Are you a realtor using Facebook and not generating the leads you’d like?
spending wasting time on Facebook trying to “drum up business”?
Are you sick of hearing about other agents that have had success with Facebook, but you can’t figure it out?
If you answered “yes” to any of these questions, this blog post is for you. This blog post will lay out exactly how you should be using Facebook to generate more leads, listings and profits. Follow these simple steps and you can control your lead flow.
I am going to lay out the three steps you need to become a top agent in your area. It really isn’t that difficult and please, please do not over-complicate this.
Step 1 – Drive Targeted “Likes” to Your Facebook Page
This is extremely important. I have underlined the word ‘targeted’ for a reason. Please do not get caught in the trap of “more likes = better” as that is not the case. Getting “likes” from people who will never buy from you is going to cost you money in the long run.
Please do not go and ask all your Facebook friends to “like” your page.
Or your Aunt Sue that lives 2,300 miles away to like you page.
Or your best friend from high school who now lives in Costa Rica.
I am sure these are all great people, but they are not your ideal client. Focus on the right fans.
Who are the right fans?
Your target market.
How do you define your target market?
Answer the following questions…
Who is your ideal client?
Who is most likely to buy/sell a home with you?
Who do you enjoy working with?
Write down your ideal client demographics and psychographics (personality, values, opinions, attitudes, interests, and lifestyles). This is who you’ll want to target on Facebook.
Example: Let’s say my target market is
- 35 – 44 women
- Live in Las Vegas
- Who like Oprah
As you can see, in the image above, there are 14,000 women in my target market. This is who I would run ads to for page likes.
You can set up a small budget ($1/day is Facebook’s minimum), but I recommend starting with $5/day to start. You can expect to pay anywhere from $0.50 – $2.00 per like. It all depends on the targeting you do and the audience size.
Once you get this dialed in and are comfortable with the price you’re paying per like, you can let this campaign run.
Step 2 – Engagement
I know, “engagement” is such a buzzword. I am kind of sick of hearing it myself, but it is important.
Post Daily – You’ll want to post daily content to your page. Things that work well are local news stories, blog posts, DIY projects, local charity events, your story (most forget this and it is so important), motivational messages, your listings, testimonials and special offers likes ebooks, guides, tips on buying/selling, lead magnets.
You can take 20 minutes at the beginning of each week and schedule your posts for the week. This is not hard to do with an editorial calendar.
Step 3 – Promote Your Content
This is the final step and an important one. You’ll want to promote your content that is getting the best engagement. See what content is resonating with your audience and either boost the post or run Page Post Engagement ads.
In order to “boost” a post, you must have 50 likes on your page. If you do not have 50 likes, use page post engagement ads. I prefer those anyways.
I suggest boosting one post per day for 1 – 3 days. You want your target audience to get to “know” you before making an offer (ebook, guide and/or lead magnet). You want them to see that you are offering valuable content whether that is a blog post, a DIY project, a charity event or a local event.
The common problem I see is that most agents start with asking for something before providing value. It’s 2014 and building trust is crucial to success. If you can get them to “know, like and trust” you, you’ll have more business than you can handle.
A good problem to have, right?
Give first, then ask.
There is a “sweet science” to doing Facebook effectively. Follow the 3 steps I laid out and you’ll have more likes, leads & listings. You’ll most likely become the top producing agent in your marketplace.
It takes work, but it is worth it.