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Tom Panos has thrown his support behind TikTok marketing, saying the app is “no longer a platform for the under 25s”.
A global platform with a broad-based reach, TikTok has long been the favoured terrain of young Australians – but, until now, it has been somewhat overlooked by real estate agents.
Real estate coach Tom Panos believes that agents who overlook the power of TikTok have been missing a trick.
“TikTok allows agents to present themselves in an authentic and approachable way. Once a property hits the market, you’ll find that prospects, especially young first home buyers, will go online to monitor the property and agents. It’s important for the industry to adapt to modern buyers’ preferences,” said Panos.
Those who are embracing the trend have used short vertical videos to share market wraps, open home tours, and auction showcases filled with engaging and often humorous commentary.
LocalAgentFinder CEO, Richard Stevens, opined that TikTok’s unique appeal comes down to its ability to show viewers the behind-the-scenes workings of real estate.
“By embracing platforms like TikTok, agents are not only amplifying their personal brand but also offering a glimpse into the person behind the professional facade,” said Stevens.
“This dual approach is critical in today’s market,” the executive emphasised. “It doesn’t just build trust; it forges a deeper connection with property owners, ensuring they feel confident and well-informed in their choice of agent.”
In the burgeoning space of TikTok property marketing, authenticity is currency.
“By engaging audiences with genuine, creative content, agents can differentiate themselves in a competitive landscape, turning viewers into potential clients,” said Stevens.
“Merging professional expertise with personal touch through TikTok transforms the conventional agent-client relationship into a dynamic partnership, paving the way for a future where real estate transactions are more personalised, responsive and engaging,” he added.
TikTok marketing may sound promising, but Stevens and Panos both emphasised that it is not a silver bullet for property selling.
Nor is it easy to master – the pair noted that the platform requires a strong creative vision and a sharp awareness of how to navigate TikTok’s ever-evolving algorithm.
“For me, it works in combination with other platforms – not in isolation,” said Panos. “TikTok is allowing me to gain an audience that is niche-based, not people-based.”
Despite the challenges, he asserted that TikTok remains a crucial tool for agents seeking to build a strong long-term pipeline of clients, by engaging the first home buyers of the future on their home turf.
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