Facebook business pages have become a marketing necessity for real estate agents. A Facebook presence puts your brand and your product where home buyers, home sellers and other real estate industry professionals are most likely to see them. According to a 2011 Nielsen Social Media Report, U.S. internet users spend more time on Facebook than on any other website. The average Facebook user spends 14 minutes a day on Facebook, or about 7 hours a month; that’s nearly a full business day!
According to the Nielsen report, in January 2010, Facebook users averaged 55 Facebook visits per month during which they visited 90 domains and logged 2,621 page views — and the numbers keep increasing! Facebook is a potential marketing gold mine for real estate agents, put it’s also easy to get lost in the roar of the crowd. To get the best return on investment from your Facebook business page, real estate professionals should follow these Facebook best practices:
- Items posted on the weekend draw the most user activity and are shared more often than items posted on weekdays. However, Thursday morning is the best time to post new listing domains. Posting new listings just before the weekend generates buyer excitement and allows time to schedule weekend home tours.
- Facebook posts made at the beginning of the work day, between 7:30 and 8:30 a.m., generate the most Facebook user traffic, likes and sharing. Posts made at 6 p.m. also ranked high with Facebook users and another, smaller user spike occurs from 10 p.m. to midnight.
- Facebook users are quickly annoyed by overactive posters. For greatest traction, limit Facebook posts to every other day.
- Positive posts track 4 times higher than negative posts. Use positive language when writing posts and creating downloadable information.
- Facebook users are also drawn to useful information. Linking Facebook posts to real estate website tools such as mortgage and closing cost calculators or to helpful downloads such as home selling checklists, home buying tips and house staging tips attracts Facebook users.