How to Market your Estate Agency Business on Facebook
How to Market your Estate Agency Business on Facebook isn’t as difficult or complex as most would have you believe. There are no quick win formulas and like all of your marketing, there should be a long-term strategy and within that short-term plans. You should also accept that as the networking Goliath applies plans to increase its own revenue, you will also need to partake in paid marketing activities to really maximise your return.
Facebook Pages for Estate Agents
If your Estate agency does not have a Facebook page, then you are not marketing well at all. The world’s largest social media platform with over 936 million individual users daily in March 2015 (a 17% increase year on year) is where your potential landlords, buyers and tenants will be liking, posting and commenting.
Like all business owners, I’m sure your first point of call after you set your page up will be to invite all of your friends to like your page, this always good to start your following but remember, how many of your friends will be buying or renting property on a regular basis, and almost as likely most will like your page as a matter of courtesy and won’t really engage. Continually sending messages or content to these people is NOT Facebook marketing.
Should I link my Estate Agency Twitter to my Facebook Page
I used to be an advocate of doing this, it saves time, you only need to post once and in the beginning, it seems the logical solution.
Facebook and Twitter are two different animals, Facebook you can type lengthy texts in your posts, Twitter allows 140 characters in its tweets. If you are using a link-shrinking software like Bitly to shrink your blog URL’s and you have a lengthy text, you simply lose the message on Twitter with two links. One will be your bitly link, the other a Facebook link (see below)
To maximise your social media message use these platforms separately!
How do I use Facebook Boosts and Facebook Ads for my Estate Agency Business
Facebook advertising isn’t cheap and nor should you expect it to be. The general consensus amongst paid search experts is that it’s one of the more expensive paid search mediums. However, they own the platform and whilst you have taken the time to build your following, ultimately they also own the data so you have to use it.
The good thing about Facebook paid ads or boosts is that you can see what to promote from your natural feed. You do not necessarily have to take risks as good posts will be prompted to be boosted by the Facebook algorithm.
As you can see, the post had a 261 engagement so Facebook prompts to boost
You can set your budget (total budget), decide who receives it (audience) and for how long the boost should run (Duration).
What should I post to my Estate Agency Facebook Page
You should post good informative content specific to your industry, your buyer types (buyer personas) and also industry related news such as mortgage news, changes in property law, good examples of interior design and local news which is always as important.
You should also post links to your properties you have on for sale and rent, get your customers to write testimonials to the big sites so you can post those links to your estate agent Facebook page, further enhancing your reputation as a local property expert.
- Don’t just post offers and deals to your Facebook page or profile, educate your followers around your product and services so you become an authority
- Break down the information into bite-size handy bits to read so you can post 2/3 articles per week and keep the topic of conversation going
- Always add relevant images to support your text content
- Do share images of your sold properties, rented properties, renovated properties. Try and be there when the keys are handed over and take pictures if you can, happy customers are the best customers.
- Don’t be afraid to use images sourced from the internet to help support your conversation but make sure that you give the correct credit at the end of your post to the author or photographer of images or links you use.
- Learn when to post your articles by researching on Google for each channel
- Look at your peers, follow their pages and their Twitter accounts and watch what type of posts get the best response, this is a learning curve and education for you and your followers is key
- Look at the calendar for the current year, see if you can tie your content into the seasons or particular relevant public events
By Paul Sullivan