How to Use Facebook for Your Real Estate Business

Real Estate Agent with Keller Williams Las Vegas S.0075212


Facebook isn't just for friends and family; it's a great resource for growing your business online. What began as a social hangout for friends and family has evolved into a powerhouse for business pages, paid advertising, shops, and more. Here's what you need to know about Facebook for your real estate business.


Facebook has changed its algorithms to cater to user experience, so getting that free traffic by sharing random status updates and photos isn't as easy as it once was. In fact, gaining traffic, likes, and shares is harder that it ever has been. Harder, but not impossible. Here's the deal:

Because Facebook is concerned with user experience AND with the revenue it can gain through services for businesses, the social network has created all new ways to market your real estate business digitally. Although no longer a primarily free resource for gaining traffic for your business, Facebook is still a remarkable tool for business growth, brand awareness, networking, and advertising.


Facebook has a variety of ways you can market your real estate business, including:

  • Facebook Business Pages
    • Brand Awareness
    • Consistency in contact information to support local search
  • Facebook Live Video
    • How to offer value to viewers
    • How Facebook Live keeps your posts active in the news feed
    • How Facebook Live can market your listings
  • Facebook Groups
    • How to build your database
    • How to drive traffic to your page and your website
    • How to build referral relationships
  • Facebook Reviews
    • How to use reviews to raise your rank in search engines
    • How to encourage word of mouth advertising
  • Facebook Referrals
    • How Facebook has become a search engine
    • How to get recommendations from others
  • Facebook Shops
    • How to market your individual listings
    • How to market groups of listings by price, feature, location, etc.
  • Facebook Ads
    • How to use Pay Per Click Advertising on Facebook
    • How to figure Return on Investment on your Facebook ads


Facebook business pages are secondary digital calling cards, following your website. Through the use of cover images, contact information, the about section, photos, and updates, you can enhance brand awareness and encourage audience engagement. User engagement is what catapults your profile into high ranking status.

Search engines are beginning to reward local business, so having accurate contact information is important. Not only is contact information important to draw in leads, but search engines recognize the way your contact information is presented. When thinking of how your contact information is presented, keep the acronym NAP. NAP stands for your Name, Address, and Phone number. For example, if you list your address as 123 Success Avenue, Las Vegas, Nevada, then it would be inappropriate to abbreviate elsewhere. 123 Success Ave, Las Vegas, NV, looks different to search engines. If you use parenthesis around your area code in your phone number, or hyphens in the middle, carry that over into any area where your phone number is listed - on your website, on your social networks, on your business cards.

You May Also Enjoy: Setting Up a Facebook Page for Business


woman with a smart phone in a business sector live streaming with Facebook LiveFacebook Live takes video to the next level. Once upon a time, you could record a video, then upload that video to Facebook. Now, Facebook allows live broadcasting. Facebook Live promotes user engagement as well as giving you an opportunity to provide value to viewers.

Providing value to visitors should be your number one priority. If all you're doing is announcing open houses or promoting your listings, your live posts will begin to appear as advertising, causing viewers to lose trust in or ignore your posts.

Providing value to your viewers through Facebook Live isn't as difficult as you might assume. If you're going to market an open house or listing, that's okay - but you can add value to that livestream by adding things such as:

  • Top Ten Tips for
    • Selling a house
      • How to prepare for an appraisal
      • How to handle multiple offers
    • Buying a house
      • How to apply for a home loan
      • What to expect from the home-buying experience
    • How to prepare for an open house
      • How to stage your home
      • Should you be home during showings
  • Neighborhood Tours
    • Video of the schools in the area
    • Video of parks in the area
    • Video of community resources
    • Automobile dash-cam for driving tours of the neighborhoods.

Another fabulous place to garner ideas for live videos are your clients! Whenever a client asks you a question, make that question and answer the subject of a Facebook Live broadcast.

As a bonus, when users like, comment, or share your video during or AFTER you broadcast, the engagement keeps your video in the feed longer where it's seen by a wider audience.

Additionally, you can access the embed code or download your Facebook Live video and upload that video to YouTube or use it in a blog post.

Furthermore, you can send that video by email to your entire buyer/seller audience in your database to build trust and provide value.

To create high-quality in-house Facebook Live videos to promote your real estate business, you don't need to spend a fortune on fancy equipment. A simple ring light, an iPhone, and a tripod can get you streaming live like a pro in no time.

Also selected for you: How to Get Started with Live Streaming Video


Driving traffic to your Facebook page isn't as easy as it once was. Furthermore, the status updates or image posts are only seen by a teeny-tiny percentage of your over-all followers. Rarely does a Facebook user search for a real estate agent by name, unless that agent was recommended by another Facebook user. However, creating Facebook Groups is a way to encourage networking, create lists, gain referrals, and provide value.

You can create a Facebook group or groups around your niches or specialties. For example, if you're a real estate agent in Henderson, Nevada, you can create a group called something along the lines of "Happy Living in Henderson, Nevada" in which you can share valuable information via lists about things such as:

  • Community events
  • area schools
  • restaurants
  • Pet Groomers/Boarding
  • Hair salons
  • Golf Courses
  • Shops

You can also ask the group members for their input to those lists.

The concept is to laser-target a specific demographic area. The smaller, the better - if it still holds value. In addition to geographic location, you can offer specialty groups such as:

  • Military Wives of Henderson
  • Firefighters in Henderson
  • Soccer Moms in Henderson
  • Single Parents in Henderson

The people joining your Facebook group become your tribe. You're building trust, creating value, and it's highly likely those group members will either use your services or refer you as an expert in your industry when the time is right.

A word of caution: When naming your groups, beware of using trademarked verbiage. Using a trademarked title in your group's name could lead to having to add a related admin, renaming the group, or having to forfeit the group altogether.

Related Article: Facebook Pages, Groups, and Communities | Social Media Strategies


The best advertising is word of mouth. When a client thinks so highly of your services that they review your page with 5 stars and a comment, you've hit the lottery.

Not only do you gain the benefit of clients sharing their happiness with others, but search engines also recognize the value of reviews.

User profiles also show which pages another user reviews, creating yet another way to drive traffic to your page.

Don't be afraid to ask. When you have a satisfied client, ask them outright if they'd be so kind as to visit (like, and follow!) your Facebook page and leave a review.

You May Also Enjoy: How to Use Third-Party Reviews on Sites to Increase Visibility


two men in a business office talking about referralsFacebook now has a feature wherein users can refer businesses to other users. For example, if a Facebook user asks their friends and followers for the best hairdresser, the responding users are able to add a link to a business page they recommend. This is HUGE. It's also another way to take full advantage of word of mouth advertising.

When a Facebook user asks their audience for the best real estate agent in the area, other users can share your page right there in the replies.

Not only does Facebook promote the use of referrals, but now functions as a search engine. When a user types "real estate agent" into the search bar, Facebook displays the real estate agents closest to the inquirer. This is another reason you should make sure your contact information stays updated on your page.

Also selected for you: Why Some Small Businesses Win on Social Media (and How You can, too!)


Facebook's newest gem is the ability to add products directly into your Facebook Business Page via the Shop feature.

Not long ago, Facebook introduced Marketplace, an area to promote commerce and retail sales through the social network. Now, they've taken that to another level by allowing business pages to create their own shop.

You can use Facebook Shop to market individual listings, or to direct viewers to a page in your website with multiple listings based on location, price, features, etc.

Related Article: Adding Products to Your Real Estate Facebook Page


Whether you're promoting your page, a group, a product, or a service, Facebook Ads are yet another way to digitally market your real estate business via the social media giant.

You don't need a huge budget to begin tinkering with Facebook Ads. In fact, until you know how to figure your return on investment, it's best that you begin with a small budget while you learn.

Pay-Per-Click advertising is one of the most effective ways to draw traffic to your website through Facebook.

You May Also Enjoy: Getting Started Guide | Building a Facebook Social Media Plan


Facebook is clearly making it easier to market your real estate business online. Through the use of Business Pages, Groups, Live Video, Reviews, Referrals, Shops, and PPC advertising. Whether you're looking for low or no-cost ways to generate leads, or if you're prepared to invest in paid ads, Facebook is still a reliable resource to get more leads.


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Posted by

Lori Ballen

Digital Marketing Strategist
Ballen Brands - Helping Business Professionals Rise Above the Noise.

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Re-Blogged 3 times:

Re-Blogged By Re-Blogged At
  1. Ginger Harper 01/08/2017 03:41 PM
  2. Eileen Burns 01/10/2017 11:51 AM
  3. Sheila Newton Team Anderson & Greenville SC 01/13/2017 08:23 PM
Real Estate Sales and Marketing
facebook business pages
facebook ads
facebook groups
facebook for business
facebook reviews
facebook live
facebook shops

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Richard Bazinet /MBA, CRS, ABR
AZuRE Team - Realty ONE Group - Scottsdale, AZ
Phoenix Scottsdale. Sellers, Buyers & Relocations

Excellent Post Lori. Of course, it deserves a slower read- a study. It's like a reference or user manual. So I'll be coming back to it...

Jan 08, 2017 07:00 AM #24
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

Very good post with lots of information to absorb and put into practice.

Jan 08, 2017 08:01 AM #25
Amy Gutschow
RE/MAX - Sheboygan, WI
Professional Real Estate

What a great post!  I can't believe that agents are still unaware what a great resource Facebook is.  I continue to get 80% of my buisiness every year through this wonderful tool.

Jan 08, 2017 12:11 PM #26
Ginger Harper
Coldwell Banker Sea Coast Advantage - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

Facebook is an excellent way to get needed exposure on your listings.  It also lets buyers know that you are active in the business..


Jan 08, 2017 03:38 PM #27
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

Thanks for such a wealth of information - too much to take in with just one reading. Bookmarked!

Jan 08, 2017 04:03 PM #28
Realty One Group Alliance - San Mateo, CA
Broker Associate & Licensed Architect

Lori, very informative blog. Thanks for sharing this. Bookmarked! 

Jan 08, 2017 06:42 PM #29
Melissa Jackson
Citiwide Alliance Realty - Weatherford, TX
Helping You Make The Right Move

Lori, thanks for sharing.  This blog is full of great information. Bookmarked & will return.

Jan 08, 2017 06:53 PM #30
Peter Mohylsky
Your Bucket List Broker along 30a

Great post.  Thanks.  The post just above my comment has some  interesting links that might need to be checked?

Jan 09, 2017 01:44 AM #32
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Video uploads on Facebook reward so so well these days.

Jan 09, 2017 04:14 AM #33
Carla Freund
Keller Williams Preferred Realty - Apex, NC
Raleigh - Cary Triangle Real Estate 919-602-8489

Lori, as always you're amazing! I don't know how you keep up with it all! Thank you for sharing!

Jan 09, 2017 09:12 AM #34
Mike Bjork
American Pacific Mortgage - Redondo Beach, CA

Thanks, Lori!  I learned a lot reading your post today.  Thank you for the information. 

Jan 09, 2017 09:42 AM #35
Wayne L. Brown
Franklin Advantage Inc. - Alpine, CA

Absolutely a great post, but so much to absorb.

Definitely will need to come back and study this information in more much to learn.

Thank You!

Jan 09, 2017 05:05 PM #37
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

This is a post that is crammed full of useful information. It will take me some time to come back and absorb it piece by piece.


Jan 09, 2017 05:26 PM #38
Diana Dahlberg
1 MONTH REALTY - Kenosha, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Thank you so much for going above and beyond ... you are amazing!  I will have to take some serious time to go through this blog time and time again.  I've bookmarked for that very purpose. 

Jan 09, 2017 08:31 PM #39
Michael Reel

WOW Lori,What an informational article. If onlyI was Tech Savy. Makes me want to search out someone who is. This is a tremendous challenge and opportunity all in one. I can see the potential for benefits that could be obtained even by us Home Inspector types. Many thanks and continues success.

Jan 10, 2017 06:19 AM #40
Eileen Burns
Trans State Commercial RE Ft. Lauderdale/Miami/Palm Beach - Fort Lauderdale, FL
FL Probate Agent, Hotel & Land Specialist

For someone who only dabbled once in FB ads once and can grasp the importance of this subject, I will be implementing this tool in the near future.  Thanks Lori Ballen well worth a reblog!

Jan 10, 2017 11:47 AM #41
Eva B. Liland with Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service

Sooo much to learn about FB, so little time but I will go through your post again and again myself until I gain a better grasp, thanks again for sharing.

Jan 12, 2017 01:28 AM #42
Sheila Newton Team Anderson & Greenville SC
Berkshire Hathaway HomeServices - C. Dan Joyner - Anderson, SC
Selling the Upstate since 1989

Thanks Lori, I just had to reblog this.. so much awesome info....

Jan 13, 2017 08:29 PM #43
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Congratulations on your feature recognition. Thanks for sharing this information.

Jan 14, 2017 07:31 AM #44
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Excellent! Obviously you are the pro when it comes to digital marketing.  

Jan 15, 2017 09:44 AM #45
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Lori Ballen

Digital Marketing Strategist
Find Out what Your Home is Worth
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