Before real estate agents can sell to clients, they need to sell themselves. In this day and age, a majority of people are on social media. People utilize it for both personal and professional purposes. Not only will creating a strong social media presence immensely help your career, it will also help you attract new clients.
Facebook is a gold mine of social media platforms! According to Facebook’s report, there are 1.79 billion monthly active users; and 1 in 6 of them check their Facebook daily.
So how can you tap into this huge resource to generate quality leads?
We’ve put together a go-to guide on generating the best leads:
1.Setting up your Facebook right
The first step is to set up your Facebook account as a business page. According to Facebook’s policy, it’s a violation to create a Facebook personal profile to conduct business. Therefore, you should set up a Facebook business page to avoid any hassle later on.
Facebook has some special features only available for business pages that allow you to review the results of your marketing efforts. Checking stats of your marketing activities on Facebook can be a critical tool for insight.
Be sure to include as much contact information as possible: phone number, email, website, office’s address, a brief description/ introduction about yourself and your brokerage. By giving individuals a chance to choose the form of communication they are comfortable with, it gives you more opportunities to get leads.
Another reason why you want to set up the Facebook page as a business page is Facebook ads. With ads, you will be able to target specific audiences that are likely to be potential prospects. You can target your audiences accordingly to their age, location, gender, interest, behavior, spoken language, homeownership status and more.
2. Building your Facebook
Think of your Facebook page like a listing page. If it were a listing page, you would showcase the best features of the house. So why not do the same thing for yourself? Not only do you want to promote yourself, but you want to also build a connection with your audience.
First, choose the right Facebook profile picture and cover photo. They should be high-quality and represent your brand as a real estate agent.
Secondly, be sure to post good, quality content. What is considered to be good content you ask?
Good content can be articles, images, stories, videos, etc., that are relevant, interesting and engaging to the audience. Think of what your potential prospect might actually like. It can be local news, housing trends, useful tips on small home renovations, home decor trends, etc..
Post about exciting events happening in the community, local restaurants, schools or inspiring stories of local people. Show your prospects the benefits of living in the area. In doing so, you will showcase how involved and knowledgeable you are of your active area.
Remember, it is critical to bring value and engagement to your posts. You want your audience to keep following and come back to your page.
A smart idea is partnering with other local businesses. You can extend your connections beyond real estate industry. For example, you can offer special discounts for a local business to your clients and they can offer deals for your service to their customers in return. By partnering with another business, two local businesses can both grow and reap the benefits of success. This will help build your presence both online and offline.
It’s suggested you should follow the 80/20 rule. According to the rule, 80% of your content should be “good content”. Keep your promotion of new listings, open houses or anything sale-related in the remaining 20%.
Photos, Videos, and More
Include multimedia to increase interaction on your page and make it more interesting. Generally, photos and videos get more reaction from the audiences than long written posts. You would want to catch people’s eye while they are scrolling through their newsfeed, and good photos or video will do just that.
Avoid sharing posts with long lengths of text. People scroll through their newsfeed with hundreds of post every day, it’s less likely they will stop to expand a long post to read more. If you have a lot to write or share, maybe try writing a blog.
3. Maintaining your Facebook
To maximize the effectiveness of Facebook, not only do you have to pay attention to what to post, but also when to post. The best time to post is when a majority of people are scrolling through their Facebook newsfeed. There are studies suggesting that the hours between 1:00-4:00 pm have the most engagement rate.
However, the time and date might vary depend on the area. The majority age group, dominant profession, economical background, community’s culture, etc., can all be contributing factors to when your prospects are most active on Facebook. You can search for free tools online that let you know when a majority of your Facebook followers are online.
The best way to know exactly when to post is to learn your prospect habits and go through trials.
Additionally, your activities on Facebook should be consistent. You can try to commit to a schedule to make sure that your content is posted and maintained regularly.
There are many applications and websites that can help you plan out your social media posts, such as Buffer and Hootsuite.
Remember that everything needs to be in moderation. Be careful not to post too much content in a short period of time. You want to post just enough to remain in your prospect’s mind, not one that obnoxiously takes over their newsfeed with unnecessary spam.