With more than 2 billion monthly active users globally (16 million in Australia), Facebook is undoubtedly the largest social network in the world, and a powerful resource for real estate agents—both for agents and agencies.
Facebook promotion needs to be high on your long, multi-tasking to-do list: the one that dominates every agent’s life. Already, 85% of real estate agents use social media to some extent for marketing purposes. Of those that use social media, 90% use Facebook.
Think about it this way, 80% of all home buyers are searching online and 83% of all home buyers want to see pictures of the property online—this is exactly the type of target that makes social media marketing so powerful. By optimizing your Facebook account, you can generate more leads (especially with the first time home buyers in Generation Y and Millennials) and turn those leads into conversions.
Here are 4 easy Facebook hacks for Real Estate Agents:
1. Update Your Facebook Cover
A cover is your Facebook page’s billboard. It immediately captures your visitor’s attention because it’s big and right there at the top of the page. Too often, this is left static and unchanged after a Facebook account is opened. By regularly updating it, you keep the page fresh and also offer clients the opportunity to be featured at the top of your page.
With Facebook’s recently introduced video covers, you can really take your cover to the next level. The 20-90 second video can open many different doors for promotion.
As an agent, you might use a video cover to:
- Show a number of the houses currently listed with you
- Provide an interior tour of a specific house you’re wanting to move
- Be a promotional piece where you explain why you’re the best real estate agent in your area
- Share testimonials from clients
Or use it as a mix of all of these things! Rotate videos through and take note of which ones generate the most buzz or leads to provide insights on how to develop better content for your target market.
2. Share High-Quality Content of High Relevance to Your Target Market
To market your listings effectively on Facebook, don’t just share them on your page, one after another. It’s the fastest way to stop people from liking your page and returning to it—listings overload! That’s not to say you can’t slip listings in here or there, it’s just that they shouldn’t be the bulk of your content.
In general, your content should be informative and focus on what your target market is interested in learning about. Provide neighbourhood guides that give insights into the best restaurants, parks, and things to do in an area that you have a lot of properties. As you know, marketing the neighbourhood is just as important to making a sale as marketing a house.
Other posts can serve to guide people through the most common issues of being a homeowner: renovations, taxes, school districts, insurance, and so on.
Avoid creating text-only posts; at the very least, include some pictures. For more impact, create videos about your houses for sale. Drone videos are still so engaging for audiences that even if they are strictly promotional, they will often be shared and liked if shot well. If you have a videographer or drone pilot that you already work with, consider teaming up for a series of shoots to feature your properties. Let clients know that it’s your will to take things to the next level.
They key is to draw the right target market to your page for these resources, while making them aware of your listings. Consider following the 80/20 rule, which means that about 80% of your posts should be informative and 20% should be promoting your services or listings. Check out Gary Vaynerchuk’s book Jab, Jab, Jab, Right Hook for a more in-depth analysis of this concept.
3. Make Use of Facebook’s Call to Action Button
Every Facebook page has a blue call to action (CTA) button located in the top right corner, under the cover photo. The button defaults to sending a viewer to a video. However, it can be changed to calls to action such as: book a service, get in touch, learn more, purchase or donate, download an app, or visit a group.
It’s a great way to get people back to your website where you have their full attention – not something you’ll always get on Facebook!
Because of its placement and colour, the button pops out from the rest of the page and captures a page visitor’s attention. This allows you to nudge them toward contacting you or visiting your website (or whatever you consider their most important next action from your Facebook page).
4. Complete Your About Me page
This might seem obvious, but most people neglect their “About Me” page. Don’t make the same mistake!
A complete “About Me” page not only provides general and contact information, but is filled out to include complete information. Use it to list the awards you’ve won and your affiliations.
Most importantly, don’t forget to specify a location, as it makes you more discoverable for local searches, which, in the real estate business, is of utmost importance.
4 Easy Facebook Hacks For Real Estate Agents To Optimise Your Profile
Though the to-do list for a real estate agent is never-ending, don’t let optimising your Facebook page slip through the cracks. Use these easy Facebook hacks and stay on top of your game as you keep track of the growth of your social media presence and the leads it generates as a result. There are more than 2 billion active users out there, including the people waiting for you to help sell their property.
What are your favourite Facebook hacks to find success as a real estate agent?
Let us know in the comments below!