Are you a real estate agent? Does social media scare you?
Realtors are some of the best marketers in an offline person-to-person environment. You’re incredibly brilliant at getting to know your clients on a very personal level, getting involved in your community, and connecting with your local market.
What you’re not very good at is applying this to your social media.(Well, most of you aren’t!).
The best real estate marketers think of social online like they do social offline!
Social media provides a way to further connect with your local clients and groups and boost your real estate marketing efforts. Social can build trust, and spread your marketing through friends of friends.
But how do you do it?
In this article I’ll give you an overview of Facebook and how real estate agents can use them for social media marketing.
Facebook is where people go to to connect with friends and family online. Most realtors want to connect with friends and family of clients. It provides trust and word of mouth marketing.
How can you, as a good real estate agent, tap into this market? How can you get your name and listings marketed to your local clients using the largest social networking site?
Here’s a few simple tips.
Set up a Facebook Page. Don’t use your personal Facebook account for your real estate services. Why? It lacks professionalism, and you miss out on a lot of essential business features (such as the ability to run Facebook contests, and check your Facebook Insights). It’s really easy to make a Facebook Page, and it’s worth the effort.
Once you have a Page, use it to engage your clients:
1. Post about Your Neighborhood. Show off your listings’ neighborhood. This both markets your area to prospective residents, and it also shows your passion and knowledge of where you are selling homes. For example, If there is a new community centre being built, post about it, and express the merits and how it will make the lifestyle better for new (and existing) residents.
Check out how Bond Real Estate posts about their neighborhoods in New York:
2. Use Images when you Update. Images on Facebook are the most engaging types of content. The more Likes, shares and comments your posts get, the more they will be viewed in News Feeds by the friends of your Facebook Fans (people who Like your Page).
3. Post about Events in Your Neighborhood. Show how wonderful your city culture is. Post about local events in your town. If you’re going to a neighborly event, tell your Fans, and invite them to join you. Ask questions, too, to spark engagement.
Check out how Polygon Homes uses this tactic on their Facebook Page. They engage with their market (Vancouver) and show off the amazing events you could go to if you lived in this city. They ask a question, too, to get more comments and create a friendly tone.
4. Show you Care About Your Clients. You do this in person, so show you care about your clients on your Facebook Page too.
5. Engage with Contests. Contests and Sweepstakes provide an amazing way to create more engagement on your Page, and have fun with your Fans. You can use all kinds of contests to develop deeper relationships with your clients, get to know their likes and dislikes, and promote yourself as a realtor who listens. You can even use them as a way to market your listings, too!
On Facebook, you need to use a third party app to run contests and sweepstakes. Here’s my bias - Wishpond makes incredibly simple to use Facebook contest apps, and we give you a comprehensive social contact database too - for your email lists.
For example, run a Vote Contest to ask your Fans what photo they like best from your latest listing. Or, run a Photo Contest on your Page. You can use photo contests to get more images of a new listing, to follow up with clients who’ve recently renovated, or to get photos of your neighborhood, etc.
Check out more ideas on how to use social contests 5 Social Marketing Tactics: How To Be a Top Real Estate Agent in Today’s Markets
6. Post Your Listings. Yes, use Facebook to post your listings, too. The golden rule in social media is 80/20. That is - post 80% of your content about lifestyles, customer interests, and other updates; post 20% of your content about you and your product. This keeps your social media social, and engaging.
When you post your listings, keep the personality of you and your Facebook Page. This is not a print ad. Tell about the home, and what points will sell it. Tell how many bedrooms and bath. Tell the address. Tell the price. But keep it engaging.
Ask questions about your new place, to get comments about what people like about it, what they like about the neighborhood, or comments about the schools and community facilities. Post about your Open Houses, too.
7. Use Geo-targeted ads. Facebook lets you target your ads very specifically. You can use promoted posts, for example, to get your great Facebook posts seen by other Facebookers in your geographic target market.