If you think that flooding your feed with frequent posts is the key to succeed with real estate social media marketing, think again. It’s about quality, not quantity. The next question is: how do you increase reach without posting more? Make each video count by choosing the right platform. Typically, realtors use Instagram reels and TikTok to gain higher reach and engagement. This guide discusses the pros and cons of choosing each platform, and how to make a real estate viral reel.
Summary
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Key Elements for a Real Estate Viral Reel
What makes a real estate viral reel? These elements make up the winning formula to make your real estate video viral.
1. 3-Second Hook
The average attention span of a human is now only eight seconds. Given this statistic, it becomes clear why short videos are becoming the norm in all industries, not just in real estate.
The hook is the most crucial part of your real estate video. Use a text-based or visual hook to grab people’s attention. Or you can open your video with compelling statements, such as the following:
The hook is the most crucial part of your real estate video. Use a text-based or visual hook to grab people’s attention. Or you can open your video with compelling statements, such as the following:
- What does $7 million get you in [city]?
- Would you pay $12 million for this view?
- You won’t believe what this home sold for!
- When buying a home, don’t make this crucial mistake.
2. Relatable & Human
Human-centric real estate videos break away from the traditional polished and professional videos from realtors. And that’s why they work!
Adding authenticity and humor to your video content captures the emotion of buying and selling a home. But when incorporating humor and personality, make sure your persona doesn’t come across as fake.
The National Association of Realtors has published guidelines on how to build a connection with your audience through authenticity.
Adding authenticity and humor to your video content captures the emotion of buying and selling a home. But when incorporating humor and personality, make sure your persona doesn’t come across as fake.
The National Association of Realtors has published guidelines on how to build a connection with your audience through authenticity.
3. Trending Audio
High-energy beats that are trending on social media are a good trick to make your real estate viral reel. When posting on social media, you can easily browse trending music and audio to use on your reels.
Using trending audio does not guarantee your videos will go viral. However, it can make your reels stand out when paired with compelling video.
Additional tip: Use upbeat and instrumental music for video walkthroughs and drone shots.
Using trending audio does not guarantee your videos will go viral. However, it can make your reels stand out when paired with compelling video.
Additional tip: Use upbeat and instrumental music for video walkthroughs and drone shots.
4. Speed & Quality
Investing in high-quality shots and B-roll can make your videos stand out. It keeps viewers hooked with fast-motion and quick-cut videos.
5. Local Focus
Posting location-specific videos generates more views online, especially on social media. Local home buyers and sellers want to keep up with the latest local trends, and easily searched with the proper optimization.
As a bonus, local-focused real estate reels are also an opportunity to showcase a realtor’s local expertise. When done right, local realtors can use their videos to generate leads.
In this next step, let’s dive deep into Instagram and TikTok and what makes them suited for every journey in your real estate video marketing campaign.
As a bonus, local-focused real estate reels are also an opportunity to showcase a realtor’s local expertise. When done right, local realtors can use their videos to generate leads.
In this next step, let’s dive deep into Instagram and TikTok and what makes them suited for every journey in your real estate video marketing campaign.
TikTok for Real Estate
Choosing TikTok for your real estate video shouldn’t be just about how to make a real estate reel viral. It must align with your focus for launching a video marketing campaign.
Leverage the reach and viral potential of TikTok offers for real estate videos. Here are common scenarios to expand reach with TikTok.
Leverage the reach and viral potential of TikTok offers for real estate videos. Here are common scenarios to expand reach with TikTok.
1. Launch a New Listing
Have you got a new listing? TikTok is an excellent platform for posting your listing video and generating high views and engagement.
With a good hook, text overlays that build curiosity, and attention-grabbing transitions and b-rolls, you can easily make your listing go viral. Do a price reveal at the end to up the curiosity level.
This type of real estate video on TikTok is a great way to be discovered by people who might be interested in buying the house or looking for real estate content.
With a good hook, text overlays that build curiosity, and attention-grabbing transitions and b-rolls, you can easily make your listing go viral. Do a price reveal at the end to up the curiosity level.
This type of real estate video on TikTok is a great way to be discovered by people who might be interested in buying the house or looking for real estate content.
2. Market Update or Educational Videos
While listing videos and walkthroughs can be shorter (under 60 seconds), educational videos, such as market updates or trends, can be more thorough. Still, it can go viral if you share valuable information that sparks conversation. TikTok rewards opinionated content, sometimes ones that contradict the common belief.
Still, keep the video fast-paced and use visuals to make your video content more compelling. TikTok users love it when they discover content that makes them say, “I didn’t know that!”
Still, keep the video fast-paced and use visuals to make your video content more compelling. TikTok users love it when they discover content that makes them say, “I didn’t know that!”
3. Behind-the-Scenes
Don’t just post the boring day-in-the-life routine of real estate agents preparing for work and doing showings. Instead, focus on the real, messy human moments. Inject some humor when you can.
TikTok rewards authenticity and humor. Once your video goes viral, TikTok will recommend your content to more users, even non-followers.
TikTok rewards authenticity and humor. Once your video goes viral, TikTok will recommend your content to more users, even non-followers.
Instagram Reels for Realtors
Instagram is unique from other social media platforms, especially TikTok, because it focuses on nurturing relationships and engagement. When posting to Instagram, develop content for people who already trust you.
1. New Listing
Launching a new listing on Instagram requires a unique approach. Create videos to help your audience determine the right fit for them, not just for entertainment purposes.
Instagram Reels must showcase the home's best features, local insights into the community, who the property is for, and why it’s a good deal. It’s a no-nonsense approach to showcase a listing. However, it doesn’t mean it should be boring. The best app for real estate reels allows you to use visual effects and transitions to maximize engagement.
Instagram Reels must showcase the home's best features, local insights into the community, who the property is for, and why it’s a good deal. It’s a no-nonsense approach to showcase a listing. However, it doesn’t mean it should be boring. The best app for real estate reels allows you to use visual effects and transitions to maximize engagement.
2. Local Market Trends
While the TikTok audience prefers a more fast-paced content, Instagram is more about clarity. Your Instagram followers want clarity, not entertainment. Do not overwhelm them with information. Focus on reassuring your brand with well-curated content and meaningful videos.
For Instagram, trust trumps entertainment. According to a real estate video marketing statistics report, 58% of social media marketers use Instagram for video marketing. And with the rise of short-form real estate videos until 2028, it’s a smart move to post frequently on Instagram, but be sure to do so intentionally.
For Instagram, trust trumps entertainment. According to a real estate video marketing statistics report, 58% of social media marketers use Instagram for video marketing. And with the rise of short-form real estate videos until 2028, it’s a smart move to post frequently on Instagram, but be sure to do so intentionally.
3. Pattern Interrupt
Want a surefire way to make your real estate reel viral? Interrupt patterns. Introduce new concepts that other realtors might not have shared before.
Your followers want to discover new information, and because you are banking on their trust, you can capture their attention with this type of content. It also differentiates you from other real estate agents. The focus on out-of-the-box tips and bite-sized advice can put you in a position of authority.
Your followers want to discover new information, and because you are banking on their trust, you can capture their attention with this type of content. It also differentiates you from other real estate agents. The focus on out-of-the-box tips and bite-sized advice can put you in a position of authority.
Which Social Media Platform is Best for Your Real Estate Video?
Who are you trying to reach?
It’s the one question you must answer to determine the best social platform for real estate videos.
It’s the one question you must answer to determine the best social platform for real estate videos.
Choose Instagram if your goal is…
- Nurture Leads – Choose Instagram for real estate videos that build trust with your existing followers.
- Brand Vitality – Instagram is a relationship engine, or middle of funnel audience. Leverage that to increase brand awareness and attract more followers or contacts.
- Increased Conversion – Use Instagram to post videos that promote conversations and higher engagement with your audience.
Choose TikTok if your goal is…
- Reach – Choose TikTok if you want to connect with new and more people. The TikTok algorithm focuses on pushing your content, especially viral ones, to more people, even those outside of your network.
- New Market – If you want to tap into a new market, TikTok is the best platform for this. For example, if you want to focus on a specific real estate niche, TikTok rewards you for creating unique videos that stand out.
- Viral – If you have a hot listing, particularly at an unbelievable price, or a real estate hack that buyers are ignoring, TikTok is the correct platform for that. It is curiosity-based, so it helps if you have videos that are designed for people to stop scrolling and watch.
FAQ
Which social media is best for real estate?
It depends on your target audience and your video marketing goal. Instagram works best for building and nurturing relationships with customers by listing photos and videos, and updating about your daily routine.
Meanwhile, TikTok works best with younger buyers or those who want to gain online traction for their real estate brand.
Is it easier to go viral on Instagram or TikTok?
Nothing guarantees that your real estate video will go viral, whether posted on Instagram or TikTok. However, TikTok benefits from posting more frequently, and it allows you to maximize reach. On the flip side, Instagram prioritizes engagement with your audience.
What is the easiest platform to go viral?
TikTok is the most popular social media platform, especially for video content. Prioritize this platform if you want to create viral videos online.
What kind of videos do well on Instagram?
Short form and visually engaging videos and reels perform best on Instagram. Focus on creating behind-the-scenes clips, quick tips, and trends.
Conclusion
Based on your video marketing goal, your next step is to choose the best app for real estate reels and TikTok videos. Here’s some good news: you don’t have to stick to just one social media platform.
It is possible to post to Instagram and TikTok. Posting on TikTok gets you seen, while Instagram gets conversions.
Using a free online real estate video maker for TikTok and Instagram is the ultimate tool for real estate agents. With this handy AI tool, you can easily repurpose video content from one platform to another, allowing you to post to both platforms without spending more time.
After all, each platform captures your audience at different stages of the journey: top and middle of the funnel.
It is possible to post to Instagram and TikTok. Posting on TikTok gets you seen, while Instagram gets conversions.
Using a free online real estate video maker for TikTok and Instagram is the ultimate tool for real estate agents. With this handy AI tool, you can easily repurpose video content from one platform to another, allowing you to post to both platforms without spending more time.
After all, each platform captures your audience at different stages of the journey: top and middle of the funnel.