If you’re like most Realtors®, you know that social media sites like Facebook provide great avenues to connecting with buyers and sellers… but you’re not getting as much out of social media marketing as you should.
A simple solution: Hire a social media pro to tackle the tough parts of your Facebook marketing.
But if that’s not in the cards and the responsibility for social media marketing falls squarely on your shoulders, this guide will get you started on the right path. (You know, the one that helps you get listings and sell homes.)
When you're handing out your real estate business cards, giving away branded sports schedules, or sharing custom-printed real estate notepads with potential clients, they’re going to take what you’re offering, go home, and look you up on Facebook.
The question is, what are they going to find when your name pops up? Is your page going to look like a ghost town, or will there be plenty of content for them to browse through?
Why is Facebook Such a Big Deal?
Today, Facebook has about 2 billion monthly active users. That’s a huge segment of the world’s population, and it’s increased exponentially since last year, when the National Association of REALTORS® reported that there were about 1.3 million people logging on regularly.
What You’re Doing Wrong on Facebook (and How to Fix It)
The old real estate marketing techniques we’re all used to, like paying for ads and “boosting” posts to get more eyes on them, aren’t working anymore. People are too good at using social media, and it’s tougher to draw them in with traditional advertising.
That’s why the big shift toward inbound marketing works on Facebook, too. It’s all about providing your readers with something valuable—in this case, a funny picture or an informative article or infographic—in return for their time learning to recognize your brand.
Let’s get one thing straight, too: You don’t have to have a million “Likes” on Facebook to have a successful page. You only need one “Like” that leads to a transaction to have a successful Facebook page.
So what can you do about it?
How to Leverage the Power of Facebook to Bring In Leads
First things first: You need a decent-looking page. You can learn all about creating a beautiful, user-pleasing Facebook page here. (Pro tip: Use only high-resolution photos and videos on your pages. That’s what users expect, because that’s what top-tier companies are providing… and you’re no exception!)
Run Highly Targeted Ads
Facebook allows you the opportunity to choose extremely precise audiences for every ad you run. Looking to market a specific home in a particular neighborhood? You can choose an audience within 5 miles of its front gate. Want to show off how helpful you are to sellers so you can get more listings? Pick an audience that includes only those who have searched for information on selling within the past few months.
Insider tip: Make sure your ad has a strong call-to-action and sends users directly where you want them to go (such as directly to the listing on your website or to your “Sellers” page).
Post the Right Stuff
Your page is about real estate, and that’s why it exists—to bring in real estate leads. Make sure everything you post is relevant to your audience (keep your personal page separate from your business page!) and ensure that you’re posting at least three times a day to maximize your exposure. The more frequently you post, the better.
Insider tip: Make sure what you post is valuable to your audience. Links to the current market climate, information on specific loans, and even funny pictures can be valuable—but it’s up to you to know your audience and choose the right content to share.
Forget About Engagement
You don’t need to start a conversation, although it can help. When someone comments on one of your posts, their friends will see it; then you’ll get another comment, and another, and your post appears in several news feeds without extra effort on your part.
A click-through is far more valuable than “Likes” and comments are, though, so don’t stress over getting post engagement when you should be worried about reaching individuals who are going to take that leap with the left mouse button.
What Do You Think?
How do you use Facebook to market your real estate business? We’d love to read your tips and tricks, so please feel free to share them in the comments below… or swing by the Real Estate Calendars Facebook page. We’re on Twitter, too!