make trends of their own and get seen by more people. But you don’t have to make your own trends to go viral. Agents can piggyback off of trends and hashtags to show that they relate to their demographic.

If you’re interested in speaking to your buyer directly, TikTok live can be the perfect medium for you. You can host Q&As or interview industry experts on home-based topics to gain more interest in your properties. You can even show what a typical day in your life is like with vlogs.

6. People Will See A Preview Of Their Dream Home

Videos will give potential buyers the ability to peek at the new home they want to buy. Think about it: wouldn’t it be nice to see a little taste of what your new home will look like? You can watch the video over and over again visualizing what it will look like when you’re moved in.

This can also give your viewers the opportunity to make a decision. To view it for a full tour or find another place that may best suit them. We can talk about location, commute times, and more.

But we may want to consider the idea of how it may look both inside and out. The looks alone might be enough for someone to say ‘yes, I want to look at this house some more’. They can check it out and determine whether or not they can snag it with the money they’ve got in the bank.