Platform Guides
Using TikTok for Organic Follower Growth in Real Estate Marketing
When I first heard about real estate agents using TikTok, I'll be honest – I raised an eyebrow. TikTok? Just for dancing teenagers, right? Well, not quite.
What I discovered changed my perspective completely on this powerful marketing platform.
My TikTok
Curiosity in Real Estate
A friend in the real estate business asked me if TikTok could actually help them sell houses or build their brand, and that got me curious. I'm not a real estate expert by trade, but I am a bit of a social media nerd.
So, I dove in to do some research (because that's what I do when a question grabs my attention) and what I found surprised me. It turns out TikTok isn't just viral dances and pranks – it can be a serious marketing tool, even for real estate professionals.
Over 55% of U.S. TikTok users are older than 25 (so, not just Gen Z), and the average adult spends close to an hour a day on TikTok. That's a lot of eyeballs and attention up for grabs!
Here's a fun twist: TikTok's algorithm often shows people content relevant to their location, meaning your local property videos could reach local viewers more easily.
The Secret Sauce:
Location-Based Algorithm
As any realtor will tell you, it's all about location, location, location – and TikTok seems to get that. The platform's algorithm has a bit of "secret sauce" that can benefit real estate folks tremendously.
Imagine tapping into an app where millions of users scroll endlessly, and being able to reach new potential clients organically, without a huge ad budget. Intriguing, right?
Let's talk about how that works and how you, as a real estate business owner, can leverage TikTok to grow a genuine following.
I'll share what I've learned in a friendly, down-to-earth way – as if we're just chatting over coffee about this new marketing idea.
Why Real Estate Businesses
Should Care About TikTok
Massive Scale
TikTok's user base has exploded, heading toward 2 billion users by 2024. With that many people, there's bound to be an audience for real estate content.
Organic Reach
Unlike older social networks, TikTok won't make you pay to reach people. The For You Page algorithm surfaces new content based on interests, not just followers.
Viral Potential
Even a total newbie with zero followers can post a video and have it blow up virally if it strikes a chord. TikTok offers a level playing field for organic reach.
The Algorithm Advantage for Real Estate
Think about it: on Facebook or Instagram, you mostly reach your current followers unless you pay for ads. As one marketing blog put it, TikTok has a "viral potential that has never been seen before".
You could post a great walkthrough of a property or a clever real estate tip and suddenly get thousands (or even millions!) of views from people who've never heard of you. In the real estate world, that kind of exposure can build your brand fast.
Remember how I mentioned TikTok's algorithm knows where users are? This is huge for real estate: your videos highlighting the charm of Dallas suburbs or NYC condo tips are more likely to be shown to people in or near your area who'd actually be interested in that local content.
Engagement and Attention Spans
52 Minutes Daily
Users routinely spend 52 minutes a day on average watching TikTok content. That's an opportunity to get in front of viewers in a format they enjoy.
Instead of trying to lure people to read a long blog post about the housing market, you can serve up a 30-second clip with a quick tip or a stunning before-and-after home renovation.
If done right, it's not intrusive – it's actually entertaining or informative content that viewers appreciate. And if they appreciate you on TikTok, they're more likely to remember you when they need a real estate agent.
Success Stories:
From Views to Leads
I know what you might be thinking: "This sounds good in theory, but does TikTok actually help me sell a house or get clients?" It's a fair question.
The answer is yes – there are already real estate professionals who have translated TikTok fame into real business.
Let me share a couple of stories that stuck with me (these really blew my mind):
Mega Listing Exposure
Views on Kitchen Video
Beverly Hills agent Rochelle Maize posted a simple TikTok video showcasing just the kitchen of a luxury mansion, and it pulled in over 9 million views.
Pool Video Views
Luxury agent Josh Altman highlighted an "incredibly long pool" in one of his listings, and that video got 4 million views in a few days.
Now, not everyone sells mansions, but the principle holds: TikTok can get your listing in front of far more eyes than traditional listings or ads might, and without spending a penny on advertising. More views can mean more inquiries, which increases the chances of finding the right buyer.
Building a Personal Brand
(and Clientele)
It's not just about flashy listing videos. TikTok can also establish you as the go-to real estate expert in your area. I came across an interview with a Toronto realtor, Yael Bunting, who in a pretty short time built an organic following of 160,000+ TikTok followers.
She did it by focusing on educational and entertaining videos about real estate – basically sharing her knowledge and personality, not doing gimmicks. The result? She reached countless buyers and sellers through TikTok and saw about a 50% growth in her actual real estate business within a year of starting on TikTok.
One thing she said really stood out: many people who eventually became her clients told her they had been watching her TikToks for months. They got value from her tips and felt like they knew her, so when they were ready to transact, she was the first person they thought of.
The "Know, Like, and Trust" Factor
Essentially, her TikTok content warmed up leads long before she ever spoke to them. It's the classic "know, like, and trust" factor, accelerated by social media.
Another interesting tidbit – TikTok's audience for real estate content has been quite diverse. Yael mentioned she's had both young people and seniors reach out to her from TikTok.
So even though TikTok skews younger overall, if your content is relatable, it can attract viewers of all ages. And while you'll definitely get local followers, you might also get viewers from outside your area.
That can actually boost your credibility; being "TikTok famous" in real estate can make local clients feel like they're working with someone who really knows their stuff.
Content Strategies
for Organic Growth
When we talk about "organic follower growth," we mean growing your TikTok audience naturally – no fake followers, no buying views, no gimmicky bot services that might boost your numbers but do nothing for actual engagement.
Organic growth is about real people choosing to follow and engage with you because they like your content.
Here are some strategies to attract genuine followers in the real estate niche:
Define
Your Niche and Audience
Identify Your Target
Are you targeting first-time homebuyers, luxury property investors, renters in a certain city, or maybe DIY enthusiasts who love home makeovers? Knowing your audience will guide your content.
Embrace Your Specialty
If you specialize in a particular city or neighborhood, lean into that – your content might be most interesting to people in that area or people who want to move there.
Show Your Personality
Let your personality and style shine through. TikTok is about authenticity. People will follow you if they feel a connection. Don't be afraid to be yourself!
Content Ideas That Work
(No Dance Skills Required)
One worry I hear a lot: "I'm not going to do silly dances on TikTok. Do I have to?" Nope! You don't have to do any trending dance (unless you want to for fun). There are plenty of professional, valuable content ideas you can run with:
Local Neighborhood Spotlights
Take short videos of the neighborhoods you serve. Showcase a great park, a hot new cafe, or a beautiful tree-lined street. People thinking of moving love this insider peek.
Quick Tips & How-To's
Share bite-sized advice like "How to improve your credit score before applying for a mortgage" or "3 questions to ask at an open house." These position you as an expert.
Property Tours
Film walkthroughs of your listings or showcase cool features. Keep clips short and engaging – teaser style. If viewers want the full tour, they might just call you.
Behind-the-Scenes Content
Daily Life Content
Show the human side of your business. Maybe a day-in-the-life snippet: "Come with me on a busy Saturday: 3 showings, 2 coffees, 1 negotiation!" People find it fascinating to see behind the curtain.
Don't underestimate the charm of a quick video of you grabbing donuts for an open house or celebrating closing a deal with your clients (with their permission, of course).
Client Stories & Testimonials
With appropriate privacy considerations, you can share success stories. For example, "Helped this young family find their dream home – here's how we did it" with a selfie video outside the house on closing day.
Share common challenges clients face and how you help solve them. Storytelling is powerful and builds trust.
Using Trends Strategically
If you do enjoy trending music or memes, you can absolutely use them – just make sure to tie it back to real estate in some way. A little creativity goes a long way here.
For instance, a popular TikTok meme about "things that just make sense" can become "Things that just make sense in a luxury home" (and you show a fancy wine cellar or smart home feature).

Pro Tip: One experienced TikTok realtor advised not to do trends purely for virality. If a trend doesn't relate to your business, you might get a viral video that attracts the wrong audience – people who follow you for comedy skits, not for home buying info. Quality of followers beats quantity here.
Consistency Is Key
Let's talk about the not-so-glamorous secret to TikTok success: consistent posting. TikTok particularly rewards regular activity. When you're just starting, posting daily or near-daily can really boost your momentum.
Each video is a new opportunity to hit someone's For You Page. Think of each TikTok as a "digital little salesman" out there working for you; the more videos you have floating around, the more chances you have to reel in different viewers.
1
Week 1-4
Start with 3-4 posts per week to establish presence
2
Month 2-3
Increase to daily posting as you build momentum
3
Month 4+
Maintain consistent schedule that's sustainable for your business
Batch Content Creation
Smart Planning
Instead of trying to film/edit every single day (which can be chaotic), pick one afternoon a week to shoot a bunch of videos in one go. Change your shirt or background if you want them to look filmed on different days.
Planning out a content calendar can help too – Motivation Monday (tips to motivate buyers), Tour Tuesday (a home tour each week), Fun Fact Friday (interesting real estate trivia or market stats).
Having themes makes it easier to come up with ideas and stick to posting regularly.
This way you're not constantly interrupting your workday for TikTok; you produce several pieces and queue them up.
Authenticity Over Perfection
One thing I love about TikTok is how unpolished and real it is, compared to something like YouTube or Instagram where everything can feel overly edited. On TikTok, authenticity wins.
You don't need a professional videographer or hours of video editing to make effective content. In fact, overly slick videos might even feel out of place. Users tend to prefer content that feels genuine, behind-the-scenes, and human.
So, if you stumble over a word or your dog runs into the frame, it's okay – roll with it, maybe even laugh about it on camera. Those moments make you relatable.
Think of TikTok as having a conversation with your audience, not delivering a polished commercial to them.
When to Get Help:
Working with TikTok Marketing Pros
By now you might be thinking, "This sounds great, but who has the time to do all this consistently?" – especially if you're busy closing deals, running open houses, and keeping clients happy. I hear you.
The good news is, you can outsource or get help with it. Many savvy real estate businesses are hiring freelancers or social media managers who specialize in TikTok and short-form video content.
Targeted Engagement
Professionals can engage with users through relevant hashtags, follow competitor accounts, and target by geographic location to find genuinely interested people.
Manual Approach
No automation, no fake followers, no shortcuts – every action is done manually to ensure real, lasting engagement that respects TikTok's rules.
Proven Results
Many clients notice improved engagement and steady follower uptick within the first couple of weeks of organic promotion strategies.
Let's TikTok Your Real Estate Brand to the Next Level
The takeaway from my deep dive is this: TikTok is not just a fad for dancing teens; it's a powerful platform that can boost your real estate marketing in 2025 and beyond. With its massive user base and clever algorithm, it gives you an opportunity to get in front of new eyes organically – something that used to require either luck or a big ad budget.
By creating content that's valuable, authentic, and consistent, you can attract a community of followers who enjoy your videos and eventually trust you with their business. Whether you're showing off a gorgeous kitchen, giving tips on saving for a down payment, or just sharing a day in your life as an agent, you're building connections one TikTok at a time.
Don't be intimidated if it feels foreign at first. Every expert was once a beginner. Your first few videos might be awkward – that's okay! You'll get better, find your groove, and maybe even start to have fun with it.
Happy TikToking, and here's to your organic follower growth and booming real estate success! 🚀