Wondering why your Facebook page isn’t generating more friends and followers?
Maybe you created your page when it was trending and then left it on the side for a while, expecting it to automatically generate traffic.
But that’s not how it works.
Inbound marketing is only efficient if it’s sincere. Engagement works by you sharing content that matches your social persona and brand image. Posts should reflect your business - but also your tastes, sense of humor and personal analyses.
It is all about the persona you create.
So with that in mind, let’s start your Facebook revival.
1. What should you post on your page?
Content is key.
People want to follow you AND your business so you should give them a bit of both.
What is the balance? The safest ratio is to post 80% about customer interests, fun updates and local lifestyle, and then 20% about real estate and your business itself. People respond to different things.
Some wonder if we can still get page likes after Reachpocalypse (the dark time when Facebook changed its algorithm).
The answer is yes.
Engage with quality customers by asking yourself: “What do people love?”
Be reassured by the fact that most people are actually interested in real estate, whether it is for investment purposes or to see beautiful houses. Show behind the scenes footages capturing the local lifestyle, demonstrate how hectic your job is and how satisfied your clients seem to be.
Facebook is also a great tool to post listings and promote real estate services, but also to prove your knowledge in the field through reports and analyses.
It is your window to establish more and more credibility.
2. What type of content should you post?
Photos, videos, links, articles… the more you vary the format, the more appealing your page will look.
When posting about real estate, it can come in several shapes and sizes.
Share an analysis you have done, post an interesting article, advertise your listings, tell stories about your last sale, show renderings of a new preconstruction, or even put up pictures of happy clients you just closed a deal with!
(Don’t forget to say thank you.)
Your page is about your business, but you don’t want to come off as cold.
This is where the humanizing factor comes into play: show your personality in essence and in action. The reason why Facebook has changed its algorithm is to become more resourceful and less sales-driven, so give them what they are asking for and provide value.
For example, write a post like this:
“I am so happy I got this listing! It’s wonderful, it is fully designed by Helen Hunt. Don’t you love it?”
Another thing we’ve learned is that humor goes a long way.
It makes you look friendly and instantly creates a bond with a smile. It is also an open door to conversation and interaction. Let people comment; it enables you to gain visibility.
To skyrocket engagement levels, start a discussion, call for action.
Use Facebook a like a cocktail party, not a stagnant platform. We know you want to get likes but please don’t fall into the abyss of like-baiting. Nobody wants to sound annoying towards the audience of choice. So, instead of begging for likes, be subtle.
Ask if people agree with your post, you will probably get interesting feedback.
7 tricks to take it to the next level
• Share your page
You need to put yourself out there, with your personal profile. You are the agent, people look up to you and trust your real estate advice. It comes from your person. Hence the fact that you are the gathering factor above all, so feel free to send friend requests. Then, suggest that people like your page: it makes you reach out to your connections and establish a personal relationship. Your friends might also need a reminder that you are in real estate.
• Tag photos
It increases the number of people who get to see the post ten fold. Indeed, all the list of friends from the person you tag on the post will see the post. Choose carefully and in a relevant way the people you want to associate with that post as it will instantly target a specific audience.
Geolocation is another way to reach out to everybody searching for that specific location. They might not be looking for real estate, but they entered “Miami” and when they see your breathtaking pictures, the idea of buying can actually cross their minds. So have the mapping reflex!
• Engage in contests
The more people get involved, the more they will spread the word. How about creating a contest asking people to share their best shot of a well-known condo? The picture that gets the most likes could be proclaimed winner. In the meantime, you will have gained some great qualitative (and fun) visibility.
Another easy trick to generate traffic is through backlinks to your Facebook page. How do you do this? Embed your posts. Click the drop-down arrow in the upper right corner, then “embed post,” and paste it into your blog. It will create reciprocate leads! To the same extent, syndicating appealing photos from Instagram to a Facebook Page doubles effectiveness.
Also, Facebook Groups drive traffic from a broader and sometimes better audience. Believe in the power of communities and share your page posts on Real Estate or local groups.
• Ad Campaigns
Finally, use geo-targeted ad campaigns. For a few dollars a day with Facebook Power Editor, you can bring dozens of quality leads through inbound marketing. The ad should have a clear focus and a strong call to action leading straight to your website. When running the ad, you want to capture the wandering target, so post more than usual, several times a day.
Now it is time to put all these tips in action!
Condoideas Realty Group is a multi million dollar real estate brokerage based in Miami Beach, Florida. Have a look at their Facebook page to learn more.
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