The Supreme Courtroom’s resolution 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 right 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 guardian 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 court docket’s unanimous resolution 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 because of its knowledge assortment practices and ties to a overseas adversary.
With ByteDance displaying no indicators of divestiture, the app’s future now relies 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 completely if the ban is upheld.
The uncertainty surrounding TikTok’s destiny has left brokers scrambling to arrange. With the platform’s disappearance imminent, trade consultants are urging actual property professionals to rapidly adapt their methods to take care of visibility, join with audiences and construct resilience in a shifting digital panorama.
This presents a major 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 trade’s ongoing stress.
Diversify to remain forward
Cynthia Seifert, founding father of KeyLeads, mentioned in an electronic 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 approaching TikTok ban may considerably impression actual property brokers who’ve leveraged the platform to have interaction youthful audiences, showcase property excursions and construct private manufacturers via artistic short-form video content material,” Seifert mentioned.
She recommends that brokers concentrate on diversifying their methods by pivoting to platforms like Instagram, which provides related short-form video capabilities via Reels or experimenting with options like YouTube Shorts and Fb Tales.
Actual property advertising and marketing knowledgeable Katie Lance agrees that diversification is vital. “Whereas TikTok could also be driving lots of engagement and leads, it’s necessary to not put all of your eggs in a single basket,” Lance mentioned. She highlights the worth of repurposing present TikTok movies for different platforms, making certain brokers can preserve their visibility and reference to their audiences.
Construct relationships past social media
Each consultants highlighted the significance of proudly owning a communication channel that isn’t topic to sudden modifications. Lance mentioned electronic mail advertising and marketing as an important device. “Your electronic mail record is one thing you personal,” she mentioned. She’s encouraging brokers to drive TikTok followers to their web sites or lead magnets the place they will subscribe for updates.
Seifert provides that strengthening on-line presence via Search engine optimization-driven blogs or optimized YouTube channels may also 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 collaborating in neighborhood 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 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 abilities that work throughout platforms, similar 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 in addition 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 very best technique is to remain forward by diversifying your efforts and specializing in platforms and techniques that construct long-term relationships and belief.”
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
