Facebook can be a useful tool for real estate professionals. When smartly used, Facebook can act like a supercharged digital equivalent of word-of-mouth recommendations. Each like, share or comment starts your name (and a link back to your Facebook page) circulating among an ever-widening circle of Facebook friends. Facebook’s popularity offers real estate agents and brokers tremendous exposure potential, but only if your Facebook page generates likes, shares and comments. To accomplish that you have to understand what motivates people to respond to Facebook.

Creating and maintaining a Facebook business page that attracts a lot of visitors is the first step. Because Facebook is a social platform it requires a different approach than standard marketing products. A visually appealing mix of photos, videos, graphics and value-driven content will attract visitors; but it is critical that you post new entries on a regular basis, preferably daily. As you develop a fan base, you need to give Facebook friends a reason to keep returning to your page. Facebook fans are notoriously fickle. If you fail to post new material, they’ll go elsewhere.

Tip: Facebook traffic is heaviest from 5-8 p.m. and on Saturday and Sunday. Time new posts to take advantage of peak traffic.

The greatest challenge in turning your Facebook page into a marketing asset is posting visuals and content that will generate likes, shares and comments. In an analysis of more than 1.3 million posts published to the top 10,000 Facebook pages, social media data cruncher Dan Zarrella was able to identify the qualities of a Facebook post that generate the greatest number of likes, shares and comments.

According to Zarrella’s data analysis, photos generate the most Facebook activity. Photos produce about a third more likes than texts and twice as many likes as videos with links producing only negligible response. Photos also produce the greatest number of shares. However, photos and texts generate nearly the same number of comments with texts having a slight edge.

Next time: Facebook best practices


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