The way people discover homes is changing, and so too is the way property brands need to communicate. 

That’s why Building Relations PR has expanded our Studio offering with a dedicated TikTok content service, helping developers, housebuilders, estate agents and housing providers connect with today’s social-first homebuyers through engaging short-form video content. 

Our Founding and Managing Director, Rachel Colgan, notes: “We’ve been creating social content for clients for several years, but this is the year we’ve made a significant investment in our dedicated Studio team. Clients don’t just need great stories anymore – they need content that performs across every platform.” 

Alongside the new service, our agency has also launched our own TikTok channel, sharing practical ideas, campaign inspiration, social media trends and behind-the-scenes content from life at Building Relations PR. The channel will also showcase examples of how short-form video can support property marketing campaigns, helping brands understand what works and why. 

The move reflects a significant shift in the way people discover homes and engage with property brands. While traditional PR, websites and property portals remain an important part of the customer journey, social media is increasingly becoming where buyers first discover developments, research local areas and build trust with brands before taking the next step. 

Recent research suggests that 41% of Millennials and Gen Z buyers use social media to research property trends and discover homes before contacting an estate agent. Separate research also indicates that almost 40% of Gen Z consumers are increasingly turning to platforms such as TikTok and Instagram for discovery and recommendations, reflecting the growing role of social media in online search behaviour. 

For Building Relations PR, expanding our Studio offering isn’t about following the latest trend. It’s a response to changing consumer behaviour and the growing importance of integrated communications, where PR, social media, digital content and influencer activity work together to tell more engaging stories and deliver stronger commercial results. 

Why TikTok?

As the way people search for information continues to evolve, Building Relations PR believes TikTok is now an essential channel for developers, estate agents, housing providers and property brands looking to engage audiences. 

Unlike traditional marketing channels, TikTok gives brands the opportunity to showcase developments, communities and expertise through authentic, short-form content that helps build trust long before a prospective buyer makes an enquiry. 

From property walkthroughs and neighbourhood guides to behind-the-scenes content, construction updates and expert advice, short-form video is transforming how people explore new homes and communities, as well as engage with brands. 

Rather than replacing traditional marketing, TikTok is helping to capture interest, build trust and inspire potential buyers. 

The opportunity isn’t about chasing viral trends or creating content for the sake of it. The most effective short-form video gives audiences genuine insight into a place, the people behind it and what makes it different. Whether it’s a development walkthrough, a customer story or a behind-the-scenes update, authentic content consistently outperforms content that feels overly polished or promotional. 

For property brands, short-form video works best when it’s integrated with wider PR and communications activity, helping stories reach new audiences and creating multiple opportunities for engagement throughout a campaign. 

A fully integrated approach

Building Relations PR’s Studio team provides clients with strategy, content creation, filming, editing, campaign planning and ongoing social media support, ensuring TikTok and wider social content complements PR, communications and marketing activity. 

By bringing PR, Studio, digital marketing and social media together under one roof, the agency creates integrated campaigns that maximise every piece of content, helping clients build stronger brands and achieve better results across multiple channels. 

Rachel Colgan, Founder and Managing Director of Building Relations PR, said: 

“PR and communications are evolving faster than ever, driven by the fast pace of digital media. Audiences consume content differently today, and brands have to adapt if they want to stay relevant. 

“TikTok isn’t where people buy homes, but it’s increasingly where they discover them. It gives buyers a genuine feel for a development, the surrounding area and helps them understand whether they could live there before they even think about booking a viewing. In a tough sales market, brands can’t really afford not to. 

“We recently ran a major first-time buyer campaign and event in London. Traditional PR generated excellent media coverage and added credibility for the overall campaign, but it was our TikTok, Instagram and influencer content that drove footfall and engagement for the event itself. That’s why social content is no longer an add-on, it’s an essential part of the communications mix.” 

Looking ahead

As more buyers turn to social media to discover places, brands and communities, Building Relations PR believes short-form video will continue to play an increasingly important role within integrated property marketing strategies. 

By combining PR, Studio, digital marketing and social content under one roof, the agency is helping clients communicate more effectively across every stage of the customer journey, ensuring every piece of content works harder as part of a wider campaign. 

To find out more about Building Relations PR’s new TikTok content service, or how the Studio team can support your wider social media strategy, get in touch with Rachel Colgan at rachel@building-relations.co.uk.