This May marks Inman’s sixth annual Agent Appreciation Month. Look for profiles of top producers, opinions on the current state of the industry and tangible takeaways you can implement in your career today. Plus, the prestigious Future Leaders of Real Estate return this month, too.
If you thought TikTok was just a place where people post silly dances or baby versions of adults talking, you might be missing out on one of the most overlooked opportunities in real estate. Courtney Benson, serving the Dallas/Fort Worth market, has closed 10 transactions directly from TikTok already this year.
In this article, she shares exactly what she’s done to build her brand and business utilizing TikTok.
Where it started
When asked how she first found and started posting on TikTok, she said, “Like a lot of people, I first found the platform during COVID. My kids were on there, and I asked them what it was all about. I did some stupid dance with them and had fun. I loved the interaction with others, and so I began posting.
“Then one day, I recorded a video on my couch with a hat on and no makeup, where I talked about a horrible builder experience I was having. I didn’t name the builder, but I shared my experience, and the comments and views just went crazy.
“The next day, I ended up going to that builder’s corporate office after they requested a meeting. They said, “We think you are talking about us, and I told them I was. In that moment, I realized the power that comes from sharing your words authentically.”
Authenticity trumps everything
That one video created conversations with other agents who were reaching out to thank her for sharing about what they had experienced as well. She had prospects reach out who loved her willingness to share her struggle and frustrations about representing her buyer’s best interests.
All of this led to the realization that speaking with emotion connected her to viewers, prospects and agents looking to refer buyers to her area in a way that many agents miss.
“It was hard in the beginning because at the time I weighed 130 more pounds than I do today, but I credit TikTok for helping me find a better version of myself in a variety of ways. And that just grew my confidence. I enjoyed the interaction and the validation. I was able to say something, and people listened. I thought that was pretty cool, and it led me to wonder what else I can share,” she said.
Don’t batch content
Benson does not batch her content because she feels that when people shoot a month’s worth of content in one day, it can be bland or similar. She feels it can reflect a snapshot of who they are, and it captures their emotions from just that one day.
She prefers to share videos that reflect the emotions she feels and the viewers feel on a daily basis. So she turns the camera on and records when she is happy, when she is sad, and when she is excited or frustrated.
“I feel like people connect with people whom they can relate to. Instagram feels like a more polished platform and almost like it attracts the ‘you have to wear pink on Wednesdays to sit with us’ crowd. TikTok is more for the messy group. In the most viral videos I’ve had; I’m not wearing makeup, or maybe I’m wearing a hat. No matter what’s going on or what I’m wearing, when I have something to say, I just turn the camera on and post it,” she said.
Utilize ChatGPT to increase reach
When asked how she writes her descriptions for the videos she posts, she said ChatGPT is like her best friend and that she’s named him Dante. She uses the voice portion of ChatGPT to ask for assistance on something like this:
Hey Dante, it’s that time again. I just recorded another video for TikTok that is about [insert what it is about]. Can you write a description for me that punches them right in the face? I want a rock-solid hook filled with SEO-rich words that will connect with buyers and sellers in the Dallas/Fort Worth area and with agents looking for a referral agent in the Dallas/Fort Worth area.
The addition of the last line asking to make the description connect with agents looking for a referral agent in the Dallas/Fort Worth area is a crucial addition. Benson says over 60 percent of the deals she closes from TikTok have come from agents in other markets referring clients to her after watching her on TikTok.
Videos that expand audience and reach
When asked which types of posts have been the most effective in expanding her reach and audience, she stated any post that makes people mad or that they have to choose sides with does well. When asked to give an example, she shared, “I did a post about how keeping refrigerator magnets on your refrigerator when your house is for sale makes your house look cheap.”
“When I posted about nobody caring about whether you took a trip to Colorado or how much you love your refrigerator magnets, people lost their minds. They would say things like, ‘My grandchildren gave me that magnet,’ and I would respond back, ‘No one cares Betty, it gives people an icky feeling about your house, which leads to an icky offer.’ I shared about how the feeling people get when they walk into your home is directly reflected in the offer you receive.
“These types of posts help my ideal client relate to me, and the ones that I shouldn’t be working with won’t call me, which I’m fine with as well. The trash always takes itself out.”
Videos that generate clients and referrals
When asked if there are specific videos that generate more referrals or prospects reaching out to her, she said, “Any time I share a story about me taking a strong position for my clients, I get more prospects reaching out to me.”
“I had another agent reach out to me about wanting to show one of my listings while her clients were in the car with her. I told her, ‘No, you have to book an appointment because the owner works from home.’ The agent then asked if she could drive by the home, and she said, ‘Sure, I can’t tell you not to drive by the home.’ The agent then proceeded to stop at the house, walk around the yard with the clients, and then they walked up and knocked on the door, asking the owner if they could come in to see the house.
“My seller called me furious. I immediately turned on my camera after that call from the seller and started it by saying, ‘They knocked on the damn door!’ I then shared this story, and the comments and shares of that post went crazy. Because I showed emotion about how this affected my client, it led to a number of referrals and new prospects directly from that video.”
Be yourself, and your clients will find you
Benson said that many agents will tell her that they have opinions, but they are afraid to share them. To that, she says, “Why can’t you share your opinions? If you try to please everybody, you will never please anybody. When you stand for something, it attracts the ideal clients, and it will repel the people that you weren’t going to work with anyway.”
Courtney Benson can be found on TikTok.
