It's Not About the "Likes" — It's About Value

~ This is the second installment in a series focused on social media for real estate marketing. The first, was “Instagram” in the May issue of FWRP. ~

Stand out from the crowd

Stand out from the crowd

Facebook — everyone and their grandmother has it, and it is the primary social media for most US adults. How can you make this popular network a viable marketing tool for you as a realtor?

Too big to ignore. According to the latest 2018 Pew Research Center survey of US adults, Facebook remains top dog among social media platforms: approximately 68% use Facebook, and 3/4 of them use it daily. Worldwide, there are over 2.2 billion monthly active users, and 1.45 daily active users spending an average of 41 minutes per day on Facebook. (Source: Facebook) With such widespread use, many people already feel like an expert on the platform — however — there are many basic steps that can easily be overlooked. 

Image is everything. Use your personal image as your profile photo — no text or logo profiles — people are buying you as much as they are the house. Social media is all about brand recognition, as well as presenting yourself in a welcoming, approachable way. Be sure to include your logo in the cover image, but switch this up frequently, perhaps highlighting a “property of the month” — think of your Facebook page as prime real estate and a chance to put forth your best curb appeal. Use photos and video whenever possible as these receive more engagement and interaction than posts without. 

Pro Tip: Use the same headshot across all platforms so you’re easily identifiable and maintain brand cohesiveness. Clear images only! Can’t tell? Ask a friend if it’s blurry.

Fill it out/Connect. In order to have the best presence on Facebook — be sure you have filled out every portion of you page — including the often overlooked “about” section. This is a chance for you to get real with people, people want to know who you are and why they should choose you. Be descriptive, be honest, be someone you would want to hire.

Pro Tip: Did you know you can add IDX to Facebook? Be sure to connect your website in every way possible, with links and custom tabs for things like “Search Properties” and “New Listings.”

Okay, so you have the basics covered — there are still many ways to get sidetracked from producing any real leads. 

Do not fall into the empty traps that are chasing “likes” and “boosting posts” geared toward specific zip codes. While the numbers may be enticing and make you feel like you’re running an effective page — the real key to harnessing the power of the ‘book is … inbound marketing. 

Instead of the old outbound marketing methods of buying ads, buying email lists and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customers’ interests, you naturally attract inbound traffic that you can then convert, close and delight over time.” — HubSpot

Your social accounts should be a wealth of information.

Your social accounts should be a wealth of information.

Provide value. Answer questions, be informative, give tips, embody the expert. Your Facebook activity should reflect this, and when people come across your page, your content should be so brilliantly educational, helpful, and insightful that they actually want to stick around. They should be able to recognize you as a leader in your field, and trust you as a source for information. The more they trust you and believe in your capabilities, the more likely they are to ask for your assistance when buying or selling. 

Pro Tip: Share, share, share! Your insights, market reports, advice, buying and selling strategies, inspiration, lessons learned, and everything local. Create content for your ideal client — what do they want/need to know? 

Mix it up. You’ve probably heard this before: Content is king. While this is true, there is a wide range of possibilities here. A slightly lesser known approach is Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook.” He wrote an entire book with the same title, but it’s easily summed up: you can’t be slamming photos of houses down every single post you make — you have to mix it up! If you’re landing right hooks every time, they quickly become ineffective and people get bored. 

Post a variety of things, from local updates, tips, even personal experiences — people want to connect, not sign up with a robot. Buying and selling a home is an extremely personal life moment, and potential clients want to feel like they’re working with the right person. Be that person.

Pro Tip: People respond to different things, and need variety — be different. Don’t be like every other realtor in the area — be you. What makes you stand out?

Timing matters. According to, peak Facebook traffic is mid-week between 1-3pm, with 18% more engagement on Thursdays and Fridays. Forbes tells us that posts at 7pm result in more clicks than posts at 8pm. Consider this when posting, whether you’re after traffic or engagement. Maintaining a posting schedule of some kind can be extremely beneficial, so your audience knows what to expect (“Tuesday Tours,” etc.), and ensures you’re not spamming straight listings all the time. 

Pro Tip: Schedule your posts a week in advance using a social media management tool like Buffer, Sprout Social, or HootSuite. Alternatively, consider outsourcing this task, as social media maintenance can be a full time job. 

Interact. Equally as important as posting is … engagement! Don’t just post and hope for the best, activity on your end dictates the amount of activity you will in turn receive. Always, always, always respond to comments, visit other pages, like things (each “like” is a chance for people to see your name!), and don’t be afraid to share other people’s content. New connections happen on a two way street, and not always on your page — so remember, you get back what you give. 

Pro Tip: Use the 80/20 rule: 80% of your content should be value/customer oriented, and the other 20% the “hard sell.”

Facebook is a central component to real estate marketing, it requires a plan, creativity, and strategy. Don’t be just another automated posting, be present in your brand and stand out from the competition. 

Sharing content is great, if it’s the right content, and there’s a reason for it. A “like” doesn’t mean a sale or a new client. Likes are easily bought, and almost meaningless. Facebook has over a billion users, so your content has to be consistently great, and real. Be your best—professional—self, and cultivate real relationships. Focus on building a solid fan base, and you will crush the real estate market. 

~ Too busy selling and listing to run Facebook? Need some one-on-one coaching? DasFort Media can help!