Market Your Business & Connect with Your Customers Through Facebook

Social media has fast become the new most popular venue for marketing your real estate business.  Facebook, YouTube, Pinterest, Linked In, and Twitter are the most popular social media sources with Facebook being the number one!  Currently 86% of Americans are on Facebook and they spend an average of 4 hours a day on the social site. The average person has 250 friends! 

A Facebook page can be a great free marketing tool for your real estate business.  The pages let you identify yourself – not just through listing your services, but also by sharing posts, links, and images, on a customizable page to give a better sense of your experience, personality and character. This is a prime resource for real estate professionals, who can reach out to past clients, current clients, and future prospects alike.

There are numerous advantages to using Facebook to promote your real estate business:

1) The 2 for 1 option - you can link YouTube to Facebook

2) Pinterest and Instagram are linked to Facebook

3) Your profile page can connect you to your sphere of influence

4) You can build multiple pages geared toward a target market by:

  • Providing free tips and information for potential prospects
  • Providing weekly tips and monthly giveaways
  • Targeting your niche market area (build a neighborhood page)
  • Targeting past clients
  • Demographic targeting (laser targets) to set up a campaign page based on user data such as location, occupation, etc (Some examples:"Employed as Doctor", "Employed as Lawyer", "Newly Married", or "Military"
  • Generating email lists and then marketing specifically to those lists

(Some examples:  "Hot Leads" or "Other Leads"), a good strategy for increasing "Likes" or driving website clicks.  Increasing "Likes" is key because once a user likes your page they essentially become followers of your business page and your posts will appear on their Facebook news feed.

5) Use Facebook ads (or "Marketplace Ads") that appear on the side columns of the Facebook site and have a click-through link to either a Facebook app or an outside website

6) Use the built-in ad performance measurement tools

7) Take advantage of sponsored stories that shows a user's interactions such as a "Like" to the users friends which then encourages them to like your post/page as well (this is the only ad format available on mobile devices)

8) Use Facebook promoted posts that let Facebook page owners pay a flat rate in order to have a single post reach a certain number of users, increasing a specific post’s reach and impressions (promoted Posts are easy to set up – just click the button beneath any of your page posts).

9) Use the ad testing feature, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup

10) Set ad budgets

11) Host contests that can increase fans and awareness of your name.  Notably, contests can't be hosted through Facebook itself (meaning you can’t ask for "Likes" as entries, have people write answers in the comments, etc.).  For this businesses must use a third-party app for creating their Facebook contest, then direct users to the app from their Facebook page (check out Shortstack and Pagemodo).

Keep in mind that Facebook advertising costs can vary a great deal depending on competition and the targeting options set.  Having said that, driving website clicks can be as cheap as $.10 per click.  More clicks results in more users interacting with you and your name, which in turn can form relationships that end up translating into future business.



Michelle Trimmell, RA, MBA