The Supreme Courtroom’s choice to uphold TikTok’s divestiture deadline leaves actual property brokers racing to adapt their advertising and marketing methods. Consultants Katie Lance and Cynthia Seifert share the best way to diversify platforms, deepen consumer connections and construct resilience because the app’s future hangs within the stability.
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The clock is ticking for TikTok within the U.S., with a ban on the platform set to take impact on Jan. 19. The Supreme Courtroom upheld a regulation requiring ByteDance, TikTok’s China-based dad or mum firm, to promote its U.S. operations by Jan. 19 or face an efficient ban. ByteDance has to date refused to conform, leaving many U.S. customers dealing with the chance of shedding entry to the app.
The courtroom’s unanimous choice upholds the Defending People from International Adversary Managed Purposes Act, which President Joe Biden signed into regulation in April 2024. The ruling asserts that TikTok poses vital nationwide safety dangers on account of its information assortment practices and ties to a international adversary.
With ByteDance displaying no indicators of divestiture, the app’s future now is dependent upon President-Elect Donald Trump, who has expressed conflicting opinions on TikTok and is about to take workplace the day after the ban’s implementation. ByteDance has additionally threatened to close the app down completely if the ban is upheld.
The uncertainty surrounding TikTok’s destiny has left brokers scrambling to arrange. With the platform’s disappearance imminent, business specialists are urging actual property professionals to shortly adapt their methods to keep up visibility, join with audiences and construct resilience in a shifting digital panorama.
This presents a big problem for actual property brokers: In response to a latest white paper from the Nationwide Affiliation of Realtors (NAR), 1 in 6 brokers depend on TikTok as a part of their advertising and marketing methods.
The platform’s algorithm has been instrumental in connecting brokers with world audiences and youthful demographics. Its loss might disrupt what number of professionals generate leads and construct their manufacturers. The stakes are even greater, given the business’s ongoing stress.
Diversify to remain forward
Cynthia Seifert, founding father of KeyLeads, mentioned in an e mail that whereas the TikTok ban is disruptive, it additionally presents a possibility for brokers to reassess and strengthen their advertising and marketing methods.
“The impending TikTok ban could significantly impact real estate agents who have leveraged the platform to engage younger audiences, showcase property tours and build personal brands through creative short-form video content,” Seifert mentioned.
She recommends that brokers concentrate on diversifying their methods by pivoting to platforms like Instagram, which presents related short-form video capabilities by means of Reels or experimenting with options like YouTube Shorts and Fb Tales.
Actual property advertising and marketing skilled Katie Lance agrees that diversification is essential. “While TikTok may be driving a lot of engagement and leads, it’s important not to put all your eggs in one basket,” Lance mentioned. She highlights the worth of repurposing current TikTok movies for different platforms, making certain brokers can keep their visibility and reference to their audiences.
Construct relationships past social media
Each specialists highlighted the significance of proudly owning a communication channel that isn’t topic to sudden adjustments. Lance mentioned e mail advertising and marketing as a vital instrument. “Your email list is something you own,” she mentioned. She’s encouraging brokers to drive TikTok followers to their web sites or lead magnets the place they’ll subscribe for updates.
Seifert provides that strengthening on-line presence by means of Web optimization-driven blogs or optimized YouTube channels may present a gentle supply of visibility and leads.
This shift isn’t nearly transitioning to new platforms — it’s about constructing lasting relationships. Lance suggests leveraging Instagram’s DMs and Tales to create deeper connections. Seifert recommends exploring offline strategies corresponding to internet hosting native occasions or taking part in neighborhood actions to reestablish ties with shoppers. These methods are important for sustaining belief and visibility in a quickly altering panorama.
Act quick to redirect followers
Time is of the essence. Brokers ought to act shortly to redirect TikTok followers to different platforms, Seifert mentioned. By linking Instagram and Fb accounts to TikTok and posting common updates encouraging followers to attach elsewhere, brokers can mitigate potential disruptions earlier than the ban takes impact.
The TikTok ban additionally presents a possibility to develop video methods. Lance encourages brokers to spend money on instruments and expertise that work throughout platforms, corresponding to creating long-form YouTube movies, internet hosting dwell Q&A classes, or utilizing Fb Dwell for digital property excursions. These efforts not solely present short-term options but additionally place brokers for long-term success in an ever-evolving digital panorama.
Whereas the lack of TikTok is a setback for a lot of, it’s a stark reminder of the significance of agility in actual property advertising and marketing. By diversifying platforms, strengthening direct communication channels, and deepening consumer relationships, brokers can navigate the challenges forward and emerge stronger.
As Lance mentioned, “The best strategy is to stay ahead by diversifying your efforts and focusing on platforms and strategies that build long-term relationships and trust.”
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
