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TikTok ban looms in the US

The January 19 deadline for the US anticipated ban on TikTok and its China-based owner ByteDance is fast approaching, posing significant challenges for one in six real estate agents who rely on the platform for marketing, according to a whitepaper from the National Association of Realtors (NAR).


As TikTok has become a pivotal tool for property tours, engaging younger audiences, and building personal brands, its impending absence is set to disrupt marketing strategies across the industry.

TikTok’s algorithm has provided real estate professionals with unparalleled reach, generating quality leads through creative short-form video content.

With nearly half of agents reporting social media as their most effective lead-generation tool, the platformโ€™s ban could disconnect agents from key audiences.

Cynthia Seifert, founder of lead generation platform, KeyLeads, advises agents to act swiftly to diversify their marketing efforts.

โ€œThe impending TikTok ban could significantly impact real estate agents who have leveraged the platform to engage younger audiences and showcase properties. Swift adaptation is crucial to mitigating the ban’s impact and creating new opportunities for growth,โ€ she said.

US agents are encouraged to guide their TikTok followers to other platforms like Instagram and Facebook before the ban takes effect.

Linking accounts and posting videos encouraging audiences to follow them elsewhere can ensure minimal disruption.

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Catherine Nikas-Boulos

Catherine Nikas-Boulos is the Digital Editor at Elite Agent and has spent the last 20 years covering (and coveting) real estate around the country.