Looking to get the word out about new properties on the market? Interested in attracting new clients? Facebook offers a gold mine of opportunities to agents savvy enough to take advantage of it — real estate being one of the industries with the highest ad conversion rates, according to Wordstream.
So, if you’re a real estate agent wondering how to use Facebook to the fullest, here are some basic do’s and don’ts to keep in mind.
- DO set up a separate Facebook page. It’s as true for real estate as it is for any other business: Advertising on Facebook starts by establishing a professional Facebook page. While you could post new listings and information on your personal page, it’s technically against Facebook’s Terms of Service to use personal accounts for commerce purposes. You want to separate your business in some way so it’s easier to connect with new prospects. Keep in mind, by the way, that you are looking to connect with prospects — not other agents, not competing brokers and not colleagues.
- DON’T neglect that page. After you’ve set up your Facebook page, the last thing you want to do is forget about it. Rather than letting it languish, keep it updated — daily or even multiple times a day. Swap out your cover photo often to feature new listings. Create a “featured listings” tab where you display current properties for sale. Post helpful photos, video, tips and other information that will appeal to your audience. This helps them stay engaged with you.
- DO act as a local resource. Part of building credibility in your geographical location involves showing prospects that you know (and are updated on) what’s happening in the community. Post about local events, activities or news. Share locally focused resources that will appeal to both buyers and sellers.
- DON’T ignore analytics. Through Facebook Insights, you have automatic analytics tied to your Facebook page. This can give you data about audience demographics so you know who’s looking at your page and can better craft content to reach them.
- DO direct new leads to your page. Whether it’s through business cards at open houses or weekly email newsletters, keep generating new leads to your Facebook page and keep inviting them to like it. A one-time connection is good, but an ongoing relationship through Facebook marketing is even better.
- DO interact with prospects. Respond to every comment someone leaves on a post, as well as to any direct messages you receive. The more communicative you are, the easier it is for prospects to connect with you.
- DON’T be afraid to share testimonials and reviews. Building trust is a complicated process. To convince buyers and sellers to work with you, you want to show them why they should. Post photos with happy customers when you close deals. Share testimonials from clients who’ve been pleased to work with you.
- DO run highly targeted ads. Use Facebook’s Power Editor to create ads highly targeted to specific groups of prospects. Craft calls to action tailored to each group, and use them to direct people to signup forms on your website.
- DON’T forget why you’re on Facebook in the first place. Too many agents fall into the trap of pursuing likes just to have likes. Keep your main goal — generating leads that can become customers — front and center. According to Inman, you should be running a 2:1 ratio of page likes to email addresses secured; aim all your content and efforts toward that goal.
Using Facebook properly as a real estate agent is all about focusing on the goal of generating new leads. Use the tips above to guide your efforts, and start leading more prospects to you!
Author bio: Shanna Mallon is a contributing writer for Straight North, one of Chicago’s top Internet marketing agencies. She’s also been a freelance writer since 2007.