The Real Estate Professional’s Guide To Creating A Facebook Page

The Real Estate Professional’s Guide To Creating A Facebook Page

Marketing agencies charge $200-$300 for what I am about to show you.

It’s that important and requires the right knowledge to do correctly.

Creating a Facebook page isn’t hard, but creating one the right way requires the right knowledge and is much more difficult.

As a consultant, I almost always see errors in my client’s Facebook pages that cause them to underperform.

91% of real estate agents are on Facebook, but over 90% of them are using it incorrectly.

Setting up a Facebook page can be a huge hurdle for many real estate professionals. While it may seem simple, there are tons of important decisions you must make at the start.

These decisions will have lasting impacts that can determine the effectiveness of your page in the future.

Setting up your Facebook page correctly at the start will jumpstart your business and save you TONS of headaches later on.

In this article I will share with you how to:

  1. Define your audience
  2. Create your page from the top down
  3. Gain an initial audience and avoid the single biggest social media mistake real estate agents make
  4. Quickly track your page with Facebook Insights

Before we begin….

There’s one ultimate goal that you should have in mind when creating your Facebook page.

To Sell More Houses, Faster.

You are a busy professional and you don’t have time to waste. Social media is great at sidetracking you and if you lose sight of the ultimate goal of your Facebook page then it will cost you big.

Don’t focus on likes.

Don’t focus on engagement.

Don’t focus on branding your business.

Only focus on using Facebook to sell more houses, faster.

If you focus on this one goal, then you will achieve the others.

BUT they are not the main goals.

Now that we’ve got that out of the way, let’s talk about building a Facebook page that will actually make you money.

1. Define Your Audience

The first step you should take is to define your audience with an audience persona.

creating a facebook page based off buyer personas

An audience persona is a fictional, generalized representation of your ideal customers.

You list out what your audience wants, what they don’t want, what their pain points are, etc…

Building an audience persona (or profile) is the secret sauce that causes a real estate agent to succeed or fail on Facebook.

Honestly, it will be critical to any success you have online.

This is a crucial step and if you take the time to implement it, will give you a huge head start over your competition.

Are you in the luxury home sector? You will want to make sure your buyer persona outlines the important quirks and differences that people who buy luxury homes would exhibit.

Are you dealing with first-time home buyers mostly? They have specific needs and problems that need to be solved.

Having a deep understanding of who your ideal audience is will help you tailor content and strategies that impact them the most.

How to Create An Audience Persona

The best place to start when creating a buyer persona is with your personal experience. You will want to write out anything that sticks out to you about the people you generally work with.

Questions to answer

  1. What is their income or social status?
  2. Where do they usually search for homes?
  3. What information do they generally like?
  4. What is their family setting?
  5. What is the biggest problem facing them when they are buying a home?
  6. What tools are they using to buy or sell a home?

A few other practical tips are:

  • Look through your client database and search for any trends you can spot.
  • Analyze your incoming leads and see any similarities in them.
  • Interview clients and customers in-person or over the phone to uncover why they like you and chose you as their agent.

Writing down all these answers will help you create a Facebook page that will cater directly to these people.

Whenever I am creating a buyer persona, I use this free tool from Hubspot. It gives you sample questions to point you in the right direction, puts a picture to the persona, and formats it easily for you to reference.

2. Create Your Page From The Top Down

Now that you have your audience defined, you can begin using that information to build a Facebook page that tailors to their unique problems, demographics, and expectations.

One thing to keep in mind… Make sure that you are using your business page to conduct your real estate business. Facebook has expressed it will penalize people using personal profiles to conduct business.

Just don’t do it. Okay?

Creating the Page

While logged into Facebook, click the arrow in the top right and select “Create Page”. Once you get to the next page select “Local Business or Place”.

screenshot of creating a facebook page for local business or place

You will then be prompted to enter your name and address, this will be visible to anyone. For the name, you can use your name with the words real estate following it. As an example – “John Smith Real Estate”.

Once you enter your name you will be taken to your newly created page, congrats!

Starting At The top – Profile and Cover Photos

The next thing you need to do is create your page’s cover and profile photos. Think of your cover photo and profile picture as the curb appeal of a home.

When someone visits your Facebook page, you want them to stop and take a look because it seems attractive.

Profile photo – Preferred size: 180×180 pixels

Ideally, you will want your best professional headshot or another professional photo of yourself.

Cover photo – Preferred size: 851 x 315 pixels

This can be a great place to highlight one of your listings that you are selling. If you have a picture of a listing that looks great, then use it!

If you don’t, then you can find some good free stock images here. To resize the images, I personally prefer Photoshop but you can use Microsoft Paint or this free online tool.

The Call-to-Action Button, Descriptions, and Username

Right underneath the cover photo is a portion that says “Add a Button”. This allows for people on your Facebook page to take a specified action. You’re mainly going to be interested in people contacting you, so I will walk you through how to set the button for that action.

screenshot of creating a button for a facebook page

Click “Add a Button” and it will bring up several options. Click on the option that says “get in touch” and then select “contact us”. You just created a button! Well done.

The next step will be to add your business description.

Write about how you are different from other real estate agents in your area. Do you sell houses quicker? Do you have better customer service?

Whatever it’s that would make someone choose you over all the other agents in the area, write that.

You have two description areas, the short and the long description. Use the small description as a quick hitter that will intrigue someone. You can then follow up with your in-depth description of what makes you the best.

screenshot of creating a long and short description for a facebook page

Use this example from greatcoloradohomes.com’s Facebook page. They distinguish themselves by keeping the process “simple”.

The last part of this section you will create is your username. You can find this right underneath your profile picture. Click on it and you will be able to edit it.

Having a recognizable username is important because it will help you stand out in the search results. Once you create this username, Facebook will use it to create a unique Facebook URL for you.

The easiest name to use is the name of your page – make sure you enter the username without any spaces.

Ordering Your Tabs

On the left side of the page, you will see “tabs”. These allow you to add more information to your Facebook page without cluttering everything.

screenshot - Creating tabs for a facebook page

The order of the tabs will dictate the flow of information on your front page. The default setup given to you isn’t very helpful, so let’s go ahead and reorder them.

Underneath all of the tabs, you will see “manage tabs”. Once you click that, you will be able to drag and drop the tabs into whatever order that you want.

The order that I’ve found works best for real estate agents is:

  1. Home
  2. Services – You have to create this tab in the manage tabs portion.
  3. Posts
  4. About
  5. Reviews
  6. Photos

Adding Custom Tabs

There are plenty of companies out there that offer custom tabs for Facebook pages. They provide services such as home searches and IDX feeds. I don’t recommend them to you at this stage in the game, but they may be more valuable to you as you grow your page.

Viola, You Have a Page!

You have now created a page for your business. You aren’t done yet, though.

The next step is of the utmost importance. Do it incorrectly and you will be digging a hole that’s hard to get out of.

3. Get Your First 100 Fans

Even though you have built your page, you still need to create an audience that will interact with you.

If you only remember one thing from this article, make sure it’s this. How you build your initial audience can make or break your page.

The most common mistake that real estate agents commit is that they ask everyone to like their page. This is a horrible move that can cost you hundreds of dollars and make the page you just created useless.

The reason this can cost you, in the long run, is because your friends and family aren’t your target audience.

You need to keep the audience on your Facebook page extremely targeted. By having your aunt Sally like your page, you are watering down the audience on your page with people who aren’t in the market.

Why is this so important?

The content you share on your page doesn’t get shown to everyone.

Facebook only shares it with a portion of your total followers. This means that when you share your listing, it will probably get shown to your aunt sally who lives on the other side of the country, instead of the potential buyer who would be perfect for it.

This causes your engagement rate to go down and really stifles the growth of your page.

You want to make sure that the only people you invite to like your page are your target audience of ideal customers. Remember that buyer persona that we created earlier? This is where it really starts coming in handy.

If you are creating content that engages your ideal customer, then they will gladly interact with your content. When you target like this, you will turn your Facebook page into a lead generating machine.

Now let’s talk about some practical ideas for gaining your first 100 fans.

Create Quality Content

In order for anyone to want to like your page, you need to be producing great content. You don’t want to only post about your services, though, because you can become way too sales-ey and people don’t follow pages that just sell to them.

Use the 80/20 rule in order to create a good balance in your content. 80% of your content should be fun, interesting, or educational. This could be great quality photos of your listings without any sales asks attached to them, information about local events, and tips for home buyers and sellers.

Go ahead and pull out the audience persona we created earlier.

Focus on creating create content that solves common problems they experience. If they like your content then you are golden and will grow in no time.

Real estate agents have been really bad about this. Currently, real estate agents post the most out of any other type of professional, but they have the lowest number of people who interact with their posts.

Real estate agents are being ignored because they are continually selling to people and not providing interesting or quality content.

Email Your Current Client List

This tactic is how you are going to get the majority of your initial followers. Go into your client database and find people that are currently in the market or have already bought from you.

For the people who are already in the market, send them an email letting them know to like your page. A sample email would be something like,

Hey (First Name),

I wanted to let you know that I just created a Facebook page. I thought you would like to know since I will be sharing some of the best listings that I find.

I will also be sharing information that can help you, or anyone you know, make the best home purchase.

I would love it if you wanted to visit my page at (insert your Facebook page URL) and like my business.

Thanks!

{your signature}

Get Social on Your Website

Putting social media icons on your website and listings will help drive people to your Facebook page. People who are on your site are already taking a look at you.  Adding a like button could be the little push they need to follow you on social media.

Run a Contest

This one does cost money, but it can easily be the most effective at growing your Facebook page quickly. You want to run a contest that interests your ideal customer, or you run the risk of diluting your Facebook fan base.

The key to this is to find a giveaway that would only interest people who are within your target audience. Once you have decided on a contest, begin sharing it on Facebook. It doesn’t have to stop there, though, share it on your personal page, email your clients, and connect with others to help spread the word.

Make sure that in the rules you state that “in order to enter the contest entrants must like your Facebook page”.

The Importance of Getting Quality Facebook Followers

Facebook is nothing more than a tool to increase the size of your network. It can amplify your word-of-mouth marketing, which is crucial for real estate agents.

Right around 50% of all leads for real estate agents come through referrals. Having a growing Facebook business page means that you have more opportunities to get referrals from your ideal audience.

4. Using Facebook Insights to Track Your Page

“You have to inspect what you expect” – John Maxwell.

In order to succeed on Facebook, you do need to know when something is working and when it isn’t.

In this section, I’m only going to cover the basics of Facebook Insights. If you have specific questions, you can always leave them in the comments and I will try to answer them or you can explore Facebook’s help center.

Screen shot of Facebook insights

Overview Tab

This tab gives you a sample of everything happening on your Facebook page. I’ll briefly go over what each of the different parts mean.

  1. Actions on page – Number of clicks on your page’s call-to-action button and information.
  2. Page Views – Number of times someone visited and then saw your page.
  3. Page likes – Number of likes your page has. This will also show you the increase or decrease over a span of time.
  4. Reach – The total number of people who saw a post from your page.
  5. Engagements – Number of people who liked, shared, commented or interacted with your posts in any way.
  6. Videos – Number of times your videos have been viewed.

The Posts Tab

This is the tab I want you to mainly focus on. This tab is so important because you can see what content/posts are resonating with your audience.

The important details to know of this page are:

  1. Post reach (The Orange Bar) – This shows how many people saw your post.
  2. Likes, Comments, Shares (The Blue Bar) – This shows how many people interacted with your post by liking commenting or sharing.
  3. Post Clicks (The Purple Bar) – This shows if people clicked or interacted with your photo or link.

The general rule of thumb is you want to share pictures since they get the most engagement and Facebook shows them to the most people. You will want to track what pieces of content have a higher post reach and engagement.

Take a look at the picture below.

Screenshot of Facebook insights post section

In this screenshot, you can see that one of the posts did significantly better than the other. You would want to try and create another piece of content and see if it performs similarly.

That’s all you need to track your early Facebook page results. Make sure that the orange bar keeps growing along with your followers.

Once you have those two metrics trending up, then you will be turning your Facebook page into a lead engine soon enough.

Key Takeaways

  1. Creating your Facebook page correctly is extremely important.
  2. If you follow these steps then you will have a Facebook page that will set your real estate business up for success.
  3. The primary goal of your Facebook page is to sell more houses, faster. Your page is a part of your entire strategy, not the only marketing that you do.
  4. DO NOT ask everyone to join your new Facebook page. Only target your ideal customer.
  5. You learned how to define your audience, create an optimized Facebook page from scratch, gain an initial audience, and how Facebook page insights can help you measure success.

You now have the correct foundation in place to help your business succeed on Facebook.

What are your biggest questions when it comes to using Facebook for your real estate business?

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Bradley Bennett
I have been in the digital marketing field since 2013 and I have worked with multiple real estate agents to use these strategies to increase sales.

I was self-employed working for clients until 2015. In 2015 I joined a digital marketing agency and began working to provide quality digital marketing services to businesses.

Since then, I have gone on to start my own consulting and freelancing business that allows me to work more closely with my clients.