R
eal estate agent Glennda Baker was recognized by a passerby at the Atlanta airport, who exclaimed, "You're that real estate agent from TikTok!" Baker's authentic style on the platform has resonated with her 870,000 followers, and she credits it for raising her profile and earning six figures. However, the potential U.S. ban on TikTok set to take effect Sunday is causing concern and prompting her to shift her audience to other social media platforms.

    "It's difficult to duplicate the success of TikTok," Baker says. "Platforms like Facebook and Instagram are often made up of who you know." To prepare for the ban, she has been sharing the hashtag "#GoogleGlennda" to help her followers find her on other platforms and cross-pollinating her content across social channels.

    Baker's experience is not unique; 15% of real estate agents use TikTok in their business, according to the National Association of REALTORS' 2024 Technology Survey. However, some like Baker have found TikTok to be a means to connect with a younger audience that gravitates toward short-form videos.

    Real estate professionals will need to pivot their strategies to maintain visibility if TikTok is banned, says Cynthia Seifert, founder of KeyLeads, a lead generation tool for real estate professionals. "TikTok has become a powerful tool for localized marketing," she notes.

    The ban on TikTok will take effect if the company's Chinese parent, ByteDance, does not sell to a U.S. firm by Sunday. While most tech experts expect that people who already have the app downloaded on their phones will be able to continue using it, new updates and security fixes would no longer be available.

    Real estate agents like Baker are turning to alternative platforms such as Instagram Reels, YouTube Shorts, Snapchat Spotlight, and Facebook Reels to create engaging video content and diversify their audience reach. Before the ban, Seifert urges agents to ensure they link from TikTok to their other social media accounts and post videos that inform their audience of where to find them.

    Baker's biggest regret is not capturing the email addresses of her TikTok followers sooner. She now offers special real estate guides filled with homebuying and selling tips in exchange for email addresses, allowing her to contact followers directly even if her other social media accounts are suspended or banned.