social media

TikTok for Real Estate Agents: How to find your audience and win clients

Find new clients, boost listings, and build your personal brand with Linktree’s TikTok for real estate agents how-to guide.

Though ‘TikTok’ and ‘real estate’ might not sound like the perfect match, in actuality, there’s lots to gain from building a presence as an agent or agency on America’s favorite social media app. Now more than ever, users are turning to platforms like TikTok over traditional search engines, utilizing it to answer their queries in a quick, visual-first format.

As a realtor or real estate marketer, you’re presented with the challenge of staying professional online whilst providing a value-add, such as insights into the behind-the-scenes of your agency or sneak peeks of new listings. But, with the right real estate TikTok strategy in place, you can do just this… no viral trends or dancing required.

We’ve put together our top tips for building a strong presence and cutting through the digital noise as a real estate agent on TikTok, including easy-to-implement content ideas that’ll introduce you to new, interested audiences.

Why TikTok for real estate agents works

It’s no secret that TikTok started as a place for pure, unbridled entertainment. While it was once rife with dance challenges and viral memes, it’s expanded over the years to encapsulate all kinds of content, including educational, location-specific, and community-driven videos.

As a realtor, you’re an expert in your local area and its housing market. TikTok provides an opportunity to tap into a wider audience made up of leads and offer unique, otherwise unseen content to support the journey from discovery to conversion.

When you use TikTok as a real estate agent, you’re unlocking:

Access to a local audience: TikTok’s algorithm puts realtors at an advantage by serving geo-tagged content to real consumers in their local area. By posting to this channel, you’re immediately widening your net and attracting new users where it counts. Position yourself as a city or neighborhood expert and you’re sure to see upward growth, in terms both of followers and new enquiries.
Authenticity: What’s great about TikTok is that it favors authentic, raw content over polished highlight reels. For realtors, this offers a chance to blend existing high-spec content (like the videos you might publish on your website or Facebook feed) with the less serious stuff, such as behind-the-scenes or personal branding videos. If done well, the result will be better brand perception and a more loyal audience over time.
Search-based discovery: TikTok’s sophisticated algorithm means users often turn to the app’s search bar rather than Google. This gives real estate agents an opportunity to find, inform, and convert customers in more than one place. Make sure your videos are educational and appropriately tailored to TikTok’s SEO best practices to give yourself the best shot at cut-through in search.

What kind of TikTok content works for real estate?

Here’s some great news: there are so many possibilities when it comes to TikTok content for real estate agents. We’ve broken it down into five categories to guide your content creation process, each of which covers a specific part of the real estate niche through a TikTok lens.

Category 1: Educational

Realtors possess so much knowledge about the housing market, their local suburbs, and the renting or buying process. Share that information with the world via TikTok to position yourself as an authority. Not only will you build a strong profile as an agent, but you’ll educate potential clients early in the customer journey, requiring less hand-holding later on.

Content examples to try include:

3 mistakes first-time buyers make
What $400k gets you in [city]
Why homes are sitting longer in this market
Top tips for a perfect rental application

Category 2: Behind the Scenes

Everyone wants to know what goes on behind closed doors, and the real estate industry is no exception to that curiosity. As a real estate professional on TikTok, you can cherry-pick what you share with your followers and utilize it to grow your digital brand. From listing sneak peeks to day-in-the-life videos, there is tons of content to mine within this category.

Behind-the-scenes content for your agency might look like:

Showing prep for open homes or to list a property
BTS of client-free days
Touring homes alone and offering ‘hidden’ insights

Category 3: Listings

While you might assume traditional listing content is better placed on channels like your website or MLS, it’s got a home on TikTok, too… You just have to do it right! Instead of solely sharing high-quality walkthrough videos, real estate agents should view TikTok as an opportunity to add value, detailing key features of specific homes or markets to make the information-gathering process easier for potential buyers.

Examples of listings-based content you could use include:

Walkthroughs focusing on key components of a home
Point-of-view (POV) tours
Hook-based content (e.g., “If you like [X], you’ll love this house”)

Category 4: Local and community

A huge part of selling a home is selling the local area. Many buyers or renters are new to their chosen suburb, so it pays to promote key features like amenities, safety profiles, and cost of living to your audience as a realtor. By doing this, you’re answering questions early on in the decision-making process and instilling confidence prior to lease or purchase.

Build a profile of your focus neighborhood/s by posting:

Neighborhood pros and cons
Cost-of-living breakdowns
Amenities overviews (e.g., schools, shopping malls, community centers)
Local myths vs reality videos

Category 5: Personal branding

Lastly, TikTok is the perfect place to develop your personal brand as a realtor or agency. Remember, there’s more to attracting like-minded, ‘dream’ clients than just posting industry content. By showing more of who you are, what makes you unique, and why you’re the best person for the job, you’re doing online work that will translate to more engagement offline.

Try these real estate TikTok ideas to enhance your personal brand:

“Why I don’t pressure clients”
“What I wish sellers knew before putting their house on the market”
Lessons from bad deals
Storytimes about interesting, unique, or complex deals

TikTok content ideas for real estate agents

Still stuck on what to post to TikTok? Here are some tried-and-true real estate TikTok ideas that you can implement with minimal effort to grow your engagement, build your following, and collect new leads. Lift and shift them into your content strategy, and start seeing results!

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TikTok type	Example video ideas	Goals
Educational	3 things buyers commonly regret What to do before you place an offer on a home	Authority, information-sharing
Behind the scenes	Come with me to prepare for an open home Sneak peek: New, unlisted property	Engagement, unique insights
Listings	Walkthrough of our latest listing POV: You found the perfect house for your needs	Reach, sales
Local and community	Local market update in 30 seconds What you should know about [neighborhood] before you rent or buy	Connection, community-building
Personal branding	Storytime: A deal that almost fell apart Real estate spin on a popular trend	Trust, authenticity

How often should real estate agents post on TikTok?

Frequency is a big piece of the puzzle when you’re starting to show up online, especially on TikTok, which is notoriously fast-moving. It’s important to find a cadence that is sustainable around your workload, but is still frequent enough to reap the benefits of the platform.

When you’re first starting out, we recommend posting at least three videos per week, or up to five if you’ve got the time and resources. To make sure your efforts are actually achieving results, test your post volume early. You can observe your engagement by using an analytics tool like Linktree’s, which you’ll find handily nestled within our Social Planner feature.

To help you maintain a consistent posting schedule, it’s great to repurpose content wherever you can. For instance, videos that perform well on TikTok can be altered slightly and published on other platforms like Instagram Reels and YouTube Shorts. While each algorithm is different, with some tweaking, you’ve got multiple bites of the cherry and a strong cross-platform presence.

TikTok for realtors: Best practice tips

Want to put your best foot forward at the office and on TikTok? We’re making TikTok marketing for realtors simple with these best practice tips.

Focus on the hook: Every great TikTok video should draw attention within the first three to five seconds. A strong hook, such as a question or common statement (e.g., ‘here are five things you need to know before purchasing a house in [city]), will engage viewers from the get-go, letting you dive deeper into the most salient information.
Be conversational: There’s no use putting up a formal front on TikTok. As an authentic and relatively laid-back platform, it’s best to speak conversationally, in the same way you’d chat to a potential client. Inject friendliness, humour, or quirks into your videos to develop trust and stand out from the crowd.
Use signposting and SEO: Adding text on screen and SEO keywords into your captions works wonders for discoverability on TikTok. Not only will viewers know what they’re getting into, but you’ll increase your chances of ranking highly in TikTok’s search results and thus, put your content in front of new audiences.
Weave in your location: Even when a video is educational and unrelated to your local area, including your city or neighborhood is critical. Add it into tags, captions, or your video’s script to boost your content amongst locals who are more likely to engage with you offline.
Post video responses: If someone asks you a question on a TikTok video, take the opportunity to explain it in detail by posting a video reply. You’ll answer the query, develop trust with your audience, and position yourself as an expert, all at the same time.
Avoid over-editing: A trap professional industries often fall into is making videos too polished. While this works on other platforms, TikTok is resolutely about authenticity, so try to keep editing to a minimum. Basic cuts and some on-screen captions do the trick almost every time!

Turning TikTok views into real estate clients

Once you’ve done the hard work of building a TikTok presence, it’s time to translate that into off-screen results. To capitalize on the leads you’re collecting on TikTok, you’ll need an efficient lead capture system. This is where Linktree comes in.

More than just a link-in-bio tool, Linktree is a hub for showing up effectively online and managing your customer data behind the scenes. Add your Linktree to your TikTok bio to clearly signpost the next step in the customer journey: engaging with you on a deeper level, such as visiting your website, filling in a form, or sending an enquiry.

Make sure your Linktree is kitted out with your latest links, including top listings and value-add content like buyer and seller guides. Don’t forget to add a way for clients to share their details with you, like a Linktree Form. This will make the entire process of connecting with you simple for clients, and guarantee you never ‘waste’ a lead again.

There’s so much potential for real estate agents on TikTok… all you need to do is start creating content! Use our best practice tips to guide your process, and create a smooth end-to-end journey for leads and clients with a free Linktree account.