Social Media Master Class: TikTok

HousingWire’s Managing Editor, Brena Nath, interviews Scott Betley, a loan officer at NFM Lending, to show attendees the latest strategies and updates on TikTok. He also shares a few insights on managing this social platform, discussing how he has amassed thousands of leads through his TikTok strategy.

Here is a small preview of the session, which has been lightly edited for length and clarity:

Brena Nath: What made you decide to join TikTok in the first place?

Scott Betley: It’s all because of Gary Vaynerchuk, believe it or not. I’m a big follower and supporter of his. I was listening to his podcast, and I’ll never forget, it was December of 2019, I was in the gym, and he was raving about the organic reach on TikTok. And I was like, you know what, I might as well try it. I was playing with Instagram and Facebook and doing some parody videos that had popped off. And I was like, you know, why don’t I jump in and try it? And it took a little bit of time, but I think it was like the 25th or 26th video that took off. I was like, wow, this is legitimate. But it all stems from Gary.

Brena Nath: Can you expand more on when you first started seeing the benefits of using TikTok?

Scott Betley: It took me about a month or so to really get my bearings straight. I kind of made the mistake upfront of not spending time consuming content to understand the platform. And you know, it’s very raw, it’s organic. It’s not very post-produced and not too fancy. I kind of had to wrap my head around that first to understand what content was performing well on the platform. But yeah, it was about a month before it really started to take off, and I think that first video hit like 350,000 or 400,000 views overnight, and it was about no money down. I had probably like 100 leads from that video.

Watch the full session below. To go back to the full HousingWire on demand summit, go here.


  • Scott Betley, Loan Officer, NFM Lending
  • Brena Nath, Managing Editor, HousingWire

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