Facebook has long been regarded as a social media essential, with its now 2.38 billion monthly active users. And with its uniquely vast, user-submitted demographic information — people provide their locations, birthdays, interests and more — advertisers have lots of data to work with.
It’s no surprise that businesses large and small used Facebook it to get more clients, and here are four simple ways that real estate agents can follow suit:
1. Run Ads to Reach a Relevant Audience
Not exactly a shocking statement, but ads are absolutely imperative to your Facebook strategy. Once you’ve set up your Facebook business profile, running ads is the best course of action.
Compared to other social media sites’, Facebook’s audience skews a tad older. This comes in handy when the average homebuyer is 46 years old, and the average Facebook user spends almost an hour a day browsing the site — edging both Instagram and Snapchat. (Not that 46 isn’t young, but Facebook isn’t Snapchat — 78 percent of those users are 24 or younger.) This climate makes Facebook extremely suitable for advertising.
There are many ways you can take your ads: listings, recent sales, review ads and more, but if you don’t put any money behind your content, it’ll be tougher for users to find your page or convert. More and more, Facebook is prioritizing paid content over unpaid (or organic) content.
Additionally, Facebook’s processes are sophisticated: you can target ads based on zip code, age and who’s liked your page, and you choose your ads’ goal (traffic or conversion) while the site optimizes it for you.
2. Host a chatbot on Facebook Messenger
Chatbots are an incredible way to find out what your clients (or prospects) want without actually having to do any of the drudge work initially. They can prompt the user to chat (otherwise, users will find the bot when they click “message”) and they ask users custom-made questions, providing set responses that can take them to certain pages.
They also help customers get the information they want or set up an appointment with ease. Check out Chatfuel for a well-regarded option on getting started.
3. Post content that gives users valuable info
Nothing says “good business” quite like giving away useful information for free. For real estate agents, that could manifest itself in many ways: personal consultations, neighborhood guides, buyer/seller guides, lending/financial info, school zoning info and any sort of local insights.
If none of those appeal to you, think about what issues exist in the hyperlocal venue you’re serving. Creating a resource people want is a great way to get exposure and increase your audience. In fact, offering valuable information in exchange for an email address is a surefire, popular way to add to a clientbase, as it’s easy to add it into your email marketing database.
More than that, though, posting interesting, useful content (without an email-wall) can help you gain traction and gives users more incentive to enter their emails when the prompt comes. Creating a blog is good practice as a real estate agent, and posting its content on Facebook is a great way to prove your activity — it’s a twofer.
4. Post About Your Clients to Build Trust
Posting about your clients is a popular way to create everyday content with a human face on it. Proving to prospects that you have what it takes to not only make sales, but win people’s trust in the process. Humanizing yourself and sharing positive client experiences goes a long way in building your credibility and converting leads in the future.
Interview willing clients you’ve worked with, take their photos on closing day, create a House of the Week. Do whatever you can to keep your content new and relatable. You can post these on Facebook stories, too. These, exactly like Instagram stories, are updates that last 24 hours and show up above people’s feeds. They’re a great way to disseminate quick content and draw people into your page or posts.