Should I use TikTok or Instagram Reels for my home listing?
TikTok or Instagram Reels — which one will sell your home faster? Here’s the blunt answer every agent needs.
Quick verdict
Use both, but with different playbooks. Short-form video is the fastest way to move listings now. The platform you choose affects reach, audience, and conversion. Pick the play that matches the buyer profile, not your comfort.
How each platform wins
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TikTok: Explosive organic reach. The For You algorithm rewards watch time and engagement. Best for staging, lifestyle POVs, trend-based hooks, and reaching younger buyers or investors. TikTok is a discovery engine — expect strangers to find your listing.
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Instagram Reels: Better for local discovery, older buyers, and conversion. Reels sits inside a profile that contains your bio, contact, saved posts, and neighborhood highlights. People who find Reels can quickly click to your profile and listing link.
The playbook that converts listings
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Define your buyer persona. Are buyers young professionals, first-time buyers, or downsizers? Use TikTok for younger demos and Reels for established buyers.
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Hook in 3 seconds. Start with a bold value statement: “$XXK under market” or “3 reasons this home sells fast.” If you don’t hook, you lose watch time and the algorithm ignores you.
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Format for performance. Vertical 9:16, 15–45 seconds, clear captions, punchy music, and a visible CTA. Show the best room first. Use quick cuts and natural light.
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Localize aggressively. Geo-tag, use neighborhood keywords, and say the city/suburb name in audio. That boosts local search and attracts agents who share.
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Test, then scale. Post similar creative on both platforms, track watch time, saves, shares, and DMs. Double down on the top performer and boost with paid spend.
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Measurement that matters. Track: views, average watch time, saves, shares, website clicks, and inquiries. Prioritize actions that create leads — saves and clicks — over vanity views.
Tactical split and budget
- Organic first: Post to both. Use platform-native features (trends on TikTok, cover images and captions on Reels).
- Paid scaling: Boost the best post on the platform showing the highest conversion. Start with $20-$50/day for a 3–5 day test targeting a 10–20 km radius and buyer demographics.
Real examples that work
- Walkthrough POV with price overlay: high watch time.
- Top 3 features reel: people save and share.
- Neighborhood micro-tour: builds local trust and drives contact requests.
Final decision framework
If you need reach fast and want to create demand: prioritize TikTok. If you need qualified local leads and profile-driven conversion: prioritize Instagram Reels. The smartest agents use both, test aggressively, and scale what converts.
Tony Sousa is a local realtor who uses this exact playbook to capture buyers and sell homes faster. Reach him: tony@sousasells.ca | 416-477-2620 | https://www.sousasells.ca
