Move over Rightmove! Regional agent predicts future for TikTok sales

A Birmingham estate agency has credited its social media strategy with record levels of engagement and has predicted it will eventually sell a home by showing it on TikTok rather than Rightmove.

Davidson Estates said it has experienced a surge in social media activity that has resulted in record reach and audience statistics on Instagram, while its new TikTok site is rapidly gaining thousands of new views.

In the past 90 days, the brand said it has seen its engagement and reach across the Instagram channel grow by more than 1,300% and 500% respectively, while followers have grown by 114%.

A recent example was Davidson Estates’ post on Instagram for a rental property on Frederick Road in Edgbaston which attracted more than 16,000 views and 5,000 likes in a single day, plus 1,000 new followers.

The company’s new TikTok account, launched just six weeks ago, has already netted the company more than 7,500 views and its followers list growing healthily every day.

Luke Croft-Faulkner, marketing coordinator at Davidson Estates, said: "I've been in social media marketing for over six years and I wanted to ensure an immediate impact when I joined Davidson Estates.

“I noticed a clear gap in the online market for value-based property content which no one else in Birmingham is consistently doing.

“Recognising this, we devised a social media strategy taking on a much more modernised approach to marketing our properties online.

“We started creating 15 to 20-second daily videos and posting them on TikTok and Instagram, which has already exceeded our expectations with thousands of views becoming regular and meaning enquiries for sales and lettings are starting to roll in.

“I plan on continuing to stay one step ahead of our competition and grow our following to even greater heights.

“Mark my words: it won't be long before we sell a house not because of a Right Move listing but because of a video on TikTok."

Estate Agent Today has asked if these posts have resulted in more sales.