A COMMERCIAL REAL ESTATE MARKETING PERSPECTIVE
You might still think that TikTok is a frivolous space for bored teenagers who love dancing in their bedrooms... and you wouldn't be completely wrong. But the reality of TikTok in 2024 might surprise you, especially if you're in the commercial real estate industry.
In the last few years, TikTok has emerged as the undisputed champion of the social media arena, achieving what seemed impossible: making established giants like Instagram and Facebook look almost outdated. As its highly engaged community has expanded, so too has the demographic and thematic spectrum it caters to. The platform's unique interplay of entertainment, education, and commerce offers some rather exciting, and lucrative, opportunities for virtually any sector of the economy – yes, even commercial real estate.
THE NUMBERS DON'T LIE
A simple search within the app for "Commercial Real Estate," "CRE," or "Commercial Property" yields not thousands but millions of results. The question isn't whether commercial real estate has a place on this "silly" social media platform – that ship has sailed. The real question is whether it's a worthwhile investment for your CRE business to join the carnival.
~ As per our Benchmark report at the time of writing this, the hashtag #.CommercialRealEstate has 80.6K posts on the platform with over 195 million video views, with an average of 302 average engagement per post ~
ADDRESSING THE ELEPHANT IN THE ROOM
Let's tackle the main concerns we hear from our CRE clients head-on:
1. "But We're a Serious Business"
The most common pushback we hear is about brand image. How can a platform known for dance challenges and comedy skits align with the gravitas of commercial real estate? Here's the thing: TikTok has evolved. While it maintains its entertaining core, it's now home to countless professional communities sharing valuable insights and building genuine connections.
Think of it this way: You wouldn't wear a three-piece suit to a beach barbecue, right? Different contexts call for different approaches. The key is understanding that being professional doesn't always mean being formal. Some of the most successful CRE content creators on TikTok maintain their credibility while speaking in a more relaxed, approachable tone that resonates with their audience.
In the example here, you can see how a relevant message isn’t diluted by the informal selfie approach. On the contrary, it feels authentic and unscripted, blending in well with the type of content users on the platform would be familiar with.
2. "Our Target Audience Isn't on TikTok"
This assumption is becoming increasingly outdated. While the platform's user base skews younger, there's a significant "trickle-up" effect in play. That 25-year-old analyst watching your CRE investment tips? They're in the ear of their managing director. That property tour you posted? It just landed in a WhatsApp group of senior investors.
Moreover, today's junior professionals are tomorrow's decision-makers. Building brand awareness and credibility with this demographic now could pay dividends in the years to come. Think of it as planting seeds in fertile soil – your audience is growing alongside your content strategy.
Consider the example below and pay attention to the conversation it generates in the comments thread.
3. "We Can't Measure the ROI"
Traditional B2B metrics might not perfectly apply to TikTok, but that's missing the point. Think of TikTok as your brand's long-term investment in cultural relevance and audience building. You're not just chasing immediate leads – you're establishing presence in a space where future opportunities are brewing.
Residential property brokers have been using TikTok to sell homes for a while now, which suggests that it won’t be long until this trend begins to emerge in the more high stakes arena of Commercial Real Estate.
4. “TikTok is Going to be Banned in the USA Soon”
There’s been a ton of speculation about TikTok’s future since the passing of legislation banning the social media platform – unless it is sold to a government-approved buyer. Nothing is finalized yet, but it’s difficult to imagine it disappearing without considerable push back from the company and its millions of devoted daily users, many of whom earn a living from the platform. We anticipate the matter being tied up in court for some time, despite a looming January deadline.
Regardless, the mode of short-form content that TikTok has popularized over the last few years is a genie that cannot be put back inside the bottle. Instagram Reels and YouTube Shorts both effectively mimic the TikTok experience, and are thriving. So, even if the platform is eventually banned in the USA, one of these competitors (or perhaps a new one) will automatically swoop in to fill the void. To this end, all the same principles we’re discussing here will continue to be relevant in the foreseeable future, regardless of which business emerges as dominant. Failing to consider authentic, engaging, vertical video as part of your content strategy based on fears of TikTok’s extinction, would therefore be short-sighted.
MAKING TIKTOK WORK FOR CRE: THE HOW-TO GUIDE
Focus on Value, Not Virality
The secret to success on TikTok isn't doing the latest dance trend (please don't). Instead, focus on creating content that adds genuine value to your audience's feed. Quick-hit market insights can demystify complex CRE concepts in bite-sized pieces that are perfect for the platform's short-form format. For example, a 60-second breakdown of cap rate calculation or a brief analysis of emerging market trends can provide immediate value while showcasing your expertise.
Behind-the-scenes looks at notable properties offer a unique perspective that's rarely seen in traditional CRE marketing. Take your audience on virtual property tours, highlighting unique features or sharing insider knowledge about what makes a property special. This type of content humanizes the industry while maintaining professional credibility. Pairing this virtual tour with a trending song not only makes the experience more engaging, it will signify to the TikTok algorithm that you’re engaging with popular content and bump you up in the queue to appear on others’ feeds in return.
Deal breakdowns and investment analyses can transform complex transactions into digestible stories. Share the journey from identification to closing, breaking down the numbers and decision-making process in a way that educates and engages. This not only demonstrates your expertise but also helps simplify the CRE industry for emerging professionals and makes you more credible and trustworthy as an advisor.
Embrace the Platform's Nature
TikTok rewards authenticity and casual communication. This doesn't mean being unprofessional – it means being more approachable. The platform's native features, from text overlays to transitions and music, can enhance your message rather than detract from it. Speaking directly to camera in a conversational tone creates a personal connection that's often missing from traditional CRE communication.
Educational content series have proven particularly successful. Consider creating a "CRE 101" series that breaks down industry basics, or an "Investment Tips" series that shares your expertise in manageable chunks. The key is consistency in both posting schedule and content quality, building an audience that knows what to expect from your channel.
Real stories and case studies become more engaging when told through TikTok's unique lens. Share success stories, lessons learned, and industry insights in a way that combines entertainment with education and don’t be afraid to be vulnerable and show up as your authentic self. This approach helps build trust while keeping your audience engaged.
In the example below, you can see how TikTok really just serves as an intermediary between someone’s personal story and (in this case) many thousands of viewers. This particular video has been saved around 3,500 times and has 400+ comments, which is a clear indication that many people find the content valuable enough to engage with and revisit. It’s also worth noting that the clip runs just shy of seven minutes, proving that TikTok is not purely for fleeting 15-second moments of entertainment. You generally want to keep things as succinct as possible, but if it’s something worth listening to then duration doesn’t have to be a limiting factor.
Integration is Key
Your TikTok strategy shouldn't exist in isolation. Instead, think of it as part of your broader digital ecosystem. Successful content can be repurposed across platforms – that compelling property tour can become a LinkedIn post, while your market analysis series can feed into your newsletter content. In certain instances, the exact same piece of short-form, vertical video can be posted on TikTok, Instagram, and YouTube Shorts to spread your bets across multiple audiences.
Use TikTok's engaging format to drive traffic to your more detailed content. A brief market overview can link to a full report on your website, while a quick property highlight can direct interested parties to your listing page. This creates a seamless flow between platforms, maximizing the impact of your content.
Success Stories from the Field
The proof of the pudding is in the eating, and several CRE firms are already demonstrating the potential of TikTok as a marketing channel. Property management companies are showcasing their buildings through creative virtual tours, highlighting unique amenities and features that set their properties apart. These tours often generate more engagement than traditional marketing materials, reaching potential tenants through an unexpected channel.
I equate TikTok to having your face on a bus bench. When users see your face or content enough, you become a trusted, recognizable name.
- Eddie Gonzalez, seasoned Commercial Real Estate Advisor
Investment firms are finding success by breaking down complex deals into digestible snippets. By explaining their investment strategies and decision-making processes in an accessible way, they're building credibility with a new generation of investors while demonstrating their expertise to a broader audience.
Brokers are humanizing the industry through day-in-the-life content, showing the reality behind the transactions. This type of content helps attract young talent to the industry while making CRE more approachable for potential clients. Development companies are documenting project progress, creating engaging narratives around their developments that build anticipation and community interest.
Best Practices for Getting Started
Starting small is crucial. Begin with one or two posts per week, focusing on quality over quantity. This allows you to maintain high standards while learning what resonates with your audience (pay attention to your metrics!). Consistency is key – develop a content calendar that aligns with your broader marketing strategy, ensuring your TikTok presence supports your overall business objectives.
Authenticity should be your guiding principle. Don't try to force trends or mimic content that doesn't align with your brand voice. Instead, find ways to translate your expertise and personality into the TikTok format. Engage with your audience by responding to comments and participating in relevant discussions – this interaction helps build a community around your content.
On TikTok, brands and businesses can connect authentically by sharing relatable content that builds trust, because it’s a space where creativity and genuine interactions meet.
-Josh Mimbulu, ATYPICAL Social Media Coordinator
Monitor your performance and be ready to adapt. Pay attention to which content types generate the most engagement, and don't be afraid to experiment with new approaches. The platform's analytics can provide valuable insights into what works for your specific audience.
The Investment Required
Here's the good news: launching a TikTok presence doesn't require a massive investment. A smartphone with a decent camera is your primary tool – and chances are, you already have one in your pocket. The platform's built-in editing features make it surprisingly easy to create professional-looking content without extensive technical knowledge.
The real investment is in consistency and creativity. Dedicate time to understanding the platform's best practices and staying current with trends that you can adapt to your CRE content. Remember, authenticity trumps production value on TikTok – viewers often prefer genuine, informative content over highly polished but superficial posts.
Conclusion: The Verdict on TikTok for CRE
Is TikTok right for every CRE business? Not necessarily. But dismissing it outright in 2025 could mean missing out on a significant opportunity to connect with the next generation of CRE professionals and investors.
The platform's ability to combine educational content with entertainment creates a unique opportunity for CRE firms to showcase their expertise, culture, and properties in a fresh way. The key is approaching it strategically, staying true to your brand while adapting to the platform's unique characteristics.
Remember: You don't need to create content for the tens of millions of people on TikTok. Focus instead on the tens of thousands of investors, brokers, developers, and recruiters hovering around the same algorithmic watering hole. In the end, it's not about whether to TikTok – it's about how to TikTok effectively.
The platform is here to stay, and its influence is only growing. The question isn't whether CRE belongs on TikTok – it's whether your firm will be among those leading the way or playing catch-up down the line.
If you think TikTok might be a worthwhile avenue to explore for your CRE business, speak to ATYPICAL about letting us handle it for you. Our experienced team of social media experts would love to help you develop a creative strategy to make the most out of this platform.