In 2025, TikTok has become a recruiting machine for real estate agents—especially those aligned with MLM-style brokerages like eXp Realty and Real. But instead of attracting buyers and sellers, much of the content is aimed at other agents. And worse? A growing number of videos mock clients, turning homebuyers into punchlines for clout.

This post breaks down the shift from client-focused marketing to agent-to-agent recruiting, why it’s happening, and what it means for your brand, your brokerage, and the future of real estate content.

 Quick Brief: What You Need to Know

• TikTok’s real estate scene has flipped—agents are now making content to recruit other agents, not attract buyers or sellers.
• Mocking clients is trending—and it’s not a good look. Skits that make fun of buyers are going viral, but they’re also eroding trust.
• Recruiting is the new selling—especially at brokerages like eXp and Real, where downlines = dollars.
• Your brand is at risk—if your agents are chasing clout at the expense of client respect, your reputation’s on the line.
• There’s a better way—brokerages that lead with empathy, creativity, and actual value will win in the long run.

From Clients to Clickbait: Real Estate TikTok Has a Problem

By J. Stuart Hill, MNKY.agency | July 11th, 2025

Real Estate TikTok Isn’t for Buyers Anymore

Let’s be real—TikTok used to be a goldmine for agents. You could post a walkthrough, drop a market tip, or share a “just sold” and actually get leads. But lately? The content has shifted. Big time.

Now, it’s all about recruiting other agents. And not subtly. We’re talking full-blown “join my downline” energy, especially from agents at eXp Realty and Real Brokerage. These companies have turned recruiting into a business model—and TikTok is their playground. Welcome to the MLM Era of Real Estate

Here’s the playbook:

• Show off your “freedom lifestyle”
• Flash some commission checks
• Drop a few “traditional brokerages are dead” hot takes
• And boom—you’re a recruiter with a ring light

It’s influencer marketing meets multi-level marketing. And while it might work for building a team, it’s not doing much for building trust with actual clients. When Buyers Become the Punchline

Here’s where it gets messy.

A lot of this content isn’t just about agent life—it’s about making fun of buyers. You’ve seen the skits:

• The overprotective dad at the inspection
• The buyer who wants to offer $100K under asking
• The “Zillow expert” who thinks they know more than the agent

Funny? Maybe. But also? Kinda gross. These are the people agents are supposed to serve—and now they’re the butt of the joke?

Content for Clout, Not Clients

Let’s call it what it is: this isn’t marketing—it’s recruiting. And that’s fine, if that’s your goal. But don’t confuse it with building a brand that buyers and sellers trust.

If your content strategy is all about impressing other agents, you’re not growing your business—you’re growing your ego.

Brokerages: This Is Your Wake-Up Call

If you’re leading a team or running a brokerage, here’s what you need to think about:

• Set the tone: Make it clear what kind of content reflects your brand—and what doesn’t.
• Coach for connection: Help your agents create content that’s funny and respectful.
• Balance the message: Recruiting is part of the game, but it shouldn’t be the whole game.

Final Thought

Real estate is still a people business. If your content forgets that—if it turns clients into punchlines and agents into influencers—you’re not building a brand. You’re building a bubble.

And we all know what happens to bubbles.

The post Real Estate TikTok Is Broken—Here’s Why appeared first on MNKY.agency.

Executive Summary

This blog post explores the critical lessons learned from the recent TikTok ban imposed by the US government and emphasizes the importance of a diversified online presence for businesses. It highlights the risks of over-reliance on any single social media platform and advocates for a website-centric approach where social media channels are used strategically to drive traffic to a company’s owned online assets. The post provides actionable advice for building a strong website and leveraging social media effectively to achieve long-term success in the digital landscape.

Key Takeaways:

• Over-reliance on any single social media platform is risky.
• Diversification is essential for long-term success.
• Your website is your most valuable online asset.
• Prioritize owned media over rented media.

Introduction

You probably noticed that between Sunday and Monday this week, TikTok went dark! For two days, the platform was inaccessible in the US. For millions of users, it was a minor inconvenience—a temporary break from viral dances and catchy soundtracks. But for businesses that had built their entire strategy around TikTok, it was a full-blown crisis.

Suddenly, their connection to a massive audience vanished. Content calendars went out the window. Marketing campaigns ground to a halt. The panic was palpable. This 48-hour blackout served as a stark reminder of a crucial truth in the digital age: building your business solely on a platform you don’t control is a risky game. It’s like constructing a magnificent house on rented land – you never truly own the foundation.

This brings us to a critical distinction: owned media versus rented media. Owned media are the online assets you control – your website, your blog, your email list. Rented media are platforms like TikTok, Instagram, and Facebook. You have a presence there, but you play by their rules. And those rules can change in an instant.

The 48-Hour Wake-Up Call

The temporary TikTok ban, while short-lived, exposed the vulnerabilities of businesses overly reliant on the platform. Imagine this: you’ve spent months, maybe even years, cultivating a loyal following on TikTok. You’ve mastered the algorithm, your content is engaging, and you’re seeing real results. Then, overnight, access is revoked.

What happens?

• Lost Connection: Your primary channel for reaching your audience disappears. You can’t post new content, engage with followers, or respond to comments. It’s like having your storefront suddenly boarded up.
  
  
• Disrupted Campaigns: Planned product launches, promotions, and collaborations dependent on TikTok are thrown into disarray. The momentum you’ve built comes to a screeching halt.
  
  
• Communication Breakdown: You lose a vital communication channel with your customers. Unable to provide updates or address concerns, you risk damaging your brand reputation.
  
  
• Revenue Impact: If your sales or lead generation are heavily tied to TikTok, the ban can have a direct and immediate impact on your bottom line.

The TikTok blackout, while inconvenient for users, was a harsh reality check for businesses. It highlighted the fragility of relying solely on a platform subject to external forces beyond your control. The digital landscape is dynamic and ever-changing. Algorithms shift, platforms evolve, and new contenders emerge. What works today might be obsolete tomorrow.

The key takeaway? Don’t get caught off guard. Be prepared for the unexpected. Build a strategy that can weather the storms of the social media world.

Why Your Website Is Your Most Valuable Asset

The TikTok ban served as a stark reminder: when it comes to your online presence, you need a home base – a space you truly own and control. That home base is your website.

Think of it this way: social media platforms are like rented apartments. You have a space to live, but you’re subject to the landlord’s rules. The landlord can change the rent, evict you, or even demolish the building. Your website, on the other hand, is like owning your own house. You’re the architect, the designer, and the homeowner. You have complete control over every aspect.

Here’s why your website is your most valuable online asset:

• Control Over Branding and Messaging: Your website is an extension of your brand. You have complete control over the design, layout, and content, ensuring it perfectly reflects your brand identity and communicates your unique value proposition.
  
  
• Ability to Collect Customer Data: Your website allows you to gather valuable information about your visitors. You can track their behavior, collect email addresses, and understand their interests. This data is invaluable for targeted marketing campaigns and personalized customer experiences.
  
  
• Flexibility to Adapt and Evolve: Your website is a living, breathing entity. You can easily update it with new content, add new features, and adapt to changing market trends. This flexibility is crucial in today’s fast-paced digital world.
  
  
• Long-Term Stability and Security: Unlike social media platforms, which can be subject to sudden changes or even disappear, your website provides a stable and secure foundation for your online presence. It’s a long-term investment that will continue to serve you well for years to come.

Building a strong website requires a thoughtful approach. Invest in professional design, create high-quality content that resonates with your audience, optimize your site for search engines, and ensure it’s mobile-responsive. A well-crafted website is more than just a digital brochure; it’s a powerful tool for attracting customers, building relationships, and driving business growth.

Social Media: A Powerful Channel, Not a Foundation

Let’s be clear: social media is an incredibly powerful tool. It allows you to connect with your audience, build brand awareness, and drive engagement. But as the TikTok ban demonstrated, it’s essential to view social media as a channel within your broader marketing strategy, not the foundation upon which everything is built.

Think of social media platforms as highways leading to your website, which is your ultimate destination. Your goal is to use these highways to attract visitors and guide them back to your “home base.”

Here’s how you can leverage social media effectively to drive traffic to your website:

• Share Compelling Content Teasers: Instead of posting full-length articles or videos on social media, share snippets or teasers that pique your audience’s interest and encourage them to click through to your website for the full experience.
  
  
• Run Contests and Promotions: Host giveaways, contests, or exclusive promotions that require users to visit your website to participate. This incentivizes them to explore your site and learn more about your offerings.
  
  
• Engage with Followers: Social media is all about interaction. Respond to comments, answer questions, and participate in relevant conversations. This builds relationships with your audience and encourages them to visit your website to learn more about you.

Don’t limit yourself to a single platform. Diversify your social media presence across different channels to reach a wider audience and mitigate the risk of relying solely on one platform. Each platform has its unique strengths and audience demographics. Tailor your content and approach accordingly to maximize your reach and engagement.

Conclusion

The temporary TikTok ban, while disruptive, offered a valuable lesson for businesses in the digital age: don’t put all your eggs in one basket. Relying solely on any single social media platform is inherently risky. Algorithms change, platforms evolve, and unforeseen events can disrupt even the most carefully laid plans.

The key to a sustainable online presence lies in diversification. Build a strong foundation with your website – a space you own and control. Use social media as a powerful channel to reach and engage your audience, but always remember to guide them back to your website, where you can nurture relationships, capture leads, and drive conversions.

Take control of your digital destiny. Don’t let your business be at the mercy of algorithms or platform policies. Invest in your website, create valuable content, and build a diversified online presence that can weather any storm.

The future of your business depends on it.

The post TikTok’s 48-Hour Blackout: Have You Learned Your Lesson? appeared first on MNKY.agency.