BiggerPockets Has a TikTok Strategy. Why Don't You?

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BiggerPockets Has a TikTok Strategy. Why Don't You?

Mitch Messer
Lender · Playa del Carmen, México · Member since 2014 · 2k+ posts · 1k+ votes

I've always thought of TikTok as just "that singing and dancing app," rather than as a place to conduct serious business. 

Not anymore.

Social media platforms are agressively promoting real-time shopping opportunities to their users. Commerce initiatives like TikTok Shop, Instagram Shopping, and YouTube Shopping are making it easier for brands to pitch to users while they are scrolling.

If you believe folks like Gary Vaynerchuk, social commerce, specifically live shopping (or "commerce-tainment"), is the biggest internet opportunity since the early days of e-commerce.

And you only have to look at Zillow to see how deeply the internet has already shaken the real estate industry.

In June my business coach challenged me to go live on TikTok for 30 days.

I'm only halfway through, but I can already see I was totally WRONG about how social commerce is impacting real estate.

Even BiggerPockets has a TikTok account!

Now I'm trying to learn and evolve as rapidly as I can.

I don't have any answers. I'm just curious.

How are other real estate investors planning to adapt to the rise of social commerce?

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  • Ashley KehrPro Member
    Rental Property Investor · Buffalo, NY · Member since 2017 · 208 posts · 186 votes
    3mo

    Congrats on the new account! I would just add that someone who is starting in social media, taking the time to learn and start an account do one thing first. What do you want to get out of it? Is it to network and find clients? Is it to monetize through brand deals? Is it to find private money lenders? Social media can be a huge distraction from your actual business. So I challenge anyone who wants to start what is the goal behind it to make sure that is actually what you are driving when you start posting. 

    2Reply
    • Mitch Messer
      OP
      Lender · Playa del Carmen, México · Member since 2014 · 2k+ posts · 1k+ votes
      3mo
      Quote from @Ashley Kehr:

      Congrats on the new account! I would just add that someone who is starting in social media, taking the time to learn and start an account do one thing first. What do you want to get out of it? Is it to network and find clients? Is it to monetize through brand deals? Is it to find private money lenders? Social media can be a huge distraction from your actual business. So I challenge anyone who wants to start what is the goal behind it to make sure that is actually what you are driving when you start posting. 

      Thanks, @Ashley Kehr!

      I completely agree that setting goals for social media is the only way to make consistent progress towards them.

      But I also believe that we're well past the point where having a social media strategy is optional. And, social commerce is already here and growing fast!

      I watched the Yellow Pages and newspaper classified ad businesses both shrivel and die in the 2000s due to the rise of the Internet, specifically the Web.

      Meanwhile, having an online presence went from being an oddity back then to an absolute necessity today.

      Now, I'm not suggesting TikTok is the final answer...

      ... but any business owner who wants to win in 2026 needs to start asking better questions about social commerce.

      0Reply
  • Jimmy LieuBusiness Member
    Real Estate Agent · Columbus, OH · Member since 2019 · 3k+ posts · 2k+ votes
    2mo
    Quote from @Mitch Messer:

    I've always thought of TikTok as just "that singing and dancing app," rather than as a place to conduct serious business. 

    Not anymore.

    Social media platforms are agressively promoting real-time shopping opportunities to their users. Commerce initiatives like TikTok Shop, Instagram Shopping, and YouTube Shopping are making it easier for brands to pitch to users while they are scrolling.

    If you believe folks like Gary Vaynerchuk, social commerce, specifically live shopping (or "commerce-tainment"), is the biggest internet opportunity since the early days of e-commerce.

    And you only have to look at Zillow to see how deeply the internet has already shaken the real estate industry.

    In June my business coach challenged me to go live on TikTok for 30 days.

    I'm only halfway through, but I can already see I was totally WRONG about how social commerce is impacting real estate.

    Even BiggerPockets has a TikTok account!

    Now I'm trying to learn and evolve as rapidly as I can.

    I don't have any answers. I'm just curious.

    How are other real estate investors planning to adapt to the rise of social commerce?

    Happy to have you here! I think the biggest shift is that people aren't just using social media for entertainment anymore, they're using it to decide who they trust. I don't know if buying an investment property will ever become as simple as buying something from TikTok Shop, but I do think more investors will find deals, partners, lenders, and agents through content than through traditional marketing. I've seen plenty of investors build a following simply by documenting their deals, walking through renovations, or explaining how they analyze properties. That kind of content builds credibility long before someone is ready to buy or invest. I still think the fundamentals matter more than the platform, but the people who consistently educate and provide value online are probably going to have an advantage over the next few years. It'll be interesting to see how it evolves. 
    [email protected]614-300-7535
    Jimmy Lieu, Red 1 Realty4.9120 Reviews
    WebsiteView Page
    1Reply
    • Mitch Messer
      OP
      Lender · Playa del Carmen, México · Member since 2014 · 2k+ posts · 1k+ votes
      2mo
      Quote from @Jimmy Lieu:
      Quote from @Mitch Messer:

      I've always thought of TikTok as just "that singing and dancing app," rather than as a place to conduct serious business. 

      Not anymore.

      Social media platforms are agressively promoting real-time shopping opportunities to their users. Commerce initiatives like TikTok Shop, Instagram Shopping, and YouTube Shopping are making it easier for brands to pitch to users while they are scrolling.

      If you believe folks like Gary Vaynerchuk, social commerce, specifically live shopping (or "commerce-tainment"), is the biggest internet opportunity since the early days of e-commerce.

      And you only have to look at Zillow to see how deeply the internet has already shaken the real estate industry.

      In June my business coach challenged me to go live on TikTok for 30 days.

      I'm only halfway through, but I can already see I was totally WRONG about how social commerce is impacting real estate.

      Even BiggerPockets has a TikTok account!

      Now I'm trying to learn and evolve as rapidly as I can.

      I don't have any answers. I'm just curious.

      How are other real estate investors planning to adapt to the rise of social commerce?

      Happy to have you here! I think the biggest shift is that people aren't just using social media for entertainment anymore, they're using it to decide who they trust. I don't know if buying an investment property will ever become as simple as buying something from TikTok Shop, but I do think more investors will find deals, partners, lenders, and agents through content than through traditional marketing. I've seen plenty of investors build a following simply by documenting their deals, walking through renovations, or explaining how they analyze properties. That kind of content builds credibility long before someone is ready to buy or invest. I still think the fundamentals matter more than the platform, but the people who consistently educate and provide value online are probably going to have an advantage over the next few years. It'll be interesting to see how it evolves. 

      Thanks, @Jimmy Lieu!

      I believe you are 100% correct: Social media has become a requirement for establishing business trust.

      And, the short-form video format (TikTok, Facebook/Instagram Reels, YouTube Shorts, etc.) has become the standard for reaching a buying audience in 2026.

      We stopped being readers and writers decades ago. We're now primarily viewers, with an attention span measured in seconds.

      I love me some BiggerPockets, but the newer generations aren't getting their real estate investment info here.

      1Reply
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