Posts Tagged as facebook business page

The Dos and Don’ts of Sharing Your Listings on Facebook

You know the saying, “change is the only constant in life?” Greek philosopher Heraclitus was not talking about social media when he wrote it, but it definitely applies. Facebook, in particular, has released multiple updates that ultimately change our user experience and how we market listings and our real estate business. Essentially, Facebook is currently implementing plans to improve users’ News Feeds by reducing the organic reach of posts that are too promotional, or seemingly irrelevant to the user. Before you throw your hands up and say you don’t want to play anymore, take note: Facebook drives HALF of all referral traffic to property websites. Don’t panic; just follow our Dos and Don’ts for sharing your listings on Facebook. Your goal should be developing personal relevance for your Facebook audience.

You know the saying, “change is the only constant in life?” Greek philosopher Heraclitus was not talking about social media when he wrote it, but it definitely applies. Facebook, in particular, has released multiple updates that ultimately change our user experience and how we market listings and our real estate business. Essentially, Facebook is currently implementing plans to improve users’ News Feeds by reducing the organic reach of posts that are too promotional, or seemingly irrelevant to the user. Before you throw your hands up and say you don’t want to play anymore, take note: Facebook drives HALF of all referral traffic to property websites. Don’t panic; just follow our Dos and Don’ts for sharing your listings on Facebook. Your goal should be developing personal relevance for your Facebook audience.

When best practices are followed, Facebook can be a valuable real estate tool, producing a substantial return on your investment in the form of likes, shares and comments—the currency of influence on Facebook. After all, 82% of people think Facebook is a good place to interact with brands according to research by Lab42. Each like, share or comment your Facebook business page elicits increases your circle of influence, spreading your marketing reach and generating more leads. Facebook provides daily opportunities to keep your name in front of former and potential clients, and cement your reputation as the go-to real estate expert in your community.

If poorly used, Facebook can also be a huge time drain providing little return on investment. As a real estate professional, your Facebook interactions should be more personal than transactional. Understanding how people use Facebook and what makes them take a moment to like, share or comment on a post is the trick to using this social media tool to build your real estate business.

In analyzing more than a million posts to the top 10,000 Facebook pages, social media guru Dan Zarella has collated hard data that provides a foundation for our new set of …

Posting your Listings on Facebook – Best Practices for Real Estate

The DOs:

  • Share your listings in an engaging way, such as: “Mr. and Mrs. Kline have just listed their beautiful 3-bedroom in Bennett Valley. Please stop by our Open House this Sunday!” Include a link to the property website.
  • Tag the home seller or buyer – so they will see, like and share your post.
  • Reveal some of your thoughts or what you like best about the listing. Share a unique feature or tell what the sellers fell in love with when they originally purchased the home.
  • Engage your Facebook community with questions and ask for feedback. Question posts have 92% higher comment rates than non-question posts. Posts that have a question located at the end have a 15% higher overall interaction rate and a 2x higher comment rate than those with a question asked in the middle of a post.
  • Short, pithy statements of about 25 characters (half a tweet) receive the most likes. Posts with fewer than 80 characters received 66% more engagement than lengthier counterparts. But posts around 450 characters get the most shares.
  • Ask yourself if your post is relevant, helpful, or entertaining. If the answer is yes, post it!
  • Use photos and videos to increase interaction on your page.
  • Let your personality shine through.
  • Consider paying to promote your most important posts. Sometimes this can provide a big win and it is worth testing in your real estate business.

The DON’Ts:

  • Avoid “sales-y” words. Stay away from other promotional buzzwords, too (such as: like, buy, for sale or act now).
  • Be careful not to over post your listings. This is a sure fire way to lose engagement and have your “friends” hide your posts from their timeline. The number one reason 73% of social media users “unliked” a brand on Facebook was because the brand posted too frequently.
  • Don’t forget to include a comment. Posting your listing without including your opinion can be interpreted as spam.
  • Don’t ignore your audience. Anyone on your page is a potential client. Respond to comments promptly – it shows how you’re likely to handle things as their real estate agent.

Don’t forget that Facebook for Business offers a great Page posting tips and best practices page of their own, with great videos, tips, tricks and stats.

Buffer’s Guide to Growing Your Facebook Reach

As Facebook continues to change its rules and algorithms, many of us struggle to keep up. For real estate professionals, Facebook can be a goldmine of opportunity, but if you’re watching your interactions dwindle and your reach shrink, you may feel a little over the whole thing. And I don’t blame you. That’s why I love Buffer’s guide to growing your Facebook reach organically, which was written by Kevan Lee and posted on BufferSocial recently.

As Facebook continues to change its rules and algorithms, many of us struggle to keep up. For real estate professionals, Facebook can be a goldmine of opportunity, but if you’re watching your interactions dwindle and your reach shrink, you may feel a little over the whole thing. And I don’t blame you. That’s why I love Buffer’s guide to growing your Facebook reach organically, which was written by Kevan Lee and posted on BufferSocial recently.

Your real estate business is one of 18 million + business competing for space on Facebook. Facebook has made it harder and harder to get your posts and updates in front of your audience. Kevan explains that even the folks at Buffer have been noticing a decline in their Facebook reach. And he goes on to explain (clearly and smartly) the problem with Facebook reach; how Facebook calculates what shows up on your newsfeed; and his suggestion of a counterintuitive way to combat Facebook reach (ahem … stop caring about it).

What he means with that last point is that reach doesn’t mean success. Reach isn’t an indicator of a true connection, a deal made, or a listing sold. So before getting too hung up on the numbers, it’s a good idea to step back and focus on the end objectives. The idea here is that Facebook’s algorithm (if we can trust it work this way) is saving your content and posts for the people who want it most – the people who engage with you already. This is a positive thing, but it certainly presents a challenge when it comes to lead generation and developing NEW contacts for your Facebook Business Page.

Here’s where Kevan moves past explaining the WHY and starts to talk expertly about the HOW. How to actually combat these problems and proactively work toward growing your Facebook reach organically:

1. Try the cultivation strategies used by Fortune 500 companies, including openness and disclosure; access; positivity; assurances; networking and sharing of tasks.

2. Post at non-peak times.

3. Share original, behind-the-scenes photos of you and your team.

4. Engage your community with questions.

5. Share self-explanatory photos.

6. Look at the numbers differently.

Read the full article HERE to find out how Kevan recommends you approach each of the tips above. And good luck extending your Facebook reach!

Your Audience on Facebook

Infographic: Your Target Audience on Facebook

Facebook accounts for half of the traffic single property websites receive. Check out Qwaya’s amazing infographic explaining how to understand and find YOUR audience on Facebook.

You may be wondering still if Facebook should be part of your overall real estate marketing plan. It should. Facebook accounts for half the traceable traffic to single property websites, according to our internal research. But, I’ll be the first to admit, Facebook can be a major time suck. You want to be able to focus your time and energy where it matters most. So, who is your target audience on Facebook?

Qwaya recently put together an awesome infographic that is all about “Finding Your Audience on Facebook”. This handy graphic shows you in clear terms all your options when building a Facebook relationship with 1/5 of the world’s population – or at least the percentage that matter to YOU and your real estate business (or any business!).

Make Sense of Facebook’s New Page Design

You have probably noticed the prompts from Facebook that started back in March encouraging you to make the switch to the new page design. Ready or not, you’ll get the shove from Facebook on June 13, when the social media giant makes every business page comply with the new design. Don’t worry, we’ll help you make sense of Facebook’s new page design.

As with many Facebook changes, the new page design elements have been made with usability in mind. Essentially, Facebook streamlined things to make it easier for users to find the tools they use most often. This includes easier access to admin tools and a streamlined timeline, designed as a single-column newsfeed. Another addition is the “Pages to Watch” feature, which allows you, as a page admin, to create a list of businesses similar to your own, comparing performance. We definitely recommend using this tool – what a great new way to deepen your insight into your Facebook reach.

All apps used are visible to the public, with the new page design, as opposed to only the top 12 apps, like before. This means any apps used that you wouldn’t want your customers or Facebook visitors to see need to be uninstalled. Or, use a service like ShortStack to set widgets to be “admin only”, increasing your app privacy settings.

Got questions? Facebook has answered five of the most often asked questions regarding its new page design:

1. What information will appear in the left-side column of my Page?

2. Where will my apps appear?

3. Where can I view messages?

4. Will other Pages know I’ve added them to my Pages to Watch list?

5. When will I have access to the updated design for Pages?

Read the answers HERE.

Leverage Facebook Messenger for Lead Generation and Conversion

Easy Social Media Posting from Single Property Websites

Individual property websites are a great way to showcase listings – they tell both the seller and potential buyer that the home or property has worth and value. They’re also incredibly easy to set up and maintain. And easy social media posting from single property websites is one of their most useful features. The ability to quickly and easily add your listing to social networks, such as Facebook and Twitter, makes sharing your individual listing websites a breeze.

Promoting your single property websites through social media allows you to market online in a streamlined way, right where your local buyers and sellers are.

“Essentially, social media marketing is a lot like old-fashioned word-of-mouth marketing, but it is done on a much larger scale, thanks to the wide reach of the internet,” clarifies Amanda Cornelius, co-founder and CEO of Properties Online.

Each time you post a listing to your Facebook page, for example, you open the opportunity for someone to pass that listing on. As the housing market bounces back, you’ll find more and more of your “marketing” can be done this way – organic sharing, through real people.

The great thing about the social media and single property websites connection is just how easy it is. For clients of Listing Domains – one of the leading individual listings web products available – posting to Facebook, for example, can be done on an automated basis via an app that allows the agent to add all of his or her listings to Facebook, without any effort whatsoever.

Once listings are added through the app, the agent’s Facebook profile will dynamically update as he or she adds, edits or removes properties from Listing Domains.

If you want to start by promoting your listings is the best possible way, and finish by marketing them through a simple but extremely effective method, you need to be using individual property websites. And you need to be taking advantage of the fabulous benefits they offer – such as social media syncing.

Get started now!