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What are your goals for Facebook? (...turns out...I have a suggestion...)

By
Services for Real Estate Pros with Roost

Since we’ve started building Social Real Estate tools, I’ve been really impressed with how many of our clients see the opportunity Facebook presents in generating referral/word of mouth business.

But let’s face it, this is a nascent platform for small/local business people and like all new things, ROI measurement is still tricky.  And what makes that scary is how easy it is to spend large chunks of time playing with it.  If you’re not getting a return on that time, that is expensive opportunity cost.

Obviously, everyone’s goal here is to leverage Facebook to get more deals.  But like most things in life – your chances of success are going to go up considerably if you can identify milestones to measure along the way.  Facebook is no different.

There are a lot of candidates you could focus on as milestones & goals for Facebook marketing:

 

·    Leads generated

·      Fans or friends

·      Visits to your fanpage

·      Deals closed

·      Referrals sourced

·      Posts shared

·      And so on

In my opinion (and I want to hear yours!), you should be focusing on two things – and the rest will take care of itself. 

1.    Become a useful and entertaining source of insight

2.    Grow your audience

Let’s start with #1.  Here’s the bottom line, if you’re boring, spammy, annoying or run of the mill…people will not only ignore you...they will “Hide” you.  You need to find a way to offer entertaining, digestible and insightful information in short bursts. 

Put yourself in your prospect’s shoes…what would get you to tune in???  I read posts from people who make me laugh or give me information I find interesting & useful.  It’s that simple.

How do you measure your success here? Count how many times your posts are shared on average and set a goal to improve that.  Sadly Facebook doesn’t make it easy to tabulate this, but each time a post of yours is shared you’re going to see it on your own wall.  Watch for that and grade yourself.

Goal #2 is just as important (and in fact way easier when you strive for #1).  Without a large and growing audience you are not taking advantage of the platform.  You want to build your “referral sphere.”

This is all about setting goals for yourself in increasing your friends and fans each month.  Make your goals aggressive, but attainable.  Then make them happen – “Friend” people you meet at parties, open houses, etc.  Then friend their friends – and the cycle continues.

If you do these two things – establish yourself as someone people want to read/engage with…and grow your audience on Facebook.  I guarantee the rest will come naturally because it’s the stuff you’re already good at.  You will start to have individual conversations with friends of your friends…they will know that you are a REALTORâ…and you will get endorsements and referrals.

WHAT’S YOUR TAKE???

 

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