Short-form video is increasingly part of how younger consumers research real estate. However, most agents still are not using one of the platforms where that behavior is concentrated.
Only about 16% of REALTORS® use TikTok professionally, according to July coverage from the National Association of REALTORS®. By comparison, 63% of US adults younger than 30 use the platform, according to Pew Research Center. Younger buyers are also using TikTok, Instagram and YouTube to research neighborhoods, local businesses and real estate professionals before reaching out.
Agents now have another way to see whether that content reaches people beyond the social feed. Google’s Search Console platform properties track how Instagram, TikTok, X and YouTube content performs across Google Search, Discover and Google News, including the queries and posts generating search traffic.
Why TikTok’s adoption gap stands out
Social media itself is already mainstream in real estate and remains part of a broader digital marketing strategy for agents trying to build visibility and generate leads. NAR’s 2025 Technology Survey found that 75% of REALTORS® use social media professionally, compared with 79% for eSignature tools.
TikTok’s much lower professional adoption does not mean every agent needs another platform. Lead-source and CRM data can help agents determine whether younger buyers, relocation prospects or other social-first consumers are already entering their pipeline before committing more time to short-form video.
What searchable real estate video looks like
Search-oriented video starts with questions prospects are already asking. Agents can turn topics such as mortgage pre-approval, closing costs, neighborhood differences or local market conditions into short clips. Listing tours and neighborhood footage can also carry voiceover explanations for agents who prefer not to speak directly to camera.
The subject should be clear enough to match how someone might search for it: moving to a particular city, buying a first home, comparing neighborhoods or understanding what a certain budget buys locally. Google’s reporting can then show queries driving social content traffic, identify posts gaining search momentum and help creators compare Google performance across platforms.
An agent publishing several neighborhood videos, for example, could see whether searches related to relocation, housing costs or specific communities are leading people to those posts. Platform properties measure Google performance rather than views and engagement generated inside the social platforms themselves.
Keep endorsements compliant
Greater search visibility does not change advertising requirements for testimonials, recommendations or paid partnerships. The Federal Trade Commission says endorsements must be truthful and not misleading, and material connections should be disclosed when they could affect how consumers evaluate a recommendation.
Those connections can include payment, free or discounted products or services, employment relationships and other benefits. Agents should also check brokerage policies and applicable state advertising rules before publishing testimonials, partnerships or promotional content involving other businesses.
How agents can test searchable video
Agents can start with a small set of videos built around specific buyer or seller questions rather than overhauling an entire marketing strategy. Search Console can show Google queries, impressions and clicks associated with that content. Agents can then compare those results with profile visits, direct messages and inquiries, tying that activity back to broader lead-generation performance in their CRM.
A neighborhood guide that attracts modest social engagement could still generate relevant Google search traffic later. Comparing search activity with inquiries gives agents a clearer view of which topics reach potential clients, not just which clips accumulate views.