Do you use Facebook to market your real estate services? That’s a silly question – of course you do. It’s not exactly breaking news that Facebook is a massive platform, and it would be a mistake to miss out on the opportunity that it presents.
But here’s the thing – while you are using Facebook to find clients, so are all of the other agents in your area. You don’t necessarily have an advantage as a result of using Facebook, because simply being on the platform doesn’t do anything to separate you from competing agents in your city.
So, if you are going to use Facebook effectively, you are going to need to think carefully about your strategy and craft a plan that leads to long-term, sustained success.
Tip 1: It’s All About ‘Reach’
How many people are you reaching with your Facebook marketing efforts? Obviously, you want to reach as many people as possible, as long as those people are relevant to the services you provide. If you are reaching people who recently purchased a home and don’t need a real estate agent, or people who live on the other side of the country, your time will be mostly wasted.
To determine your reach, it is important that you use an actual Facebook page, rather than just your personal profile. By using a Facebook business page, you will have access to some interesting pieces of data which can help you make marketing decisions moving forward. There is even a metric called Total Reach, which is obviously a great place to start.
Tip 2: Gaining Context
When you get started using the data provided by Facebook with regard to the performance of your business page, it will be exciting to see the numbers that reflect the performance of your various posts. But how do you know if those numbers are good or bad? You won’t, at least at first. The idea is to monitor trends in the data, so you can tailor future content to match up with what your audience seems to desire.
Toward that end, it is worthwhile to analyze your Facebook performance on a per-post basis. What types of posts seem to be hitting home with your target audience, and which are largely ignored? Quite obviously, you should strive to post more of the content that seems to resonate with your audience, while leaving out the content pieces that are not making an impact.
The beauty of tracking your reach on Facebook is that the information can help you become more productive over time on this powerful social media platform. It is easy to think that just tossing up a few posts from time to time is going to help your business, but that is NOT always be the case. Dig a little deeper by using the information provided by Facebook – you can find this info under ‘Insights’ – and continually fine-tune your marketing plan moving forward. Nearly every one of your potential clients is already using Facebook, so get out there and find them!