How real estate agents can leverage TikTok to build business | WATCH

By 2022, real estate agents know just how important it is to nurture a presence on social media, where platforms have become an accessible (and oftentimes free!) way to market themselves and their business.

As the digital realm continues to evolve, industry professionals credit the widespread nature of social media — as well as algorithms — for allowing them to make connections with new potential clients.

Elli Jennings, an agent and member of the Jennings Real Estate Team with RE/MAX Real Estate Center in Ames, Iowa, joined TikTok in 2020, initially unsure of the platform’s longevity or target audience. She soon found, however, that the social networking app presented fresh ways to market her business, showcase her personality, and connect with prospective clients — especially first-time homebuyers.

“I’ve been growing my other social media channels for five years now, but TikTok has definitely been what boosted my presence online the most,” says Jennings, whose account boasts more than 24,000 followers and has garnered nearly 1M total likes.

Consider these ways agents can leverage a presence on TikTok to help grow their real estate business.

Don’t hesitate to get started

There’s no time like the present to get started with TikTok, understanding there could be an initial learning curve when figuring out what content performs best. While agents may be reluctant to create videos— and be in the videos themselves — TikTok presents an easy opportunity to make short-form video snippets.

“Let’s just say you get only 200 views on your TikTok video. 200 is more than zero, right?” Jennings explains. “Out of those viewers, someone is bound to have found your content helpful and will remember you.”

Social media also allows agents to humanize their profession, putting a face, voice, and personality behind their brand. Consumers may connect better with an agent after getting to know their style and expertise through online content before initiating a meeting.

“I think the number one thing that people want in a real estate agent is someone they can trust. And what I feel like I’m hopefully doing on my social media platforms is building trust so that people feel like they know me,” Jennings says.