The Supreme Court docket’s choice 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 how one can diversify platforms, deepen shopper 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 regulation requiring ByteDance, TikTok’s China-based mum or dad 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 dropping entry to the app.
The court docket’s unanimous choice upholds the Defending Individuals from Overseas Adversary Managed Functions Act, which President Joe Biden signed into regulation in April 2024. The ruling asserts that TikTok poses important nationwide safety dangers because of its information assortment practices and ties to a international adversary.
With ByteDance exhibiting no indicators of divestiture, the app’s future now relies on President-Elect Donald Trump, who has expressed conflicting opinions on TikTok and is ready 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 organize. With the platform’s disappearance imminent, trade 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 major 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 international 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 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 chance for brokers to reassess and strengthen their advertising and marketing methods.
“The upcoming TikTok ban might considerably impression actual property brokers who’ve leveraged the platform to have interaction youthful audiences, showcase property excursions and construct private manufacturers by means of artistic short-form video content material,” Seifert mentioned.
She recommends that brokers give attention to diversifying their methods by pivoting to platforms like Instagram, which provides comparable short-form video capabilities by means of Reels or experimenting with options like YouTube Shorts and Fb Tales.
Actual property advertising and marketing professional Katie Lance agrees that diversification is essential. “Whereas TikTok could also be driving numerous 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, guaranteeing 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 modifications. Lance mentioned electronic mail advertising and marketing as an important device. “Your electronic mail listing 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 by means of Search engine optimization-driven blogs or optimized YouTube channels also can present a gradual 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 equivalent to internet hosting native occasions or collaborating 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 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 chance to develop video methods. Lance encourages brokers to put money into instruments and expertise that work throughout platforms, equivalent to creating long-form YouTube movies, internet hosting stay Q&A classes, or utilizing Fb Reside 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 shopper 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 methods 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.
