Building your real estate business with Facebook

So, you created a Facebook page ... now what? Begin making connections!

There are three steps to maximise your Facebook page:

Step 1. Start the conversation

Step 2. Increase your Fan base

Step 3. Analyze and optimise

Let´s start with step 1 and start the conversation. Your Facebook page really comes to life when you engage your fans and connect with them.  To get started you need to know your business – how can you bring your brand to life in an authentic, personal and interesting way to get the attention you want to get? What are your brand values and your brand voice? What does your business offer and what distinguishes it from other real estate business?  What can you give to clients that other real estate business can´t?

You also need to know your customers – who are they? How will they want to connect with your business? And what kind of content will they be interested in and what will engage them?

Last but not least you need to set your goals – do you want to drive sales or traffic with your Facebook page? What kind of relationship do you want to have with your clients? Prioritizing and defining your goals will help you to create your Facebook page posting strategy.

Best practices for posting

You know your clients better than nobody else. Therefore you need to find the right rhythm. Decide on how often they will to hear from you and what content will engage them.  Is it ok to post to your fans every day with market updates? Probably not! Would it be ok to post updates of new properties to them when you know you have quite a few clients looking for a property in your area? Yes!

Plan 5 -10 minutes every day to respond to any comments or questions at least twice a day. Your clients will appreciate it.

Be personal, authentic and conversational. Share as much as you can, videos, photos – not just of your listings, but also of your office, employees, your community and also your clients (if they agree). In other words – keep it human!

Share news and exclusive content

Post everything that gets people talking. You are taking on a new exclusive listing? Fans love exclusive contents! Give them a “sneak-peek” and post a photo. Your new property catalogue will be published next week? Post an exclusive preview just for your fans.

Encourage participation

Something happened at a viewing and it did go quite as expected? Why not talk about it? Get others involved, share your thoughts and find out what your clients thing about how the perfect viewing should be.

It is important to create fun, engaging conversations with clear calls-to-action. Ask questions, ask for opinions and reward response. If someone posts something you like, repost it and respond personally to them. Allow your clients to post directly to your Facebook wall with feedback, compliments and questions.

Develop a conversational calendar

Create a regular schedule for your postings and consider posting at time where engagement is highest. Create weekly features that encourage participation.

Begin building your connections

Start with who you know and use your existing email list to promote your Facebook page and begin building your Facebook fan page. Ask your contacts to “Like” your page to stay connected to your business for updates and news.  Leverage your existing marketing and add the Facebook logo with clear calls-to-action on your newsletters, emails, signs, business cards and other marketing material. Also add buttons to your website that encourage and allow interaction with your Facebook page.

Reward your Fans

Post special offers, like exclusive property catalogue previews, discounts on advertising, exclusive previews for listings to come or tickets to events and exhibitions.

Handle negative feedback

Transparency is very important when engaging your fans in a genuine dialogue. As with every conversation it is important to listen and respond properly. Address negative feedback honestly and openly.