Smart real estate agents know Facebook isn’t just about posting your latest restaurant review or photos from your trip to Cabo. The popular social media platform is a great, interactive tool to grow leads and accelerate your real estate business. By using Facebook effectively, you can grab the attention of homebuyers where they live: on their phones, tablets and laptops.
Facebook should be an essential part of your toolbox to communicate to your customer base. Through smart data, Facebook makes it easy to effectively target potential homebuyers. By using Facebook’s paid ads, you can target people who are likely to move soon and aim your advertising right down to your preferred ZIP code.
With Facebook paid ads, you can target customer behaviors that have the potential to convert to leads. This targeting covers geography, age and household income. Facebook gives you the ability to target people who visit Realtor.com, Zillow or Trulia. It also enables real estate experts to target first-time buyers.
“Targeting that’s available to realtors on Facebook is incredible! They’re able to get your ads in front of the right people for a minimal cost,” said Kollin Currie, social marketing specialist at Quicken Loans.
Reaching Your Audience
Facebook gives you many ways to reach your current customers, as well as customers outside of your base. Custom Audiences are built from customer data you already have on hand, including your customer contact lists. You can also connect with people who are similar to your customers with Lookalike Audiences. This audience is created automatically from sources you upload or connect to on Facebook. With Lookalike Audiences, “you can take people that have bought homes from you and let Facebook map out other people who are similar,” explains Currie.
Optimize your Facebook Business Page
You’ve probably already created your Facebook business page, added a great photo and are post interesting items. Now make sure you give some love to the “About” section.
People really do view this section, especially if they’re looking for a niche agent. Do you specialize in townhouses in Chicago? Have a passion for lake homes in Minneapolis? People want to know you have the expertise they’re looking for. One of the easiest ways to capture leads is to add a call to action (CTA) button to your profile photo. When customers click on “Learn More,” they’ll be taken to your website, where they hopefully see the home they want.
Word of mouth is vital to real estate agents. Use the customizable tabs on your business page and add a Reviews section, then build a base of positive reviews.
According to Currie, posting reviews is essential, as is responding to clients.
“People like to hear about other’s positive experiences,” Currie said. “Being responsive shows that you care about your clients. Addressing negative reviews in a timely manner can really work for you.”
Live Local and Post Locally
Many homebuyers are looking for a specific school district. Did your local school just receive a high rating for academic excellence? Share the post! Find an attention-getting Throwback Thursday photo of your town and post it.
When you post on your business page, you want to strike the right balance between self-promotion and authentic engagement. Along with a new listing, try posting about a client who does volunteer work in your community. Share a post about a new restaurant or nightlife venue. New businesses get a shout-out and you’re perceived as someone who knows the area. And don’t forget to post about your success. Recently closed on a home in a desirable neighborhood? Post a photo of yourself and your happy client!
Timing is Everything
Great social presence is all about repetition. To stay in the front of the same people, try to post a few times a week. Did you know the most optimal time to get the most shares on Facebook is between Noon –1 p.m. on Saturdays and Sundays; from 3 p.m. – 4 p.m. on Wednesdays; and between 1 p.m. and 4 p.m. on Thursdays and Fridays?
Be careful to not oversaturate your Facebook feed with your listings. Think about it – when you’re on Facebook, do you like the hard sell?
Make sure your business is top-of-mind and not over the top; create an impactful mix.
“It’s important to show a variety of content on your business page,” said Currie. “Find a good balance between listings, news and personal items – things that appeal to your customers.”
Be Visual and Attention-Getting
Post a stunning photo of one your most attractive listings and include a great caption. Post about something important to your potential buyers. Did the Fed just drop interest rates? That’s a great time to post! When the seasons are changing, add posts about beautiful homes with fall leaves or spring flowers. And winter is still a great time to highlight a great holiday scene!
Bring It All Together
Facebook is a great way to generate leads, but what’s even better is combining it with traditional forms of advertising. If you generally advertise in local publications, keep doing it. Just add the “Follow Me” and social media icons to your communication. Try to keep a consistent voice across all social channels, including Instagram, Twitter and SnapChat.
If you’d like to see how real estate agents are using different social channels effectively, check out our article on Using Snapchat to grow your business. If you’re a real estate agents, please share your own Facebook tips and techniques.
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