In earlier posts, I’ve written about how to get more Facebook followers and what you can post on your Facebook page (Part 1, Part 2). While you can’t let Facebook – or any non-owned social media or website – be your primary home base, it can still be a powerful part of your real estate marketing strategy. Here are some pro tips that will help you take your Facebook presence to the next level as you build your real estate business.
Add a Like Box to Your Website
Did you know that you can add a Like Box to your website, and that website visitors can then like your Facebook page without leaving your site? There are simple, free plugins for WordPress sites that allow you implement this strategy.
The biggest benefit to a Like Box is that it links your website directly to your Facebook presence. Since you want to build audiences that visit you in both places, it’s a great tool for building your real estate audience.
Join and Participate in Facebook Groups
There are dozens and dozens of Facebook groups available that you can join for advice, tips, and inspiration. Here’s the pro tip, though – focus on the ones where your clients hang out, not the ones where your peers do. Find Facebook groups focused on your city, neighborhood, or a local organization. When you join the conversation, you build relationships with exactly the people you want to reach.
I would point out that not all Facebook groups are relational, however – some are simply promotional and people post articles, links, and pitches without any conversation at all. Avoid those, because no one is actually listening. In addition, avoid political or controversial groups – your ideal clients come from all over the spectrum, and you don’t want to develop a reputation that affects that.
Create Non-Realtor® Facebook Pages
You can create Facebook pages that aren’t focused on your business at all, but simply encourage others to talk about related topics. Examples could be “Historical Homes in Atlanta” or “Great Architecture in Columbus”. These types of pages attract more interest because people are so wary of being sold things, and these pages aren’t pitching.
However, because these pages aren’t sales pages, you may need to take a few more steps before you can convert a visitor to this page to a lead. It’s not rocket science, though – it’s simple relationship building and trust that leads to new clients asking you to help them buy or sell a home.
Consider Paid Facebook Outreach
The bad news is that Facebook is increasingly becoming “pay to play”, in the sense that to get seen you often have to pay to place a Facebook ad or boost a post. The good news is that these ads can be very inexpensive, especially compared to other advertising options. You can also target very specific demographics, which helps maximize your return.
If you’re going to try Facebook paid outreach, I’d recommend a small test run before you commit much money. Fortunately, you can do a pretty good campaign for as little as $20 for a week. Try it out and see if you get the results you want. You may find it has a much better return than other paid outlets you use.
Facebook is a simple platform but there are a lot of pro-level tips to making the most of it as a Realtor®. By trying these four strategies, you’ll be able to gain more interest and build more relationships, which will help you make big strides in your business in the coming year.
What’s your favorite pro tip for Facebook? Share in the comments!
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