Tiktok Presents New Marketing Opportunities For Agents
As an estate agent, you should know that social media platforms are an excellent way for you to engage your audience. After all, this is where your audience hangs out, and if you can connect with them here, you improve your chances of developing a good relationship.
Over time, this might be a critical factor in making a sale.
However, not all social media platforms offer the same form of marketing opportunity. It is vital you consider a range of factors including:
- How often you are likely to use a platform
- How well you can use the platform
- The platform or platforms your audience is most likely to use
- What your audience wants to see from an estate agent on this platform
These are all factors you need to consider. It is not advisable to spread yourself thinly across every social media platform, but if you can perform strongly on one or two platforms, it will make a massive difference.
What social platform is right for you?
The platform that is right for you, might not be right for your audience. Also, the social media stage that is tailor made for one agent might be terrible for another. There is no single solution, and this is why it is vital you consider all your options.
TikTok is a relatively new social media platform, and it is fair to say many agents are yet to consider its potential. So far, TikTok is a platform which seems tailor-made for teenagers, showcasing their best dance moves, lip-syncs and songs.
However, according to a recent study by ARLA Propertymark, more and more agents are utilising the streaming platform, and it appears as though some are achieving fantastic results.
Be mindful that the Propertymark only spoke to 56 agents, so it is a limited sample size. With 70% of agents saying they didn’t use TikTok, it does appear as though the industry is yet to pay too much attention to TikTok.
UK agents are doing well with TikTok
However, there have been some success stories. One agent spoke to Propertymark (Dan Alsop from CGT Lettings), and he says he has more than 61,000 followers on his account. Also, a video based on the topic of wrongful eviction has clocked up more than 3.4 million views.
What estate agent wouldn’t want to achieve that sort of reach? Also, it is for a letting industry topic, not just a silly dance or a viral clip which has no relation to the business.
Alsop spoke to the Property Industry Eye website, and said; “My managing director had created a TikTok, and over the previous few months my friends had all been talking about how good the app is, so I decided I’d see what it was about. I used to do a lot of videos on our Facebook page and wanted to do a video showing landlords what the repercussions could be for doing things wrong. Doing one that would fit in with our company branding however was difficult, but as my own agent on TikTok I had a bit more freedom.”
There is demand for property market content on TikTok
According to Propertymark, viewing figures for property-related hashtags show the appetite for information, for example:
Propertymark have detailed the viewing figures for property hashtags, and it does appear that people are keen to see this form of content on TikTok:
- #houseforsale has received 27.7 million views
- #houseforrent has received 1.2 million views
- #estateagentsuk has received 5.3 million views
- #lettingagentuk has received 3.6 million views
- #propertytips has received 4.9 million views
- #auctionproperty has received 157,600 views
- #propertyinvestment has received 13.1 million views
Overall, some of these figures might be worldwide, and might not be too relevant for the UK market, but the hashtags with a UK element have performed well. With #estateagentsuk receiving more than 5 million views and #lettingagentuk receiving more than 3.6 million views, don’t be surprised if many UK agents get involved sooner rather than later.
Do you suffer from FOMO?
And as an agent, you then have a choice to make. You might not think TikTok is for you, but if all your peers and rivals are going to enter the market, you run the risk of being left behind. Your audience is on TikTok, and by the sounds of it, they are looking to talk!
Another interview provided to ARLA Propertymark from a lettings manager who is also a regional executive for the organisation highlights the communication impact a good TikTok can have for an agent.
Meghan Eighteen said; “A fellow ARLA Propertymark Regional Executive inspired me to try TikTok, I had never used the app before and from an outsider it looked like a lot of teenagers doing dance routines. Within 24 hours I had over 30,000 hits on one video, my inbox was bursting with questions from landlords, tenants and even a few trying to break into the industry. It has given me a greater understanding of what the general populations perception of our regulations are but also given a face, trust and personality to an industry that is often poorly regarded.”
This interview provides insight into using TikTok not only as a way to reach out to people, it can allow you to hear what people have to say.
An estate agent or letting agent who hears what clients have to say, and is aware of the problems in the sector, has a better chance of resolving these problems, and becoming the agent people trust.
For this reason alone, TikTok is a platform that is worth considering, but of course, what you get in return from TikTok is much the same as all other platforms, in that it is dependent on what you put in.
The benefit of TikTok is that it is short and snappy. All agents are always close to their phone, and this means you should be able to create quick and informative videos about what you do and offer.
However, just because you can make a video doesn’t mean you should. It is vital you know who your audience is, what they want from you, and what to say to help you make a better impact.
Whether it is TikTok, Snapchat, Twitter, LinkedIn, Instagram or Facebook you wish to conquer, we are here for you.
At Agent Media, we are social media specialists, and a big part of what we do is ensuring agents are informed about how best to connect with people on social media platforms. We offer an extensive range of services, including many done-for-you packages. We also offer regular tips, plans and we can even offer scripts that ensure you are never lost for words when you press record.