Buyers and owners alike are using the internet more than ever to find the best options that suit them and their needs. That being said, realtors must be present and available at every corner of the internet to capitalize on the influx of web-based prospects, especially on social media.
Once you have your real estate website up and running, it’s time to tackle social media. In our last article, we presented to you the perks of using Pinterest for your real estate business. Today we present you Facebook.
Facebook is the best social media platform to start with marketing, branding and any other aspect related to the real estate business. The ultimate goal of all of your social media accounts, including your Facebook business page, is to be a source of quick information for prospects, to gain exposure and to become the go-to source for all real estate needs.
Social media is also a great way to gain referrals for your website – Facebook users who want to read more in-depth articles can be referred to your site and subsequent conversion funnel.
If you don’t have a Facebook Real Estate business page yet, check out our guide on building your very own optimized business page. If your page is already set up and you’re ready to go, here are our six social media strategy tips for social realtors.
1. Use good photos & detailed captions
Great visuals can make or break your social media presence and your turnover for that matter. If your photos are not appealing, the properties you’re selling won’t be either.
Check out our article on picking real estate photos for your website & social media accounts for the best ways to start building your photos portfolio.
Facebook is great for realtors when appropriately used – don’t just upload photos of a property, but write persuasive and enticing detailed captions that tell a story.
- Is the home great for families?
- Are there schools nearby?
- Are the furnishings new?
Try to include as many details as possible into your captions, alongside the general relevant information you take from your listings. This will save you a lot of time in the long run, as you’ll only receive inquiries from people genuinely interested in the property.
2. Brand your properties & recognize your clients
Most users will read the About Me portion on your Facebook business page. Instead of keeping a generic description on there, you should use it to describe your niche properties and the types of properties that you enjoy selling.
This will help you connect with prospects and set you apart as an expert in a particular niche.
- Do you enjoy helping families find their dream home?
- Are you more experienced in selling apartments and condos or houses?
- Do you enjoy selling or researching homes from a specific period?
If a prospect reads your “About Me” description and sees that you’re more than able to satisfy their needs, you’ll have a much easier job of gaining them as a client.
Given that most realtors offer services related to buying as well as selling, you’ll have to write your description for two different targets: the seller and the buyer. Keep this tip in perspective when writing your About Me section and use proper language that can turn prospects into clients much more natural.
Check Zillow Facebook page for example.
3. Don’t focus on selling
Most real estate agents use a profile picture that makes it evident that they’re there to sell you a home. Not only that but their status updates will most likely focus on property listings and different types of homes for sale.
That’s fine and all but if you want to make a better first impression and differentiate yourself from the competition you should bring something new to the table – something different than the standard “Hey, I have the great house for sale.” Social media is not about posting the same listings over and over again, it’s about you, being social.
Show creativity, passion for your work, perhaps a little humor in your posts and it will set you apart. That doesn’t mean that you shouldn’t post listings on your Facebook business page, far from it. Just try to find a balance between post types so you can stand out more.
4. Be the bearer of good news
Nowadays it’s harder to buy and sell homes than it was ten years ago for example. The economy has a lot to do with that, among other social aspects.
Despite the rough times, you should only focus on the good news related to the housing market and the economy – share the good story with the crowd.
In doing so, you’ll accomplish two things – you inspire faith in people and encourage them to make a purchase, and you’re the bearer of good news. Everybody loves good news about the economy, especially on Social Media.
5. Be a part of the local community
Use your real estate Facebook page to share relevant events about your local community. This will help you develop a deeper connection with the locals while setting you apart from the competition.
The whole idea of social media is to be social, right? By being aware and conscious of the community you’re set up in, you’ll be able to grab the attention of local homeowners or buyers. This technique also promotes trust and sets you as the “go-to agent” for any local wanting to buy, sell or rent property.
6. Integrate Facebook into your marketing efforts
Most, if not all real estate agents have a website, a business card and various ads online or in the yellow pages. You should integrate your Facebook information into all of your marketing efforts, both online as well as online and include Facebook in your mobile marketing campaign too.
Prospects and clients are more likely to use Facebook to ask questions related to your services or properties available for sale. And there’s a good reason for that – it’s easy, accessible and instant. You don’t have to wait for an e-mail with your answers, and it’s much more accessible than calling an agent.
You can also ask clients to post reviews on your Facebook page, further cementing your expertise in the field. The more you focus on developing your Facebook real estate page into an information hub, the more leads you’ll get.