Facebook is huge right now and most of us are there, but few real estate agents are using it appropriately or to their best advantage.
I will try not to judge you if you are on Facebook playing games like Farmville, but you really need to rethink if this is the highest and best use of the largest network you have access to on any given day.
Instead of farming in Farmville, how about farming for prospective clients?
Few tools have been as effective in my marketing as Facebook. I find it to be uniquely handy at staying in touch with a large number of people in a low key and fun way. It is also a wonderful way to keep reminding my sphere that I am in real estate…but careful here, we don’t want to be spammy about it!
So turn off the games and start using Facebook to plant the seeds for future business. Here are a few tips for the real estate agent who is looking to learn how to tailor their marketing to Facebook.
Firstly, you need a business page.
You shouldn’t be using your personal profile page to promote business. It is against the guidelines on Facebook and just rude, regardless. I will share with you how you CAN use your profile effectively, but blasting out your market reports and new listings is a big NO-NO on your personal profile.
There are different strategies you can employ with your business page. I tend to use my name as my brand, so my fanpage reflects that. Many agents have had tremendous luck with hosting a niche page, instead. Something geographically based instead of real estate based might be easier to gain traction and fans. Consider your options wisely and then really spend some time on naming the page because once you pick the name there is NO changing it.
Engage your fans with active content.
Don’t use your business page as a rolling listings site. Yes, you CAN post your listings there (I do, too) BUT it should be sporadic and the interesting and engaging content needs to far outweigh the listing advertisements. Share your blog posts, take interesting pictures, ask questions, use video and be yourself. Visit your page at least once a day to see if your fans have asked you something or shared a comment.
Regarding your profile now…use those status updates wisely!
I have what I think is a low key way of occasionally including real estate into my status without it being obvious. I share parts of my day that include real estate in a personal light. For example: last winter I was showing REO property and put as my status update: “Showing bank owned properties and it is colder INSIDE than OUT, my feet are totally numb!” A status like this reminds my friends and family on my personal page that I am a REALTOR without the typical “sales pitch”.
Create lists within your personal profile to help you prioritize your sphere.
I don’t know how old you are or how long you have been in real estate, but way back in the day when I began, we used index cards. Our potential clients went on an index card in a recipe box that was segmented into A, B and C leads. The A leads were hot and you kept in touch with them most, etc. You can do the same thing only better with Facebook. Create a list of high school friends, work contacts, past clients, family…the potential is endless. Then you can create and share content that is specific to these groups making it more likely to be noticed and using your time more efficiently to target your special groups.
I enjoyed a tip I recently heard that noted that instead posting the usual “Please come to my open house” update, share content that might pique the viewers interest. Mention if the property has a lovely view, for example, post a picture of the view and say that you are hosting an open house today and enjoying the view from the deck. Think of the applications here: gourmet kitchens, fireplaces, pools, gardens….get creative!
I hope some of these ideas have prepared you to plow through the opportunities at Facebook. If you have some great techniques that are working for you, would you please plant a seed in the comments below?