TikTok for High-End Real Estate sales

Posted 17 July 2024

Utilising 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. In just two years after its launch, it reached the milestone of 1 billion users, 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 is a cost-effective alternative to traditional display campaigns.

Surprising Results

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 %