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Gone are the days when property listings were confined to storefronts and websites. Today, TikTok’s global influence is undeniable, and its impact on real estate marketing is remarkable. Agents use this platform for its massive reach, especially to connect with Gen Zs and Millennials, who make up the majority of TikTok users and are potential first-time homebuyers. TikTok enables agents to showcase properties in a more engaging, relatable manner.

Leading this digital revolution, a wave of innovative real estate agents across Australia are leveraging TikTok to redefine property marketing. By creating virtual tours filled with engaging and light-hearted commentary, these agents are not only showcasing homes in a captivating manner but also significantly boosting their personal brands. This approach has proven effective in making them recognisable figures within the local market. Through their creative use of TikTok, they are setting new standards in real estate marketing, demonstrating that personality and relatability can indeed translate into a powerful market presence.

While traditional methods like print advertising and open houses remain prevalent, TikTok offers something different: cost-effectiveness and a direct line to potential buyers’ pockets. Unlike traditional mediums, TikTok’s algorithm can propel a property to viral status, offering unprecedented exposure.

Tom Panos, a real estate industry coach and ambassador for LocalAgentFinder, notes, “TikTok allows agents to present themselves in an authentic and approachable way. Once a property hits the market, you’ll find that prospects, especially young first-time buyers, will go online to monitor the property and agents. It’s important for the industry to adapt to modern buyers’ preferences.”

He predicts a surge in TikTok’s use as a primary marketing tool in real estate, given its growing acceptance and success. “TikTok LIVEs in 2024 are getting millions of views of live auctions screened across Australia. It is now the platform that’s getting the attention, it’s no longer a platform for the under 25’s.”

“Even some of Australia’s biggest companies are now booking advertising space on TikTok. The auction system is now going into people’s living rooms every Saturday. Real estate agents are using TikTok to show a backstage view of the life of a real estate agent and giving the public content like market wraps on TikTok using vertical video, which is the preferred method of video consumption from the market – especially short videos under 90 seconds which can then be repurposed for other platforms like Instagram. TikTok is allowing me to gain an audience that is niche-based, not people-based. For me, it works in combination with other platforms – not in isolation,” Panos concluded.

Nearly 30 per cent of existing Australian social media users use social networks to find information about brands and products, showing a 7.3 per cent increase from last year. The growing importance of social media as a tool for brand discovery highlights an opportunity for agents to grow their personal brand and maintain a strong online presence.

Reflecting on the impact that social media can bring, LocalAgentFinder CEO, Richard Stevens stated, “LocalAgentFinder is dedicated to revolutionising how property owners select real estate agents, making the process straightforward and transparent. By embracing platforms like TikTok, agents are not only amplifying their personal brand but also offering a glimpse into the person behind the professional facade. This dual approach is critical in today’s market. It doesn’t just build trust; it forges a deeper connection with property owners, ensuring they feel confident and well-informed in their choice of agent.”

“By engaging audiences with genuine, creative content, agents can differentiate themselves in a competitive landscape, turning viewers into potential clients. It’s about creating a brand that resonates not just for its success, but for its authenticity and approachability. Merging professional expertise with personal touch through TikTok transforms the conventional agent-client relationship into a dynamic partnership, paving the way for a future where real estate transactions are more personalised, responsive, and engaging,” Stevens added.

However, TikTok’s path isn’t without hurdles. The platform demands creativity and consistency in content creation, which can be daunting. Additionally, navigating Tiktok’s evolving algorithm and trends presents a constant challenge, requiring adaptability and strategic content planning to engage a diverse audience.  Yet, these challenges also present unique opportunities for growth and innovation in real estate marketing. Embracing the need for creativity and consistent engagement can set agents apart in a crowded market. Being able to connect with an audience authentically can establish long-term client relationships as these users mature into potential home sellers and buyers.

The future of TikTok in real estate marketing seems promising. As the platform evolves, its potential for targeted advertising and innovative content could redefine how real estate is bought and sold. Agents who adapt to this change are likely to find themselves at a distinct advantage.

TikTok is more than just a trend; it’s a game-changing tool for Australian real estate agents. By embracing this platform, agents can connect with a broader audience, showcase their properties innovatively, and strengthen their market presence, proving that in the digital age, a little creativity goes a long way.

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