Moore and Cote wrote Real Estate Marketing on Facebook in 2013. You will have to adjust some of the ideas and strategies for 2018. But the principles are still relevant and applicable in current real estate marketing. The book is 143 pages long spread over 12 chapters. The chapters include:
- How can I benefit from having a Facebook business page?
- Creating and customizing your Facebook business page
- Adding quality content, photos, and videos
- Customizing the tabs to Showcase your business
- Building your audience
- Assigning administrators and advocates for my business and my success
- What should I post? Promoted post and Facebook ads
- How to use the post scheduler to save you time and energy; spend only 30 minutes a week on Facebook and see great success
- Engaging your fans
- 101 great posts and status updates to drive engagement
- Mobilize your marketing to stay connected, Facebook insights, Burnett protect your brand
- Great examples of engaging business and fan pages
With Facebook having 2.2 billion active users each month, it only makes sense to use Facebook business pages to drive traffic to real estate listings. But with the changes to the Facebook algorithm, it is essential to also have your own assets such as a website and an email list.
Moore and Cote began their book by explaining why you should have a Facebook business page. A real estate Facebook business page is a great way to keep in touch with past clients, market to new clients, and highlight your successes. It is a powerful place to remind everyone that you are in the real estate business. Additionally, it is against the terms of service to use your personal page as a business page. To stay in good graces with Facebook, it’s important if you are operating as a business that you have a business page.
The authors provided guidance for what you need to put on your Facebook business page. Optimizing your business page is key to success.
Once you have a business page up and running, Moore and Cote recommend different strategies for adding content to your page. One strategy is to document your day by highlighting some of the great listings that you are showing. They caution to not add photos of listings that you don’t own without getting permission first. They do recommend highlighting your clients both buyers and sellers in the posts you create.
Other ideas shared involve community building. You are an ambassador for your community. Other people take notice of where you visit and what you highlight. Posts that you would want to include would be the great parks, restaurants, schools, etc. that are in your neighborhood. What makes the community what it is. You can also highlight different community events. After all, you are not only selling a house but a community.
The authors also recommended creating customized tabs for your site. One of the tabs or applications I would recommend adding to your Facebook page as well as your website is Facebook Messenger. I recently wrote about this. You can find more details there but it is an application that puts you in one-on-one contact with potential buyers and sellers.
In the book, the authors talked about promoted posts, Facebook ads, and other posts that get attention. Coming off a recent conference, many presenters stressed using live video. Facebook is an excellent platform for sharing live video. You can use it to talk about your communities, show off your listings, and highlight happy clients. I know from personal experience as well as experiences from others video attracts a lot of attention.
One of the best parts of the book was the 101 great post and status update ideas. Moore and Cote talked about all kinds of ideas to include home inspections, curb appeal, real estate issues, structural issues such as siding and load-bearing walls, homeowner finance, gardening, home maintenance and improvement, etc.
For me, this book was an idea generator. I can now sit down with the real estate agent and provide him with a roadmap going forward. I can share ideas for increasing traffic, improving advertising, and generating leads and clients. If you sell real estate and you’re looking for ideas on how to better use Facebook to promote your offerings, I would recommend Real Estate Marketing on Facebook as a place to get these ideas.
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