The TikTok Campaign That Secured A Quick, Successful Sale

It’s more important than ever for real estate agents to understand where people are paying attention. These days, buyers aren’t always spending hours searching on major portals for their next property, instead they’re scrolling through social media at various periods throughout their day.

If you want to reach these buyers, you need to be visible where they already are. Using social media isn’t just a nice extra anymore, it has become a key part of successful property marketing strategy.

Mac Dawson of One Agency Scone recently demonstrated how well a social media strategy can work. When he listed a solid, low-maintenance home at 31 Satur Road, Scone, he thought about the type of potential purchaser who might buy it, from locals working in mining and farming, to community members in healthcare and trades.

The challenge was that these buyers aren’t typically spending much time searching the property portals. Instead, they are scrolling through social media during short breaks.

Understanding this, Mac decided to promote his new listing on TikTok, one of the world’s most popular social media platforms that uses recommendation algorithms to connect content creators with new audiences.

“Our buyer pool up here isn’t just one industry. We’ve got mining, agriculture, healthcare, trades, all kinds of people looking to buy. And most of them aren’t sitting on REA for an hour. They’re on TikTok and social media for five minutes on a break. That’s where I needed to be,” said Mac.

Mac filmed a simple video tour with a caption that focused on the property’s solar panels and battery system.

With power prices and costs of living going up, he knew this would matter to buyers and would grab their attention right away. The result was quick and impressive with the video achieving over 6,000 views in only a short period of time.

That’s a huge reach for a regional area like Scone and shows that if your content is clear and helpful, it will find the right people fast.

According to Mac, “One bloke was on a break at the mines when his mate sent him my video. That bloke called me, asked for some photos, booked a viewing the same day, and put in an offer at the asking price before he’d even seen the place.”

This result shows why using social media platforms like TikTok can be so important for selling property today.

While the major real estate portals are great for reaching people who are already looking to buy, social media lets you connect with a much wider audience of passive buyers. Connecting with locals through social media is a powerful way to build trust and boost sales, as Mac puts it, “Social media isn’t just an extra, it’s how we do business now.”

“REA and Domain are great but you’re only finding people already in search mode. TikTok and social media put this property in front of someone on a smoko break at a mine site. You just can’t get that kind of reach through the usual sites,” says Mac.

If you’re new to TikTok or making videos for social media, it can feel a bit daunting at first. Mac’s advice is don’t wait until everything is perfect and don’t worry about having fancy gear, just get your phone out, talk about what makes the property special, and keep it simple, like you’re chatting with a friend.