- TikTok real estate videos achieve 34% higher engagement rates than similar content on Instagram (Social Media Today).
- Homes marketed via TikTok sell 22% faster compared to traditional social media platforms (Digital Real Estate Trends).
- Short-form video content boosts lead conversion by 80%, making TikTok an essential tool for realtors (Marketing Weekly).
- Niching down—such as luxury home tours or first-time buyer tips—improves audience targeting and increases engagement.
- Realtors who post consistently outperform competitors and gain more visibility in TikTok’s algorithm.
TikTok has transformed real estate marketing, allowing agents to showcase properties through engaging, short-form videos that attract buyers and build trust. As more real estate professionals use TikTok to highlight listings, share market insights, and connect with audiences, success stories like Kina Desantis and Steve Hawks prove the platform’s potential. Whether you’re a seasoned agent or just exploring social media for realtors, leveraging TikTok strategically can help generate leads and grow your brand.
Kina Desantis: A Case Study in Real Estate TikTok Success
Kina Desantis is one of the leading examples of a realtor effectively using TikTok to scale her business. With thousands of followers and millions of views, she has crafted a successful real estate marketing strategy that relies on:
- Consistency: She frequently uploads valuable and engaging content to maintain audience interest.
- Authenticity: Rather than overly produced videos, Desantis creates conversational, relatable content that connects with potential buyers.
- Storytelling: She uses narrative-driven videos, including behind-the-scenes tours and insights into the real estate journey.
Her approach demonstrates that TikTok isn’t just about trend-chasing; it’s about building trust and positioning yourself as an authority in your niche. By focusing on education, entertainment, and engagement, realtors can replicate her success.
The #1 Rule: Get 1% Better Every Day
The key to sustainable growth on TikTok is consistency. Most successful realtors don’t go viral overnight, but those who post regularly start to see significant improvements in visibility and lead generation.
Why Consistency Matters for Realtors on TikTok
- Algorithm Preference: TikTok favors accounts that post frequently, keeping their content in rotation.
- Audience Expectation: Viewers are more likely to follow accounts that provide continuous value.
- Learning Curve: The more videos you produce, the better you understand what works.
How to Stay Consistent Without Burnout
- Batch create content—Film multiple videos at once to ensure you always have content ready to post.
- Use content calendars—Schedule posts in advance based on trends and analytics.
- Recycle and repurpose—Turn old content into new formats, such as a recap or an updated tip.
TikTok Riches Are in the Niches: Finding Your Unique Selling Point
Realtors who specialize in a specific niche see higher success rates than those posting generic real estate content. Finding a unique angle helps target the right audience and makes your content more memorable.
Popular Real Estate Niches on TikTok
- Luxury Home Tours: Showcasing high-end properties attracts aspirational viewers and serious buyers.
- First-Time Homebuyer Tips: Answering frequently asked questions helps establish credibility with new buyers.
- Local Market Insights: Establish authority by breaking down housing trends in specific regions.
- DIY & Home Renovation Content: Engaging videos about design trends and staging tips can reach both buyers and sellers.
Steve Hawks, a Las Vegas-based realtor, exemplifies niche content success by tailoring his TikTok strategy to the city’s real estate trends. Creating targeted, location-based content can differentiate realtors from competitors while attracting a highly engaged audience.
Scaling Your Success: Start Building Your Team Early
Once you see traction on TikTok, scaling becomes the next challenge. While managing content solo is possible, delegating can accelerate growth. Consider investing in:
- Video Production & Editing: High-quality videos stand out in a crowded feed.
- Social Media Managers: Engaging with followers, responding to comments, and staying ahead of trends require time—outsourcing this task can enhance efficiency.
- Content Strategy & Planning: Regularly analyzing TikTok metrics helps refine your approach and ensures relevance.
The Long-Term Strategy: Rise, Grind, Repeat
TikTok’s effectiveness isn’t about a single viral video—it’s about long-term brand building. Realtors who commit to improving their content, learning from analytics, and staying updated on platform trends see sustained success.
What Long-Term Success Looks Like on TikTok
- Regularly testing new content types—Adjusting TikTok videos based on audience preferences keeps engagement high.
- Following platform shifts—TikTok’s algorithm evolves, meaning strategies must adapt with changes.
- Persistence despite slow growth—Many real estate professionals quit too early, but those who stick with it establish a strong, trusted presence over time.
A Secret Weapon: Coffee & Contracts for Content Optimization
One major challenge realtors face is creating content consistently. That’s where Coffee & Contracts, a real estate marketing subscription service, provides a strategic advantage. Offering templates, captions, and plug-and-play ideas allows realtors to:
- 10X engagement KPIs with ready-to-use content.
- Save time by eliminating the need to brainstorm new video ideas.
- Maintain brand consistency with aesthetic and message alignment across platforms.
Steve Hawks swears by structured content planning, emphasizing that realtors who automate part of their social media marketing outperform those who rely on sporadic posting.
Generating Fresh TikTok Content: Never Run Out of Ideas
Running out of ideas is one of the biggest roadblocks for real estate TikTok success. To keep content engaging, realtors should:
- Use trending sounds—TikTok’s algorithm favors content featuring trending audio.
- Participate in challenges—Joining viral trends can boost discoverability.
- Turn FAQs into quick-hit videos—Common buyer and seller questions make for great bite-sized content.
- Show behind-the-scenes—People enjoy authentic, unscripted content that reveals the daily life of an agent.
By analyzing what works for other real estate TikTok creators, agents can continuously innovate and develop compelling content.
Your Turn: Step-by-Step Guide to Getting Started with Real Estate TikTok
New to TikTok? Follow these steps:
- Optimize Your Profile—Use a professional headshot, compelling bio, and contact details.
- Select Your Content Niche—Decide if you’ll focus on luxury homes, market updates, buyer tips, or another niche.
- Film & Upload Your First Video—Start simple with a home tour, introduction, or market insight.
- Commit to a Posting Schedule—Posting at least 3-5 times per week builds audience recognition.
- Track Analytics & Adjust—Monitor performance metrics and tweak your approach based on engagement.
Final Verdict: Can You Succeed in Real Estate TikTok Marketing?
Absolutely. TikTok is an underutilized yet highly effective platform for realtors. Those who stay consistent, choose a niche, and engage meaningfully with their audience generate real estate leads and establish a powerful online presence. Following the blueprint of realtors like Kina Desantis and Steve Hawks, any agent willing to adapt can thrive on TikTok.
Citations
- Smith, J. (2023). “TikTok’s audience engagement surpasses Instagram for real estate content.” Social Media Today. TikTok videos in the real estate niche achieve, on average, a 34% higher engagement rate than similar content on Instagram.
- Brown, C. (2022). “The impact of TikTok on real estate lead generation.” Digital Real Estate Trends. Homes marketed via TikTok experienced a 22% faster sell-through rate compared to traditional social media platforms.
- Johnson, L. (2023). “Why video content dominates real estate marketing trends.” Marketing Weekly. Short-form videos increase lead conversion by up to 80%, making TikTok one of the most effective platforms for real estate sales.