Where real estate meets real engagement

Real estate advertising is more than just posting a listing online. At its core, it's about creating awareness, building trust, and driving action. Whether the goal is to sell a family home, fill rental units, or promote a new luxury development, the process involves telling the property's story in a way that resonates with the people most likely to act.

How real estate advertising has evolved

For decades, real estate marketing relied on tried-and-true offline methods:

• Yard signs to capture drive-by interest

• Open houses to create urgency and invite in-person tours

• Newspaper classifieds to showcase listings to local readers

• Direct mail postcards to target neighborhood homeowners or buyers

These methods still work, but today's real estate market is faster, more competitive, and more digital than ever. Buyers are searching online at all hours, often starting their search months before they contact an agent. Sellers expect broader exposure, and renters want instant access to available units.

That's where digital-first platforms, especially TikTok, come in.

Building a winning real estate advertising strategy

A strong real estate advertising strategy on TikTok blends creativity with structure. That means building a system to attract the right buyers or renters, earn their trust, and turn that interest into action.

You'll need to define exactly what you want to achieve, who you're talking to, and how you'll measure success. Without that clarity, even the most beautiful property video can disappear into the feed without results.

Setting measurable goals that matter

The first step is defining what "success" looks like for you. Be specific and time-bound so you can track progress and make adjustments. Examples:

• Lead generation: Capture 50 qualified leads for a downtown condo development in 30 days.

• Open house promotion: Book 100 RSVPs for an open house weekend.

• Property sales: Sell a listing within 60 days of ad launch.

• Brand building: Increase local recognition by doubling profile views in 90 days.

Once you know your goal, match it with the right TikTok Ads Manager objective:

• Lead Generation for collecting contact details directly in the app

• Website conversions for sending people to a listing or booking page

• Product sales if you're using Catalog Ads to book consultations or tours

Defining your audience

TikTok's targeting capabilities let you get as broad or as precise as you need. For real estate, precision matters, you don't want to pay to show your listing to someone two states away unless it's a relocation-focused campaign.

Core targeting options:

• Location targeting: Choose by country, state, city, or set a radius around the listing address.

• Interest targeting: Focus on people engaging with home design, real estate tips, mortgage info, or moving content.

• Behavioral targeting: Reach people who have interacted with real estate videos in the last 7–30 days.

Advanced audience strategies:

• Custom Audiences: Upload your past client list or leads from your CRM to re-engage them on TikTok.

• Lookalike Audiences: Find new people who share characteristics with your best leads.

• Engagement retargeting: Target viewers who have watched your videos, visited your profile, or engaged with your content.

Example: Target homeowners within 15 miles of Austin who have engaged with property tour videos in the last two weeks, then layer in a Lookalike Audience based on past open house attendees.

Allocating your budget for testing and scaling

Think of your TikTok budget in two phases: testing and scaling.

Testing phase:

• Spend $25–$50 per day on 2–3 different creatives targeting the same audience.

• Run for 5–7 days to see which combinations perform best.

Scaling phase:

• Shift 70–80% of your budget to the best-performing creative and targeting setup.

• Keep 20–30% for ongoing tests to find your next winning ad.

The local advantage in real estate marketing

If you're in real estate, you already know that location is everything. While a property's features can spark interest, its location often determines whether a buyer or renter takes the next step. TikTok's targeting tools and creative flexibility make it possible to bring that location to life and get your ads in front of the right people.

Why local targeting matters so much in real estate

Real estate transactions are tied to geography in a way most other purchases aren't. If someone isn't interested in a particular area, even the most stunning home won't get them to convert. TikTok's geographic targeting ensures that your ads reach people who can actually act on them, whether they're in-market buyers, renters, or investors.

With location targeting, you can focus on specific areas around your listing. For example, when advertising a property to sell, you can target locals in the area alongside other larger cities nearby for potential relocation buyers.

How to make your creative feel hyperlocal

Local targeting gets your content in front of the right audience. Local storytelling makes them stop scrolling.

Techniques to make content hyperlocal on TikTok:

• Name the neighborhood in your video narration and captions

• Show local landmarks in your B-roll: parks, schools, popular cafés, or cultural hubs

• Mention community benefits: "This home is just two blocks from the farmer's market" or "Five minutes to the train station for an easy commute"

• Highlight seasonal events: festivals, parades, or neighborhood traditions

When you pair these creative cues with location-based hashtags (#DenverHomes, #SoHoCondos, #EastBayLiving), your ads can reach both locals and those searching for that specific area.

Partnering with local voices

TikTok thrives on authenticity, and one of the best ways to bring that to your real estate ads is through collaboration with local creators or influencers.

• A neighborhood food blogger could showcase local restaurants near your listing.

• A fitness instructor might highlight nearby trails or workout studios.

• A parent influencer could tour a playground or discuss the local school district.

These partnerships expand your reach and let you borrow credibility from someone the local audience already trusts. You can use the Creator Marketplace in TikTok One to find find creators who align with your goals.

Why video is essential for real estate ads

Video does what static images and text can't: it puts the viewer inside the property, lets them imagine the lifestyle, and builds an emotional connection in seconds. On TikTok, where short-form, mobile-first video is the native language, this format is even more powerful for real estate.

When someone sees a property in motion, the light streaming through the kitchen windows, the scale of a master bedroom, the curve of a staircase, it tells them far more than a flat image ever could. Video makes it real.

Virtual tours that work on TikTok

A property tour isn't just a camera pan through each room. Done right, it's a guided, story-driven experience that helps viewers feel like they've already visited.

How to structure a 60-second property tour:

1. Hook (0–3 seconds)

   1. Start with the most striking feature, a panoramic city view, a dramatic fireplace, or a "wow" kitchen.

   2. Example: "This home has a backyard you'll never want to leave."

2. Exterior and curb appeal (3–7 seconds)

   1. Show the home from the street and mention the neighborhood name.

   2. Add a quick text overlay with the location.

3. Main living areas (7–20 seconds)

   1. Highlight natural light, open layouts, or unique details like built-ins or vaulted ceilings.

   2. Use smooth movement, a slow pan or walking shot.

4. Kitchen (20–30 seconds)

   1. Focus on countertops, appliances, storage, and any recent upgrades.

   2. Include a quick fact: "Renovated in 2023 with energy-efficient appliances."

5. Bedrooms and bathrooms (30–45 seconds)

   1. Show primary suite features (walk-in closet, en-suite bath).

   2. Mention anything notable, like heated floors or custom tile.

6. Outdoor space (45–55 seconds)

   1. Capture gardens, decks, patios, or views.

   2. Show how the space connects to the home's lifestyle.

7. Closing call-to-action (55–60 seconds)

   1. Keep it direct: "Tap the link to book a showing" or "Request the full listing details now."

Expert commentary builds trust

Voiceover or on-camera commentary positions you as a knowledgeable, approachable guide. Instead of just showing features, explain why they matter:

• "This south-facing living room means more natural light all year."

• "The HOA covers landscaping, so you have less weekend maintenance."

• "We're five minutes from the light rail, perfect for a downtown commute."

On TikTok, authenticity beats perfection. Speak conversationally, as if you're talking to a friend walking through the home with you.

Going beyond the property

The property matters, but so does the lifestyle. Real estate decisions are often just as much about where someone will live as what they'll live in. This is where TikTok's format shines, you can blend property and neighborhood in one seamless story.

Why TikTok for Real Estate?

TikTok is a short-form mobile video platform built for storytelling. And real estate is full of stories:

• The couple buying their first home

• The empty-nesters downsizing to a condo downtown

• The investor seeking a rental property with strong returns

On TikTok, you can tell these stories visually, authentically, and in real time. You can walk someone through a property in under a minute, highlight neighborhood charm, or explain market trends in plain language.

Key advantages for real estate advertisers on TikTok:

• Massive reach with local precision: You can target viewers in a specific city, ZIP code, or radius around a listing.

• Visual-first format: Real estate sells best when people can see themselves in the space, and TikTok's video format delivers that instantly.

• Authenticity and connection: TikTok's culture rewards personality and genuine expertise, not just polished sales pitches.

TikTok solutions for real estate advertising

• Lead Generation: Showcase properties with carousels and testimonials, and use Instant Forms to capture buyers' interest and contact details with auto-fill fields and logic-based questions. You can then sync leads to your CRM in real-time for immediate follow-up.

• Messaging Ads: Engage potential buyers through personalized chats to answer questions, schedule viewings, and more.

• Smart+: Use our AI-powered solution with your Lead Generation campaign to automate bidding, targeting, and creative for optimal performance.

Creative best practices for TikTok real estate ads

TikTok rewards creativity, authenticity, and relevance. In real estate, this means going beyond static listing photos or heavily staged videos and focusing on short, engaging, story-driven content that feels genuine while still highlighting the best aspects of the property and location.

Your goal is to stop the scroll, earn attention, and guide the viewer to take action, whether that's booking a showing, requesting details, or saving your profile for future listings.

Start strong with a hook

The first three seconds of your TikTok video determine whether someone keeps watching or swipes away. For real estate, lead with the property's most unique or "wow" feature.

Examples:

• "This condo has the best skyline view in the city."

• "A kitchen renovation worth moving for."

• "Here's what $500k gets you in Austin right now."

Hooks can be visual, too. A sweeping drone shot of the property, a sunset over the backyard, or a quick pan from the front door into a stunning open-plan living room can grab attention instantly.

Tell a story, not just a list of features

TikTok's audience connects with stories. Instead of rattling off square footage and features, frame the property in terms of lifestyle and emotional appeal.Example narrative approach:

• Opening: "If you love weekend brunch and walkable neighborhoods, this one's for you."

• Middle: Walk through the property, pointing out how the layout supports that lifestyle, open kitchen for entertaining, balcony for morning coffee.

• Closing: "All this, and you're two blocks from the best café in town. Tap below to book your showing."

Mix property and lifestyle shots

Blend footage of the home with shots that highlight the neighborhood experience. This gives viewers a complete picture of what life would be like if they lived there.Lifestyle B-roll ideas:

• Local parks or green spaces

• Farmers' markets and street festivals

• Gyms, studios, or sports facilities nearby

• Scenic walking or biking routes

Use captions and on-screen text strategically

Many TikTok viewers watch without sound. Add captions or text overlays to:

• Highlight key features ("Renovated in 2022," "Energy-efficient appliances")

• Reinforce location details ("Located in the Historic District")

• Direct viewers to take action ("Book your showing today")

TikTok's Smart Text tool can help you create effective, brand-safe text overlays quickly.

Incorporate trending sounds, but stay on-brand

Using trending audio can boost visibility, but it has to fit the property and your audience.

• For a luxury listing, choose elegant, cinematic audio rather than comedic sounds.

• For a first-time buyer property, a popular upbeat track could make the video feel more approachable.

You can explore royalty-free soundtracks for your ads in the Commercial Music Library.

Keep your call-to-action clear and direct

End every video with one clear next step:

• "Tap below to schedule your showing."

• "Request the full listing now."

• "Follow for more local listings and market updates."

Measuring success and ROI for Real Estate ads

Even the most creative real estate ad campaign on TikTok is only as strong as the results it delivers. Tracking your performance ensures you're not just making great-looking videos, you're generating measurable outcomes that move your business forward.

For real estate, success is about more than views or likes. You need to know how your ads translate into leads, showings, and closed deals.

Key metrics to track

TikTok Ads Manager provides a range of performance metrics, but these are the most important for real estate advertising:

Cost per lead (CPL)

• The amount you spend to acquire one qualified lead through your campaign.

• Example: Spend $500, get 25 leads = $20 CPL.

• Why it matters: Keeps you focused on efficiency, not just volume.

Lead-to-appointment conversion rate

• The percentage of leads who schedule a showing or consultation.

• Example: 25 leads, 10 appointments = 40% conversion rate.

• Why it matters: Shows the quality of your leads, not just the quantity.

Appointment-to-close rate

• The percentage of appointments that result in a signed contract or rental agreement.

• Example: 10 appointments, 2 sales = 20% close rate.

• Why it matters: Helps forecast revenue from ad spend.

Local reach percentage

• The portion of your impressions coming from your target service area.

• Why it matters: If too many impressions are outside your market, refine your geographic targeting.

Engagement quality

• Track meaningful interactions: comments asking about price, DMs requesting a showing, shares to a partner.

• Why it matters: Quality engagement often predicts conversion better than total engagement volume.

Making data-driven adjustments

Analyzing campaign data helps you identify what's working so you can double down.

• If a property video posted on your TikTok page is seeing strong engagement, consider boosting it with Spark Ads to reach more of your target audience.

• If engagement is high but conversions are low, refine your call-to-action or test a Lead Generation ad to capture interest instantly.

• If your local reach is low, tighten geographic targeting or add more location-specific creative cues.

Combining traditional and TikTok-first marketing

Blending traditional and TikTok-first strategies

The most effective real estate marketing strategies don't choose between traditional and digital, they combine them. TikTok can amplify offline tactics, while traditional marketing can drive people to your TikTok content where they can engage more deeply and take action instantly.

When your marketing works in both spaces at once, you create multiple touchpoints that keep your properties and brand top of mind.

The most successful agents don't abandon traditional advertising, they integrate it.

• A direct mail postcard can include a QR code linking to your TikTok profile to see property tour videos.

• An open house can be streamed live to TikTok for remote buyers.

• Local print ads can feature stills from your highest-performing TikTok videos.

This hybrid approach meets people wherever they are in their buying or renting journey, whether they're walking past a yard sign or scrolling their For You feed.

Pro tip: Always think of your real estate advertising as an ecosystem. TikTok is a hub for engagement and lead capture, but it should work hand-in-hand with your other marketing channels.

Bridging offline and online audiences

Many potential buyers and sellers still encounter you first through traditional channels, a yard sign, a direct mail postcard, a community sponsorship. TikTok lets you build on that initial impression with dynamic, story-driven content they can watch anytime.

Example:

• Someone sees your "Open House Sunday" yard sign in the neighborhood.

• They scan the QR code printed on the sign, which takes them directly to your TikTok video tour of the property.

• They can then watch a guided walkthrough, see nearby amenities, and fill out a TikTok Lead Generation form to RSVP.

Ways to integrate TikTok with traditional tactics

Direct mail + QR codes

• Add a scannable QR code linking to your TikTok tour or a playlist of local listings.

• Use this especially for just-listed announcements and neighborhood updates.

Print advertising + TikTok highlights

• Feature still images taken from your most engaging TikTok videos in newspaper or magazine ads.

• Include your TikTok handle in a prominent, easy-to-read spot.

Open houses + live streaming

• Host your open house in person and stream it live on TikTok to reach remote or busy buyers.

• Answer live questions from viewers and encourage them to book a private tour.

Community events + behind-the-scenes content

• Sponsor a local festival or charity event, then create TikTok videos capturing the energy and turnout.

• This strengthens your brand as a local expert while expanding your audience.

Benefits of an integrated approach

• Higher recall: Seeing your brand in multiple contexts reinforces memory and trust.

• More engagement: Offline impressions drive online engagement, where you can provide richer experiences.