While you may think of TikTok as a platform for younger generations, 62% of users are age 20 or older. These users are the next crowd of homebuyers, so showing up where they’re currently spending time is the first step to leveraging TikTok for mortgage and building a relationship.
If you aren’t familiar with TikTok yet, here’s the scoop. TikTok is a video creation app that provides users filters, effects music and soundbites to create videos ranging in length from 15 – 60 seconds. The app currently has over 14 million active users a month in the U.S. who spend an average time of 47 minutes on the app during each use. Average users range from 18-44 and 37% of users have a household income exceeding $100,000.
TikTok for mortgage planners has seen significant growth in the past few months with more people being home and using the platform. As a result, older prospects are beginning to show up on TikTok more often. As a loan officer, make yourself familiar with what others are posting so you can then take those ideas and apply them to mortgage.
Successful TikToks are most often ones that feature songs, sounds or effects that are popular on the app at the time they are posted. We rounded up some tips to help you elevate your mortgage marketing on the platform.
Make educational videos
Go through each type of individual: buyer, seller, first-time homeowner, and brainstorm what they would want to know. But make it short and break up talking points into more digestable 15-second videos.
Know your audience
Think about your target audience. If your goal is to target first-time homebuyers, you could make a video to highlight 4 things to do to purchase a home in your 20s.
Consistency is key
Just like any other social media platform, to generate the best results you will need to be consistent. Create a content calendar and aim to post a few times per week.
Link to other platforms
One powerful feature of the app is the fact that it allows you to link out to Instagram and YouTube. If you have a lot of engagement on your Instagram, linking it to TikTok will help people discover you organically.
Just like other social media platforms, hashtags on TikTok help users find posts that they are looking for. Adding relative hashtags to your posts will create traffic. If you are using a song or trend, be sure to use the related hashtag.
Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find.
Answer questions your clients frequently ask
Try using a TikTok trend or simply you can simply film yourself answering a question, add the appropriate tags and some music to the background, and post it to TikTok.