Marketing on Facebook is not hard, but I routinely see REALTORS® using the wrong strategy to gain clients. There are many websites across the web with instructions on how to generate sales from Facebook and today we are going to discuss the first and simplest technique that you need to master.
What is Facebook? Social media right? So, what so social about begging for business? Many “sale people” will never find success with Facebook. They are using the wrong strategy by only standing on their soapbox and screaming that they are in the real estate business and telling/asking people to buy you houses or to use you for their real estate needs. Here are some example of some poorly written Facebook posts;
“If you need to buy or sell a house, call me. I am your real estate expert.”
“I just listed a home at 123 S Main Street, if you would like to buy it call me. 555-1234”
“Open House this weekend at 123 S Main Street, please come see me.”
Do these status updates compel you to take action and call these agents today? Probably not. If you are using Facebook like this your friends and family are probably going to hide or de-friend you if you post nothing but “buy or sell with me” posts.
Facebook is more about the soft sell. You need to build relationships and engage with people everyday. You don’t have to shout what you do everyday to be successful, more importantly, you want to express your everyday thoughts and activities with just a hint of what you do. Here are example of better, more personal posts;
“Just got home from getting groceries at HyVee and now it’s time to get ready for my open house”
“Had a great time visiting with a nice couple buying their first home today. I really enjoy helping people understand the complicated real estate process”
Now these aren’t going to make anyone just jump out of their chair and call you either, but these status updates subliminally says, “I am in real estate and I love what I do.” If you mix your regular daily thoughts and activities with hints of what you do and why you do it, people will remember what you do. They won’t de-friend you and they will read your posts in the future and eventually when they need your service or they are talking to someone who needs your service or product, you WILL be the one they call. (I never promised this was an overnight money-making technique) Again Facebook is about building relationships and engaging with people.
Let’s talk about engaging people
Facebook isn’t just a me, me, me broadcasting platform. In real estate we learn the many times “listening” is more important that “speaking”. An important aspect of Facebook success is paying attention to what your friends are posting and what may be going on in their daily lives. You may see a friend post that they have a need for your service which opens the door for you to give them a warm call and ask if you can help them. You should always be looking for signs of an upcoming move from your friend’s Facebook status’, watch for growing families, job transfers, divorce announcements. Sometimes you will see a sign of an upcoming move before they even know they will be moving such as a third child being born and you know they have a 2 bedroom house.
So here is my daily strategy for Facebook success. In the morning when you are going through your early morning email ritual, take a few minutes to jump into Facebook and read what your friends have posted.
3 – Like at least 3 of your friends posts
2 – Comment of at least 2 posts or pictures
1 – post at least 1 status update or link to something you find interesting
Repeat this tasks again later in the afternoon or in the evening.
What you will find is you will become engaged in conversations with people. Even if the conversation isn’t anything about your business, your Facebook friends know that you cared enough to read what is happening in their world. Doesn’t that put you and your business at the top of their mind, so if they hear of someone with real estate needs this week, you should be the one they think of!
In future posts we will talk more about Facebook including advanced marketing techniques, how to hide the clutter, how to and why to tag photos, and much more.
What questions do you have about Facebook that we can tackle in the near future on this blog? Please leave your comments below.
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