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.
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