Pub. 6 2021 Issue 4

14 www.ctaahq.org How to Utilize Apartment Marketing’s Newest Weapon: TikTok “Weapon” might sound a little medieval for multifamily, but when you look at the power of TikTok and the impact it can have on lead generation, it feels like an appropriate descriptor. Before we jump in, if your target renter is above the age of 40, then you likely don’t need to worry about learning and using TikTok for your apartment marketing. Sixty percent of TikTok users are between the ages 16 and 24, and 26% are ages 25 through 44. So, if your target renter is a Gen Z or a Millennial on the younger side, then your apartment needs to be on TikTok (even more so if your direct competitors aren’t yet). The platform is video only, so it definitely takes some time and effort to make content for your apartment, but it’s well worth it. As the current most popular app, many young adults are using TikTok to find apartments. Plus, unlike Facebook, Twitter, and Instagram, TikTok users watch videos with the sound ON. This means your message will actually be heard, and you don’t only have to rely on visuals. Here are three ways to utilize TikTok for your apartment marketing: 1. Make original content in bulk. Publishing consistent original content seems much less daunting when you create it in bulk. Try to set aside a few hours one day each week to create multiple videos. The great thing about TikTok is it’s all about trends. There’s nothing wrong with starting out your TikTok journey by simply recreating videos that have been turned into trends. To start, simply create an account for your apartment and begin scrolling through videos to get ideas. Over time, the algorithm will learn what kind of content you’re looking for, and then you won’t have to scroll for long. I also recommend following real estate and lifestyle accounts that catch your eye. As you get more used to the app, you’ll begin to feel more comfortable with executing your own ideas. Here are a few that are easy ones you can do without much outside help: • Video tour highlighting apartment features • Video tour of each amenity • Recap of a resident event