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    Kina Desantis built a thriving real estate business on TikTok in just four years. The boutique brokerage owner went from being a new agent in 2020 to generating $89 million in sales volume by 2024 without cold calling or door knocking. Her secret? Patiently educating first-time and move-up buyers with quick-hit educational videos.

    We interviewed Kina over Zoom, where she shared her strategies for building a successful real estate brand on TikTok. She emphasized the importance of iterating on what works, making tiny incremental improvements to stand out from the competition. "Real estate is simple," she said. "Do the best you can and then make it a little bit better."

    TikTok's algorithm favors niching down, which Kina attributes to her success. By focusing on specific niches, agents can get their content in front of prospects who value real estate advice and education. Appealing to a hyper-local audience is also key, as getting famous online won't build your book of business.

    Kina started building her team early, hiring freelancers to help with post ideas, writing, shooting, and editing. She advises new agents not to wait until they're overwhelmed before hiring someone. Burnout can lead to bad decision-making, which can sink a business.

    To succeed in real estate, Kina believes you need to be willing to grind. She worked over 60 hours a week for years, often driving long distances to showings and working every moment she wasn't asleep. "If you're not fully committed, heart and soul, to getting someone's offer accepted, it's not going to happen."

    For social media success, Kina recommends starting by answering questions that pique curiosity. She also stresses the importance of being genuinely helpful rather than just posting to capture leads. Authenticity sells.

    To help agents get started with social media, we recommend checking out Coffee & Contracts' gorgeous agent-designed templates and scripts for Instagram and TikTok. Their pre-written content can help boost key performance indicators like engagement, likes, and comments.