Real estate agents are turning to an unlikely digital ally to entice young Aussies into entering the property market.
Home to notoriously cringy lip-sync videos, viral dance routines, and some admittedly hilarious skit comedy, TikTok has taken the social media world by storm, with over 1 billion users tuning in every month.
However, wedged in between the random street interviews and snippets of Joe Rogans’ podcast, users can now find virtual home tours in some of Australia’s most sought-after property markets.
TikTok marketing has quickly become a big part of the real estate agent tool kit, with many choosing to ditch the classic storefront listing in favour of leveraging the massive appeal of the platform’s short, engaging videos.
By targeting viewers’ locations, whether it be larger urban centres in Sydney and Brisbane or smaller regional towns like Queensland Sunshine Coast, these agents are able to beam relevant property listings directly in front of the millions of Aussies looking to find their dream home.
And according to the impressive numbers, it works. Accounts like brisbaneagent have amassed a sizeable following of over 50,000 Australians in only a few short months, with some of his home walkthrough videos reaching as high as 2 million views.
Tom Panos, a real estate industry coach and ambassador for LocalAgentFinder, said that the platform’s resounding success as a marketing tool will reshape how Aussies approach buying homes for years to come.
“Once a property hits the market, you’ll find that prospects, especially young first-time buyers , will go online to monitor the property and agents. It’s important for the industry to adapt to modern buyers’ preferences,” he said.
“TikTok LIVEs in 2024 are getting millions of views of live auctions screened across Australia. It is now the platform that’s getting the attention; it’s no longer a platform for the under-25s.
“Even some of Australia’s biggest companies are now booking advertising space on TikTok. The auction system is now going into people’s living rooms every Saturday.”
The future of homebuying
The importance of social media as a marketing tool doesn’t seem to be slowing down any time soon, either.
Nearly 30 per cent of Australia’s 20.80 million social media accounts use social networks to find information about brands and products, increasing from a 7.3 per cent increase from last year.
According to Panos, TikTok gives buyers the chance to for buyers to see a “backstage view” of the life of a real estate agent and gives homeowners everything they need to know about a home in a matter of seconds.
LocalAgentFinder CEO Richard Stevens said that the wave of TikTok savvy agents will make the process of buying a home “straightforward and transparent.
“By embracing platforms like TikTok, agents are not only amplifying their personal brand but also offering a glimpse into the person behind the professional facade,” he said.
“This dual approach is critical in today’s market. It doesn’t just build trust; it forges a deeper connection with property owners, ensuring they feel confident and well-informed in their choice of agent.
“Merging professional expertise with personal touch through TikTok transforms the conventional agent-client relationship into a dynamic partnership, paving the way for a future where real estate transactions are more personalised, responsive, and engaging.”
However, with pressure mounting on Australia to follow in the footsteps of the USA in proposing a blanket ban on the Chinese-owned platform, only time will tell whether or not TikTok will continue its real estate takeover.
Would you buy a house on TikTok? Let us know, and email us at newsletter@build-it.au.
