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TikTok is latest social media bandwagon for switched-on property firms

Rentals firm and housebuilder win huge following with posts on the increasingly popular video-sharing app.

Richard Reed

TikTok has become the latest social media platform to be used by property firms to win potential new customers.

The app, which allows users to share 15-second videos, was originally seen as the preserve of teenagers – but it is now attracting increasing interest from business users.

Rental platform LettingaProperty.com has racked up more than 350,000 views in just two weeks with its new TikTok account.

Meanwhile housebuilder Hayfield has gone viral on TikTok with 23,000 followers – 7,000 more than any other UK builder.

Offering tips and advice

LettingaProperty.com chose TikTok so its team could deliver tips and advice. The most popular tip so far – a six-second reminder that 24 hours’ written notice is required before a landlord can visit a tenanted property – racked up more than 336,000 views in just two weeks.

“As a progressive tech firm, we’re always keen to connect with landlords and tenants in new ways. TikTok seemed like the ideal medium for sharing tips and advice, given the short duration of the videos required,” said Jonathan Daines, founder and CEO of LettingaProperty.com.

“With each tip taking less than a minute to record, the time input is minimal, while the exposure has been phenomenal.

“Technology has so much potential for enhancing the rental experience. That’s what we wanted to show by using TikTok – just how easy it can be to connect with tenants and landlords in new ways that make renting better for all concerned.”

Marketing show homes

Over at Hayfield, the Solihull-based firm has posted 40 TikToks since joining the platform earlier this year, with its top-performing short video attracting close to 900,000 views. The @HayfieldHomes account has already accrued more than 130,000 likes.

Sales and marketing director at Hayfield said: “We joined the TikTok bandwagon in July and are reaping the success of having a high proportion of our videos go viral.

“The relevance of our content is all down to the quality of our show homes, the creativity of our in-house marketing team, and our social media consultant’s expertise.

“For me, it’s heart-warming that the explosive growth of our social media accounts is something the whole Hayfield team is really proud of.”

She added: “Social media is incredibly important to the housebuilding industry. For Hayfield, it enables us to see how our new houses are transformed into lived-in homes, adding substance and personality to our customer relationships.”

October 15, 2021

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