Short-form video continues to reshape how consumers discover information online, including when it comes to real estate. And TikTok has quickly become a major hub for attention—and no, that doesn’t mean you need to dance or lip-sync to get noticed.
Yet many real estate professionals are overlooking TikTok as part of their marketing strategy. Consider, only about 16% of REALTORS®, members of the National Association of REALTORS®, say they use TikTok professionally for their business, according to the 2026 Member Profile. But about 40% of U.S. adults use TikTok—and usage rises to about six in 10 among adults under the age of 30, according to Pew Research Center data.
A 2025 Realtor.com® social media trends report noted that Gen Z and millennial buyers are increasingly using platforms like TikTok, Instagram and YouTube as search engines for real estate information—researching neighborhoods, local businesses and even real estate professionals before ever reaching out.
“Short-form video builds trust faster than text alone because it allows potential clients to hear your tone, see your personality and develop familiarity before ever speaking with an agent,” Heather Haase, a real estate pro with Keller Williams Advisors Realty in Dayton, Ohio, said during a recent webinar, “Intro to TikTok for Real Estate,” sponsored by the Real Estate Technology Institute.
TikTok may be worth another look. But for many real estate professionals, one question often stands in their way: What do I actually post?
Breaking Down a TikTok Content Strategy
For agents getting started on TikTok, here are a few ideas.
Build around content pillars. Haase recommends focusing on four key pillars to create short-form videos around:
- Expertise. Show what you know about real estate and the market.
- Personality. Give people a reason to connect with you personally.
- Community. Showcase neighborhoods, businesses and local lifestyle.
- Education. Help buyers and sellers stay informed and understand the process.
Start with foundational videos. Haase suggests beginning with five foundational videos that introduce your expertise and your personality:
- Introduce yourself and the market you serve.
- Answer one common buyer question.
- Answer one common seller question.
- Highlight a favorite local business or neighborhood hotspot.
- Share something personal or a niche that can help audiences connect with who you are beyond real estate.
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Lean into repeatable formats. To make content creation easier, Haase suggests using repeatable formats like “3 tips” or “Myth vs. Fact.” These templates can simplify posting while reinforcing your brand over time. And if being on camera feels intimidating at first, “use voiceovers,” Haase says, pairing narration with listing tours, neighborhood footage or property walkthroughs.
Turn everyday conversations into content. Pay closer attention to the questions clients ask every day. Those conversations can easily become an ongoing content pipeline, Haase says. Take a question like: “What’s the difference between pre-approval and pre-qualification?” That one topic can quickly turn into an entire video series—possibly even partnering with a lender—to explain what pre-qualification means, why pre-approval matters, what documents lenders require and how buyers can choose a lender. Each topic becomes its own short 20- to 30-second video, helping you build a library of content over time.
Think like a search engine. As Realtor.com® notes in its social media trends report, social platforms increasingly are functioning like search engines, which means agents should think strategically about discoverability. For example, use clear keywords in your bio, like “Denver real estate agent for first-time buyers.” They also suggest writing captions with phrases people actually search for, such as “moving to Austin” or “homebuying tips.”
Prioritize authenticity over polish. Overproduced or overly scripted videos aren’t what connects best on TikTok. “Personality often beats polish,” helping agents come across more like a trusted guide than a salesperson, Realtor.com® says in its guide. The guide suggests posting candid “walk-and-talk” videos, sharing behind-the-scenes moments or adding humor to captions or bloopers.
Show up consistently. Haase recommends posting two to three times per week, focusing less on perfection and more on consistently showing up. Keep videos concise and follow a simple formula: Start with a strong hook—like a bold statement, question or fact—offer helpful context and then end with a clear call to action, whether encouraging viewers to follow, comment or send a direct message.
Check out how these agents have done it:
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