The Supreme Court’s decision to uphold TikTok’s cash-out deadline leaves real estate agents scrambling to adapt their marketing strategies. Experts Katie Lance and Cynthia Seifert share how to differentiate platforms, deepen client connections and build resilience as the future of the app hangs in the balance.
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The clock is ticking on TikTok in the US, with the ban on the platform coming into effect on Jan. 19. The Supreme Court upheld a law requiring ByteDance, TikTok’s Chinese parent company, to sell its US operations on Jan. 19 or face an effective ban. ByteDance has so far refused to comply, leaving many US users facing the possibility of losing access to the app.
The court’s unanimous decision upholds the Protecting Americans from Applications Controlled by Foreign Enemies Act, which President Joe Biden signed into law in April 2024. The decision asserts that TikTok poses a significant risk to national security because of its data collection practices and ties to a foreign enemy.
With ByteDance showing no signs of breaking up, the app’s future now depends on President-elect Donald Trump, who has expressed controversial views on TikTok and will take office the day after the ban is implemented. ByteDance has also threatened to shut down the app entirely if the ban is upheld.
The uncertainty surrounding TikTok’s fate has left agents scrambling to prepare. With this platform on the verge of disappearing, industry experts are urging real estate professionals to quickly adapt their strategies to maintain visibility, connect with audiences and build resilience in the ever-changing digital landscape.
This presents a major challenge for real estate agents: According to a recent white paper from the National Association of Realtors (NAR), 1 in 6 agents rely on TikTok as part of their marketing strategy.
The platform’s algorithm has contributed to connecting agents with global audiences and young demographics. Its loss can affect how many professionals produce leads and create their products. The numbers are even higher, given the ongoing pressure on the industry.
Diversify to stay ahead
Cynthia Seifert, founder of KeyLeads, said in an email that while the TikTok ban is disruptive, it also provides an opportunity for agents to reevaluate and strengthen their marketing strategies.
“The upcoming ban on TikTok could have a huge impact on real estate agents who use the platform to engage young audiences, show real estate tours and create personal products with short-form creative video content,” Seifert said.
He recommends that agents focus on diversifying their strategies by turning to platforms like Instagram, which offer the same power of short form video through Reels or by trying other methods like YouTube shorts and Facebook stories.
Real estate marketing expert Katie Lance agrees that diversity is important. “While TikTok may be driving a lot of relationships and leading the way, it’s important not to put all your eggs in one basket,” said Lance. He highlights the importance of repurposing existing TikTok videos on other platforms, ensuring that agents can maintain visibility and engagement with their audience.
Build relationships outside of social media
Both experts highlighted the importance of having a communication channel that is not subject to rapid changes. Lance said email marketing is an important tool. “Your email list is what you have,” she said. He encourages agents to call TikTok fans on their websites or lead a puller where they can sign up for updates.
Seifert adds that strengthening an online presence through SEO-driven blogs or optimized YouTube channels can also provide a strong source of visibility and leads.
This transition isn’t just about moving to new platforms – it’s about building lasting relationships. Lance suggests using DMs and Instagram stories to create deeper connections. Seifert recommends exploring offline methods such as hosting local events or participating in community activities to re-establish relationships with customers. These strategies are essential for maintaining trust and visibility in a rapidly changing environment.
Take immediate action to retarget followers
Time is of the essence. Agents should act quickly to redirect TikTok followers to other platforms, Seifert said. By linking Instagram and Facebook accounts to TikTok and sending regular updates encouraging followers to connect elsewhere, agents can minimize potential disruptions before the ban takes effect.
The ban on TikTok also presents an opportunity to expand video strategies. Lance encourages agents to invest in tools and skills that work across platforms, such as creating long-form YouTube videos, holding live Q&A sessions, or using Facebook Live for virtual property tours. These efforts not only provide short-term solutions but also provide agents for long-term success in the ever-changing digital landscape.
While the loss of TikTok is a setback for many, it is a stark reminder of the importance of creativity in real estate marketing. By diversifying platforms, strengthening direct communication channels, and deepening customer relationships, agents can face the challenges ahead and emerge stronger.
As Lance says, “The best strategy is to stay ahead by diversifying your efforts and focusing on platforms and strategies that build long-term relationships and trust.”
Jessi Healey is a freelance writer and social media manager specializing in marketing. Find him open Instagram, LinkedIn, threads, or Bluesky.
