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Facebook Marketing For Real Estate – 15 Best Practices For Success

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by Kyle Handy       Updated October 31, 2020

In today’s world, it can be hard to know which social media platforms to use for your business, not to mention the best practices for each one. But in real estate, it’s pretty safe to say that Facebook is the social media giant that still reigns supreme. This guide will cover some of the best practices for Facebook marketing for real estate that you need to know in order to create a solid strategy for your business.

Why Facebook?

With a variety of social media platforms out there, how do you choose which ones to use when it comes to marketing your business?

The straight answer is to know and follow your audience. Do your research and invest most of your time into whatever platform your audience is on. 

In real estate, your target audience is homebuyers and sellers, with the average client being about 40 years old. Out of all of the social platforms, Facebook’s user demographic matches this age group the closest, with the average Facebook user also being in their 40s. 

With a relevant audience, Facebook marketing for real estate gives you the opportunity for a better return on investment when it comes to running ads and reaching potential clients.

The second most widely used platform in this age group is Instagram. Once your Facebook marketing strategy is up and running smoothly, you might consider expanding your efforts and linking your Facebook and Instagram.

The good news is, these platforms integrate very easily with each other, so you won’t be caught doing double the work. Facebook Creator Studio is a tool that allows you to publish to both Facebook and Instagram.

You can skip over the newer platforms like Snapchat and TikTok, which are geared overall toward a younger demographic that isn’t likely to be in the market for a home.

15 Best Practices for Facebook

Now that we’ve gone over the basics of why you should use Facebook marketing for real estate, let’s dive into the nitty gritty of how to make it work for you.

1. Start with Creating a Facebook Business Page

In order to harness the full potential of Facebook in your marketing strategy, you’ll want to set up a Facebook business page. There are certain advantages to having a business page, including having the ability to run paid ads and establishing the legitimacy of your brand.

2. Utilize Live Video

Live video is great for catching the attention of your followers and can significantly boost the engagement on your page. Because of it’s “late-breaking news” feel, users spend more time tuning into a live video on Facebook than they would a video you pre-record and post.

And just because it is live when you record it doesn’t mean it has to be live when your audience sees it. After your live broadcast is over, your content is saved on your Facebook page as a standard video and is viewable even after you log off.

3. Always Respond To Your Audience

If you post something to your page or share a photo and someone “likes” or comments on it, return to the post and interact with them. Commenting back can start a conversation and make you personable and memorable.

4. Build Social Proof

Your Facebook business page can lend a tremendous amount of legitimacy to your brand. By having a well thought out profile with your headshot and five star reviews, you can establish a level of professionalism and increase your credibility.

5. Create Content Consistently 

Start by creating base level content, such as a quick video introducing yourself and saying what value you bring to the table. You can also share things like photos with your clients at closing or an interesting internet article that is relevant to real estate.

Always consider the impact of the content you post, since your audience’s impression of who you are is formed largely by the posts you make.

6. Leverage Facebook Ads

One major disadvantage to posting via a Facebook business page is that the Facebook algorithms intentionally dilute the post’s reach, meaning your content may not appear on someone’s newsfeed even if they follow you. As a result, you will have to promote individual posts made to your business page for higher reach and engagement.  

When it comes to creating ads, Facebook has a great system that keeps the whole process simplified and within the platform. 

A few things to consider when creating ads include:

  • Who is your target audience, and how can you tailor your ads specifically to them?
  • What information is your ad asking for? Your audience’s name, email, or phone number?
  • What value are you giving the lead in exchange for their information?
  • What is your call to action?

Developing ads with these questions in mind will help you create a campaign that gives you the results you are looking for.

7. Share Your Personality

If you’re comfortable mixing your personal life with your business, utilizing both your personal and business page can garner much more organic engagement from your audience.

In fact, there are settings available on your personal page that can still give you a level of privacy here. Your personal page can be broken down into friends (who you approve and adjust the privacy settings for) and followers (who will only be able to see your public posts). This gives you the power to limit your more private posts or family photos to “friends only”.

8. Stick To Publishing Goals 

Create goals for the amount of content you want to share. Aim to create a minimum of three Facebook stories and one Facebook post every day. This will give you the exposure you are looking for and help you stay “top of mind” with your audience.

9. Find An Accountability Partner

Find someone who can keep you on track and help you be consistent when it comes to your social media strategy. This might be a friend, family member, or colleague.

10. Take Your Audience Behind the Scenes

Take the little moments in your day and turn them into Facebook stories.  Utilize Facebook stories to put your audience in the passenger seat as you go throughout your day and share things you may not want or need on your newsfeed indefinitely.

11. Ask for Audience Interaction

High-value content is what brings your audience in and keeps them coming back. But asking for your audience’s opinion and interaction with your post is what ultimately turns your social media exposure into loyal fans. Facebook marketing for real estate will involve you asking your audience for whatever it is you need for your business to succeed. This can be as simple as asking for emails, or asking if they want to buy or sell a home with you.

12. Respond To All Messages in a Timely Manner

If you respond to all messages sent through your business inbox, Facebook will put a green “100% response rate” badge on your profile.  Even better, if you respond quickly enough to your messages, Facebook will put a badge like “Responds in under 2 hours” on your profile.  This encourages your audience to message you, since they know their message isn’t going to get lost in your inbox.

13. Always Add A Photo Or Video To A Post

Photos and videos are more captivating to your audience than plain text. If you didn’t catch that perfect photo at closing, maybe someone else in the room did.  The same goes for general posts that might not typically have a photo associated with them. In this case, you can pull up a royalty free image online and add it as context to your post.

14. Always Utilize Tags, Locations, and Emotions

Tagging the people in your photos and the location, such as “ABC Title Company” extends your reach to a whole new audience. If you have a client that you are friends with on Facebook, be mindful to tag and interact with them. Depending on privacy settings, your tagged post will then show up on your friend’s newsfeed, making it visible to their friends as well.

15. Batch Create and Schedule Posts

Create content in batches so that you always have something ready to go. Take a day to draft 25 quick posts, then put them on a word document and save them for a rainy day. A quick post example might be an inspirational quote paired with a free stock photo.

This is a great exercise to help you stay consistent in your social media posting strategy. 

Final Thoughts on Facebook Marketing For Real Estate

Facebook marketing for real estate is an essential strategy that can help you grow your real estate business quickly. By incorporating these 15 best practices for Facebook into your social media strategy, you will create compelling posts that generate greater exposure, engagement, and leads.

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