With every passing year, it seems that Facebook grows and evolves to encompass more aspects of our day-to-day lives. Although it is used primarily to focus on connecting with friends and family members, now it also serves as an important resource for everything from news and business reviews to real-estate searches.
It’s no wonder that Facebook continues to grow in importance; today, nearly 70 percent of all U.S. adults use the platform, more than double those using Instagram, Pinterest, or even LinkedIn. For business owners and entrepreneurs, Facebook has become a vital tool for finding new clients, staying in touch with existing ones, and serving as “thought leaders” in their fields.
This is especially true in “high-touch” industries like real estate. Any realtor will tell you that their industry is very much relationship-driven. Homebuyers want to feel that they know and can trust their realtor. When they find someone they like, they are more likely to use them again in the future or recommend them to other homebuyers.
Facebook helps to appeal to the high-touch nature of real estate by leveraging relationships and building trust, and it’s the ideal place for realtors to generate new clients. It’s just a matter of making the most of every Facebook post.
Tips for Optimizing Facebook
Here are some highly effective ideas for generating new clients through Facebook:
1. Establish a professional presence
Set up a dedicated professional Facebook page that is separate from your personal one. Be sure to include all of your current contact information, an up-to-date photo, and a warm and welcoming “About Me” description. You can even add a friendly video and incorporate images and graphics. (Canva is a free online tool that is great for creating polished cover photos.)
Over time, make sure to keep the content fresh. Every time you add information or update your profile photo, be sure to ask yourself if the content matches your professional brand. Your goal is to constantly exude a professional, competent presence.
2. Find relevant followers
Building up a broad follower base can take time, but it helps if you start with people you already know. Once you have your page established, invite everyone you can think of to follow it. Include friends, family members, neighbors, gym buddies, the parents of your children’s friends—anyone and everyone. Then, every time you make a connection through your real estate work, ask them to follow you on Facebook. You might even add your social media handles to your business cards and website.
3. Be helpful
The old sales mantra of “you have to give to get” is especially true on social media. Provide some level of value for your followers before pitching your services. Link to articles about homebuying trends in your area. Write a blog with tips for buying or selling a home. Upload videos that introduce potential clients to up-and-coming neighborhoods. Then, when followers comment on or “like” your content, follow up to see if they’re interested in your services.
4. Post about specific homes or communities
Realtors and real estate companies find that the best-performing Facebook posts tend to feature available homes, cities, and/or subdivisions. People like to see what is available right now.
As you begin marketing a home, be sure to post about it on Facebook! Include photos and a description of the home itself, the neighborhood, and the broader community. If it’s in the right area, at the right price point, it may attract attention from people who weren’t even planning to buy.
5. Stay consistent
It’s important to post often enough to stay top-of-mind with potential clients. You want it firmly established in their minds that you’re a very active, engaged, and committed realtor. That way, when they are ready to buy or sell a home, they’ll think of you first.
The most successful corporate social media accounts churn out content every day of the week. However, it doesn’t take that much for an individual realtor to stand out to his or her followers. Simply posting a few times a week will go a long way. When possible, make it a rich blend of content: photos and information about available homes and floorplans, videos or articles about real estate trends, the occasional funny image, and so on.
6. Say thank you
Finally, after a client has closed on their home, be sure to thank them on your page. With their permission, you might even include a photo of them in front of the home. This is a great way to show your followers that you care about your clients and are personally invested in their happiness.
With so many daily users across the country, Facebook is a great place to connect with a variety of potential clients. However, you have to make an effort to demonstrate that you’re a great realtor—and to ensure that they’ll think of you first. With these simple steps, your professional Facebook profile can stand out to your followers and help generate a steady stream of new clients.