The TikTok Ban: What It Could Mean for Real Estate Agents & Brokers
by MyState MLS Team
As a real estate agent or broker, you've likely either scrolled through TikTok for inspiration or uploaded a quick clip showcasing a stunning new listing. And why not? TikTok's explosive growth has made it a goldmine for creatives, entrepreneurs, and, yes, real estate professionals. But with talks of a TikTok ban looming in the U.S., the question is: what happens next?
TikTok has become one of the fastest-growing social media platforms, amassing over 1 billion active users worldwide. What's more, it's not just Gen Z dancing to catchy tunes. Millennials, Gen Xers, and even Baby Boomers have joined in, making the platform a playground for real estate agents looking to reach a diverse audience.
Agents and brokers have found tremendous success on TikTok by posting everything from property walkthroughs to real estate tips and even humorous skits about the home-buying process. The platform's algorithm is especially appealing because it allows even smaller accounts to go viral, leveling the playing field for agents who might not have massive marketing budgets.
Take, for example, @sellingthesuburbs. With creative DIY staging hacks and budget-friendly home-buying tips, she's amassed hundreds of thousands of followers. Or consider @luxury_listings, who's behind-the-scenes looks at luxury listings have attracted an audience of well over 200,000 followers connected to their brand. Agents like @theotherstallone have the ability to bring in more than 300,000 followers with her professional but refreshing persona.
Some of the most successful agents and brokers have leveraged this visibility to grow their businesses exponentially. TikTok's focus on short-form, engaging video content has turned casual viewers into serious leads. The platform's traffic-driving power is undeniable-and many agents have closed deals solely because of their TikTok presence.
So, what happens if TikTok gets banned from the U.S.? For real estate agents and brokers who have built their following and now rely on the massive userbase TikTok offers as a key marketing channel, the implications could be pretty significant. Here are a few possible scenarios:
Decreased Brand Visibility: One of TikTok's most unique features is its ability to make anyone go viral. A single post can catapult an agent's brand to new heights. Without it, agents might struggle to replicate that level of exposure on other platforms like Instagram or Facebook, which often favor accounts with large followings.
Reduced Engagement with Younger Buyers: Millennials and Gen Z are quickly becoming the dominant home-buying demographic. These generations prefer video content and tend to spend their time on platforms like TikTok. Without it, agents may find it harder to connect with this tech-savvy audience.
Shifts In Content Strategies: The TikTok ban would force agents to rethink their marketing strategies. Many real estate professionals might have to turn to Instagram Reels, YouTube Shorts, or even emerging platforms like Clapper. While these alternatives offer similar features, building an audience on a new platform almost always takes time and effort.
Challenges the Ban Might Present
While some agents may be prepared to pivot, others who have "leveled up there exposure through Tik Tok" could face significant hurdles without it. Here are just a few potential challenges to consider in the fallout of a potential ban:
- Rebuilding a Following: Growing an audience on a new platform isn't as simple as copying and pasting content. Each platform has its own algorithm, audience behavior, and best practices.
- Increased Competition: If TikTok is banned, the influx of creators moving to other platforms will increase competition. Standing out in a crowded space could become more difficult.
- Lost Investment: Agents who've invested time and money in TikTok marketing campaigns may lose that effort overnight. Custom content, sponsored posts, and even collaborations with influencers could be rendered useless.
- Shifting Consumer Preferences: Consumer behavior can be unpredictable. A TikTok ban can shift how younger generations consume content, making it harder to predict which platforms will dominate next.
What Agents and Brokers Can Do to Pivot
While the future of TikTok is still pretty uncertain, there are a few steps agents and brokers can take to prepare to pivot:
The Bright Side: Opportunity in Adaptability
While the idea of a TikTok ban might feel like the end of the world, it's also an opportunity. Agents and brokers who can adapt quickly will likely come out stronger. The real estate market is ever-changing, and so are the tools we use to market properties.
Think about how much the industry has evolved in just the past decade-from print ads and mailers to social media and virtual tours. The TikTok ban might be just another turning point, pushing agents to innovate and find new ways to connect with clients.
What's Next On The Social Media Horizon?
TikTok has undoubtedly revolutionized the way real estate professionals market their services. But whether or not the platform survives in the U.S., one thing is certain: the need for engaging, authentic content isn't going anywhere.
As agents and brokers, your ability to pivot, innovate, and meet your audience where they are will always be your greatest asset. So, whether you're creating a 15-second reel or hosting a virtual open house, remember: it's not about the platform. It's about the connection and impact you make. In the meantime, test out our real estate marketing assets page. There are hundreds of marketing ideas and options for you to choose from and use to grow your business!
Here's to navigating whatever comes next-together..
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