Facebook has become an integral part of most real estate agents’ marketing strategy. With over 2 billion monthly active users, Facebook provides an immense opportunity for realtors to connect with potential clients. However, with the ever-changing Facebook algorithm and influx of agents joining the platform, it’s important to use Facebook effectively to stand out from the competition.
Why should realtors use Facebook?
There are several key reasons why real estate agents should be active on Facebook:
- Huge audience – With billions of users, Facebook provides access to a massive audience of potential clients from your local area and beyond.
- Targeted ads – Facebook Ads Manager allows you to target your ads precisely based on location, demographics, interests, and more.
- Engagement – Posts and Live videos are great ways to engage followers and build relationships.
- Establish expertise – Share market updates, real estate tips, and local community information to position yourself as a trusted expert.
- Reviews – Facebook is the #1 site consumers use to read reviews before contacting a business.
- Lead generation – Interactive ads, Landing Pages and Lead Forms allow you to generate and capture leads directly.
How to create a real estate Facebook Page
The first step is to create a professional Facebook Page for your real estate business. Here are some tips:
- Use an appropriate profile and cover photo – Opt for high-quality, branded images that convey your expertise.
- Write an informative description – Briefly explain what you do and highlight your unique value proposition.
- Link to your website/blog – Add your URL to drive traffic to your site.
- Use real estate hashtags – Include relevant hashtags like #realestate, #realtor, and your location.
- Fill out contact info – Add your phone number, email and address to make it easy for prospects to contact you.
- Show reviews – Display credible reviews to build trust and social proof.
Developing an effective Facebook content strategy
Posting valuable, engaging content regularly is key to success on Facebook. Here are some best practices:
- Post daily – Pages that post daily see higher engagement. Aim for 1-2 posts per day.
- Use a content calendar – Plan posts and campaigns in advance to maintain consistency.
- Leverage video – Video content can help you connect with your audience in an authentic way.
- Go Live – Broadcast live videos to engage followers in real-time and boost your reach.
- Optimize with images – Posts with images see higher engagement. Always include a visual.
- Mix it up – Share a variety of content including market updates, listing spotlights, home tips, real estate news, etc.
- Keep it short – Write succinct post copy with a call-to-action to increase engagement.
- Engage with comments – Respond promptly to comments and messages to provide good customer service.
Facebook content ideas for realtors
Here are some specific types of content real estate agents can share on Facebook:
- New listing announcements
- Home staging tips
- Market trends and statistics
- Interesting home features
- Before and after renovation photos
- Upcoming open house events
- Community events and news
- “Day in the life” videos
- Behind the scenes of showings
- Client testimonials and reviews
- Real estate and mortgage tips
- “Meet the team” profiles
- Contests and giveaways
Facebook Live for real estate agents
Facebook Live is an effective way for realtors to engage their audience in real-time. Here are some Live video ideas:
- Home tours of new listings
- Q&A sessions to interact with followers
- Open house live broadcasts
- Live from community events
- On-location videos in desirable neighborhoods
- Behind-the-scenes showings and open houses
- Weekly market updates and analysis
- “Day in the life” videos
- Facebook Live interviews with clients
Tips for effective Facebook Live videos:
- Promote the video in advance to build interest
- Test your connection to avoid technical issues
- Engage with live comments from viewers
- Keep videos short and interesting
- Post the video after for those who missed it
- Repurpose snippets into other social posts
Facebook Groups for realtors
Facebook Groups are an underutilized opportunity for real estate agents. Groups allow you to build a niche community and engage with many potential clients. Ideas include:
- Local area focus – Ex. [City Name] Home Buyers
- First-time home buyers
- Real estate investing and rentals
- New construction homes
- Relocation inbound
- Military buyers and VA loans
- Downsizing for retirees
- divorce, single parents
Tips for managing real estate Facebook Groups:
- Set clear rules and moderators
- Post consistent updates and discussion topics
- Share market stats, listing spotlights, polls, etc.
- Highlight active members and discussion
- Provide value – don’t just promote yourself
- Funnel Group members to your email list
Facebook Lead Ads for realtors
Facebook Lead Ads allow you to collect contact and property details from interested prospects right within Facebook. Tips for success:
- Target potential sellers by location and demographics
- Highlight benefits like “See how much your home is worth”
- Offer a compelling free download like a home valuation guide
- Keep form short and only ask for essential info
- Send instant response to new leads
- Remarket to leads with targeted ads
Facebook Ad types and tips
Effective Facebook Ad campaigns are key to reaching more prospects. Types of Facebook Ads for realtors include:
- Photo Ads – Beautiful photos of listings, neighborhoods, or branded images
- Video Ads – Engaging video content like neighborhood tours
- Carousel Ads – Multiple images or slides in one ad
- Collection Ads – Highlight multiple listings in one ad
- Lead Generation Ads – Capture contact forms right on Facebook
Tips for creating high-performing ads:
- Split test ad variations – Test images, copy, call-to-actions, etc.
- Define your target audience – Location, behaviors, interests, and demographics
- Use compelling creatives – Captivating imagery and video
- Write effective copy – Clear, targeted, and action-driven
- Monitor and optimize – Analyze results and continually refine
- Retarget website visitors – Remarket to high-intent leads
Analyzing your Facebook Insights
Monitoring your Facebook Page Insights is crucial to understand what content is resonating and how your investment is paying off. Metrics to analyze:
- Reach: How many unique users saw your posts
- Engagement Rate: Percentage of people interacting with your posts
- Clicks: Interactions with any call-to-actions or links
- Followers: How many new Page followers you’re gaining
- Referral Traffic: Website visitors from Facebook
- Leads: New contacts and inquiries generated
Regularly evaluate your top-performing content and underperforming content to optimize your ongoing strategy.
Measuring Facebook advertising ROI
It’s important to continually monitor the return on investment from your Facebook ad spending. Metrics to evaluate include:
- Cost Per Click (CPC)
- Click-through rate
- Cost Per Lead (CPL)
- Lead to client conversion rate
- Total new leads and clients
- Total ad spend
- Total revenue from Facebook leads
Compare the revenue you earn from Facebook leads to your total ad costs to determine your overall ROI. Aim for at least a 5:1 return.
Maintaining an active Facebook presence
Consistently posting and engaging with your Facebook audience is vital for real estate marketing success. Here are some final tips:
- Post high-quality content daily
- Respond promptly to comments, messages and reviews
- Go Live consistently – at least weekly
- Test and refine your Facebook ad strategy
- Analyze and improve underperforming posts
- Stay up-to-date with Facebook algorithm changes
- Set aside time each day for Facebook marketing
Conclusion
By leveraging all of the marketing capabilities Facebook provides, realtors can expand their reach, generate leads, and ultimately drive more sales. The platform offers unparalleled opportunity to engage with millions of potential buyers and sellers. However, to maximize results it’s crucial to invest significant time developing an effective, optimized Facebook strategy.