GAME CHANGER : MEGAN ORSER
Multifamily Marketing With TikTok
Megan Orser will be a Game Changer Speaker at the 2022 Education Conference on May 25
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30 | TRENDS MARCH 2022
Are your apartment communities on TikTok ? Here ' s how this exceptionally popular app can boost your online presence among multiple generations of renters .
Over the past 18 months we have seen an increasing number of businesses switch to online operations , and many including the real estate industry took to an unlikely platforms : Tik- Tok and Reels .
According to official data provided by the platform , 42 percent of TikTok users say they ’ re using the app to discover new things , from dance trends and songs to lifestyle hacks and pranks , and even multifamily listings — the hashtag “ apartment ” has 1 billion views , while “ real estate ” has nearly 6 billion views . What ’ s more , 57 percent of respondents said they have been inspired to make a purchase or choice by something they saw on TikTok or Reels .
Stats
Officially launched internationally in 2017 , TikTok had nearly 700 million active users as of January 2021 and is on track to surpass 1 billion active users worldwide by the end of 2021 — that ’ s nearly 13 percent of the total world population . This app has user loyalty too , with over 90 % of users visiting the app 4 times or more a day !
Short videos created on applications such as TikTok and Reels have allowed Smart to market our properties and lifestyle in a much more relevant way , to a broader audience .
Many might still think these platforms are just for dancing and lip-syncing , and although that could absolutely be part of the mix , the biggest takeaway is using video to “ info-tain ” someone in less than 30 seconds . The possibilities are endless , not only for prospects but for the existing residents as well .
Tell A Story
Showcase your listings ’ personality and combine it with your company ’ s culture . Put together a narrative that draws the viewers closer to their dream home . Replicate the feeling of familiarity by telling stories about a building ’ s past , whether you opt for doing it in 10- , 30- or 60-second videos .
The best-performing videos we have found have approximately 17 seconds , so consider going short and focus on the property ’ s features and benefits in each video . You could also focus on pain points for prospective residents or the ones existing residents face , such as how to use certain amenities or how to apply online . Getting to know the team members is also a great idea .