Can agents really build their brand by using TikTok?

Online lettings agency LettingaProperty.com says it’s using social media platform TikTok to build its brand and drum up business, and claims it’s being successful. 

Its most popular TikTok tip so far – a reminder that landlords should give at least 24 hours’ written notice before visiting a tenanted property - won some 350,000 views in two weeks. The video was just six seconds long.

“As a progressive tech firm, we’re always keen to connect with landlords and tenants in new ways. TikTok seemed like the ideal medium for sharing tips and advice, given the short duration of the videos required” says Jonathan Daines, founder and CEO of LettingaProperty.com.

“With each tip taking less than a minute to record, the time input is minimal, while the exposure has been phenomenal.

“Technology has so much potential for enhancing the rental experience. That’s what we wanted to show by using TikTok – just how easy it can be to connect with tenants and landlords in new ways that make renting better for all concerned.”

This lettings agency’s apparent success - including leaving new tips every few days - follows Purplebricks’ recent move into short TikTok-length videos, in this case, each is an average of 25 seconds long. 

A study by Purplebricks says that while location was the single key factor persuading prospective buyers, some 47 per cent nonetheless said the lead picture or thumbnail on an online listing could quickly put them off a property, and one in five said dated décor would speed them along to the next listing.

The research of 2,000 adults by the agency revealed that the three most important rooms for buyers were, respectively, the kitchen then the lounge and then the bedrooms. 

Over a third said that they would be swayed by a property if it were ‘social media ready’ and a property they’d be proud to show off on TikTok or Instagram.

Purplebricks says the research suggests that snappy ‘gut’ decisions continue when it comes to viewing a property in person - over a quarter of those surveyed said that they would make a judgement on a property within seconds of entering the home. 

One in 20 admitted that they make their mind up as soon as they arrive outside the front door.