Have you logged into Facebook today?
Chances are that you have as more than 70% of users check their account daily.
The real question here is:
Are you utilizing Facebook to generate quality leads online?
Well, if you’re wondering why you aren’t getting more leads from the social media giant, I guarantee that at least one of these 5 common mistakes is to blame.
Here are the top 5 reasons I see the majority of agents failing on Facebook and what you can do to fix them:
Fail #1: Your Facebook Profile
The top Facebook fail is using a personal profile in place of a business page.
Sure, you can build your network and use your personal connections, but you need a business page. This is where you can really make a difference and start to drive home those killer leads.
You can’t run ads on your profile and grow your real estate business, you can’t track your engagement, and you definitely can’t build up an audience. Facebook caps your friend limit at 5,000 and that may seem like a lot, but why sell yourself short?
Fix #1: Create A Business Page
Almost 80% of small businesses interact with new customers through social media and you can bet the first place they’re going to go is Facebook- especially if you’ve got a link to your page on your website.
Your Facebook agent page will also turn up in Google results when people search for your name or company title. People will see posts, images and photos, while your profile posts won’t rank at all.
To get started, make sure to fill in your details as thoroughly as possible.
You want to make contacting you effortless for future leads.
Provide a link to your website and publish as much information about yourself and your services as you can. I mean really, it’s free advertising! To grow your page organically, try inviting friends and family to Like your page and branch out from there.
The main reason why you’ll want to set up and share your posts on a business page (NOT your personal profile) is that you’ll get access to Facebook ads.
These ads let you target potential buyers and sellers on Facebook. You’ll also get insights into how many people are viewing your post.
Fail #2: Inconsistent Voice
It’s important that you give voice to your Facebook presence.
Even with the rise of Facebook video, you want your audience to be able to recognize your posts and this can be accomplished by developing your brand identity. You want your page to have personality.
This way, when leads convert, they will already have a sense of who you are and more likely to trust your expertise.
Fix #2: Define Your Brand
What are your goals?
If you haven’t thought about what it is you’re actually wanting to get out of Facebook, besides new business of course, this is also probably to blame for your lack of engagement and leads.
What good are the Likes if none of them are converting? Really, you’re in the business of helping people so your overarching goal for your Facebook page should be to make lives easier.
Viewers will stick around for value. And remember, it’s not what your client can do you for you, it’s what you do for the client.
Your voice is really your mission statement in action. And if you haven’t already, come up with a mission statement and keep this in mind every time you post on social media.
Fail #3: Overselling
Posts that are self-serving are likely to have little engagement.
The first rule of succeeding on social media is to be social.
You have to give your viewers a reason to visit your page and to keep coming back.
If you’re constantly spamming your audience with purely promotional posts and unoriginal content, it’s going to become not only predictable, but can even drive folks away. What do you do when you get junk mail? You throw it in the trash.
Fix #3: Provide Value
Provide value to get social media leads.
Give your audience a reason to interact with you on Facebook.
The best way you can do this is by publishing helpful, original content. You can do this by posting videos, sharing unique photos and by sharing content from your agent blog.
Blogging will greatly increase your social media success and will absolutely help you land more online leads.
You also want your content to be visual to catch the eye when people are scrolling through their newsfeed.
Check out Canva to create free custom graphics that are already designed to fit all of your digital marketing needs, including Facebook posts, event headers, and cover images.
This is not to say that you shouldn’t promote your services on your page, but there’s a strategy behind this.
By now you’ve probably heard of the 80-20 rule. This is the general percentage applied to balance content with 80% being captivating, informative or educational content relevant to your audience and 20% being promotional and speaking directly to your services.
Fail #4: Irregular Activity
In addition to have an inaccurate brand identity, many businesses flop on Facebook because they don’t post regularly.
Scrambling to publish a post when you remember or it becomes convenient for you is a waste of your time and energy.
It’s highly unlikely that sporadic content will even make it into your audience's newsfeed, let alone persuade them to visit your page, website and eventually do business with you.
Fix #4: Commit to a Schedule
Just as you need to have a well-developed and consistent brand voice, your content should also be posted and maintained on a regular basis.
There are many apps you can use to manage Facebook along with the rest of your social media platforms.
But, whether you schedule posts in advance, plan out your own editorial calendar, or commit to posting content daily in real-time, it’s important to maintain regular activity and make sure your viewers know they can depend on and look forward to your content.
By now you’re probably wondering when the best times are to post.
And timing can be everything.
Across the board, studies indicate that publishing content between the hours of 1pm and 4pm receive the most engagement and have the highest click-through rates, so this is a fine place to start.
That said, you’ll need to determine the most successful post times based on your unique audience. Make a goal to post at least once per day and no more than three.
Fail #5: Ignoring the Facts
Disregarding Facebook insights and how your posts/ads are performing is a sure way to keep your page inactive.
The only way you can begin to know who your viewers are, what they want, and refine your target audience is to keep up with the numbers.
A lot of social media is up to interpretation, but this is one solid way you can see what’s working and what efforts are falling short.
This is how you’re ultimately going to find the most qualified online leads.
Fix #5: Use Facebook Insights
Facebook insights is a built-in tool Facebook provides for you to measure your success.
You can track engagement, ad progress and get to know your audience better. You’ll be able to identify what kind of content is most appealing to your audience and this can help you to plan out your content strategy.
- Utilize your profile as well as a business page
- Solidify your mission statement
- Define your brand voice and personality
- Give value to get leads
- Publish helpful and informative content to keep your audience coming back
- Commit to a consistent post schedule
- Use your resources
- Remember that you’re in the business of helping others
Thanks so much for reading!
Have anything to add? Let’s chat in the comments below about the ways you’re dominating social media!