Real estate research no longer starts only with a listing portal or a Google search. For many younger buyers, it starts with a short video.

According to the National Association of REALTORS®’ 2026 Member Profile, only 16% of REALTORS® report using TikTok professionally. Meanwhile, Pew Research Center found that 37% of U.S. adults use TikTok, including 63% of adults ages 18–29.

That gap matters because buyers are not only searching for houses. They are trying to understand what living in a market might actually look like before they schedule a showing, plan a relocation trip, or even contact an agent.

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What Buyers Can Learn From Short-Form Video

A listing can show you the number of bedrooms, square footage, and asking price. A good local video can provide a different kind of context.

It might show:

• The types of homes commonly found in Lexington, Irmo, or Chapin
• What a particular shopping or dining area looks like
• How close a neighborhood is to major roads or Lake Murray
• Common questions buyers should ask about financing, inspections, or homeowners associations
• Differences between what looks impressive online and what deserves a closer look in person

That does not mean every video is reliable. It means video can help buyers develop better questions before they make major decisions.

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What Good Local Real Estate Content Should Do

Useful real estate content should be specific, current, and honest about tradeoffs.

A polished neighborhood montage may be pretty, but buyers usually need more than pretty. They need to understand commute considerations, housing styles, property taxes, homeowners association requirements, insurance concerns, market conditions, and what their budget can realistically purchase.

The most valuable videos are often the simplest ones: a quick explanation of a confusing contract term, a look at a local area, or an answer to a question a buyer recently asked.

Short-form video also gives consumers an early look at how an agent communicates. Before reaching out, a buyer can often tell whether the agent explains things clearly, knows the area, and is willing to discuss more than a home’s best camera angles.

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What TikTok Cannot Replace

Social media can be a useful starting point, but it should not replace proper research or professional guidance.

A video cannot confirm a property’s condition, establish an official school attendance zone, review homeowners association documents, calculate your financing, or uncover everything that may matter during inspections and due diligence.

Use social media to gather ideas and questions. Use official sources and qualified professionals to verify the details before making decisions.

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Frequently Asked Questions

Can I choose a real estate agent based on their social media?

Social media can help you evaluate an agent’s communication style, personality, and familiarity with a market. You should still verify their license, experience, service area, reviews, availability, and approach to representing clients.

Do I need TikTok to research a move?

Not at all. TikTok, Instagram Reels, and YouTube Shorts are simply additional research tools. Listing portals, local government websites, school district resources, market reports, and conversations with knowledgeable local professionals remain important.

Should I trust neighborhood videos?

Treat them as one source, not the final answer. Look for content that includes specific facts, acknowledges drawbacks, and encourages viewers to verify important information rather than relying on hype.

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If you are researching a move to Columbia, Lexington, Irmo, Ballentine, Chapin, Lake Murray, Aiken, or the surrounding Midlands, I can help you sort the pretty videos from the practical details and build a plan around your actual budget, timeline, and priorities.

Call or text me when you are ready to talk through your move.

Savannah Hill, REALTOR®
Jeff Cook Real Estate | LPT Realty
Serving buyers and sellers across Columbia, Lexington, Irmo, Ballentine, Chapin, Lake Murray, Aiken, and the surrounding Midlands.

Sources: National Association of REALTORS®, 2026 Member Profile; Pew Research Center, Americans’ Social Media Use 2025.