The popular video app, which is reportedly attracting bids from companies including Amazon and Oracle, has become a significant marketing channel for real estate agents.
According to industry data, one in six agents use the platform, with over half reporting that social media drives their best leads1.
If a sale proceeds, TikTok could experience disruptions similar to those seen with Twitter (now X), which saw declining user engagement and audience migration to alternative platforms.
This potential shift has real estate marketing experts advising agents to prepare contingency plans.
Jim Gray, Realtor and Performance Coach at Elite Listings, said it was important to not rely on a single platform for marketing efforts.
“Whether TikTok is bought by another company or banned in the US altogether, it will impact real estate agents who have used the platform to engage younger audiences, showcase property tours, and build personal brands,” Mr Gray said.
The uncertainty has prompted recommendations for agents to begin transitioning their followers to other platforms and diversifying their content strategy across multiple channels.
Alternative short-form video platforms gaining traction include RedNote, which has already attracted 3 million US users3, as well as established options like Instagram Reels and YouTube Shorts2.
Mr Gray suggests that agents should take to build a comprehensive approach to their marketing during this transition period.
“Real estate agents need to futureproof their marketing strategies by diversifying their content creation efforts across multiple platforms to ensure their brand remains visible – regardless of any changes to social media ownership or algorithms,” he said.
Beyond video content, experts recommend that agents strengthen their presence through email marketing, interactive webinars, and SEO-driven blogs.
Offline engagement strategies, such as hosting local events or participating in community activities, can also help maintain connections that might otherwise be lost due to digital disruptions.
The extension provides temporary relief for agents who have built significant followings on TikTok, but the long-term outlook remains uncertain.
Industry professionals suggest that this situation highlights the vulnerability of building a business presence on any single platform.
“Now more than ever, agents must stop relying on a single platform and embrace a more holistic marketing strategy.
That means blending short-form video with long-form content, paid ads with organic engagement, and online touchpoints with offline experiences,” Mr Gray said.
As the situation continues to evolve, real estate professionals are being advised to remain adaptable and ready to pivot their strategies as needed.
“Whatever happens with TikTok, real estate agents need to remain flexible in their content strategy,” he said.
“Curating a cross-platform approach will enable them to swiftly adapt to any shifts in the digital landscape, ensuring they remain visible to their audience.”
References:
1https://www.nar.realtor/sites/default/files/documents/2024-technology-survey-report-08-08-2024.pdf
2https://www.nbcnews.com/tech/tech-news/x-sees-largest-user-exodus-musk-takeover-rcna179793
3https://explodingtopics.com/blog/rednote-surge
