TikTok Marketing for Realtors: A Practical Guide

TikTok has over 1.5 billion monthly active users, and real estate content is one of the fastest-growing categories on the platform. The hashtag #realestate alone has accumulated over 80 billion views. More importantly for estate agents, TikTok's algorithm is uniquely powerful at distributing content to local audiences — showing your videos to people in your area even if they don't follow you.

Yet many agents dismiss TikTok as a platform for teenagers. The reality in 2026 is very different. The fastest-growing demographic on TikTok is 25-44 year olds — exactly the age range of first-time buyers and young families looking to upsize. Agents who got on TikTok early are now generating multiple listing appointments per month directly from the platform. Here is how to make it work for your business.

Content That Performs on TikTok

TikTok rewards content that entertains, educates, or inspires. Generic listing slideshows won't cut it. Here are the content formats that consistently perform for real estate agents:

Property Reveal Videos

The “open the door and reveal the property” format is TikTok gold for real estate. Start with a hook — “wait until you see the kitchen in this one” — then walk through the property with energy and genuine enthusiasm. Use trending audio tracks. Keep it between 30 and 60 seconds. The best property reveals focus on the standout features rather than showing every room.

Day-in-the-Life Content

People are fascinated by what others do for a living. “A day in the life of an estate agent” videos regularly go viral. Show the reality: morning prep, market appraisals, viewings, negotiations, the highs and lows. Authenticity outperforms polish on TikTok. These videos build your personal brand by letting people see the person behind the business.

Educational Tips and Market Insights

Short, punchy educational content performs exceptionally well. “Three things first-time buyers don't know.” “The biggest mistake sellers make.” “What $500k / £400k gets you in [your city].” These videos position you as a knowledgeable professional while providing genuine value. They also tend to get saved and shared, which boosts the algorithm.

Neighbourhood Spotlights

Quick neighbourhood tours — “this is why people love living in [area]” — are highly shareable and genuinely useful for potential buyers. Show the best coffee shop, the park, the high street, the school. These videos get shared by locals (free distribution) and attract buyers researching the area.

Humorous and Relatable Content

TikTok's culture rewards humour. Agents who can poke fun at industry stereotypes, common client situations, or the absurdities of the job often see their highest engagement on humorous content. “When a viewer says they love the house but want to think about it” or “estate agent vs reality” skits resonate because they are relatable.

Understanding the Algorithm

TikTok's algorithm is fundamentally different from Instagram or Facebook. It does not primarily show content from accounts you follow. Instead, it evaluates every video on its own merits and shows it to people most likely to engage with it. This means a brand new account with zero followers can have a video reach 100,000 people if the content is strong.

The algorithm prioritises watch time (percentage of your video that people watch), replays, shares, comments, and profile visits. To maximise these signals:

• Hook within the first second. Start with a bold statement, a question, or a visual that stops the scroll. “This house has the best kitchen I've ever seen” works. A slow exterior pan does not.
• Keep videos short. Fifteen to forty-five seconds is the sweet spot. Shorter videos have higher completion rates, which the algorithm loves.
• Use trending audio. TikTok promotes videos that use currently trending sounds. Browse the Discover page or check what other successful real estate creators are using.
• Add captions and text overlays. Many people watch without sound. Text on screen ensures your message gets across and also signals to the algorithm what your video is about.
• Post consistently. Aim for at least one video per day. The algorithm rewards consistent creators with increasing distribution.

Converting Followers to Leads

Followers are vanity metrics unless they convert to business. Here is how to turn TikTok attention into actual enquiries:

• Optimise your bio. Include your location, what you do, and a clear call-to-action. Link to your website or a landing page with a lead capture form.
• Respond to every comment. Engagement in comments boosts your video's reach and builds relationships with potential clients. Use the “reply with video” feature to turn comments into new content.
• Include calls-to-action. End videos with “DM me for a free valuation” or “link in bio for our free buyer guide.” Don't be pushy, but do make it clear how people can take the next step.
• Drive to email. Use TikTok to build your email list. Offer a free resource in exchange for an email address. This moves the relationship from a rented platform to an owned channel.
• Use TikTok Ads. Once you understand what organic content works, amplify it with paid promotion. TikTok's ad platform allows hyper-local targeting, showing your content to homeowners in specific postcodes.

Getting Started: Your First 30 Days

Don't overthink it. Here is a simple 30-day launch plan:

• Week 1: Set up your profile, study ten successful real estate creators, and post your first three videos. Don't worry about production quality — just get started.
• Week 2: Post daily. Try different formats: one property tour, one tip video, one day-in-the-life. See what your audience responds to.
• Week 3: Analyse your metrics. Double down on the format that got the most views and engagement. Start experimenting with trending audio.
• Week 4: Maintain daily posting. Engage with other local creators. Start replying to comments with video responses. Add a lead magnet link to your bio.

TikTok rewards action over perfection. The agents who win on the platform are not the ones with the best cameras or the most polished content. They are the ones who post consistently, show their genuine personality, and provide real value to their local audience.

Want help building a TikTok strategy that generates leads? Book a free strategy call and we'll create a custom social media plan that turns followers into clients.