The Supreme Court’s decision to uphold TikTok’s sale deadline has real estate agents scrambling to adapt their marketing strategies. Experts Katie Lance and Cynthia Seifert share how to diversify your platform, deepen your connections with clients, and build resilience as the future of apps hangs in the balance.
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The clock is ticking for TikTok in the US, with the platform’s ban set to take effect on January 19th. The Supreme Court has upheld a law requiring TikTok’s China-based parent company ByteDance to sell its U.S. operations by January 19. Otherwise they would face a de facto ban. ByteDance has so far refused to comply, potentially leaving many U.S. users unable to access the app.
The court’s unanimous decision upholds the Protecting Americans from Regulatory Applications of Foreign Enemies Act, which President Joe Biden signed into law in April 2024. The ruling alleges that TikTok poses a significant national security risk due to its data collection practices and relationships with foreign adversaries.
ByteDance has shown no signs of selling, and the app’s future now rests with President-elect Donald Trump, who has expressed conflicting views on TikTok and is scheduled to take office the day after the ban takes effect. ByteDance also threatened to shut down the app completely if the ban was upheld.
The uncertainty surrounding TikTok’s fate has agencies scrambling to prepare. With platform extinction imminent, industry experts are urging real estate professionals to quickly revise strategies to maintain visibility, connect with audiences, and build resilience in a changing digital landscape. We encourage them to adapt.
This poses a major challenge for real estate agents. According to a recent white paper from the National Association of Realtors (NAR), one in six real estate agents relies on TikTok as part of their marketing strategy.
The platform’s algorithms helped connect agents with global audiences and younger demographics. Losing this could disrupt the way many professionals generate leads and build their brands. The stakes are even higher given the continued stress in the industry.
Diversify to stay ahead
Cynthia Seifert, founder of KeyLeads, said in an email that while the TikTok ban is disruptive, it’s also an opportunity for agencies to review and strengthen their marketing strategies.
“The impending TikTok ban could have a significant impact on real estate agents who have leveraged the platform to attract younger audiences, showcase real estate tours, and build personal brands through creative short-form video content.” Seifert said.
He will focus on diversifying his strategy by pivoting to platforms like Instagram, which offers agents similar short-form video capabilities through Reels, and experimenting with alternatives like YouTube Shorts and Facebook Stories. We recommend that you do so.
Real estate marketing expert Katie Lance agrees that diversification is key. “TikTok may be getting a lot of engagement and leads, but it’s important not to put all your eggs in one basket,” Lance said. She highlights the value of repurposing existing TikTok videos to other platforms, allowing agents to maintain visibility and connection with their audience.
Build relationships beyond social media
Both experts emphasized the importance of having communication channels that are not affected by sudden changes. Lance said email marketing is an important tool. “Your email list is your own,” she said. She encourages agents to direct their TikTok followers to their website or lead magnet so they can subscribe for updates.
Seifert added that strengthening your online presence through an SEO-driven blog or an optimized YouTube channel can also provide a steady source of visibility and leads.
This change isn’t just about moving to a new platform; it’s about building lasting relationships. Lance suggests using Instagram DMs and Stories to build deeper connections. Seifert recommends considering offline ways to re-establish relationships with clients, such as hosting local events or participating in community activities. These strategies are essential to maintaining trust and visibility in a rapidly changing landscape.
Act fast and redirect your followers
Time is of the essence. Seifert said agents should act quickly to redirect TikTok followers to other platforms. By linking Instagram and Facebook accounts to TikTok and posting regular updates encouraging followers to connect elsewhere, agents can mitigate potential disruption before the ban goes into effect. .
The TikTok ban is also an opportunity to expand your video strategy. Lance recommends agents invest in tools and skills that work across platforms, such as creating long-form YouTube videos, hosting live Q&A sessions, and using Facebook Live for virtual real estate tours. . These initiatives not only provide short-term solutions, but also enable agents to achieve long-term success in an ever-evolving digital environment.
While the loss of TikTok is a setback for many, it is a stark reminder of the importance of agility in real estate marketing. By diversifying their platforms, strengthening their direct communication channels, and deepening their relationships with clients, agents can overcome the challenges ahead and come out stronger.
Lance said: “The best strategy is to stay ahead of the curve 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 real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
