TikTok Marketing Strategy for Real Estate Industry: A case study for a Leasing Agency in Vietnam

Abstract

This is a pilot-study thesis aimed to find suitable TikTok marketing approach for the company, Urban Key to connect with their audience and increase brand awareness. The final products of this work are results of a 1-month trial campaign and TikTok marketing guide for Urban Key, which includes information gathered in the theoretical framework and insights gleaned from interviews with an early adopter of real estate TikTok marketing and an expert of TikTok marketing in Vietnam.

The thesis is mainly divided into two parts: theoretical and empirical. The main objective of this thesis was to figure out how a leasing agency can use the social service platform TikTok to become more successful in their niche, by taking a deep dive into the platform’s features, content, algorithm, and marketing methods. The empirical research part of this thesis was conducted by analysing content of an TikTok channel related to real estate industry in order to support the guide with some practical examples. The study was conducted using qualitative research approaches, incorporating both primary and secondary data sources. The thesis also includes numerous figures to visualize the examples and findings.

Core findings of this research are the TikTok marketing strategies for leasing real estate company. They are (1) utilizing organic content method by creating entertainment and humorous content to capture the audience’s attention in the initial phase of building the TikTok channel; (2) understand how the algorithm works and learn about the ranking and display system for users before starting to build an effective channel. Besides, (3) using in-feed ads to promote the channel and gradually testing different content to optimize ad costs, then scaling up later lead to broaden audience reach and rise in brand awareness then. The author believe that this study will offer readers a different perspective on TikTok's benefits for small leasing real estate businesses with limited marketing budgets.