The Supreme Court docket’s resolution to uphold TikTok’s divestiture deadline leaves actual property brokers racing to adapt their advertising and marketing methods. Specialists Katie Lance and Cynthia Seifert share learn how to diversify platforms, deepen consumer connections and construct resilience because the app’s future hangs within the steadiness.
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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 Court docket upheld a legislation requiring ByteDance, TikTok’s China-based mother or father firm, to promote its U.S. operations by Jan. 19 or face an efficient ban. ByteDance has thus far refused to conform, leaving many U.S. customers dealing with the chance of shedding entry to the app.
The courtroom’s unanimous resolution upholds the Defending People from Overseas Adversary Managed Functions Act, which President Joe Biden signed into legislation in April 2024. The ruling asserts that TikTok poses vital nationwide safety dangers as a consequence of its knowledge assortment practices and ties to a overseas adversary.
With ByteDance exhibiting no indicators of divestiture, the app’s future now will depend on 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 solely if the ban is upheld.
The uncertainty surrounding TikTok’s destiny has left brokers scrambling to organize. With the platform’s disappearance imminent, business consultants are urging actual property professionals to rapidly 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 keeping with 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 may 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
“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 stated.
She recommends that brokers concentrate on diversifying their methods by pivoting to platforms like Instagram, which provides comparable short-form video capabilities by way of Reels or experimenting with options like YouTube Shorts and Fb Tales.
Actual property advertising and marketing knowledgeable 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 stated. She highlights the worth of repurposing present TikTok movies for different platforms, guaranteeing brokers can preserve their visibility and reference to their audiences.
Construct relationships past social media
Seifert provides that strengthening on-line presence by way of Website positioning-driven blogs or optimized YouTube channels can even 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 similar to internet hosting native occasions or taking part in group actions to reestablish ties with purchasers. 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 rapidly to redirect TikTok followers to different platforms, Seifert stated. 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 chance to broaden video methods. Lance encourages brokers to spend money on instruments and abilities that work throughout platforms, similar to creating long-form YouTube movies, internet hosting reside Q&A periods, or utilizing Fb Stay 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 stated, “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.
