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June 23.2025
2 Minutes Read

Why TikTok Sales are Surging While Meta Struggles - Insights for Real Estate Agents

Woman with shopping bags symbolizing TikTok sales growth.

Navigating the Shifting Digital Landscape

The landscape of digital marketing is more fluid than ever, especially for real estate professionals who rely heavily on social media to connect with clients. Recent trends reveal that platforms like TikTok and YouTube are taking the lead in redefining online engagement, while others like Meta are facing challenges. As Jessi Healey notes, staying ahead means understanding not only what works, but also embracing change in a market that is constantly evolving.

The Rise of TikTok Shop: A Game Changer for Sales

TikTok's impact goes beyond mere entertainment. With a staggering 120% increase in year-over-year sales through TikTok Shop, the platform has made livestream shopping a formidable force in e-commerce. Recent statistics show that over 76% of users who engaged with TikTok Shop made a purchase during livestreams. For real estate agents, this offers an opportunity to showcase properties in engaging ways. Using livestreams for property walkthroughs or Q&As can enhance visibility and foster real-time interaction with potential buyers.

YouTube's New Strategies: Capitalizing on Short-Form Content

Meanwhile, YouTube is also pivoting its approach by amplifying shoppable content, particularly within its Shorts feature. The platform is enhancing the visibility of tagged products, leading to a reported 40% increase in engagement. For real estate professionals, this means leveraging Shorts to highlight properties, share quick tips, or even initiate virtual open houses. This adaptation aligns with a broader shift where consumers prefer content that is not just informative but also interactive.

The Role of Creators in Brand Visibility

Both TikTok and YouTube are underscoring the significance of creators in driving brand partnerships. By collaborating with relatable influencers, real estate agents can effectively enhance their market reach. A genuine voice can convey trust and authority, essential qualities in the real estate industry where relationships are key to success. Utilizing influencer partnerships can amplify agents' visibility in a saturated market.

Avoiding Pitfalls: Meta’s Challenges

On the other hand, Meta's struggles illustrate the risks of not adapting to contemporary user preferences. Their shift towards a reels-first strategy is an attempt to regain user engagement, but the recent revelation that links in captions are detrimental to reach serves as a stark reminder of the need for innovation. Real estate agents must be mindful of such changes and strategically plan their content on platforms like Facebook and Instagram to avoid jeopardizing their outreach.

Staying Ahead of the Curve: Actionable Insights

The rapid evolution of social media platforms necessitates a proactive approach from real estate professionals. Whether it’s embracing livestream shopping on TikTok or leveraging new features on YouTube, agents must consistently assess and adapt their strategies to maximize engagement. As Healey states, it is never too late to adapt—instead, it’s an opportune moment to embrace these shifts and capitalize on new avenues for visibility.

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Record-Breaking Revenue for Real Brokerage: Implications for Real Estate News

Update A Record-Breaking Quarter: Real Brokerage's Success Story Real Brokerage Inc. has recently made headlines by posting an impressive $540.7 million in revenue for the second quarter of 2025. This figure not only marks a staggering 59% year-over-year increase but also signifies the company’s first quarter achieving positive net income. In addition to an impressive gross profit surge of 50% to $47.9 million, Real has achieved milestones that many traditional brokerage firms can only aspire to. Understanding Real Brokerage's Unique Model Unlike conventional real estate firms that rely heavily on physical office spaces, Real Brokerage operates as a cloud-based platform. CEO Tamir Poleg emphasized the company’s innovative approach, stating that its combination of financial incentives and advanced software technology creates a collaborative atmosphere not seen in other companies. This model has led to significant shifts in how real estate transactions are conducted, offering agents flexibility and support that traditional firms may lack. Transaction Growth and Agent Expansion: A Winning Formula During this record-breaking quarter, Real closed 49,282 transactions, which is a remarkable 62% increase from the previous year's performance. The total value of these transactions also swelled from $12.6 billion to $20.1 billion. Such an acceleration in transaction volume is indicative of both the agent's effectiveness and the consumer's confidence in the brand. The growth in agent count has also been significant, with Real boasting 28,034 agents as of June 30, a 43% year-over-year increase. This uptick reflects the growing appeal of Real's business model amid an increasingly competitive industry. The Importance of Agent Retention and Performance Metrics Poleg indicated that although over 1,500 agents were off-boarded due to license non-renewals, the remaining agents demonstrated notably strong performance. Each average agent closed an increased number of transactions, highlighting Real's strong market position. The company maintains a low revenue churn rate of just 2%, showcasing its effectiveness in retaining high-performing agents—a crucial metric in today’s fluctuating real estate market. Financial Health and Future Projections Real's operating expenses rose by 42% to $46.2 million, but this is a reasonable expenditure considering the company’s aggressive growth strategy. Even as expenses increased, adjusted operating expenses per transaction decreased by 5%. With $54.8 million in cash reserves and no debt, Real seems well-positioned to continue its trend of growth. As we look to the future, the question remains: Can Real maintain this momentum in a challenging real estate market? With so many agents drawn to its unique value proposition, and operational practices firmly based in technology, the potential for sustained success appears promising. Conclusion: The Takeaway for Investors Real Brokerage's success in posting record operational numbers is impressive and paints an optimistic picture for the future. For those invested in the real estate sector, following Real’s innovative practices could provide insightful lessons on adapting to market changes and prioritizing technology. As this trend continues, the real estate landscape may undergo further transformation, echoing the significance of adapting to modern solutions. Keeping an eye on companies like Real could prove essential for understanding future trends in real estate dynamics.

Showcase Real Estate Expands in California Through Private-Label Partnership

Update Showcase Real Estate Joins Forces with The Real Brokerage In an impressive move within the real estate sector, Showcase Real Estate, a distinguished brokerage based in Yuba City, California, has recently partnered with The Real Brokerage through its innovative private-label program. This collaboration is expected to enhance Showcase's capabilities and expand its influence across seven counties in Northern California. Keeping Identity Intact While Scaling Up Under this private-label initiative, Showcase will maintain its well-established brand image, which boasts a strong local presence for nearly five decades. Broker-owner Donna Phelan emphasized that what attracted her to The Real is its commitment to putting agents first, which aligns wonderfully with Showcase's ethos of empowering agents and fostering growth. This partnership promises to leverage Real's advanced technology and support mechanisms, enabling Showcase’s agents to enhance their productivity and client service. The Evolution of Showcase Real Estate Since its inception, Showcase has solidified its reputation in the real estate market, closing over 2,170 transactions that amassed an impressive total sales volume of $826 million, with $115 million generated through 267 deals in the last year alone. The brokerage's trajectory demonstrates a robust resilience, particularly during the housing downturn in 2008, where it developed a niche in real estate-owned sales, collaborating with financial institutions on post-foreclosure transactions. The Vision for the Future Reflecting on this significant partnership, Phelan expressed optimism that joining forces with The Real Brokerage will elevate their business operations. “I believe joining Real will add value and efficiency to our agents’ businesses and help them succeed like never before,” she noted. Her entrepreneurial spirit and dedication to her agents underline the strong leadership that will guide this transition. Why Invest In Private Label Brokerage Programs? The growing trend of private-label brokerage programs reflects a strategic movement within the industry. Independent brokerages are increasingly recognizing the need to scale while preserving their unique identities. Programs like that of The Real not only offer back-end support and technological resources but also create a collaborative environment for brokers to thrive without losing their local touch. Cultural Significance and Community Impact The partnership comes with significant implications for the local community. Showcase Real Estate has deep roots in Northern California, and their collaboration with a nationally recognized entity like The Real enhances the service offerings available to the community. Clients can expect a blend of local expertise and national resources, enhancing their overall real estate experience. Final Thoughts As Showcase Real Estate navigates this strategic partnership, the broader implications for the real estate market are noteworthy. By combining local expertise with national support, they not only empower their agents but also enrich the community they serve. For agents at Showcase and clients alike, this collaboration marks a promising step into a more prosperous future.

Discover the Tech You Can't Live Without in Real Estate Today

Update Unpacking the Technology You Can't Live Without In an era dominated by swift advancements, technology permeates every aspect of our lives, particularly in the real estate sector. This August, Inman's Technology and Innovation Month serves as a spotlight on the innovative tools and platforms that have transformed how agents and consumers engage with the market. From the reliability of mobile apps to the power of social media, the choices and preferences among real estate professionals accentuate the tools they deem indispensable. The Pulse of Real Estate: What’s Your Must-Have Tech? Every week, Inman invites its readers to participate in Pulse, a recurring column that encourages discussion on various topics. This time, the focus is on the technology that agents can’t live without. As professionals gather around to share their favorites, the results will shed light on prevailing trends within the industry. Whether it’s the comfort of a trusty CRM or the constant connection provided by smartphones, agency technology is continuously evolving. Tech Evolution: The Modern-Day Toolbox While traditional methods like real estate databases and open houses remain valuable, a slew of modern platforms and applications are changing the game. Innovations including AI-powered listing tools, automated lead nurturing systems, and immersive virtual tours are emerging as essentials that industry professionals now rely on. In fact, many agents find themselves favoring social media platforms like Instagram and TikTok over conventional advertising, citing their ability to reach a wider, more engaged audience. Looking to the Future: Trends in Real Estate Technology What does the future hold for real estate technology? As we reflect on the tools professionals can’t live without today, it’s essential to contemplate what innovations might emerge next. With the rise of augmented and virtual reality in property viewing and the increasing reliance on data analytics for market insights, the landscape is set for further upheaval. Adopting these technologies may also foster smarter decision-making and more personalized client interactions, thus enhancing the overall real estate experience. Connecting Through Sentiment: Emotional Aspects of Technology For many agents, the favorite tools are not just about functional efficiency; they foster a deeper connection with their clients. For instance, real estate forms formed through video and virtual tours allow prospective buyers to feel emotionally attached to properties even before setting foot inside. This emotional engagement often sways purchase decisions, becoming a crucial element in today’s competitive market. Take Action: Share Your Thoughts and Tools The real estate landscape is constantly evolving, and so is the technology that supports it. Each contribution unveils varied perspectives and preferences, enriching our understanding of how technology impacts business practices. So, what technology could you not imagine your work-life without? Join the conversation and assist in shaping the future of real estate at Inman.

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