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Real Estate Marketing with Facebook Stories

Facebook Stories for Real Estate

Facebook continues to introduce new features to stay ahead of the competition. Most recently, this included the introduction of Facebook Stories. These stories allow you to add pictures and videos into a sequence that your Facebook friends can view once, within 24 hours of when it’s posted.

Can Facebook Stories be used for real estate marketing? It can if you have the right goals in mind.

Using Facebook Stories for Real Estate Marketing

As of right now, Stories are only available on personal pages, so you have to focus on building your brand among those you are already connected with on Facebook.

Many Realtors® find it useful to have connections on their personal Facebook pages that are in the communities they market in. Even if your connections are family and friends, you can benefit from having them share your brand.

You can still keep your personal and professional lives separate by controlling who sees your Facebook posts. You can make a variety of sub-lists within your friends list and share with only who you intend to engage.

Some of the best ways to use Stories include:

  • Making friends in relevant Facebook groups, and adding them to your Facebook friends. Once they are part of your online community, you can encourage them to view your Facebook Stories.
  • Encourage your friends and family to view your Stories and be advocates for your brand. They can share information about your listings, encourage others to friend you, and more.
  • Build community among those you know on Facebook by using Stories to show “A Day in the Life” behind-the-scenes style snapshots.
  • Demonstrate your expertise in “how to” videos such as how to prepare a home for sale, how to choose a property photographer, and more.

Images and videos expire after 24 hours, so be sure you promote your Stories shortly after you create them!

Creating a Facebook Story

Stories are located at the top of your Facebook page. Click the + sign next to “Your Story” to add images and videos. You can choose pictures or videos already on your camera or use Facebook’s camera to take a picture or record a video.

Be sure to use videos or images in portrait mode. In landscape mode, your Story will show large black bars of unused space above and below the image, and the picture will be hard to see.

Once you have an image or video you want to use, spruce it up! You can use a variety of masks, filters, and even doodles. There are silly licensed images from popular movies, color masks, and more to make your story unique.

Once you’ve finished customizing the image or video, tap the arrow icon to post it. You’ll have options to send it directly to a single person or add it to your overall Story, just like you do in Snapchat.

By creating and promoting Stories to the people you’re connected with on Facebook, you can create buzz and build your brand. Your friends can then spread the message to their own friends and family. When used in combination with farming postcards and other marketing methods, Facebook Stories can be powerful!

Using a Facebook Page in Your Real Estate Business

Facebook for Realtors

There are so many options for using social media to promote real estate that it’s dizzying. I should say up front that I’m not saying you have to do it all.

I always suggest that Realtors® combine their print marketing with social media in ways that make sense:

  • Where does your target demographic spend the most time?
  • How much time and money do you have for the social media part of your marketing?

Why Facebook?

Facebook can be a good choice for Realtors® for several reasons:

  • There is a wide range of ages and a good mix of gender. The largest age demographic, ages 25 – 34, is only 29.7%. Both genders participate in Facebook at a high rate.
  • Broad reach. Worldwide, there are 1.23 Billion daily active users. As many as five new profiles are created every second. If you want to find someone online, they’re probably on Facebook.
  • Easy to Use. Most Americans, and by extension most Realtors®, find Facebook to be a platform they understand and can easily use.

Because Facebook is so widely used, it is a crowded marketplace, so being focused and effective is key. Which leads me to…

Why Facebook Pages?

There are so many ways to engage on Facebook! Facebook groups are very popular right now, but they take a lot of time and energy to properly manage.

I suggest Facebook pages because they are easy to create and you can manage them at your own pace. Also, you can use highly targeted Facebook ads to find the exact people you’re interested in and invite them to like your page. That isn’t possible with groups.

Create a Facebook Page Aimed at Your Farm Neighborhood

The best way to use Facebook in your real estate business is through a locally-focused Facebook page. Done well, this type of page can attract the exact fans you want, and bring new prospects to your business regularly.

  • Don’t name it “YourName Real Estate” or anything like that. Aim for broad appeal. “YourTown Beautiful Homes” is a great option.
  • There’s a huge variety of content that would be helpful, but think about what your prospects are most interested in. Here are some ideas:
    • Pictures of beautiful homes in the area
    • Articles about home maintenance, landscaping, and preparing for a move
    • Information about local events
    • Information about upcoming holidays and how to celebrate them
    • Behind the scenes of your business
    • Your listings and happy customers
  • Of course, when you have the Facebook page, the purpose is to help others know, like, and trust you so that they will do business with you. As a result, you do want to share about yourself and your listings. Just don’t make that the only thing you talk about!

Getting an Audience for Your Facebook Page

It’s not a bad idea to invite your friends and family, and have them invite their friends and family in turn. However, the real key is to get an audience from folks who are in or near the target neighborhood.

We wrote an article a little while ago about how to use Facebook ads to revolutionize your real estate marketing. This tool is an incredible way to draw an audience to your page.

Once you have a little bit of content – no one will “like” a blank page! – it’s time to set up an ad. You can target the exact age, income family size, intent to move, and more! Once you define your target market, you can reach them on Facebook.

If your page is created in a way that your target market will love, and you get the page in front of them with a Facebook ad, that’s when the magic happens!

I Don’t Have Time For This!

I get it. You’re already too busy. You think a locally-focused Facebook page would be a great idea, but you don’t have time to implement it.

I have a great solution for you. My friends over at Socially Posted would love to keep your page updated for you. They select and share relevant content every day, 365 days a year. It’s inexpensive for the value, and if you’re not happy with it, you get your money back!

Seriously, if you would love to do more with social media and simply don’t have time, you’ve got to look at Socially Posted. It’s a lifesaver.

Do you have a Facebook page? Why or why not? Let us know in the comments!

 

 

 This post does contain affiliate links, and I only recommend things I know you’ll absolutely love.

 

Transform Your Real Estate Marketing with Facebook Ads

Transform Real Estate Marketing with Facebook Ads

Are you using Facebook ads to their full potential? If you’re like 75% of respondents in a 2015 Inman survey, the answer is no.

That’s very unfortunate, because the leads you get from Facebook can be some of the best leads you get anywhere. They are highly targeted and, when done well, ready to buy.

If you’re ready to discover how to transform your real estate marketing with Facebook ads, you’re in the right place.

Go Beyond Geography

The #1 mistake that Realtors® make in using Facebook ads is that they geographically focus their ad, but that’s all.

The power of Facebook ads goes far beyond simple geography. Facebook now partners with major statistical organizations that collect data on thousands of consumer behaviors.

There’s even a focus category for “homeowners” who are “likely to move”!

You can target Facebook ads so powerfully that you should consider Facebook to be one of your most important sources of qualified leads.

Here are some other options in Facebook ad targeting that are helpful for Realtors®:

  • “Renters” as a home ownership option, and “likely to move” as a Behaviors option
  • Precise neighborhood or zip code options under Locations
  • Income levels
  • Specific job titles – great for targeting specific professionals, or even other brokers (more on that later!)
  • Age range

Essentially, you can use any demographics you like, along with the behavior modifier “likely to move”, and you’ll end up with a highly qualified list of prospects.

Treat Facebook Ads Like Farming

Remember that no one gets on Facebook to see your ads. They get on Facebook to interact with friends, family, and coworkers. As a result, if you’re going to get attention, you need to present something your audience wants to see.

Essentially, it’s like farming, but you’re farming to a specific audience that’s very likely to need your services in the near future.

With that in mind, create informative content on your website that you then share in Facebook ads to the targeted audience you want to engage with. When they click through to your site, they’ll see your content, your listings, and get to know more about who you are.

Here are some ideas for informative blog posts:

  • How to Get Your Home Ready to Sell
  • 3 Renovations That Add Top Dollar Value to Your Home
  • The Best Time to Sell a Home in XXX (City)
  • How to House-Hunt in the Fall (Or Current Season)
  • The Truth About Home Appraisals

Then, you’re ready for the next step in your strategy…

Use Retargeting for Lead Capture

“Retargeting” is much easier than it sounds. It simply involves putting a tracking pixel on the blog post(s) that you’re advertising.

When those readers return to Facebook, the pixel tells Facebook to serve up a different ad to them – an ad more focused on getting their contact information so you can continue to follow up.

Why?

Because they’ve qualified themselves. Not only are they part of your very focused target market, they were interested enough in what you had to say that they visited your site.

Now that they’ve gotten to know you and showed interest, you can offer more tools or advice and ask for their contact information in return.

When they click on the second ad, they should go to a landing page where they input their contact information in return for your report, e-book, or one-page cheat sheet.

This can be similar to, but slightly more in-depth than, the blog post topics listed above.

Here are some ideas for lead magnets you can use for lead capture:

  • The Quick and Dirty Guide to Prepping Your Home for Sale
  • 7 Questions to Ask Before Hiring a Real Estate Agent
  • Sell Your Home This Winter – The Checklist
  • 5 Things Buyers Should Know Before Committing to a Home

The Fortune is in the Follow-up

What’s next? Following up! Once you have someone’s information, you know several things about them:

  • They are part of your target market
  • They are interested enough in your information to read your blog
  • They are even interested enough in your information to download your report
  • You should follow up right away!!

Don’t let leads fall through the cracks. If you don’t have a CRM or automated email system, get one right away. (My favorite is Infusionsoft.)

Get on the phone. Send them a letter. Do SOMETHING. You’ve got a hot lead!

When you use Facebook in this way – highly specific targeting, using blog posts for engagement, retargeting to capture a lead, and then following up promptly – your real estate marketing will improve dramatically.

When you combine these efforts with traditional farming, print marketing, and personal outreach, your real estate marketing will be revolutionized.

Don’t let anything hold you back – get started today. Facebook is ready for you, and we have dozens of postcard templates that can be customized to integrate to any campaign.

Let’s do it!