TikTok gets its fair share of bad press. 

Some say it’s just for teens. Others say there’s no way to target your local market. And no one knows whether or not it will get banned (hopefully not, but be sure to keep up on all platforms, just in case). 

But like any other platform, TikTok can generate plenty of business. I’m on track to close up to $10 million this year from TikTok leads alone, and I know I’m not the only one.

Here are four steps that have helped me grow my real estate business through TikTok over the past 15 months:

1. Do What Works

There’s no need to come up with something that’s never been done before. Rip off and duplicate, add in your personality, and start creating. 

When I first started posting real estate content on TikTok, I aimed to replicate YouTube channels that focus on the local market and area happenings. You know the type—channels filled with content that locals (or soon-to-be locals) want to consume. 

Since the YouTube space is pretty saturated with this type of content for Denver, I thought, why not shorten the videos and post to TikTok? 

This allows me to create a wide range of content for Colorado residents, such as what $400,000 can get you in today’s housing market:

@andrew_denver_realtor “Back in my day you could buy a town for $400,000. Damn transplants ruining the state” #denverco #coloradorealestate #baileycolorado #fairplaycolorado #winterpark #greeleycolorado #movingtocolorado ♬ Poker Face - Eric Cartman

Another type of video that works well is discussing a local news article that is interesting, polarizing, or just down-right bizarre:

@andrew_denver_realtor It’s that easy to get $500k? 😅 #blackhawkcolorado #bankheist #denvercolorado #casinoheist #coloradocheck #movingtocolorado #blackhawkco #casinos ♬ In the Bosom - Sweet After Tears

People also respond well to local attractions and weekend happenings:

@andrew_denver_realtor I hope some of y’all appreciate these lists because it’s a lot of sifting through bs events to find some decent ones 😂 So, here it is: - Denver Restaurant Week: Savor the flavors of the @themilehighcity with Denver Restaurant Week! From March 3-12, enjoy multi-course menus at some of Denver’s best restaurants for just $25, $35, and $45. - Colfax Art Crawl Mardi Gras: Let the good times roll on Colfax Avenue! On March 3, join the Colfax Art Crawl Mardi Gras for a festive night of art, music, food, and fun. - @jokoy at Ball Arena: Comedian Jo Koy is bringing his World tour to Ball Arena on March 4. Tickets start at $48 - Jane-a-thon at @winterparkresort: The Jane-A-Thon is the longest-running, true-to-Colorado ski and snowboard fundraising event — supporting Invest in Kids to help improve the health and well-being of Colorado’s youngest children and families. Check it out at Winter Park March 3 and 4, enjoy Jane Austen-inspired activities, skiing, and more. - Red Bull Slide-In Tour - @coppermtn: March 3-5, the Red Bull Slide-In Tour is bringing snowmobiling, skiing, and more to the mountain. #coppermountain #thingstodoindenver #denverthingstodo #denverrestaurantweek #jokoy #ballarena #winterpark #denverco #livingindenver #visitingdenver #milehighcity ♬ Big Boy Speed Up - Dj Kampung

To make it more real estate related, you can go deep into the pros and cons of local markets:

@andrew_denver_realtor That i70 traffic… #breckenridge #breckenridgecolorado #coloradoliving #movingtocolorado #mountaintowns #skiresort ♬ Lofi Vibes - Gentle State

The great thing about creating Green Screen videos is that you can cover any topic for your area without having to travel. Highlight your favorite restaurants and businesses, show some home tours, share news-worthy listings, and mix in personal content to cover a wide range of topics that will appeal to a broad audience in your market. 

2. Add Value

Clients often say they discovered me through the type of local content discussed in #1. 

But the posts that have generated the most leads for me are the ones that add value to consumers in my local market. 

In today’s market, the more value you can offer buyers, the better. I mix in content that shares information about local downpayment assistance programs, how I’ve helped buyers land deals, and a program my lending partner and I offer that gives TikTok buyers $3,000 toward closing costs:

@andrew_denver_realtor Replying to @queen.of.hearts18 we back for 2023! #denver #coloradofirsttimehomebuyer #movingtodenver #relocatingtodenver #denverrealtor ♬ Pieces (Solo Piano Version) - Danilo Stankovic

I pin these types of posts to the top of my profile and receive leads regularly from them. 

3. Optimize Your Profile

You can offer all the value in the world, but if consumers don’t know how to reach you, it’s not going to help your business. 

Optimize your username and profile by including: 

  • Your full name
  • The markets you service
  • How to get in touch with you (phone number and email) 
  • A link that brings them to a landing page for lead capture

In short, make it ridiculously easy to get in touch with you (and be sure to follow up right away). 

4. Be Consistent

As with any lead generation strategy, sporadic posting won’t generate desired results.

I started posting real estate content on TikTok in February 2021, and after about five months of consistent content, leads started trickling in. For me, posting daily has been optimal for lead generation. Sometimes the videos flop, but it’s about volume and reps—the more I post on TikTok, the better. 

Now, 2-3 leads come in every week from all stages of the funnel. Some are qualified and ready to go, others are just starting to think about the buying or selling process. But they are all leads, and with the right follow-up, they can all become clients. 

While it may take time and effort to see results, the platform’s vast reach and engagement make it a valuable tool for any real estate professional looking to grow their business. So if you’ve been holding back on TikTok, take this as your cue to amp up your local content.