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OTHER GUIDES & TIPS

Insight - should estate agents be using TikTok?

If a picture paints a thousand words, then compelling videos paint an entire book. Whereas photos and text can only show and tell us so much, a quality video with a voiceover can reveal infinitely more in a fraction of the time.

This is only the beginning since only 30% of estate agents have dipped their toe into producing video content, with some using YouTube, and even fewer using TikTok, the world’s most popular video marketing platforms.

So, why is this?

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The answer possibly lies with the fact that estate agents are worried about the costs. Corporate videos are notoriously expensive to produce, however, video marketing is now deemed much cheaper and easier than it used to be.

Below, we will take a closer look at the origins of TikTok, and why it would be a good idea for agents to jump on the bandwagon.

TikTok – one billion people can’t be wrong

TikTok is the short-form video platform that’s turned into a phenomenon. Although this platform is still in its infancy, first launched back in 2016, it already has a staggering one billion users. It’s particularly popular with young people between the ages of 18-24, and indeed, 41% of its audience falls into this age bracket.

Although young people are finding it more challenging to step onto the property ladder, which justifies why TikTok might not be appropriate for all estate agents, lettings specialists should be particularly eager to tap into TikTok’s traffic. After all, the younger generation is far more likely to rent than buy.

Short videos have proven to be the ideal way to advertise a property’s key features. What’s more, TikTok has just started allowing three-minute videos, too, which is more than enough time to create simple slideshows with music and agency branding.

Property pioneers on TikTok

There are several UK estate and letting agents that are already making use of TikTok for video marketing. The hashtag #PropertyTok has hundreds of thousands of views, and the platform is packed with property professionals plugging homes and offering expert advice to its followers.

High-end developer Avanton has sold luxury £1.5 million flats in Battersea with the help of TikTok property expert Toby Albert-Corban, who has a personal following of 140,000 people.

Other estate agents have been getting in on the action, too – hybrid agency Hortons, for example, has nearly 9,000 followers and uses one-minute video tours to great effect. The company’s strategy is to film sped-up tours set to distinctive ambient music.

Weighing the pros and cons

There are a few valid reasons why agents are embracing TikTok, namely it’s remarkably user-friendly. Videos can be recorded and uploaded using a smartphone and interested parties can easily share the content with only a couple of clicks.

TikTok’s potential is so vast that London agents, Kalmars, have hired a whole social media team dedicated to targeting customers via the platform.

Although this platform offers its users phenomenal reach, estate agent marketing isn’t a silver bullet. Just like any other media marketing campaign, a coherent strategy needs to be thought through and implemented effectively.

You can’t just shoot a few videos casually, upload them online, and expect your properties to start selling like chocolate muffins at a coffee shop. Therefore, TikTok should be part of the mix, but not the entire cake.

Furthermore, although many agents hope their videos will go viral, this is very rarely the case since you’d have to be selling a jaw-dropping property to get that kind of traction.

Consequently, it’s important to be realistic. It can take time to build up a following which means you should use video as a way to supplement your existing activity, rather than expecting miracles overnight.

Another factor to consider is quality control. Whilst it’s simple to make short videos on your smartphone, beware of publishing anything and everything, as poor-quality content will damage your brand.

Video marketing also has recognisable limitations, for example, virtual viewings are more interactive than linear video tours. That being said, a helpful video tour can dovetail beautifully with other promotional material and certainly give vendors something to gawk over.

TikTok Tiktok - it’s time to get on board

Whilst video marketing won’t be for everybody, it still has plenty to offer most agents. After all, it’s an extremely cost-effective way to broaden your reach and ultimately generate more business.

The ability to record content easily anywhere at any time has revolutionised media around the world, and you might be surprised how easy it is to record good-quality videos on your smartphone.

The other benefit about video marketing is that, even if it doesn’t lead directly to sales in the short-term, it’s still an ideal platform to grow your agency’s brand. Video marketing isn’t just for showcasing homes; you can create vlogs that discuss property trend in your area and offer buyers, sellers, landlords, and tenants’ valuable advice. 

Therefore, video marketing can effectively help you to position your agency as local experts and boost your personal brand. Become familiar enough to people in your town and you might even become a local celebrity.

The platform isn’t going anywhere, so might as well take advantage of it, master the app, and make TikTok another tool that will help you connect with people who are looking for their future homes.

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