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facebook marketing

Know the Rules of Facebook Marketing

To build an effective Facebook Marketing strategy, it’s important for us to distinguish the difference between your personal Facebook profile and your Facebook Business Page.  First off… you technically shouldn’t be posting real estate related things to your personal profile.  It’s not likely that HQ would take down your personal profile do to a violation like this, but they would have every right to do so.

Therefore, let’s go ahead and get that Business Page set up ASAP!  Once you have that done, you’ll want to start funneling traffic to your business page.  The big difference between your profile and business page, and the main reason most agents just end up using their personal profile is because in order for your business page posts to be seen it’s kind a pay to play type of thing.

Yes, it will help to have people following your business page, but that’s not going to cut it long term.  You’ll need to implement some effective Facebook Ads to get your business page posts seen.

The Perfect Business Page

A robust and on brand business page is the foundation to a great Facebook marketing strategy.  It’s home base and it must make a great impression.  So how do we do that?

Level Up your Cover Photo

Creating your own engaging cover photo is super easy.  Canva is your one-stop-shop for all things marketing, especially Facebook marketing.  They’ve got all the guess work done for you.  No more guessing dimensions.  Simply type Facebook in the search bar and you’ll find templates for your cover photo and anything else you’ll ever need to ramp up your Facebook marketing.

Your cover photo should be unique, engaging, on brand, and include some kind of a call to action or tagline describing your services.  Once you’ve designed your cover photo using one of Canva’s easy to customize templates, make sure it’s easily readable and striking from a mobile device.

Polish Up your Profile Photo

First of all… your profile picture for your business page needs to be done by a professional.  Whether it’s a headshot of your cute little mug, or a snazzy new logo, it’s essential to your Facebook marketing success that it be professional.  Use Canva to crop it properly using the correct dimensions so that your head or logo isn’t appearing wonky in the designated logo box.

The About Section & Your (Short) Description

The section of your business page where it indicates a ‘short description’ is incredibly important.  This is what populates in searches and on your feed as a default summary of your page.  So let’s get this right!  You should most definitely include a clear and interesting description of what you do, who you help, and how you help them.  Don’t forget to include a link to your website in here as well.

The About Section & Your (Long) Description

This section is where you’ll highlight the benefits of your services and how you help your clients.  Try to include as many relevant keywords in this section as it’ll help you pop up on searches within Facebook.

Your Website Should Be Easily Accessible

The perfect Facebook marketing strategy is based on getting a flow of traffic to a location where leads can be collected and dumped into a sales funnel.  That location is most likely a landing page on your website so let’s make it REAL easy for visitors to your business page to get to your website.  Include a link to your website in as many places on your Facebook business page as you can.  For instance, it should appear:

  • Within the custom tab within your cover photo
  • In all of your posts
  • In your about sections (short & long)
  • In the business information section
  • Anywhere else you can squeeze it in!

Cross Promote Your Personal & Business Pages

When you fill out the ‘work’ section of your personal profile, include a link to your Facebook business page.  This way you’ll have all of your bases covered and more of your network will be able to find your business page organically, (YAY).

Routinely Clean Up Your Business Page

Sometimes we post about something and for one reason or another, the post was a dud.  No one commented, very few liked it and it just looks bad to have that kind of stuff on your timeline.  Do a routine check for spam comments and posts that didn’t get any activity and delete them.  Trust me, no one will notice it’s gone and you’re page will be better for it.

Before you dust off your timeline and move on, take note of the types of posts that were duds.  Was it the post itself?  Or did you just post at the wrong time?  Be mindful before you clean out for good.

marketing plan audit

How To Use Groups for Facebook Marketing

A Facebook group is not a profile or a business page.  It’s also not an event page.  What it is, is a place for a specific list of people to share photos, links, discussions, updates, and more.  There are three types of groups:

  • Public – anyone can search and join
  • Closed – anyone can search but need permission from a group member to join
  • Secret – no-one outside of the group can search or join without an invite from within the group

Facebook groups are a great way for you to prospect and do lots of business if handled correctly.  Basically you’ll want to think of a category or type of group you’d like to create.  This could be a specific neighborhood, your geo-farm, local mom’s, bar owners, or any group of people that have one thing in common.

The main goal of the group is to encourage interaction between members and provide lots and lots of value to them on a consistent basis.  Simply put, be helpful, be active, and use the 80/20 rule.  Eighty percent of the time you’ll want to be helping; the other twenty percent can be selling or asking for business.

Another way to scale your success from Facebook groups is to find convos in the feed, research the problem, write a blog post about the solution, and share that blog post in the group feed.

You’ll always want to be adding quality members to the group so share it with anyone you see fit and encourage members to do the same on a regular basis.

The Do’s & Don’ts of Facebook Marketing

If you only follow one rule, let it be this one.  Keep 80% of your Facebook content value based.  That means it should be social, helpful, or interesting to your audience.  The other 20% of your Facebook content can include self promotion, selling, and whatever else you see fit.

Post frequency should be kept to 1-4 posts per week.  Any more than that and you’ll be flooding your audience’s feed which leads to unfollows.  Over 80% of people say they love to find and follow brands on Facebook but of those, almost 50% say they hate when brands clutter their newsfeed.

Don’t ignore your audience once you’ve worked so hard to create valuable and engaging content.  The point of Facebook marketing is to generate conversations that lead to more business.  So once you’ve published a post be vigilant and responsive to any interaction at all.

An intersting development in Facebook marketing research is that posts under 80 characters perform better than longer posts.  Algorithms change frequently so don’t take this one to the grave, but for now if you’re not into long form Facebook posts, you’re luck!  Keep it short and sweet and you’ll be golden.

Types of Content to Post on your Facebook Business Page

It’s important to keep your Facebook business page filled with fresh content that your followers will find either helpful, interesting, or both.  Finding relevant and fun content isn’t really that difficult if you make a plan.  Here are a few types of content to include on your Facebook business page:

  • Local vendors that you recommend
  • Upcoming events in your community
  • Fun things to do in your area
  • New business openings
  • Local shelter pets that need homes
  • Helpful articles from reputable websites
  • Your own blog posts

Increase Visibility of your Facebook Page Locally

Fine tuning your Facebook marketing to include a local focus is a game changer for you as a real estate agent.  Most of your business will come from and live in your local market and they can be easily reached with strategic Facebook marketing strategies.  Let’s go over a few awesome (and easy) ways you can tap into this.

Use local videos and images within your posts.  The goal here is to connect with your local audience by documenting and promoting local things, events, places, that you have in common.  Find a few photographers that would be stoked to have their work shared on your page and in exchange you’ll tag them in the post.  They’ll get more exposure and you’ll get into their follower’s newsfeed, especially if they share the post to their personal and business pages.  Everybody wins.

Always cross promote and tag others in your posts when possible.  If you’re posting about a new business opening, tag their business page and the owner’s personal page.  This is three fold.  You’ll drastically improve visibility of your content (and your business), the owners will likely share this post to their network, further increasing your reach, and you’ll make your post much more helpful to your audience by giving them an accessible way to reach this exciting new business.

Feature your customers and fans.  If you’ve got a client (past or present) that’s done something really special, won an award, completed a marathon, got married, or had any other special achievement or life event, give them a shoutout and tag them.  This type of good will post is a great way to spread the love, connect deeper with your clients, and it’ll get way more engagement than your other posts.  Their family and friends will comment, share, and get to know you and this my friend is Facebook marketing gold.

Post a general thank you to your clients or vendors you’ve worked with in the past year.  You can thank the group as a whole, no tags necessary.  Always include a photo – making it a personal family photo is even better.  This should come from your heart.  If you can make this a video, even better.

Join local Facebook groups.  Facebook groups are one place that lots of people are hanging out in.  It’s a safe space for people who share a specific interest can gather, share information, ask questions, and grow relationships.  It’s the perfect place for you to gather information on what your ideal client’s biggest problems are.  Get in there, listen, and provide helpful information that will help them solve their problems.  DO NOT sell in a Facebook group.  You will get kicked out immediately.  Just be helpful and be yourself.

Local awareness posts are a good way to become a source of information and gain trust and credibility within your local market.  Types of local awareness posts may include public safety announcements, upcoming road construction projects, information on neighborhood watch associations, and the like.

Enable reviews on your Facebook business page.  We live in a review culture and this is a quick way for you to collect positive feedback.

Collaborate with local businesses when you run out of ideas.  There are endless ways to do this.  Starting with the businesses that your audience frequents or has interest in will be a good idea.  I love to do a blog post on how the small mom and pop shows in my city started and then share it all over my social media platforms.  This gets right to the core of your city and your community and it’s a great way to connect with real people in your local market.  Facebook marketing gold my friend.

Optimize your Facebook Business Page for Search Engines

People use Facebook as a search engine just as much as Google or Pinterest.  To make your Business page easier to find you’ve got to focus on improving your SEO.

Start by using relevant keywords that your audience would be searching for in your posts, your business page description, and your about sections.  This will help you stand out in the vast sea of Facebook Real Estate Business pages.

Complete 100% of your business page info.  Facebook algorithms will reward you for including all necessary business information.  It’s a way to be found easier, and build credibility all at once.

marketing plan audit

How To Raise your Engagement Rates

The name of the Facebook Marketing game is to generate business which means your content strategy has to be based on engagement.  Engagement increases exposure, sparks conversation, builds relationships, grows your following, and gets you more business.  So let’s talk about exactly how you can raise your engagement rates.

Add photos to your posts.  By including a professional and eye catching (but not cheesy) photo to your post, you can expect 53% more likes, 84% more click throughs, and 104% more comments.  Boom.

Keep your posts short and sweet.  Facebook posts that are 80 characters or less get 60% more engagement.  If you’ve got a lot of information to share, please do but try to max out a majority of your posts at 250 characters.

Post questions, preferably quirky questions or ones with limited answers.  This will usually yield you 100% more comments than if you were to post a fact or other tid-bit of information.

If theres’s a special coupon or discount on a local service that you have access to, share that with your audience.  You can expect lots of shares and 42% more page likes.

Run a contest and make the entry a page like.  About 35% will be your ‘like rate’; but you can increase this by using highly effective words in your contest post like: winner, win, contest, entry, enter, and promotion.

Use emoticons on your Facebook marketing posts.  Have fun with this, but try to make them at least a little relevant/appropriate for your audience.  Facebook posts that include emoticons receive roughly 57% more likes, 33% more shares, and 33% more comments.

When you have conversations with your Facebook audience, try to use the Chat feature instead of emails.  The response rate is much, much higher because of the nature of the space.  It’s more informal, less sales-y, and you can see when they’ve received and read the message – something most emails platforms don’t provide and are incredibly inaccurate when they do.

A Facebook Marketing Sales Funnel

Using Facebook to connect with and create relationships with your audience is obviously the foundation to any good Facebook marketing strategy.  If you’ve got that down and you’re ready to scale your Facebook marketing efforts and really start generating business from your efforts, it’s time to implement a Facebook Marketing Sales Funnel.

Facebook Marketing Sales Funnel Step 1:

The top of the funnel is what they see first and it’s got to be attention grabbing.  This can come from any one or all of the following but they must have a clickable link which leads them to the second step of the sales funnel.

  • The clickable tab on your Facebook business page cover
  • Facebook Ads
  • Facebook Posts
  • Direct Chats/Messages
Facebook Marketing Sales Funnel Step 2:

This step is where you gather the lead’s contact information.  Once they’ve clicked link in your tab, ad, post, or message they should be lead directly to a landing page or website.  This page needs to include a way for you to gather contact information – usually with an opt in form.

You need to give them a reason to give you their contact information so in return you have to solve the problem posed in step one.  This page should be clean, concise, and not filled with lots of words.  Make the opt in form the focus and make sure to let them know what they’re getting in return for their contact information.

If your landing page isn’t converting (people aren’t opting in) you need to refine your incentive.  The incentive should be valuable and relevant to your audience.  Here are some ideas for a free download:

  • Local vendor list
  • Free events list
  • Upcoming/new listings alert emails
  • A list of available building lots

Once they’ve opted in you need a way to deliver the free download immediately.  You can use an automated email service like CovertKit to accomplish the opt in form and delivery all in one.  I personally use LeadPages in conjunction with ConvertKit but LeadPages alone would do the trick.

Facebook Marketing Sales Funnel Step 3:

Now that you’ve collected their information and delivered some value, it’s time to segment them.  Not all of your leads will benefit from the same information.  Create segments for your leads and send each segment the information that’s most relevant to them. Segments could include: buyers, sellers, first time home buyers, renters, etc.

Facebook Marketing Sales Funnel Step 4:

It typically takes seven touches for a lead to start to trust you. So giving up after step 3 would be a complete waste of your time and money.  Step four is all about nurturing that lead and it is ongoing until the lead becomes a client.  Once a week, send them helpful information and offer to help.  Do this until you feel like they’re warming up and getting closer to making a decision to work with you.

Facebook Marketing Sales Funnel Step 5:

Once you’ve warmed them up in step four, you’ve provided them with valuable information, you’ve answered their questions, and you’ve gained their trust, it’s time to sell.  Ask for their business.  Ask for the meeting.  If you get a no, go back to step four, rinse, and repeat.  If you get a maybe, answer more questions; find out what’s holding them back from making a decision.

Once you get a sizable list of people that have gone through your Facebook marketing sales funnel, take a step back and analyze your performance.  Ask yourself…

  1. Which (Step 1) content attracted the most attention?
  2. Which (Step 2) landing page layouts and verbiage converted best?
  3. Which (Step 2) free downloads converted best?
  4. Which (Step 4) value based messages/emails created the most engagement?
  5. Which questions you got in (Step 4) were posed the most?  Use those for your next (Step 1) posts, ads, tabs and your next (Step 2) free downloads.
  6. Which objections did you receive the most in (Step 5)?  Answer those early on in your next sales funnel.

marketing plan audit

The Ultimate List of Facebook Marketing Ideas for Realtors

Jenna Martindale

Jenna Martindale

Jenna Martindale teaches online courses and workshops for new + experienced real estate agents who want to enhance their skills, grow their business, and live the life of their dreams.She believes it’s always the right time for coffee and that if there's a heaven it's a pool filled with golden retreivers.
Jenna Martindale