For the longest time, Facebook existed as a whimsical social network where users posted cute cat pictures and shared tasty potato salad recipes. Those things still happen, but Facebook has transformed into a tool for REALTORS® to generate legitimate leads with business pages.
Read on, and you'll learn 5 straightforward steps to find new real estate customers among the 1.71 billion active monthly users on Facebook.1
Step 1: Ask Your Followers
If you don't know what content your followers want, simply ask them. Create Facebook polls with general questions like, "What subjects should I cover on this page?" and "What real estate topics interest you?"
After you collect data through Facebook polls or online survey tools like SurveyMonkey, form more specific questions and keep track of your most responsive followers. Reach out to these loyal readers through direct messages, and make sure to clearly state your purpose: You're trying to deliver better information and content through your Facebook page, you can only accomplish this goal with some help, and you'd like some quick answers to a few simple questions.2
Step 2: Create a Content Calendar
Do you plan your posts in advance, or do you wing it? There's nothing wrong with improvising, but a content calendar gives you structure and direction. Plus, sites such as HubSpot offer in-depth and easy-to-use content calendar templates.
When you form your Facebook strategy, always keep the 80/20 rule in mind. 80% of your posts need to focus on customers, and 20% of your posts should discuss business-related topics such as new listings.3
For example, let's assume your real estate niche is first-time homebuyers. Your content calendar would look like this:
Day 1: "What are the requirements for FHA loans?"
Day 2: "23 Things Every First-Time Homebuyer Should Know"
Day 3: "7 Programs That Help First-Time Homebuyers"
Day 4: "6 Common Mistakes First-Time Homebuyers Make"
Day 5: Information about a new listing
Depending on your availability, you may want to post more than once per day. To remain timely and relevant, explore seasonal topics such as, "How to Stage a Home During the Holidays," and "6 Ways to Sell Your House During Football Season."
Even though some of your audience will enjoy reading articles, create plenty of content that focuses on photos and videos, because these posts generate the highest amount of engagement on Facebook.4
Step 3: Keep It Concise
With a content calendar in place, you're ready to compose the insightful posts your followers crave. Whatever you do, don't try to share all your knowledge at once, even though your real estate experience puts a wealth of information at your disposal.
Huge blocks of text will alienate potential followers and drive off those who already like your page. Use straightforward sentence structures when you compose posts, and limit paragraphs to one or two sentences.5 An ideal status update should contain no more than 40 characters, and a video shared or posted on your page should run no longer than 30-45 seconds.6
Step 4: Keep It Colorful (and Legal)
As a REALTOR®, you know how much power pictures hold. Words simply don't do justice to an image of a newly remodeled kitchen with gleaming steel appliances and spotless marble countertops.
You may already work with a photographer or take pictures of properties yourself, but always secure permission before publishing a picture that doesn't belong to you. If you need an image in a hurry, turn to Shutterstock's impressive archive of stock photos.
No matter where you find the visual components of your posts, use image sizes between 600 x 315 pixels and 1200 x 630 pixels.6
Step 5: Boost Posts
If likes, shares, and positive comments pour in after you post your content on Facebook, you'll want to sustain the momentum. You increase the chances of reaching new prospects if your successful post continues to perform well.
To keep the ball rolling, boost your post using these basics:
- Hit the "Boost" button in the lower right-hand corner of the post.
- Select your target audience, budget, and how many people you want to reach.
- Simply hit the "Boost Post" button.
If you're looking for more information about boosting posts, Facebook provides an in-depth guide on the subject.
Next Step: Stay Tuned
Follow the 5 steps described above, and you'll be on your way to generating more leads through Facebook. Next month, we'll take a close look at using Snapchat to engage followers and increase your customer base.
Online Sources
1"Facebook Users Worldwide 2016." Statista. 15 September 2016.
2Bushery, Matthew. "Innovative Facebook Real Estate Marketing: Advanced Steps for Agents." Placester. 15 September 2016
3Wirth, Kristine. "15 Facebook Marketing Tips for Realtors." Practical Ecommerce. 15 September 2016.
4Mineo, Ginny. "19 Essential Tips for an Engaging Facebook Business Page." HubSpot. 15 September 2016.
4Ethridge, Christina. "7 Facebook Mistakes Real Estate Agents Should Never Make." 16 September 2016.
5"Kolowich, Lindsay. "The Handy Character Count Guide for Blog Posts, Facebook Pages & More." HubSpot. 16 September 2016
6"Sharing Best Practices for Websites & Mobile Apps." Facebook for Developers. 16 September 2016.