From TikTok to Threads: Jim Gray on Navigating Real Estate’s Next Digital Wave
The social media coach shares actionable advice on how to diversify marketing efforts beyond a single platform.
Jim Gray knows what it takes to succeed in a shifting real estate market. As a writer, editor, coach and consultant for Elite Listings, Gray brings deep industry knowledge drawn from more than a decade as a top-producing agent in New York. Between 2013 and 2019, he personally closed 437 home sales, led a thriving team and coached 15 agents to higher performance.
As director of lead generation at 14 Moves International, he helped drive more than 1,200 sales, earning recognition as part of one of the top teams worldwide. Now coaching with Middleton Elite and Fast Growth Coaching, Gray continues to equip agents with strategies to grow their businesses and adapt to constant change.
MHN talks to Gray about his expertise on navigating platform shifts such as the potential TikTok ban, diversifying marketing strategies, balancing digital and in-person outreach and building a resilient personal brand for long-term success.
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In light of the potential TikTok ban, how do you recommend real estate agents prioritize their marketing efforts to ensure they aren’t overly reliant on one platform?
Gray: Now more than ever, agents must stop relying on a single platform and embrace a more holistic marketing strategy. That means blending short-form video with long-form content, paid ads with organic engagement and online touchpoints with offline experiences. A well-rounded, multi-channel approach is no longer optional, it’s essential to staying top of mind and ahead of the curve.
By reaching audiences across multiple formats and platforms, agents can build stronger brand recognition, reduce risk from sudden platform changes and meet potential clients wherever they are in their buying journey. This adaptability not only future proofs their business but also creates more opportunities for meaningful, lasting connections.
Is there any way real estate agents can effectively migrate their TikTok followers to other platforms like Instagram Reels or YouTube Shorts?
Gray: Real estate agents should act quickly to redirect their TikTok followers to other platforms, particularly Instagram and Facebook. Ensure that Instagram accounts are linked from TikTok and post videos up until the ban informing audiences to follow alternative social media platforms such as Instagram.
Instagram Reels, with its extensive reach and strong video features, is a natural alternative to TikTok for creating engaging short-form content. Additionally, platforms like YouTube Shorts, Snapchat Spotlight and Facebook offer similar opportunities to connect with audiences. Agents can also live-stream property tours on platforms like Instagram and Facebook Live to maintain strong connections with their clients.
Considering the rise of platforms like Threads and BlueSky, how can agents stay ahead of emerging platforms while continuing to maintain a solid presence on the more established ones like Instagram and Facebook?
Gray: To stay ahead of platforms like Threads and BlueSky while maintaining Instagram and Facebook, real estate agents should stay adaptable and strategic. Instead of jumping into every new app, they can test light content, watch audience behavior and focus on where their clients are most active. Tools for cross-posting and scheduling help manage time and maintain consistency across channels. The goal is to stay curious, experiment smartly and prioritize impact over presence.
Beyond video content, email marketing and SEO-driven blogs are also important. How can agents ensure they are leveraging these tactics effectively, especially if they feel overwhelmed by the fast pace of social media changes?
Gray: Beyond video content, agents should also use email marketing, interactive webinars and strengthen their online presence through SEO-driven blogs to attract prospective clients actively searching for real estate services. To stay consistent without feeling overwhelmed, agents should create a simple content plan, sending regular, helpful email newsletters and writing blog posts that address client questions and include local SEO keywords. Repurposing blog content for emails and social media can save time and keep their marketing efforts efficient and focused.
How important is offline engagement, like hosting local events, in the context of a digital marketing-heavy landscape? Can it really help agents rebuild relationships lost due to digital disruption?
Gray: Offline engagement, like hosting local events, is still essential in a digital-heavy world. While digital tools offer reach, in-person events help real estate agents build trust, strengthen community ties and create genuine connections. When paired with online marketing, these face-to-face interactions make agents more memorable and credible in their local markets.
In your experience, what’s the best balance between online and offline marketing strategies for real estate agents looking to stay relevant long-term?
Gray: The best marketing balance for real estate agents combines online and offline strategies. Online efforts like social media, email and SEO drive visibility and reach, while offline tactics like events and networking build trust and local connections. A 70/30 split, favoring online for consistency and offline for personal touch, is a strong starting point, adjustable based on the market and audience.
It seems that remaining flexible with content strategy is key. Tell us more about what it takes for real estate agents to create a truly adaptable marketing strategy that allows them to pivot quickly if needed—especially when algorithms or platform ownership change.
Gray: Creating an adaptable marketing strategy means real estate agents should focus on content that can be reused across platforms, build an email list they own and track what performs well. By being informed about trends, using scheduling tools and not relying too heavily on one platform, they can pivot quickly when algorithms or ownership shift. Flexibility comes from planning, testing and staying connected to their audience’s needs.
Given the rapid shifts in the digital space, do you think real estate agents should invest more in building their personal brand across platforms, or should they focus on specific niche channels that align more closely with their target audience?
Gray: Real estate agents should focus on building a strong personal brand while prioritizing niche channels that align with their target audience. A clear, consistent brand can be adapted across platforms, but targeting the right channels ensures their message reaches the right people.
