If you’re not on TikTok yet, you might be leaving money on the table. The platform might be known for dance videos and memes, but that’s not all. These days, it has become one of the most effective tools for real estate marketing.
A growing number of realtors are using the app not just to get views, but to sell homes faster. While it seems counterintuitive at first, it’s easy to see why TikTok is so effective for realtors.
In the past, we’ve talked about how you need to have a YouTube Channel. This is because video content is intuitive for real estate. But it’s not just YouTube. With over a billion monthly users, primarily comprising Millennial and Gen Z buyers, TikTok is the social platform of the present and near future. And it plays neatly into the content consumption patterns of Millennials and Gen Z users, who tend to almost live on their phones.
In under a minute, a home can grab attention, spark curiosity, and prompt a buyer to take the next step, such as sending a direct message to an agent, scheduling a showing, or even proceeding directly to pre-approval.
Why TikTok Tours Work So Well
Traditional advertising was once a primary method for building a lead pipeline. It still works, and you should still invest in ads, but don’t expect the same level of return as you might have gotten 10-20 years ago. Here’s why TikTok tours work much better:
1. They feel real
Today’s consumer is typically numb towards advertising and would prefer to consume marketing content in much more organic ways. This makes videos a great way to sell a home.
For example, a quick walk-through with a phone camera shows personality. Your audience isn’t just looking at a home, they’re also getting a feel for the agent.
Emily Ruby, Owner at Abogada De Lesiones, notes that this kind of authentic connection is what builds trust in digital-first markets. “If people believe they’re seeing the unfiltered truth, they’re far more likely to reach out. Your TikTok video will come across as much less of a commercial, and this rawness can be the factor that helps you close a deal when you’re dealing with an audience that values authenticity so highly,” said Ruby.
2. The algorithm does heavy lifting
TikTok’s “For You” page works brilliantly. It doesn’t wait for someone to search “3-bedroom house in Phoenix,” for example. Instead, it notices behavioral patterns, such as where users linger, what they replay, and how they engage, among others.
So, even if someone isn’t officially “house hunting,” TikTok might push your tour in front of them just because they fit the profile of a likely buyer based on their observed behavior. In other words: TikTok finds your leads for you.
You can take your marketing game to the next level by complementing TikTok’s targeting power with tools like a keyword rank checker, allowing you to target terms people are already searching for.
3. It doesn’t feel like a sales pitch
Nobody likes being sold. But watching a 45-second kitchen tour while scrolling TikTok typically won’t feel like a pitch. If you create your content right, chances are it’ll feel much more like entertainment.
In essence, TikTok tours are effective because they allow buyers to explore without pressure. Once curiosity kicks in, the leap from “this looks nice” to “I need to see this in person” tends to happen fast.
Anna Zhang, Head of Marketing at U7BUY notes, “When marketing feels entertaining rather than pushy, audiences stay engaged longer. That emotional connection often does more to drive conversions than any hard sell could.”
4. Killer first impressions
In business, first impressions really do count. When you’re selling visually oriented products like homes, they matter even more. TikTok allows you to take all the best features of your home and compress them into one short video that lands like a rocket.
A video walkthrough can convey intangibles like the flow of light within a property or the vibe of the neighborhood in seconds. Some agents even get creative with transitions and trending sounds, turning a listing into something you can’t scroll past.
John Grant, Founder & CEO at Premier Bidets, explains that strong visuals go beyond marketing copy. “You’re not just putting a property on display; you’re giving people a taste of what life there could feel like. Buyers respond to that emotional spark, because it feels less like a sales pitch and more like an invitation to imagine themselves in the space.”
5. Building trust on autopilot
If you’re mixing tours with quick Q&As or behind-the-scenes content, buyers start to feel like they know you. When it’s time to reach out, they’re already comfortable. That’s a huge advantage over being just another face on Zillow.
6. Effective pre-screening
One underrated benefit of offering TikTok tours is the ability to filter out the people who’ll never buy a home from you.
Lots of people book home tours simply to have a look. By offering TikTok tours that meet this need, you can get this group out of the way to free up your time and resources to focus on your serious buyers.
7. Easy next steps
The speed with which buyers can go from interested to connecting with a salesperson can make an enormous difference. TikTok makes it simple to connect. A viewer likes what they see, clicks the link in your bio, and boom—they’re scheduling a showing or DM’ing you. No hoops, no friction.
Ben Kruger, CMO at Event Tickets Center, adds, “The key to converting interest into action is immediacy. The faster you let people take the next step, the more likely they are to follow through. Whether it’s buying a ticket or booking a home tour.”
Tips to Make Your Tours Pop
Some TikToks flop, others take off. The difference often comes down to how watchable and relatable the content is. Here’s what usually works for real estate:
Keep it tight
Attention spans on TikTok are short—30 to 60 seconds is usually the sweet spot. Instead of trying to cram in every detail of a property, pick one or two standout features (a backyard firepit, a kitchen island, a killer view) and spotlight them. Be sure to optimize home staging before you shoot!
Show some personality
Step in front of the camera and don’t be shy about being yourself. A smiling agent explaining “why this weird little nook is secretly the best part of the house” is far more memorable than a silent pan through empty rooms.
Use captions + music
A little on-screen text makes the key facts stick, even if someone’s watching with the sound off. But, for the best results, pair videos with trending audio to tap into the algorithm’s boost.
End with a call to action
Always give viewers a next step. It can be as simple as “DM me to book a showing,” “Click the link in bio for the full listing,” or “Drop a comment if you want to see the basement.” Clear CTAs convert casual scrollers into real leads.
Recycle smart
Don’t let relevant content die after one post. Re-share your TikToks as Instagram Reels, YouTube Shorts, and even Facebook clips. The format is the same, and you’re multiplying your exposure without multiplying your workload.
Jeffrey Zhou, CEO and Founder of Fig Loans, says this principle applies to more than just real estate. “Repurposing isn’t just efficient. It’s a growth strategy. The more places your content is shown, the more touchpoints you create with potential customers, which builds trust,” says Zhou.
First-time buyer focus
For first-time buyers, lifestyle is just as important as square footage, and these quick hits feel approachable and relevant. Agents who highlight starter homes and the neighborhood perks that come with them often see a surge in messages.
The Bottom Line
TikTok tours are changing how buyers discover homes and how quickly deals close. Even if you’re not the most social media savvy, you can start small. Post one tour and see how your audience interacts with it, then experiment with multiple content ideas and forms. You’ll get comfortable over time, and you’ll start to see results. For more tips on building real estate marketing, we recommend our guide to using social media for real estate marketing.
