How to engage the next generation of home buyers on TikTok

The way people search for their new home is changing. As Gen Z steps onto the property ladder, housebuilders need to rethink their new homes marketing strategies to meet them where they are actively scrolling – TikTok.

The platform, which has grown consistently year-on-year since its lockdown surge, has begun shaping buying decisions through engaging, short-from video content. For housebuilders, this is an opportunity to showcase new homes in a fresh, dynamic way.

But how can you use it to capture the attention of next-generation homebuyers? Charlotte Gutteridge, our new homes social media marketing expert, has provided her top tips.

Showcase your homes

Traditional property listings with static images aren’t enough for the TikTok audience. This generation of viewers expect video-driven content that’s immersive and engaging. In fact, average engagement on TikTok sits at around 4% and with people spending on average 58 minutes a day scrolling, it’s a platform you need to make use of. Some content ideas for showcasing your new homes include:

• Walkthroughs: Use trending sounds and creative transitions to bring show home tours to life.
• Before and after transformations: Show the journey of how a new build home comes to life.
• Day in the life: Highlight what it’s like to live in one of your homes and promote key features of your development.

Leverage user-generated content (UGC)

Authenticity is key to success on TikTok, and there’s no better way to show off your new homes than through real experiences shared by purchasers. Encourage happy homeowners to share their stories and create content such as:

• Move-in day vlogs: Capture buyers’ excitement as they get their keys.
• Styling tips: Showcase how your homeowners decorate and personalise their new build home.
• Testimonials: Ask your purchasers if they’d be happy to share their experiences. Candid videos from buyers sharing why they chose you and your development can enhance brand building.

Reposting (with permission from the original poster) and engaging with user-generated content builds trust and provides prospective buyers with relatable insights into living in one of your homes, which are key elements in housebuilder social media success.

Educate and inform

Gen Z use TikTok to learn and gain advice, especially about major decisions like buying a home. Position your brand as an expert by sharing:

• Homebuying tips: Use your platform to explain mortgages, deposits and how the homebuying journey work. This doesn’t have to be video content, try using informative carousels to provide quick answers to questions.
• Interior design ideas: Offer storage tips and solutions and show your homes can be multi-functional.
• Sustainability: Showcase eco-friendly features of your homes and how they benefit buyers. For example, discuss the cost-saving and sustainability benefits of solar panels and air-source heat pumps.

Stay on trend and encourage engagement

Use popular sounds, memes and challenges to make your content feel relatable. To engage when your audience, you can:

• Create content specifically for trends using trending songs. You can easily find out what is popular on TikTok in their Creative Centre.
• Replying to comments with video responses to grow brand awareness.
• Use TikTok Live to host a Q&A session about buying a new home.

Use TikTok ads to your advantage

TikTok’s ever-evolving ads allow for precise targeting, making it easier to reach potential buyers based on their interests, demographics and behaviour. There are numerous ad objectives that you can use, including traffic and lead generation to get the results you want.

Spark Ads can be a great way to amplify organic content that is already performing well. Spark Ads use posts from active TikTok accounts to ensure that all views and interactions gained from boosting the video during the promotion are attributed to the organic post. This ad type allows you to use your own posts and posts made by other creators (with their permission), making it ideal to boost a UGC post.

Ready to explore the future of property marketing on TikTok?

TikTok is changing the way people buy homes, and if you’re not using it yet, now’s the time to start.

If you’re looking to take your new homes marketing to the next level, get in touch with Charlotte, our new homes social media expert, who can help you create a winning TikTok strategy that resonates with today’s homebuyers.