Use Facebook Marketing for Real Estate Agents By leveraging your likes, posts, and more, you can develop a following of potential clients who are interested in viewing real estate listings. Here are some tips to make sure you’re getting the most out of your efforts. Make sure that you have an optimized profile with a photo, correct contact information, and more. Use Facebook as a tool to build trust by providing potential clients with an introduction to your work and services. Besides Facebook you need to market on Instagram, Twitter, Pinterest and more. Because by marketing through Mixx, you can grow your Instagram audience. If you have a blog, you can use it to post about posts you’ve already done. By leveraging your likes, posts, and more, you can develop a following of potential clients who are interested in viewing real estate listings.
1. Take Advantage of a Free Facebook Business Page
2. Share Creative Facebook Posts to Increase Views
3. Facilitate Giveaways or Contests
4. Use Facebook Ads to Target Specific Audiences
5. Create Your Own Facebook Group
6. Join Related Facebook Groups
7. Add Facebook Messenger to Your Website
8. Show Behind-the-Scenes Footage in Facebook Stories
9. Pay Attention to Facebook Page Insights
10. List Rentals on Facebook Marketplace
11. Use Facebook Live for Virtual Open Houses
12. Share Facebook Posts on Instagram
13. Outsource Your Real Estate Facebook Marketing Strategy
Facebook Real Estate Marketing FAQs
Do Facebook Ads work for real estate agents?
How do I target my real estate audience on Facebook?
What should real estate agents post on Facebook?
Bottom Line
Kelly is a former Google Tech Entrepreneur and Apple Developer who has counseled businesses of all sizes and growth stages. You can find her expertise across Fit Small Business in marketing, business website, and business trend content.
Kaylee specializes in real estate, B2B, and SaaS companies. You can find her expertise in sales and real estate content on Fit Small Business.
This article is part of a larger series on Real Estate Lead Generation.
According to the National Association of Realtors (NAR), social media was voted the top source of high-quality leads, and out of all social media platforms, 97% of real estate agents use Facebook to market their business. In general, they do this by utilizing business pages, interacting in groups, or by creating paid ads, making it an undeniably versatile platform for building a following and generating leads.
Here are some examples of the more specific ways to use Facebook as part of your real estate social media marketing strategy:
1. Take Advantage of a Free Facebook Business Page
Your business Facebook Page is a central spot for your real estate business, whether you’re an individual agent or a brokerage. This platform is where your potential clients can see your contact information, bio, photos, and customer reviews. You can also use your Facebook Page to write posts, add images of listings, and share real estate memes, blogs, articles, and listing information.
Think of your Facebook Page as a landing page. Use your biography and posts to showcase your real estate expertise, personality, and share victories you win for clients. Although posts from Facebook Pages don’t typically have a far reach, your potential clients will be looking at your Facebook Page to decide whether to contact you or not. Read more step-by-step instructions on how to create a Facebook business page.
Another way to leverage your Facebook page is to add the scheduling tool to encourage leads to book an appointment with you. It’s a perfect way to make it easy for potential clients to set up a day and time to meet with you. You can also add an events tab and create an event for each of your open houses. Include the listing images and description in the event, and then ask the sellers and your network to share it.
2. Share Creative Facebook Posts to Increase Views
To establish your expertise and trustworthiness on your Facebook Page, focus on posting quality over quantity. Start by creating a Facebook content strategy, which will help clarify your goals and give you a direction to start posting.
The Facebook algorithm does not favor Facebook Pages, but you should be prepared for potential clients who are scrolling through your posts and deciding if they should contact you or not. You can share:
Real estate GIFs and memes
Local real estate market updates
New listings
Local events
Local businesses
Client wins
Before and after photos of home designs
Home maintenance tips.
Upcoming events, like trainings or open houses
For even more ideas, read our top 25 examples of real estate Facebook posts.
3. Facilitate Giveaways or Contests
Another great way to drive traffic to your Facebook page, website, or your services is by offering a giveaway. You can even partner with other business owners to offer a cash giveaway, a gift card, or a home-related product package.
Giveaways shouldn’t be used all the time, but they can help you reach a particular goal much faster. For example, you could do a giveaway when you first publish your Facebook profile to quickly increase your Likes.
4. Use Facebook Ads to Target Specific Audiences
Facebook ads put you directly in front of your target audience, even if they aren’t actively searching for an agent or real estate help. There are costs to Facebook advertising, but it starts with a minimum ad spend of $1 per day. You will have to spend some time and effort testing out different audiences until you find the right one. However, if your audience is frequently using Facebook and you have a successful funnel, this could be an invaluable lead generation strategy.
When you’re ready to use ads as part of your real estate Facebook marketing strategy, start by establishing your campaign goals. You can create multiple campaigns, but each one should have a specific goal: Is it working to increase brand awareness, increase engagement, drive traffic, or present a lead capture magnet? Learn more about how to create Facebook ads for real estate.
It’s worth noting that Facebook’s Ad Manager can be confusing if you are new to pay-for-click advertising, and not every ad will be approved. Luckily, there are other third-party tools which can simplify the ad creation and monitoring process. For example, Real Geeks can dramatically decrease the time it takes to set up an ad with templates designed for converting clicks to clients. Learn more by visiting Real Geeks.
5. Create Your Own Facebook Group
Local groups on Facebook grew their membership by 3.3 times during 2020. If you’re an active Facebook user, you probably noticed that a majority of your news feed posts come from groups. If you want to get more of an organic reach on Facebook, you could benefit from creating your own group.
To facilitate a growing and active Facebook group that generates real estate leads, be sure to establish a purpose and create value for your target audience. For example, you could create a group focused on your town in order to attract Facebook users who live in your target area. Keep your group active by maintaining group guidelines, engaging with members, and posting consistently.
Creating a Facebook group will take time and effort to grow, but it is a very effective way to generate highly qualified real estate leads at no cost. On the other hand, if you’d rather invest in a more direct, faster method to getting leads from Facebook marketing, start with Facebook Ads.
6. Join Related Facebook Groups
Another way to benefit from the reach of Facebook groups—without creating and managing one on your own—is to be active in other local groups. Depending on the population in your area, there could be hundreds or thousands of groups full of members in your local area. By consistently engaging in the group and offering real estate-related advice, you’ll become known as the go-to real estate expert.
Keep in mind that many Facebook groups have a strict rule against self-promotion, and the group administrators can remove you from the group if you violate their rules. However, you can still build relationships and post valuable real estate-related information. Using this natural and customer-centered method will end up being more valuable in the long run.
7. Add Facebook Messenger to Your Website
If you want to make yourself easily accessible to your website visitors and potential clients, add Facebook Messenger to your website. It operates similarly to a chatbot but doesn’t erase conversations when a lead clicks away from your website or Facebook page.
Since so many of your potential clients are most likely already familiar with using Messenger, it’s a more effective way to encourage conversations. In addition, the Messenger plugin is completely free to use.
8. Show Behind-the-Scenes Footage in Facebook Stories
Facebook Stories is a great platform to post laid-back, face-to-face videos of yourself talking to your audience. In fact, taking unscripted and imperfect videos of yourself is generally more effective on stories. If you enjoy being on video, this is an impactful and time-effective strategy to post consistent content and build your trustworthiness.
9. Pay Attention to Facebook Page Insights
As with any marketing strategy, tracking your results is a vital piece of the puzzle. Check your Facebook Insights to see your page views, engagement, growth, and what actions that your Facebook page visitors take.
These analytics will help you gauge what your audience is responding to and help you continually make your Facebook marketing strategy more effective. For example, pay attention to the reach and engagement you receive on different types of posts, like videos vs plain text, as well as the optimal timing of posts for your audience.
You may notice that a certain type of content gets the most engagement. You might also learn that there are certain types of posts that turn your audience off. Knowing which content is which will help you tailor your future messages so they are even more compelling.
10. List Rentals on Facebook Marketplace
Facebook Marketplace attracts 800 million users, which is far more than Craigslist or any other online listing platform. There are also specific Facebook groups for real estate properties and local items where you can share your listing directly, further increasing your reach.
Creating a listing on Facebook Marketplace is actually simpler than almost every other online marketplace. When you’re logged into your Facebook profile, you’ll click “create a listing,” then click “home for sale or rent.” You’ll be taken to the listing page where you’ll automatically see a preview of what your listing will look like.
11. Use Facebook Live for Virtual Open Houses
Open houses have always been an effective way to market a property, and now there’s an amazing opportunity to host a virtual open house using Facebook Live. Live videos are great for increasing engagement, and they help you gain exposure when buyers can’t physically attend an open house. Virtual open houses can benefit local and out-of-state buyers alike, and going live gives you the opportunity to interact with users in real time by answering questions and showing specific parts of the home.
12. Share Facebook Posts on Instagram
As you develop your Facebook marketing strategy, be sure to repurpose your posts on Instagram. Since Instagram and Facebook are part of the same company, you can share one post or story on both networks with one single click. Instagram has more opportunities to get your posts in front of more people, with features like hashtags, geotagging, and keywords, so it may be worth it to spend a few extra minutes optimizing your post for the maximum reach.
13. Outsource Your Real Estate Facebook Marketing Strategy
Facebook marketing in real estate is extremely powerful, but it’s not simple. It also takes a lot of trial and error and time to master. This is why another way business agents can market on Facebook is to simply hire an ad management service to act on their behalf.
While these services do come at a cost, their added benefits, combined with the time savings, often make them worth the investment. For example, Hibu Social Marketing will set up your Facebook Page, post relevant content, and create effective ads to target your local market for as little as $250 per month.
You can learn more about these services by visiting our article on the best Facebook ad management services.
Facebook Real Estate Marketing FAQs
Do Facebook Ads work for real estate agents?
Yes, using Facebook Ads is a highly effective method of lead generation for real estate agents. By choosing the right type of ad campaigns and targeting your audience strategically, you can consistently generate highly qualified real estate leads on Facebook. Check out our step-by-step guide on how to create Facebook Ads for your real estate business.
How do I target my real estate audience on Facebook?
You can target real estate leads through Facebook marketing in many ways: you can create ads, post on your Facebook business page and personal page, engage in groups, or create your own.
What should real estate agents post on Facebook?
For real estate agents to effectively create Facebook posts that grow their business, they need to post content that is interesting and relevant to your service and area. Create a real estate Facebook content strategy to define your goals, your audience, and get results faster.
Bottom Line
Facebook marketing in real estate can massively grow your business, your pipeline, and your income. By using the suggested Facebook marketing strategies, you’ll be able to leverage the social power of Facebook to get in front of potential homebuyers and sellers in your area and generate consistent new leads.
Real estate agents can also outsource Facebook marketing solutions to ensure that social media campaigns are implemented professionally. Hibu is one of the leading digital marketing companies that provide small businesses and real estate agents with end-to-end Facebook marketing services. Reach out to Hibu’s team and start creating engaging content that delivers results.
