Real Estate Marketing Without TikTok: Adapting to an Evolving Landscape

What the TikTok Ban Could Mean for Real Estate

TikTok’s meteoric rise revolutionized how agents showcased properties and built client relationships. Its creative, short-form videos resonated particularly with younger, tech-savvy buyers, offering a fresh way to engage. However, with the future of TikTok uncertain, the real estate industry must consider alternative strategies to stay ahead.

TikTok’s Role in Real Estate Marketing

As the third-largest search engine globally (after Google and YouTube), TikTok offered unparalleled discovery potential. Its viral, engaging nature provided agents with a powerful tool to reach wider audiences. Yet, it’s crucial to remember that TikTok has always been one piece of the marketing puzzle—not the entire strategy.

Why a Ban Doesn’t Signal the End

At Team Citron, we recognize TikTok’s value as a supplemental tool for many brands. However, it has never been a cornerstone of our marketing strategy. Frankly, it didn’t align with our goals or priorities, so we chose to focus our efforts elsewhere. We’ve always focused on diversified strategies that target various audience segments.

Upscale property buyers, for example, rarely rely on TikTok to start their home searches. Instead, they trust established platforms like Google, YouTube, and personal recommendations. By staying flexible and multi-platform, we can weather any shift in the digital marketing landscape.

The Continued Rise of Video Marketing

Video is king in real estate marketing—but not all formats are created equal. Consumer behavior increasingly favors high-quality, horizontal video content, particularly for TV screens, which YouTube handles beautifully.

• 95% Viewership Growth: Our YouTube channel saw a dramatic rise in engagement over the past year.
• 457% Subscriber Increase: Thanks to smart TVs, potential buyers can now comfortably view property tours from their living rooms.

We’ve optimized our videos for discoverability with searchable titles like “House Tour: [Address],” ensuring our content reaches both casual browsers and serious buyers.

SEO and Community-Driven Content

Search engine optimization (SEO) is another pillar of our strategy. Beyond just improving rankings, our SEO-driven content builds a sense of community by addressing local interests and trends.

This dual focus—technical optimization and meaningful content—has significantly increased our Google rankings, helping sellers connect with motivated buyers.

Instagram as a TikTok Alternative

For agents seeking TikTok-like engagement, Instagram remains a strong option. Its reels, stories, and posts offer a creative outlet for reaching audiences.

• In 2024, clicks on our Link in Bio rose by 35.4%, highlighting Instagram’s potential to drive traffic and interest in property listings.

Content that showcases properties, local lifestyles, and team highlights has proven effective, demonstrating that a well-rounded approach delivers results.

Lessons for Real Estate Marketing

The potential TikTok ban is a wake-up call for the real estate industry to avoid over-reliance on any single platform. Long-term success lies in adaptability, innovation, and diversification across channels.

At Team Citron, we’ve embraced a multi-channel approach using YouTube, SEO, and Instagram to keep clients’ properties front and center—regardless of shifting trends.

Curious about how we market properties without TikTok? Let’s chat and explore how a strategic, diversified approach can elevate your property’s reach.