Facebook is one of the most powerful marketing tools in today's world, and for real estate agents, it may be their best avenue to bring them new clients. Indeed, many successful realtors have already mastered Facebook or hired a social media expert to join their team. Never before have agents had such easy access to their potential customer base or connections on a more intimate level than with Facebook.
If you want to establish yourself as the 'go-to' agent in your area, you need a repeatable strategy that will work, day-in and day-out without fail! In this guide, you'll learn what the most successful real estate agents are doing to leverage Facebook so that you can start attracting quality leads and close more deals than ever before. It's time to stop playing around on social media and get real!
This guide is intended for realtors of any experience level, whether you’re a newbie using Facebook for business or looking to add something fresh to your current marketing plan. You'll learn how to use Facebook pages and profiles as well as groups, ads, live video, and even how to leverage contests so that you can begin attracting clients like never before!
We'll talk about what not to post on Facebook, why it's important for agents to use their personal profiles as well as business profiles, and much more. You might be surprised by what happens when you start using these simple techniques; people will take notice of you very quickly. As the old saying goes, "you only get one chance at a first impression."
Behind every post of an ad on your favorite social media site, there’s a complicated algorithm that decides when and where to place them. The one constant is that these changes are all made with improving user experience as the number one priority – which means it can be difficult for marketers to keep up! If you want to figure out what's going on behind this constantly shifting system of priorities within Facebook, then start by asking yourself: “What does my audience need? And how do I provide it?"
Facebook’s algorithm will prioritize posts with a lot of likes, comments, or shares. It also prioritizes content that is liked by friends as well as favorite types of media (text, images) users interact with often. The Facebook algorithm dislikes spamming the network in hopes for more engagement; it won't like click-baiting either - this type of bait usually includes an article headline promising shocking information about something popular but instead links to unrelated pages filled with adverts. That's not a good user experience for anybody.
The key takeaway is to make sure you are posting high-quality content with valuable information. This will help your page rank higher in the news feed, and as a result, get more exposure.
Last year, Facebook made significant changes to its news feed algorithm, widely known as the “Facebook Zero” update. The goal was to promote more content that creates meaningful interactions, and this approach is also in line with Facebook’s mission of “bringing the world closer together.” It's designed for a better user experience (less engagement bait). Posts are also now ranked based on quality content rather than just popularity: Quality content = Better post reach.
The Facebook Zero Update creates better opportunities for Real Estate Agents because it's designed for quality over the popularity of posts--which means you want to promote content containing value or helpful advice instead of engagement bait. No matter what type of business you're in, this strategy will be key moving forward!
Facebook Ads are generating billions of dollars in revenue for businesses that learn how to leverage them effectively. But the Facebook ad algorithm is a bit cryptic, but there are theories: some people believe ads are based on a target’s individual interests and others think they're tailored to things users have been searching for in recent times. We don't really know for sure, but it's likely a bit of both!
The Facebook ad algorithm filters out what it thinks are irrelevant posts and shows people what they likely have a high likelihood of being interested in seeing, allowing advertisers to target their audience more efficiently.
What we do know for sure, Facebook ads allow real estate agents to have a far greater reach than social posts alone. Similar to how Google Ads is a shortcut to the top of search results, Facebook ads allow you to get in front of your target audience quickly and easily. Plus, you're able to set ad campaign goals within the Facebook ad platform that help optimize who your ads are shown to.
Here are some key points about Facebook ads for real estate agents:
For any business, a social media presence is vital. Facebook is one of the most popular social media platforms in existence with over a billion monthly active users. Having your business on Facebook is a must for real estate agents to compete in today's world.
Let's look at the options, pros and cons, of how to use a business page, as well as a personal profile on Facebook to help you better leverage this awesome platform for generating exposure and gaining new clients.
Pages give businesses their own identity on Facebook separate from a personal profile. This allows businesses to tell their story and share new content with an audience.
To add your real estate business on Facebook, go to the "Pages" section in the left-hand column of Facebook. Click on 'Add a Page’ and select 'Local Business or Place'. Make sure you include your city name when filling out this form. For example, Acme Realtors – Chicago IL
Next, click 'Create' and fill out the following fields according to what is most appropriate for your business: Name (example: Acme Realtor), Category (real estate agents) then Save Changes at the bottom right-hand corner.
This will now show up as a new listing under "pages," with an option to edit its posts from here. You can change anything about this page that you want, including its cover photo and any other information you would like to add.
The most important thing is that this page is connected with your personal Facebook profile so it can show up in the search box when someone looks for a real estate agent near them.
To set this connection up: go to "Settings," on the left-hand column of Facebook. Click “Link Other Accounts” at the bottom of this section then click "connect" next to 'pages'. Now type into the pop-up window where it reads “page name or ID” Acme Realtor Chicago IL (the one we created earlier) and select Add Page from the drop-down menu below that. You'll now see Acme.
Facebook is a great way to reach out and connect with home sellers and buyers, but it can be difficult if you're not sure how. If you don't already have one as yourself, create a Facebook profile as yourself. Don't use your business name.
Using your business name and using a personal profile just for business violates Facebook’s terms of service. So, you'll want to use your personal profile like normal but can use it to share info about real estate too. But be careful and proceed with caution.
You don't have to be a celebrity or a politician to have a public figure Facebook page. In fact, this may be the best option as a realtor. A public figure Facebook page can be an invaluable tool for establishing yourself as a realtor on Facebook. This is especially valuable if you want to create personal branding with the goal of becoming the 'go-to' realtor in your area. You're able to separate yourself from the pack by sharing unique content, and what makes you unique and different from other realtors.
Public figures' pages work much like business pages - they both can show products or services. The difference here? A business page shows customers where to buy products, whereas a public figure's page features content that showcases your expertise and personality.
Your Facebook Business Page has a lot of features and benefits that are not available to personal proﬁles. Features available include analytics, access to run Facebook ads, and post scheduling.
Here’s how to ensure you set up your page for success.
Your proﬁle photo can be any number of things. A professional headshot if you’re the face of your business, or maybe one that represents a service you provide? However, as a real estate agent, we recommend a professional headshot, similar as you would for a business card or other public realtor profile photo.
Keep the composition simple and easily recognizable. Ideally, your photo should be 180 x 180 pixels in size (roughly 150KB). You can use free image editing tools like Canva or GIMP 2 to help with sizing it properly before uploading it onto Facebook from your desktop computer.
Once your profile image is ready, simply go to your Facebook page and click on Add a Picture.
Facebook cover photos are more than just a pretty picture - they can also give your audience an idea of what to expect from you. Let's first cover the basics.
No Facebook Business or Public Figure page is complete without a Call-to-Action. You got someone to your page. Now, what do you want them to do? Keep in mind that your CTA should have an associated value you provide to the person on your page. For example, you could have a CTA for a 'Free Consultation" on buying/selling a home? A newsletter sign-up for home buying/selling tips, etc.
Here is how to add a call-to-action on your page:
Your page’s description should be concise, yet informative. Give potential followers a brief overview of what your page is all about, so they know why it's worth their time to stick around and follow you! This is also what people will see in search results, so you'll want to include things that people might be searching. And keep in mind that you are limited to a max of 155 characters.
Choose a custom Facebook URL for your page that is easy to remember and that makes it easy for people to find and follow you. It should match up to the image of what your business is about, e.g., professional, fun-loving, or anything else!
When you hover over someone's Facebook page, it displays a preview of the page to help you decide whether to click through to the page or not. It's important to make sure the details seen here make a good impression and entice your ideal clients to click through to your page.
Here is what you want to make sure you have done well on your page for a good page preview:
Pro Tip: Utilize your Facebook insights analytics to see how your page is performing.
One of the best ways to stand out and build a positive reputation and personal brand is by leveraging Facebook Groups. You can join relevant groups or even start your own and activity engage in groups. The key here, however, is to not be salesy! Instead of following the mantra "always be selling", follow the mantra, "always be helping". This builds trust, shows your expertise, and wins new clients.
A Facebook Group is an online group of people who share a common interest, and there are over 300 million groups on the platform. Groups have one or more admin moderators who run the activity in that group, with everyone else participating by posting comments or images to the wall as well as liking posts from other members of their community.
Starting a Facebook Group is a great way to help establish yourself as a thought leader and become the group's trusted go-to expert. When people post their own challenges and ask for advice, it's your chance to shine!
Focus on providing value and help. Create an open dialogue. Ask questions, provide content that educates members of the group. This will keep them coming back to read your posts in their News Feed.
Don't ever directly ask people in your group if they want you to be their realtor. The point is to provide value and build trust. Leads and customers will come as a natural bi-product of you building relationships of trust based on the value you're willing to provide for free.
Keeping up with a group can be a lot of work and is time-consuming. Think of ideas on what value you can prompt the member of your group to share freely as well. If you provide an environment where your target customers can also help each other, this will not only make your group more valuable and helpful, but it will also free you up from always having to be the one sharing tips and providing help.
Some ideas of what to share and post in your Facebook group to get engagement include:
To create a group with your Page as the admin:
Facebook has added a new feature that allows you to create a "social learning" Facebook Group. Social Learning Groups are similar to regular Facebook Groups in the sense that they allow people with shared interests and goals to interact as one community group. And it gives the admin some additional features aimed at providing social learning in an organized way. Facebook’s Help tells of some of the benefits of a social learning group, as follows:
"A social learning group is like a regular group except:
To create a social learning group:
Follow all the normal steps to create a group, as outlined in the previous section. Then:
Edit your group type by going to the More button and select "Edit Group Settings". From the four Group Types, select "Social Learning".
Once you've changed to a social learning group, you will want to select a "Landing Tab" which will determine how content is organized and seen by group members.
The two landing tab types are, Units, and Discussions.
By selecting Unit, you will have the most control over how posts in your group are organized and the order they are displayed. You can create Units for any topic you might like, (e.g., home selling tips, home buying tips, etc.) Don't worry if you don't organize your Units perfectly, you can reorganize them at any time.
Selecting Discussion as your Landing Tab is similar to how a regular Facebook Group organizes posts, letting Facebook decide the order, which is typically in chronological order.
Similar to selecting a custom URL for a business page, you are also able to select a custom URL for your Facebook Group.
Building your following through your Facebook business page, groups, and personal profile are extremely to building a personal brand and generating leads. However, the biggest challenge you'll face with all three of the above is your reach. Sure, you'll grow your following organically over time, but the fasted way to get all your great content in front of your target customers, promote yourself as an expert to build your personal brand, and generate real estate leads is by leveraging Facebook Ads.
To do so, you'll need to create a new Facebook Ads account. And there are three types of ads that you should consider for your personal brand building and lead generation campaigns:
Facebook events are a great way for real estate agents to collaborate with their followers and customers to build relationships, create passive leads, increase brand awareness. This can be done by hosting Facebook live events such as webinars or other virtual gatherings that allow you interactively connect without always having an event present.
There are two main event types:
Live Events - Users can RSVP to attend or watch online through their personal profile page.
Virtual Events - Ones that allow you to interact with your audience on another level without having them physically present.
Facebook business events allow real estate agents to reach out on social media platforms with interactive opportunities that they may not otherwise have had access too before now.
Some examples of Facebook Events for real estate agents could include:
Facebook Messenger has emerged as an important new tool for real estate professionals. By combining Facebook messaging on both your business page and within individual conversations, you can use this channel for branding purposes like e-newsletters, direct contact messages about local events, and lead generation.
Additionally, by leveraging Facebook Messenger Ads, and creating messenger chatbots you can generate a steady stream of home buyer and seller leads.
A chatbot in Facebook Messenger is a perfect tool to use for real estate agents and brokers. Chatbots have an engaging quality that draws users into your sales funnel automatically.
Here are the top 5 ways that real estate agents can benefit from chatbots:
Facebook Messenger is a powerful customer support tool. It’s not inaccurate to refer to it as the front lines of customer care. Doing business has always been a little conversational – by providing your customers with the notion that they can reach out to you for immediate interaction and assistance, you can greatly improve customer care.
You can also add Facebook Customer Chat to your website – in fact, we’d highly recommend you do so.
There are three Facebook messenger ad types that can help real estate agents build relationships with both customers and target customers through more one-to-one communication. This helps build trust and drive new business. And a lot of it can be automated through chatbots talked about above!
3 Types of Facebook Messenger ads
Facebook offers three types of ads for Messenger.
How does your Facebook audience respond to your marketing? The Facebook Insights tool and analytics can show you. This free service allows marketers to track and analyze the performance of their ads, posts, pages, or videos on Facebook with different audiences by age group so that they can optimize content creation for better engagement.
You'll be able to better understand what is resonating most with your audience.
How to use Facebook Insights
In your Facebook Page Manager, click Insights on the left-hand side. You'll be redirected to a page that has tabs for Posts, Likes, and Reach. Here you'll be able to see how people are engaging with your content so that you know what kind of messages. To view your insights, post by date, or audience type, click one of the appropriate options under the tab heading.
Insights data includes:
Reach Tab: This tab provides information on how many people have seen your posts.
Impressions Tab: This tab displays how many times an ad was viewed or clicked on within a certain period. You can also use this to determine what content is popular with a specific audience, posting time, day.
Video Stats: Provides you with insights on the number of video views, shares, and likes for each clip.
Facebook has announced that Facebook Analytics is going away on June 30th, 2021, in an effort to consolidate business tools. Luckily, Facebook has other great resources that are intended to replace their analytics tool.
So, what other Facebook business tools can help you understand your ads and other activities on Facebook and Instagram?
Marketing with Facebook Video is a great way to connect and engage your target customers and set yourself apart as the 'go-to' real estate authority in your local area. Here are some video marketing tips for engagement:
Facebook Live video is another excellent way to generate engagement and leads for your real estate business. One of the great benefits of Facebook Live is there is still a great audience reach, (the number of people who will see your Facebook Live and can watch.) This is a great opportunity for you to show your target customers what you're doing today to help people just like them buy/sell their homes.
If you're nervous about live streaming on Facebook for the first time, don't be! Remember your goal here is to be helpful and to build relationships. When you focus on the needs of others, it becomes less about you and easier to put yourself out there for their benefit.
As a real estate agent, there are a lot of effective things you can do for a Facebook Live stream.
There are so many popular TV reality shows focused on real estate transactions. Property Brothers, Sell This House, Fixer Upper, and Million Dollar Listing, just to name a few. You certainly don't need to produce a show, but a great way to get engagement is by sharing insider footage of the different stages of the buyer and selling process for real estate deals.
Here are some ideas:
When you share experiences like these with others, it taps into our human emotions around what makes the work in selling or buying a home worth it. Plus, what better way to show that you're the local 'go-to' real estate expert to help people buy and sell their homes!
Here is what you'll need for a successful Facebook Live stream.
Facebook and social media are powerful tools. We hope this Facebook marketing guide has helped you understand what it takes to for real estate agents who want to establish themselves as "go-to" professionals in their area. To do so, you need to understand not only how to market yourself on Facebook, but you also need to know how to market yourself on Instagram, LinkedIn, Twitter, and YouTube! That's why we've put together the Social Media Tool Kit to help you up your game on the most popular social media platforms where your current and future customers spend their time online.
Download our Social Media Marketing Tool Kit now and we'll walk you through everything from what to post and what not to post on each social platform, and why it's critical for agents like yourself to grow your real estate business. You can't afford to waste your time on social media anymore. It's time to start leveraging the power of social media to build a personal brand and generate leads to close more deals than ever before! - Download our Social Media Marketing Tool Kit today!