Facebook: A Whole New World in Real Estate Marketing

By
Services for Real Estate Pros with RealSupport Inc.


We recently created a Facebook ad for one of our clients. The ad we came up with was "Art, Literature, Food and Real Estate. Living up to Boston's standards.  'Like' what you hear?"

Our client called us, confused and slightly disappointed. She wanted to know why it mentioned nothing about her real estate business, her contact information, and where was the call to action?

If you have taken a dive into the wonderful world of Facebook lately, then you may have seen the ads that Facebook allows you to create to advertise your Business Page. These ads are a great way to grow your fan base. The idea is to pull people in and get them to "Like" your page, thereby becoming a fan. These ads are, in fact, the #1 way that Facebook users find out about fan pages.

What you need to remember, and what our client did not realize, is this - Facebook is a completely different world than your classic real estate marketing.

Your real estate business website features pages like "Your Home Buying Resource," "Selling your Anytown USA Home," "Featured Anytown Listings" and "About Your Anytown USA Real Estate Experts." It's chock full of ways to contact you, your real estate experience, and what you can do for their home.

Now take a look at your Facebook Business Page. If you've done everything right, your Facebook Page should feature posts like "Get Involved in Your Community at This Weekend's Food Drive" or "Have You Tried The Newest Tapas Restaurant?"  If you've really gotten into it, it may also feature an additional tab on your latest listings or price reductions. But overall, it will be completely different than your website.

As a rule of thumb, your Facebook Page is about 80% fun, local information and 20% real estate.

A Facebook ad is meant to bring business to your Fan Page, not your website. Asking the viewer to "Like" you, is the call to action.

Facebook goes against everything you've ever learned as a real estate agent because your Facebook page is not about real estate. It's about connecting to your potential clients on a different level. In our opinion, as Real Estate Virtual Assistants, this connection could be a lot more valuable than any sales pitch-y ad you could put out there. True, it may not get the client to list their home with you right away. But you are forming a friendship - one without motive. You are simply providing them with information about your community. If you can get them to "Like" you, then you're off to a pretty good start.

RealSupport offers a great Social Networking service if you are struggling getting your Facebook Business Page off the ground. Check out RealSupport’s website for more information and samples on social networking for REALTORS.

Stacey Clarke
Marketing & Copywriting Coordinator

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Kelly (Byrnes) Waugh 11/30/2010 03:27 AM
Topic:
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Rainer
42,807
Woody Willis
Century 21 American Properties West - Jacksonville, NC

All too often, the real estate facebook pages that I see are nothing more than an advertizement for a particular listing.  If I want that, I'll look at the MLS. Maybe others are seeing it differenly, but certainly don't.

Nov 22, 2010 03:44 AM #1
Rainmaker
497,861
Terry McCarley
REMAX Realty Team - Cape Coral FL - Cape Coral, FL
REALTOR, SRES, CDPE - Cape Coral, FL

Facebook is totally different and we as real estate agents have to learn to use it to its potential.  Like Woody, I see some pages that do nothing other than advertise listings and I do not care for that at all.

Nov 22, 2010 03:53 AM #3
Rainmaker
722,487
Patrick White
Home Driven Realty, Inc - Baldwin, NY
Driven to bring New Yorkers home

Good Afternoon

Thanks for the post. Have a great day.

Nov 22, 2010 04:06 AM #4
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

Thank you for your comments Woody, Terry and Patrick!  We agree- it's hard to see agents who are only posting listings to Facebook.  The whole point is that Facebook is so unique for Real Estate as you can take the opportunity to really connect with clients through this social medium.  You have to come at it from a completely different approach. It's supposed to be more personal and non-sales pitchy.  Thanks for stopping by to comment!

Nov 23, 2010 07:58 AM #5
Rainmaker
76,852
Jimmy Gilley
Gold Star Realty - Niles, MI
(269) 362-4841 - Search Niles MI Home For Sale

Thanks for you post.  I am currently making a facebook business page, to seperate my personal page and my business page.  I was using my personal page like a business page and my ratios were off a bit, but thanks for giving me a guide on how I should be doing it.

 

 

Nov 24, 2010 02:42 AM #7
Rainer
44,560
Kelly (Byrnes) Waugh
Fairway Independent Mortgage Corp - Cornelius, NC
CMPS, CMC

This is great information!  I used the facebook ads for a local home buyers seminar and was able to really tarket my market without being too "in your face!"  I love it!

Nov 30, 2010 03:28 AM #8
Rainmaker
1,004,738
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

I am sorry, but Facebook is just not for me.  I really do not WANT to be in touch with anybody I was in the fourth grade with.  I am fine with having both repeat clients, and direct-referral clients.  And I don't have to travel to Farmville to get them.  But... if it works for you... cool.

Nov 30, 2010 03:37 AM #9
Rainmaker
213,944
Emcee M. Arah
Remax Excellence - Silver Spring, MD - Silver Spring, MD
Realtor w/Architectural Dimension, AHWD CRS B-Arch

Thanks for sharing this.  I'm currently trying to set up a fan page as well so each little tidbit is a huge help.

Emcee

Nov 30, 2010 03:42 AM #10
Rainmaker
210,832
Renae Bolton
Marketing 4 Realtors - Garfield Heights, OH
I'm your Professional Real Estate Marketing VA!

Thanks for posting this.  I'm always looking for ways to leverage Facebook for my clients so this is really helpful.  How successful have the ads been for you?  Have you gotten a significant number of fans from them?

~Renae

Nov 30, 2010 04:25 AM #11
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

Kelly- it's great to hear you're using the Facebook ads and that you've found them effective!  And, you're right! It's a great way to not come across as too pushy!  Keep us posted on how people respond!  Thanks!

Jimmy- Glad to hear you're finding the business page as a useful tool!  It can be confusing with things like social media that are a bit more laid back to know where that line is between too personal or too formal; so we're glad that you're finding a happy medium!

Hi Karen- We agree that Facebook isn't for everyone; it can be weird to be contacted by people you knew "way back when!"  It can seem kind of creepy!  It's seems that you have a great handle on where your clients are coming from and what works for you- and that's awesome!  There are times when we've consulted with clients about if Facebook is the way to go for them, and if that's not where their target market is- it doesn't make sense for them to put the time and energy into it!  So, we completely agree that it's not for everyone, but we've also seen it as a very effective tool for many!  Thanks for taking the time to comment!

Emcee- We're happy that our tips are helpful to you! It's always great to hear that feedback.  We hope the setup goes well and feel free to let us know if you have any questions!  Thanks for stopping by!

Hi Renae- Many of our clients have had great sucess with the ads we've created!  Whether they're using it to promote Home Buying Seminars like Kelly who commented or just giving tips for things to do in the community to be seen as a valid resource- it seems the ads are doing well!

 

Dec 01, 2010 06:32 AM #12
Anonymous
Marcus Bruno
Since I also encourage my blog readers to "like" my blog posts (which also makes them a facebook fan) should I also follow the 80% fun and 20% real estate suggestion when it comes to writing blogs.
Dec 02, 2010 12:10 PM #13
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

Thanks for your question Marcus!  Facebook is really different from any other type of marketing you will do; even blogging.  The whole idea for Facebook is to create personal interaction and we think the 80/20 rule is a great way to determine what you're posting. 

Blogging, however will be different.  It should be about 50/50 for blogging.  We encourage our clients to switch between solid real estate information, local events & news and even creative or interesting articles about home life, care, etc...  Your readers are coming to your Real Estate blog for a reason- they want real estate information!  You want to make sure that your blog is full of rich real estate content, yet you also want to be seen as an expert in your community. Since blogging is less "socially focused" than Facebook, your goal is not as much interaction as it is being seen as a real estate resource. 

We hope this helps!  Please let us know if you have any other questions!

Dec 08, 2010 04:03 AM #14
Rainmaker
124,740
James Lockard
RE/MAX Properties - Saddle River - Allendale, NJ
Realtor, Allendale, NJ

I am a bit confused on how to set it all up. I have my personal page but what then? do I add a group pr community. I would like others to add new and events to the page also but it does not seem facebook gives you the ability to add comments to groups or communities.

Dec 13, 2010 05:53 AM #15
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

Thanks for your question, James! The best way to get interaction from your community and to get interaction back from them is to set up a Facebook business page. A business page allows you to market yourself as both an agent and a community resource, and it provides the perfect platform to start interacting with people in your community that aren't already your Facebook friends and other local businesses. You can also encourage people to share news and events on your business page, which will generate discussion about your community.

We hope this helps! If you have any more questions about how to set up a business page, please let us know!  Feel free to check out our Social Media descriptions, services and examples!

Dec 15, 2010 04:33 AM #16
Rainmaker
1,181,300
Adrian Willanger
206 909-7536 AdrianWillanger-broker.com - Seattle, WA
Profit from my two decades of experience

RealSupport~thanks for breaking it down, extremely useful information! Thanks.

Feb 11, 2011 11:39 AM #17
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

Hi Adrian- Glad we can help!  Feel free to let us know if you have any questions!

Feb 16, 2011 01:15 AM #18
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