It has been very interesting to watch the marketing landscape change over the last few years hurling all of us into the digital age, whether we liked it or not. Many business have adopted some form of marketing strategy for social media.
Others have been slow to adopt for fear of change or because they do not fully understand the positive impact it could have on their business. The Real Estate industry is no different, we have some early adopters but for most of the clients I meet with, it's still very elusive. Making the connection between activity and sale is very important.
Facebook Business Pages have evolved into a very useful tool for not only maintaining established relationships but also many other aspects of the real estate sales cycle. Before social media, we would typically farm for a lead or ask for a referral, establish a relationship, sell a house and put the client into a data base where we planned on touching them 3-4 times a year with some sort of "item of value". There's nothing wrong with this plan, however, what if you can take the structure of the original plan and make it more robust? Instead of touching your client base 3-4 times a year you could touch them every day? What if you could stay top of mind and win more referrals on a regular basis? Facebook Business Pages can do just that and so much more. Below, I've outlined some key objectives from our original marketing plan that flow effortlessly with a Facebook platform.
- Maintain relationships by inviting your biggest advocates to join your Facebook Community and they can write a testimonial on your behalf.
- Create an interactive data base that is dynamic and obtain feedback in real time.
- Gain trust by educating through posts, commentary, displaying your knowledge of the industry and being the person who is "in the know" about all things real estate and the local community.
- Earn valuable referrals through the interaction and engagement on your page. Friends of fans now become a potential lead source and will grow your network exponentially and expand your reach without additional expense or manpower.
- Your newsletter is now your Facebook Timeline. Your clients and targets receive information on a daily basis rather than 3-4 times a year.
- Track the success of your posting and activity through your page analytics.
- Save time by prescheduling your posts and setting up web alerts for articles and information to be sent to your inbox on a daily basis.
- Farm for new leads by using Facebook Ads. You can select who your ideal target will be demographically and determine the how much is allocated to the budget.
Marketing on Facebook will continue to be a viable platform for the Real Estate industry. Understanding how the platform enhances your connectivity and being consistent with your efforts will be the key to your success. You will find that you don't have to ditch your traditional marketing campaigns that have proven to be useful in the past. Just learn how to integrate and cross promote them in with your social platforms. Making this shift in your mindset will bring some fantastic results.
If you would like to know how a relationship with First American Title could benifit you, feel free to contact us. We will be happy to direct you to a First American Account Manager and office in your area.
Teresa St. John
Social Media Program Administrator | Maricopa County
First American Title
Direct: 602-770-5509
tstjohn@firstam.com
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