The days when potential home buyers were happy to simply open up a newspaper to find the kind of property they wanted are long gone. Today, if you’re a realtor, you can rest assured that your customers are already online, looking for the perfect piece of land to call their own on social media.
Social media provides an essential way for realtors to connect with their local clients, boost trust, and earn potential sales from beyond your current network. Social marketing not only develops loyalty but also spreads your marketing solutions around the country, to deliver amazing results.
Unfortunately – not every realtor knows how to use social media to his or her advantage.
According to HubSpot’s Social Media Benchmark report published in 2015, most real estates and brokers struggle to engage with clients through social media. If this sounds like you, then it could be time to perform a marketing overhaul and start getting your social side on track.
The good news? We could have just the guide to help.
Since Facebook is the most popular and most commonly-used social media platform today, it makes sense that you’d choose Facebook as your marketing solution when you’re just getting started. With millions of customers to choose from, you should be in the perfect position to start raking in the leads.
Here, we’ll go through fifteen in-depth social media marketing tips, designed specifically for realtors on Facebook, to help you find, and connect with your audience.
Let’s get selling.
Tip 1: Set Up Your Facebook Profile and Connect with Clients
To start really achieving success on Facebook as a realtor, you can’t simply set up a profile and expect to start selling immediately. While social media does make it easier to make a faster, personal connection with your audience, you still need to know who you’re targeting, and how you’re going to get their attention in the right way.
To begin with, make sure that you set up a Facebook page that’s separate from your personal page. This will help you to target your audience more efficiently. To begin your search for the perfect audience, you can upload your email database onto Facebook at least once a quarter, inviting everyone on your roster to become a fan, and then inviting additional contacts as you meet them.
Although Facebook is a great place to start when you’re building up an online audience, keep in mind that you might need to expand in the future if you want to get better results. Sometimes, you may find that your specific agency attracts a demographic that prefers to spend their time on Instagram or even LinkedIn if you’re a commercial property seller. As such, you might need to open additional profiles as necessary.
Tip 2: Optimize Your Posts with Detailed Targeting
Once you’re set up on Facebook, you need to ensure that you’re targeting the right people if you want to improve your chance of sales. Using Facebook’s ad platform, real estate agents can start to connect with the right people at the right time, so that they can begin generating more traffic for their websites.
Remember, location, demographics, interests, and behavior are the core criteria for choosing which people should see your Facebook ads. However, the social network is constantly adding new filters and functions designed to help brands connect with more “niche” prospects that closely meet their expectations for the ideal customer persona.
One way to take your targeting solution to the next level is to use “custom audiences” which should allow you to upload contact information for your existing contacts through email addresses and phone numbers. You should add people into your social media network who you think might be able to cultivate new business for your company, like happy customers, or previous high-spending clients.
Ideally, when adding each of these individuals to your network, it’s a good idea to reach out with a message thanking them for their time with your brand in the past and letting them know that you added them to your social media page to help you grow your business. If you’re honest from the start, they might be more likely to help you start developing as an online company.
Tip 3: Don’t Flood Your Followers with Boring Posts
If you don’t have much experience with social media, or you’re desperate to start making some extra sales, then you might be tempted to jump straight into trying to sell your properties, without thinking about what kind of content your audience really wants to see. However, throwing out constant listings each day isn’t going to improve your profits – it’s just going to mean that your customers start ignoring you.
Today, people go to social media to be entertained and informed. They don’t want to be sold to – at least not in an obvious way. The trick to Facebook marketing for realtors is making sure that you use the 80/20 rule with your posts. In other words, 80% of your posts should be “non-promotional”, but related to your industry. For instance, you might:
- Share blogs about buying or selling a home
- Offer advice to your buyers
- Provide videos with insights from experts
- Show off some beautiful pictures of new homes (without a price tag)
Remember to publish a variety of different types of post too, from images to slideshows, link posts, and text posts. People get bored very quickly online, and you’ll find that different audience members respond to different things. The more you experiment, the quicker you’ll begin to see which kinds of post your audience appreciates most.
Tip 4: Use Amazing Photos and Detailed Captions
Customers adore great visuals – particularly in the real estate space, where your clients are searching for a chance to fall in love with a potential new home. If the photos that you post on your page are unappealing, or too few-and-far-between, then you won’t sell your houses.
It’s not enough to simply throw a picture of one of your latest listings onto your Facebook page. You need to use stunning photos that highlight the features that your customers appreciate most. For instance, if you know that your particular audience is drawn to big garden spaces or large bathrooms, then share pictures of those!
Ideally, it’s a good idea to use the text space in your Facebook posts to sell an “idea” of the home, alongside the image too. Put yourself in the shoes of a prospective buyer searching for their next property and ask yourself what you’d like to see. Is the home great for a family who might be searching for a property close to a school? Are the trees out back brimming with fresh apples for the home baker?
The more you can make your pictures “pop”, by building a narrative around your listing, the more likely you are to capture the hearts and imaginations of your audience.
Tip 5: Invest in Paid Ads to Generate More Leads
Ultimately, there are two ways that real estate professionals can earn attention through their social media posts. Either they can use organic media, which means that they post great content and wait for it to be shared by their followers, or they can use “paid ads”. Paid ads simply mean that you give yourself an extra boost, and a better chance of appearing on your customer’s Facebook feed, by targeting your posts, and paying to appear in the right places at the right times.
Using paid Facebook marketing for realtors can be a great idea, particularly when you’re just getting started, as it can ensure that your information reaches the buyers and sellers in your area who are most likely to be interested in your services. Facebook ads allow you to target prospective clients according to key information like:
- Demographics (age, gender, location)
- Interests and preferences
- Similar friends
Essentially, when you invest in Facebook ads, you’re not simply creating an ad and hoping a follower will see it and decide they’re interested in buying a home. Instead, the precise targeting solutions built into Facebook will allow you to target new customers the moment they begin searching for realtors in their area.
It’s the ideal way to give yourself extra strength in a saturated market. Just make sure that you understand your audience before you begin targeting. Think about examining some of the information you’ve gathered through Google analytics on your website, or use Facebook analytics to make changes to your campaigns as you begin to learn more about your customers.
Tip 6: Create a Constant Flow of Communication
Back in the early days of real estate marketing, all you needed was a monthly newsletter to keep your network intrigued and updated on your business. However, now that we have social media, you’re going to need to work a lot harder if you want to stay “top-of-mind” with your customers.
Scheduling regular posts so that you continue to interact and engage with your audience at the same time each week can be a great way to start building stronger relationships with your customers. The more they know that they can trust you to share appropriate information at the right time, the more you’ll find customers coming back time and time again to read whatever you’ve published.
You could also create a follow-up system for your team that means you can send emails or re-target customers that have shown interest in your previous campaigns. Retargeting simply means placing a pixel on your customer’s web browser so that they continue to receive advertisements from you in the future, for a greater chance of sales.
Of course, it’s important to make sure that you’re not just “talking at” your customers through Facebook. Social media is about being social, so make sure they know they can approach you with questions and comments, and get a quick response in return.
Tip 7: Respond to Everything!
If you want to be successful with Facebook marketing for realtors, then you can’t afford to simply start posting and wait for the profits to roll in. Instead, you need to genuinely engage with your audience, and that means creating a certain rapport. Think about how you can connect with your customers in as many different ways as possible.
For example, you can now add opening times to your Facebook business page to show your customers when they can expect a quick response from your team if they need to send you an instant message:
You can even include a response message to the system that automatically tells your audience if you’re not around, when you’re going to get back to them, and how they can connect with you through other means – such as email or phone.
When it comes to people posting on your timeline, make sure that you’re quick to respond to both praise and complaints. While it might initially feel like a better idea to simply sweep any bad comments under the rug, it’s important to remember that negativity from customers gives you a chance to show your fans that you care about them and respect their needs.
By responding to complaints, you admit that you’re not perfect and that you’re willing to fix your mistakes.
Tip 8: Incorporate Video into Your Efforts
We’ve already mentioned that it’s a good idea to use several different types of media in your Facebook posts. However, today, video content is so powerful that it deserves a section all its own. Facebook marketing for realtors and video are a match made in heaven. You can use a single video of the gorgeous view from your new high-rise property to sell multiple apartments. Or, you could use a video of your team working hard with a customer to show your future clients your incredible business ethics.
Feature quick, simple videos on your Facebook page. Most people don’t have the time to sit around and watch hours of video when they’re browsing through their social media feeds. You can also consider signing up for an Instagram account at a later stage too if you find that your visual posts are having a good impact on your audience.
For an even better way to boost your marketing, you could consider tapping into the benefits of Facebook Live video. As one of the most popular ways to share video content today, Facebook Live is a simple way to really engage your audience in what you’re doing as a company. You could give them a Q&A session about the market, show some behind-the-scenes takes of your office, or even host an online open house.
Tip 9: Request Referral Friends Through Existing Leads
You might have heard of referral leads in the past, but asking for referral friends on your real estate business page requires a slightly different approach. Basically, it means asking your existing followers on Facebook to connect you with additional people in their network who might have considered buying or selling in the past.
This basically means taking advantage of word of mouth marketing. Today, around 74% of customers say that word of mouth marketing is a key influential factor in their purchasing decisions. Consider asking your customers to leave a video, image, or just a quick post on your profile where they mention people who might want to buy from you in the future.
On the other hand, you could simply allow your followers to “invite” other people to join your page in exchange for a reward. The reward should be something simple but appealing, like a free coffee, or something similar.
Once someone new is added to your Facebook follower list, make sure that you engage them when you can with a simple message saying thanks for joining, and letting them know that you’re here to help if they have any questions about buying or selling a home.
Tip 10: Integrate Facebook Into All Your Other Marketing Efforts
When you start using Facebook marketing as a way of getting your name out there as a real estate company, you’ll quickly learn that the easiest way to expand your reach, is to ensure that you’re using multiple strategies at once.
All Real Estate companies should have a website, and many of those websites will include a blog that features interesting and entertaining posts designed to inform and educate their audience. When you post a blog, you might add a social button called a “widget” to the post, which allows people to “click to share” parts of your post on social media.
However, you’ll also need to ensure that you’ve integrated Facebook into your marketing in other ways too. For instance, whenever you post a new article, you should set your system up to automatically post each of your new pieces onto Facebook, complete with a link to your website:
On the other hand, you could include social links to your Facebook page on your email newsletters, or invite people to sign up whenever they visit you in person. You can even have social codes printed onto your business cards today so that people know how to contact you online after they’ve had an appointment or connected with your company in the offline world.
The more you make Facebook an inherent part of your marketing strategy, the more naturally social your business will become, opening the door for new relationships with new customers.
Tip 11: Design and Place Your Ads Properly
Making sure that you incorporate Facebook into every aspect of your marketing campaign is a good way to ensure that your posts appear in front of your target audience as often as possible. However, if you want to get great results, then you need to make sure that your paid ads are designed and placed properly too.
Facebook marketing for Realtors will often mean using a combination of paid ads and standard posts. While your standard posts will share entertaining information, blogs, and other useful content, your ads will be more focused on selling specific homes or showcasing your brand to new customers.
First, make sure that your ad copy and images communicate a clear message about what you can offer as a realtor. Try to tell your customers what they can get from you that they can’t get anywhere else. For instance, do you offer simpler selling solutions? Or are your fees less expensive than your competitors? Combine some simple brief copy, with an amazing image and you’re sure to get better results.
Once you’ve designed your ad, make sure that you’re in the right place on the timeline. Facebook advertisers can choose from a range of five locations for ads:
Generally, the ads on the Facebook timeline (both on mobile and desktop) will perform best, particularly for realtors in search of better engagement from their followers. That’s because these ads are less “disruptive”, they appear in the natural flow of a person’s browsing pattern.
Tip 12: Humanize Your Company
As a real estate agent or business hoping to make the most out of social media, one of the best things you can do for the future of your enterprise is make it easier for your customers to connect with you on a human level.
Today’s audiences are sick of boring, stuffy, and old-fashioned selling tactics. While your advertisements might help to capture their attention, it’s the content that you share in the long-term that will help you to earn their trust, and convince your fans to become ambassadors for your brand.
The good news is that Facebook is a great way to start humanizing your company. By giving you a direct way to connect with your audience in a more authentic way, and on a regular basis, Facebook allows realtors to create stronger connections with their customers. This is particularly important when you’re selling an expensive object like a house.
Just some of the ways that you can add a more “human” essence to your Facebook marketing strategy include:
- Sharing videos and images of yourself and your team
- Showing off pictures of happy customers
- Connecting with customers through customized messages and posts
- Adding names to your blog posts and social media shares
- Asking your team to build their own personal profiles on social media
Tip 13: Comb Over Your Analytics
Finally, remember that successful Facebook marketing for realtors is all about learning from everything you do. Spending time to evaluate the important metrics of your Facebook account is the only way you’ll be able to develop a stronger approach for your company and spread your presence across the internet.
Make sure that you think carefully about the metrics that are most important to you, for instance:
- You can measure engagement by looking at shares and comments
- You could measure reach by looking at your social following
- You can measure conversions by seeing how many people click on your ads
The more you examine the information provided by your analytics, the more you can make positive changes for your business. For instance, if the posts you publish cause your customers to click through to your website, but they don’t spend long on your landing page, this could be a sign that your Facebook campaign is working, but your landing page isn’t.
Making the Most of Facebook Marketing
When used correctly, Facebook marketing can be a powerful tool for any business.
However, in the world of real estate, social media could be even more important than you might think. After all, your job is to ask people to part with huge sums of money, to purchase a property designed to keep them and their family safe and comfortable for decades to come.
In the real estate market, trust is an essential factor in getting a sale, and building relationships through social media can be the first step to gaining that trust.
With the tips above, you should be on track to getting more out of your Facebook efforts. However, remember that optimizing your campaign isn’t a one-time process. You’ll need to commit yourself to regular evaluations and updates if you want to achieve, and maintain amazing results.