Your Targets on Facebook

As a real estate agent, there are 2 groups of people you should focus on…

• Other Realtors: Having a good solid group of agents is important to build your referral business and to network for new ideas, strategies and techniques.
• Center of influence: People you know and who know you; people who you can help with their real estate needs.

Marketing on Facebook

There are 3 major ways to market yourself on Facebook, each has advantages and disadvantages.

1. Fan Page

Fan pages are very much like your regular Facebook profile, expect that the main purpose is to promote businesses, organizations, and public figures; They are very simple to setup, but it takes time and work to “grow” them. You can “suggest” your fan page to your Facebook friends and have your friends “suggest” that their friends join your page, and so on. With a Fan page, you can have as many friends as you’d like, there is no “friends limit” as there is with a “basic profile.” The question I get from most of you is whether or not you should create a Fan page. First, let me ask you this: If you already have a fan page or business, is it generating business for you? Are most of your “friends” other Realtors? Do you really have “friends” from whom you are getting business? Unfortunately, many Fan pages have become a great way for many (not all) Realtors to inflate their ego and waste time on. In my opinion, fan pages are not the best Facebook vehicle for most real estate agents.

2. Groups

Facebook group pages are pretty easy to setup, they are meant for collective learning. You create a group, have discussions and share ideas. I think that groups can be a great tool, but they take time to monitor and “moderate.” To generate business you could create a group for your local neighborhood, invite people who live in the community to join and take part in discussions. Since the page is specifically covering their neighborhood, there is a decent chance that they will join. The most important feature of a group is the discussions tab. It’s similar to an online forum, but targeted specifically to your niche (community in your case). One thing to keep in mind when you do this , DON’T SPAM THE GROUP WITH YOUR LISTINGS. You are already seen as the neighborhood expert by starting the group, don’t lose credibility with continual updates about your business.

3. Ads

Facebook has a very powerful targeted advertising platform. You can target very specific audiences, but it can be pricey. I don’t recommend these ads, think to yourself… how many times have I clicked on a Facebook ad? Most of us have never “clicked.”

How to Setup Your Facebook For Real Estate Marketing Success

Time frame: 30 minutes to setup and anywhere from 15-30 minutes daily – I suggest that you work on it during the evening so you do not interrupt your workday. Assuming you already have a Facebook account, a completed profile, and some friends:

Step 1: Separating your COI and other Realtors.

You don’t have to have 2 profiles, 1 for business, 1 for personal, with Facebook’s privacy settings, it’s really simple to manage both.

• Go to Account (top right) –> Edit friends –> Create New List (pop up)
• Call this list “Realtors”, and then select only other real estate agents. Then click the Create List button.
• Do the same for “COI”. Just remember, do not add any Real Estate Agents, Title Reps, Loan Officers, etc. to this list.

*Note: When you add new people to your overall friend list or when people add you and you have a friend request, you have the option to “Add to List”. Make sure you put the new friend in the list they belong to right away so you don’t mix things up.

Step 2: Privacy Settings

• Go to Account (top right) –> Privacy Settings –>Customize Settings

You’ll see a variety of different options, you really don’t need to be concerned with most of these … it may be a good idea for pictures that you’re tagged in to remain private, separate from business, there is no need for your clients to see you after 10 tequila shots! You also have the option to to stop select people from seeing your information.

Step 3: Posting on your wall

Now this is where it can get a bit tricky. Over time, you’ll want to post some things for everyone to see, others just for your COI or only other Realtors; since you have separated your COI and Realtors, you have control over who sees what. When you post something on your wall, click the lock button before you click “share”. Click customize –> click the drop down box –> click specific people –>The type in “COI”/”Realtors” or whatever you called your list. As you type in the first few characters, the list name should auto populate. Then after you select the specific list you want your post to show to, click share. Now only that specific group will see that post.

Keep in mind…

Facebook isn’t the “magic pill,” it won’t instantly give you 50 deals a year, however it may help you add a few transactions. Spending 15-20 minutes a day on Facebook makes sense, but don’t let Facebook consume you, don’t become a “Facebook Addict.” Be sure continue withyour “regular” marketing i.e. phone calls, postcards and print-ads; consider Facebook as an extra, low cost, marketing tool. Fight the inclination to SPAM Facebook with your listings. There are several Facebook Groups you can join where agents from across the country promote their listings and encourage referrals. On your page(s), share enlightening articles, have discussions, be helpful to your friends… this will be what will drive business your way. How are you utilizing your Facebook?