REAL ESTATE MARKETING success on tiktok

Posted 17 July 2024

Many dream of a new home in the beautiful area ‘Hoekse Waard’ in South-Holland’. Where do they start looking though? Online! Obviously. Particularly through Google Ads! This is where Radyus makes a difference.

USING TIKTOK FOR HIGH-END REAL ESTATE CAMPAIGNS: OUR EXPERIENCES

Using TikTok for real estate marketing may not seem intuitive at first. However, given the platform’s impressive growth figures, we, along with VORM, decided to experiment with it.

TikTok by the numbers:

Why consider TikTok at all? Well, TikTok is a social media app that has rapidly taken the world by storm. It reached the milestone of 1 billion users in under four years, much faster than Instagram and Facebook, which took 7.7 and 8.7 years, respectively. The Netherlands now boasts 5.3 million users. An average Dutch TikTok user spends over 80 minutes per day on the platform, considerably more than on other social media. The engagement rate on TikTok is around 5.3%, which is also higher than Instagram (1.1%) and Twitter (0.3%). Research from the American firm Statista also shows that TikTok users often have a higher income, with 37% earning more than €93,000 per year and only 9.6% earning less than €23,250 per year (at the time of writing, 1 dollar equals €0.93).

“TikTok proves to be an extremely cost-effective alternative to traditional display campaigns.”

‘The results were surprising’

Roland de Vries, online marketer at Radyus, reflects on a successful first campaign for the Eilands Eigen project in Amstelveen:

“In collaboration with VORM, we started using TikTok as an experiment. We wanted to see if our content on this popular platform also appeals to those over 35 and how a TikTok campaign performs in the high-price segment. The results were surprising. With over 400,000 views, the reach among the target audience was enormous. The engagement and interaction were higher than what we are accustomed to on usual social channels. Moreover, TikTok generated 1,736 visitors to the project website, from which we could attribute 9 registrations to the campaign. Comparing these results with the advertising budget, you see that TikTok is an extremely cost-effective alternative to traditional display campaigns.”

Leveraging TikTok’s smart algorithm

What makes TikTok such an effective marketing tool for real estate? According to Radyus marketer Fraukje Postma, it’s a powerful algorithm. “TikTok’s smart algorithm manages to engage viewers for extended periods. We capitalise on this with our campaigns by creating short videos of the real estate project, just a few seconds each. We combine compelling visuals with the most viral music of the moment. Potential buyers get an attractive view of the new construction project in a short time, which enables us to engage viewers.”

By sharing captivating images and engaging with their followers, more and more realtors are managing to powerfully establish themselves on this promising platform. Check out the TikTok accounts of Oltshoorn Makelaars, PUUR Makelaars, and Buurman Makelaardij, for example.

So, what are you waiting for? Don’t hesitate to contact Radyus to find out how TikTok can elevate your real estate marketing campaign to the next level!

Results of the Radyus TikTok Campaign

Duration: 36 days

Website traffic: 3,450

Click-through rate: 0.8 %.

In a world where online presence is a must, the ambition is clear: reach relevant potential buyers. With our most recent online campaign for new construction, we’ve achieved remarkable results. In a market perceived as challenging by many developers and realtors, we were pleasantly surprised by the results we recently recorded.

We not only achieved over 1000 conversions, but our Google Ads campaign also showed an impressive click-through rate (CTR) of more than 40% from the end of July to the end of October 2023. What does this actually mean? For every 100 times our ad was shown, 40 people clicked on it. In other words, every 5 times the ad was displayed, it was clicked twice. Combined with a conversion rate on the website of 11%, this is a phenomenal result.

Aside from our rightful pride in these results, we want to emphasise the effectiveness of online advertising with this campaign. Many of our clients prefer traditional newspaper advertisements. They often believe that online ads do not have the same impact. But when we look at the numbers, the conversion from offline ads is negligible compared to the online version. Additionally, the costs for offline ads are significantly higher. The cost of a single offline advertisement could cover a month of online advertising.

When we calculate the costs of Google for this campaign, we arrive at only 6 euros per conversion, INCLUDING maintenance, management, and optimisation costs!

How is this possible? There turns out to be a huge demand for new construction in the Hoekse Waard. Just for the search term “new construction,” we achieved a CTR of more than 70%. Furthermore, our advertising strategies have been optimised over the years so that we know exactly which search combinations generate the most relevant leads.

Despite the hesitant trust in Google Ads, the results prove their value. Developers and realtors who do not engage in online advertising not only miss out on potential buyers but also miss opportunities to maximise reach and ROI.

The world of real estate marketing is constantly evolving. At Radyus, we believe in the power of data and strategy. We have seen what is possible in the Hoekse Waard and are ready to propel your project to greater heights.