TikTok's Uncertain Future: Real Estate Marketers Adapt and Innovate

Diversify to Stay Ahead

With the imminent ban of TikTok, real estate marketers are facing a significant challenge. Katie Lance and Cynthia Seifert, industry experts, emphasize the need for diversification.

"It's crucial not to rely solely on one platform," says Lance. "Pivot to Instagram Reels or explore YouTube Shorts and Facebook Stories for short-form video content."

Build Relationships Beyond Social Media

Both experts stress the importance of owning communication channels not subject to sudden changes. Lance recommends email marketing as a key tool, while Seifert advocates for SEO-driven blogs and optimized YouTube channels.

"Strengthening offline connections is also vital," says Seifert. "Host local events or participate in community activities to reestablish ties with clients."

Act Fast to Redirect Followers

Time is running out, and agents must act swiftly to redirect their TikTok followers to other platforms, according to Seifert.

"Link your TikTok account to your other social media profiles and encourage your followers to connect with you there," she advises.

Invest in Video Strategies

Consider expanding your video strategies, suggests Lance. "Invest in tools for creating long-form YouTube videos or hosting live Q&A sessions," she says.

"These strategies not only address the TikTok ban but also position you for future success in the digital landscape," she adds.

Agility and Innovation in Marketing

While the TikTok ban is a setback, it highlights the importance of agility in real estate marketing. By diversifying platforms, building strong direct communication channels, and deepening client relationships, agents can navigate the challenges and emerge stronger.

As Lance says, "The key is to focus on platforms and strategies that build long-term relationships and trust."