How to Start Attracting Leads Through a Real Estate Facebook Page
Your prospects are part of Facebook’s two billion users. More than 71% of all adults use Facebook daily. Many real estate marketers would argue that Facebook is the best platform for realtors with a slim budget. It’s true. Facebook pages present a cost-effective way to reach a large portion of your audience.
“If your business can’t find new customers on Facebook, maybe you should rethink your line of work.” – Scott Ayres, Postplanner
Yet, why do a large number of real estate agents fail on Facebook? It’s simple. They do not have a content strategy.
Imagine having to see pictures of houses for sale every time. Even if you were looking to buy or sell, this rampant advertising would repel.
You can’t tune it down or switch it off. You just disconnect. That’s why there are a large number of real estate Facebook pages seeing scanty engagement.
So, if I can’t post my listings everytime, what’s the point of having a real estate Facebook page? The point is having a base for driving interactions which could lead to sales.
Create your Real estate Facebook page in 7 steps
- Choose your category. As a real estate business, you want to select the ‘business or brand’ option. You can select options like public figure if you’ve an existing fanbase. But if you’re predominantly targeting local clients, you want to get your footing right and select the best fit for your real estate Facebook page.
- Fill in your Information. Fill in your business email address, phone, and local address information.
- Upload a headshot. You can use your logo or a clear, professional picture of yourself. The headshot forms a major part of your first impression. However, it’s not necessary to look stiff and corporate. Upload a headshot that reflects how you want people to view your real estate brand.
- Design a cover photo. Recommended image dimensions for a Facebook cover photo is 828*315 pixels. You want to upload or design a cover photo that rocks. You can hire a designer on Fiverr or Upwork. If you’re more hands-on, try fiddling with a tool like Canva. Note that your cover photo should complement your overall branding.
- Add in a short bio. Tell people more about you and what you do. Talk about your unique value proposition when writing your about page. If you have a great about page on your website, you can copy a section of this and edit it for your Facebook page.
- Create a Call to Action. Facebook gives a range of call to action buttons to use for your business page. Visitors who might want to reach out can easily get in touch with you. It’s one of the major lead generation features of your Facebook page. So don’t neglect this.
- Invite friends to like your page. Send out invitation requests to your Facebook friends, family members, and past clients. You should also invite past clients to write a review on your page. The more people like your page, the better your page’s visibility and growth.
Tips for creating engaging Facebook content
Marketers in both b2b and b2c industries recognize Facebook as a prime marketing tool since it has the most reach. However, Facebook has started fighting back against spammy content and engagement bait.
Facebook now frowns on contests and posts that entice or incite people to share or comment on a post.
Adam Mosseri, head of Facebook’s news feed says;
“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”
This makes posting on Facebook pages more tedious as it forces marketers to work on posts that foster relationships rather than promote products outrightly.
Mosseri says “As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it.” The more people find your content less engaging, the lower your page and posts drop in rankings.
So, how do you leverage Facebook’s potential without breaking the rules or boring your audience?
Put away manipulative engagement tactics and start actually connecting with your Facebook fanbase. Start creating interactive posts.
Here are some ideas to help:
Determine post optimal engagement times.
Once you have started gaining traction with your real estate Facebook page, you should keep an eye on analytics. Post engagement is critical to the survival of your Facebook page. Hence you need to watch the times of the day that the majority of people engage with your posts.
While there are data-driven tests that support the fact that posts on Facebook get the most engagement on Wednesdays and Thursdays, between 1 to 3 pm, there is still room for a little experimenting on your part. Once you determine a good time to post, you should schedule or time your posts for the maximum engagements i.e when most people will view them.
Take note of optimal post frequency
Based on RivalIQ’s 2019 Social media benchmark report, posting more than twice per day would not cause any significant change in engagement rate. Infact, posting too much on Facebook may lead to lesser engagement.
However, you need to devote time to developing a Facebook strategy, working on posting at least once every day.
Create content that demands interaction
Enough of stiff and corporate speak. It’s boring. If you want posts that get ranked high in the pecking order, then you need to interact with people, not just overwhelm them with content.
Here are a few ideas for creating content that people resonate with:
- Create fun content. Most real estate themed content isn’t fun. You’ll have to consider going out of the arbitrary box for a moment to create engagement with your audience. Remember, the goal is not to feed your audience new content but to create brand engagement.
- Create content about them. What are the staple foods in your area? what destinations do people in your area love visiting? what particular news would interest your target audience? Get these out there. Your Facebook content shouldn’t be all about you, what you do, your listing photos… As you create more customer-centric content, you’ll likely see an increase in Facebook engagement.
- Post high-quality listing photos. Photos make up the overwhelming majority of content on the platform, signaling that people would much rather engage with a visual than a link or wall of text. So if you want to improve Facebook engagement, get visual. “The type of images you post makes a massive difference in terms of performance.” – Brent Barnhart, SproutSocial. Listing photos that are outstanding have the ability to stop people in their tracks.
- Pop culture references. Pop culture references can also be used as fodder for great content. Create or upload memes and gifs that touch on current events or things that your audience finds interesting.
- Housing starts and information relevant to your target market. Make short micro posts or direct people to your website to learn more about real estate as it pertains to your market. This can also be a way to create meaningful discussions.
Creating engaging content that demands interaction is now more important than ever. Brands that will win new leads and business with their Facebook business pages must dispense with the same old and create content that gets their audience in the mix.
Brands that will win new leads and business with their Facebook business pages must dispense with the same old and create content that gets their audience in the mix #realestate #Facebookmarketing Click To Tweet
Analyze engagement rates
To optimize your Facebook content marketing, you need to monitor how your posts are performing. This is essentially one of the perks of having a Facebook business page. You can see how people interact with your posts and tweak your content strategy to suit.
Apart from the frequency and time elements of engagement, keep an eye on the content element too. Check through your previous posts and note down posts that have performed well over time. That is, which posts have the most likes, shares or comments?
Instead of nudging it off as a lucky coincidence, recreate these kinds of posts. Consistently do this and over time, you would be able to see similar elements that play out in your top performing posts and then seamlessly create these kinds of posts.
It’s not so hard to imagine that with Facebook’s 2 billion users, there should be a more advanced analytics framework. Facebook analytics now has its own website and app for monitoring the performance of Facebook and Instagram pages and ads.
Video content gets the most engagement on Facebook. The average engagement rate for a video post on Facebook is 6.01%, according to wearesocial. 100 million hours of video content are watched on Facebook daily according to a 2016 stat by Facebook.
Try your hands at creating engaging and informative videos for your real estate Facebook page. You can also upload interesting videos from other brands while attributing them. Here’s one from the Lighter Side of Real Estate.
How to use Facebook Messenger for lead generation
Hootsuite says, “Messenger has 1.3 billion users sending 8 billion messages between businesses and people every month. Not to mention around 300,000 chatbots. This means it’s definitely time to consider a Facebook Messenger bot strategy.”
Here’s a post detailing how Roof.ai, a real estate marketing automation company generated over 700 new leads for their business using an advertising campaign relying majorly on Facebook messenger.
Facebook Messenger is even more valuable for mobile marketing as many of your prospects are probably viewing your ad or page from their phone. 47% of Facebook users only access the platform via mobile. This means it is important for brands to streamline their strategy for optimum conversion by targeting mobile users.
Here are some steps to start generating leads through Facebook messenger:
- Use the Click to Message feature in your page’s CTA. Roof.ai changed their page’s CTA to one that directed visitors to send a message. They generated 700 new leads.
- Integrate chatbots. With AI tools like chatfuel and botsify, you can develop custom chatbots that integrate with Facebook messenger. This makes it easier to correspond with prospects.
- Create click to message ad campaigns. Click to message ads feature a “send message” CTA instead of a CTA that directs users to a landing page.
You should also install a Messenger chat feature on your website. Do this with MobileMonkey’s WP-Chatbot on WordPress.
Getting leads via Facebook is one side of the coin, you still need to have an effective lead nurturing system. That is, you would have to follow up with clients via CRM or lead nurturing tools, here are some ideas on lead nurturing. Facebook’s 2 billion users present a goldmine of new lead opportunities. Hopefully, with the ideas presented here, you’ll be able to create or streamline your efficient Facebook marketing strategy.