Real Estate Facebook Marketing for 2019
Facebook, is an ever-evolving opportunity to generate real estate leads. Since the introduction of the Facebook marketplace in 2016 and Facebook Business Manager in 2014, Realtors have upped their engagement with leads on the social media platform. In 2019, the power of real estate Facebook marketing can’t be understated. The average site’s user spends 35 minutes daily on the site. Combine this with the fact that the social media site boasts of 1.7 billion monthly active users, and it’s easy to see why real estate agents are investing in Facebook.
But despite the high potential for leads, not all Realtors have been able to harness Facebook’s power for effective lead generation. For real estate agents wanting to grow the quantity and quality of their leads, there are some tried and true ways to take advantage of the social media giant.
Search Bar Secrets
Facebook’s search bar has been a little-known tool to many businesses and entrepreneurs looking for more leads. While it is traditionally used to look for groups, businesses, and individuals, it has a hidden benefit to any real estate agent looking to grow their business.
The secret to milking more out of the search bar is keywords. Real estate agents should determine what keyword will best reflect their potential client’s intent. A great tool for this is Google’s free Trends tool. Once a Realtor has their keywords figured out, all they have to do is type in their area of interest and the keyword they want to search, i.e. [area] + [preferred keyword]. A great example would be “Denver + realtor recommendations”.
The search should pull up user posts, groups, and individuals that contain the keyword. This means that there are potential clients who are talking about your chosen keywords. The real estate agent can then go ahead and introduce themselves via Facebook Messanger.
Note that for this to work, real estate agents will need to accurately determine customer-related keywords. If they look up ‘realtor recommendations’ for example, they will likely find customers in need. If they search for ‘open house’ it will more likely bring up posts from fellow agents. The trick is getting the keywords right.
Double Down on Content Marketing
The backbone of real estate Facebook marketing is trust and building a relationship with online leads. If a real estate agent’s target audience trusts them and builds a relationship with them, they will proceed along the sales funnel as a strong, qualified lead.
Real estate agents need to build a relationship and trust with Facebook users to consistently grow their lead generation results. The objective is to add value to each leads’ life as they are considering buying/selling a home. Every time an agent publishes something on social media, they should ask themselves, “Is this helpful for my readers? How is my post helping them?”
What is Content Marketing?
Content marketing is posting anything written, photographed, or video recorded that is designed to enrich the lives of qualified leads (home sellers and buyers). By consistently offering valuable content, leads become addicted to your brand, they revisit your pages over and over again to read your new posts and see new videos and photos. Over time as leads see you helping them, they develop trust and select the brand/real estate agent they have developed a relationship with. This is lead nurturing 101.
If a lead encounters value-adding content instead of a pushy sales message, they will view the real estate agent providing the content as a knowledge/real estate expert. When the agent has the lead’s trust, the lead becomes more pliable to marketing outreach strategies.
What Kind of Content Should be Shared
Again, this where keyword research is key. Try any of these free tools to find the most popular keywords for any market. The goal should be to add value to the lead’s home search. Another way to think of it is to try and picture what problems or questions a homebuyer might have during the homebuying process.
Ideas for Real Estate Facebook Marketing Content Include:
- neighborhood guides
- market updates/reports
- homebuyers checklist
- home sellers checklist
- best of lists (restaurants, local events, etc.)
- listing videos and virtual tours
- how to guides (move across the county, move in the winter, prep a home for sale)
- reviews (best moving companies, mortgage brokers, etc.)
- heartwarming, local stories
How to Get the Most Engagement
All of these content ideas are great, but if nobody likes your page, will they see your content? Facebook’s ability to “boost posts” now makes it easier than ever to pop up in leads’ newsfeeds. An agent simply posts content to their Facebook business page and an icon will appear that says “boost now,” The agent can then select their demographic audience by location, age, profession, school, or interests and for a few dollars, their content is promoted into that audiences’ newsfeeds and Instagram feeds.
For a more targeted approach, Facebook ad manager allows users to create custom audience lists which can even be as detailed as by email address. If you purchase leads from another source, this is a great way to re-target them.
Then, after posting content for a short time, real estate agents can look into the engagement of their posts to see which topics are performing the best, which demographic (sex, age, etc.) their content resonates with, and Facebook Ad Manager can even begin suggesting appropriate audiences for the agent’s content.
Other Content Tips
Be consistent. Posting on a regular basis is key to forming audience trust and engagement.
Make sure to drive traffic back to the agent’s website. Lead capture services like Buying Buddy CRM + IDX collect leads’ contact information and connect agents directly with leads.
Use high-quality photography. Stunning stock photos are free at Unsplash and listings are great to show off on Facebook.
Try to use tools like Facebook live to do live listing tours or a market Q and A.
Upload photos to Instagram first. Instagram receives an unmatched level of photo engagement, and if photos are linked with proper targeting, it will increase the number of lead views.
Link video from Youtube. Upload video content directly to Facebook. It will receive more engagement using Facebook’s native video uploader.
Spend most of a real estate Facebook marketing budget on direct, traditional ads. People browse social media for its content, not sales pitches.
Try to get as many friends and colleagues as possible to like your page, it won’t impact lead generation.
Take Advantage of Groups
Groups are another treasure trove of quality leads for real estate agents. Whether an agent creates a group or joins a pre-existing one, they should choose groups that speak to the potential client’s needs. These groups represent a collection of people with similar intent looking to interact, learn, and solve their problems. Great ideas include local real estate investor clubs, local community pages, fix and flip pages, and word of mouth pages, local mom pages, and moving/relocation pages.
Realtors should avoid consistent, hard sales pitches because it is the surest way to get banned from groups. Instead, they should look to add value. This is done by engaging in discussions organically and building trust with leads.
Once they achieve this, it is important to keep sales pitches soft and organic. A great way to do this is to host a real-life or Facebook live event like “Homebuying 101” and invite members of local pages to attend. That will lead to engagement from high-quality leads who have a level of trust and are interesting in home buying/selling.
This is easy. Almost everyone and their grandma is on Facebook. When an agent has a closing, they simply have to give the gift basket and ask for a picture with the client. Then the agent creates a celebratory post linking back to the client. Not only does it make the real estate agent look credible to their audience, but it also places the agent directly on the client’s Facebook wall, in front of the client’s sphere of influence, too. Best of all, its free.
Facebook Marketplace for Listings
Facebook’s version of Craigslist, Marketplace, is another great way for listing agents to get engagement. Its free to upload listings. Leads looking at listings can communicate with agents instantly via Facebook Messanger. The other nice feature about the Marketplace is that it links back to the listing agent’s business page, giving them maximum exposure and another avenue to generate leads. It is a great way for listing agents to get the most out of real estate Facebook marketing.
Facebook is an excellent lead generation tool if used consistently and properly. By combining secret search bar knowledge, content marketing, boosted posts, local page engagement, tagged testimonials, and Marketplace listings, agents can generate countless real estate leads.