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Do you use Facebook and/or Instagram to market your real estate services? In this article, I’ll walk you through my top seven ideas for how you can promote your real estate business more effectively on social media.



Whether local homeowners are looking to sell, or prospective buyers are searching for their ideal home, or other Realtors in your neighborhood want to check out your listings, your ideal audience should be able to easily find you via Facebook and/or Instagram. In fact, by amplifying your strategic use of the two largest social networks, you could find your business growing exponentially.


Following are my seven best tips to increase your visibility, reach, engagement and conversions.


1. Do Facebook live broadcasts


Facebook live videos get six times as many interactions as regular videos, on average. Facebook is really favoring live content, especially when you are also broadcasting via your Stories on your Facebook personal profile or your business Page.


     RELATED CONTENT: How to Identify Facebook Live Opportunities for Your Small Business


Of course, nothing can beat being physically in person with a potential buyer and taking them on a property tour. Or, of course, hosting an open house with prospects coming to visit the home.


However, streaming live really lends itself well to Realtors to at least spark interest. Think about doing virtual open houses in a ‘show’ format, on the same day and time each week, if feasible. Or, come up with a show name and provide interesting tours of your properties.


Live broadcasts help your audience get to know, like and trust you. When you do live virtual open houses on a regular basis, you’ll stand out in the news feed. Plus, make sure to encourage comments so you can follow up. See also tip No. 5 below for connecting a chatbot.


2. Go live on Instagram


Instagram boasts 1 billion monthly active users, and continues to grow at a rapid rate. The demographic also tends to be somewhat younger and more affluent than Facebook. Instagram is owned by Facebook, as you may know.


You access the live feature on Instagram through the camera app, where you’ll broadcast in the Stories section. You can go live for up to one hour. Stories has 400 million daily active users. This is a terrific captive audience as they are all proactively tapping in to the active Stories.


As Instagram is really favoring Stories and especially live broadcasts, your live video will get prominent positioning at the top of your followers’ feed.


Just like your Facebook Live broadcasts, use Instagram live to engage with your followers and to do virtual open houses. Again, encourage comments but especially direct messages so you can follow up.




3. Create short video content


Along with live video broadcasts, Facebook is really favoring all video content. More and more users are discovering video content through the Watch platform. If you publish video content on your Facebook Page – whether live broadcasts or uploaded native video – your video content can be surfaced on Facebook Watch. The Watch platform is accessible on desktop, mobile and the television set-top app.


Speaking of Watch, Facebook is launching a new property series called Most Incredible Homes. The five-part series consists of 12-minute weekly episodes that reveals stunning dream homes from around the world.


Consider how you could create short videos with a blend of stock assets and your own photos and video clips using an app such as Add some inspirational text overlay and a music track. This type of video tends to be highly shareable.




4. Publish stunning visuals


Real estate is ideal for creating eye-catching and thumb-stopping visuals in a variety of trendy formats such as 360 photos and videos, 3D photos, and drone video footage. From the simple panorama feature on your phone, you can capture images that Facebook will convert to 360 or 3D. Or, consider investing in a 360 camera and/or drone. I use the Ricoh Theta V 4k 360 Spherical Camera which you can find here. It’s super light and small, and takes terrific 360 photos and videos.


5. Use the right hashtags on Instagram


Hashtags may or may not make much difference to your posts on Facebook. But on Instagram, hashtags are an absolute must for reaching the right audience, growing your followers and even attracting leads. Each post can include up to 30 hashtags. Be sure to do your homework and research a variety of popular hashtags, but also use some that are less popular so you might have more chance of being discovered.


Refer to this helpful article by my friends at Adespresso.


6. Integrate a Messenger chatbot


This could be one of your easiest methods of lead generation. By encouraging prospects to message you via Facebook Messenger, you can begin an automated dialog and self-sorting process. You can gather your prospects’ phone number and/or email address and then follow up personally.


In addition to encouraging people to direct message you, you can also set up the chatbot so anyone that comments on your Facebook Page posts receives a message from you. This is why it’s important to encourage your audience to leave a comment on all your videos and live broadcasts and other types of posts.


Take a look at MobileMonkey for a free chatbot system for your Facebook Page.


     RELATED CONTENT: Facebook Messenger Chatbots Give Small Business Owners an Edge


7. Encourage reviews on Facebook


Facebook gives prominent positioning in the search results on desktop and mobile to businesses that have reviews. Especially when you have a good number of reviews. Be sure to follow up with all your past and current clients and direct them to your Facebook Page to give you a review. In fact, Facebook recently made a change that makes it even easier for people to simply one-click recommend your business. And then they can also leave a written review.


     RELATED CONTENT: How to Increase Authentic Business Reviews on Facebook


8. Participate in local Facebook groups


Search and join relevant, local groups to network with fellow professionals that are open to exchanging referrals. Also check out peer support groups. For example, my friend Dave Savage runs a thriving Mortgage Coach Productivity Mastermind Group that provides tremendous peer support to industry professionals.


     RELATED CONTENT: How to Use Facebook Groups to Build a Loyal Community



About Mari Smith



Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.


Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.


Web: Mari Smith  or Twitter: @MariSmith

You can read more articles from Mari Smith by clicking here


Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

With the holiday season right around the corner, small business owners know it’s time to kick things up a notch. Especially with Black Friday and Cyber Monday only weeks away, this time of year is simply much too lucrative to do things halfway.



Consider this: according to the National Retail Federation, the average American consumer plans on spends 4.1 percent more this year during holidays – and that is on top of the extra they spent last year.


People are getting ready to shop, and so we need to make it easy for them to do so at our businesses.


One way to do that is to get in on the Cyber Monday frenzy, which is the Monday after the Thanksgiving holiday. That is the day Amazon and all other big online retailers pull out the stops.


For the small business owner, the “holiday” presents a golden opportunity.


It is kind of like this: Back in the day, my sweet dad owned a chain of carpet stores. His favorite place for a new location was across the street from a mall (like I said, this was in a different era!) Dad figured he could get the benefits of the mall traffic and buzz without having to pay the mall prices.


Cyber Monday is like that. There will be a lot of buzz, and with a little preparation, some of it should lead people to your online hive.


Here’s what to do:


Step 1. Prepare your loss leader:


The Internet generally, and Cyber Monday specifically, is about discounts. That’s the game. If you want to compete on Cyber Monday, you have to play by those rules, and that means offering something or some things at a greatly discounted price. In the world of business, this has traditionally been called a “loss leader.”


Essentially, a loss leader attracts customers to your business by offering them steep discounts on particularly popular items. As such, it is a strategy that involves selling goods or services at, or close to, a loss. Often, the sales price won’t even cover the costs of the product, what with advertising, overhead, cost of the goods, etc. You take a loss on the sale, hence the name, “loss leader.”


But the thing is, by offering a fantastic bargain on a specific item (or items), you lead customers to your website, with the intent of having them buy, not only the bargain, but other things from you that are not as deeply discounted. It is when they buy those other things from you that you make up for the loss you are taking on the sale item.


Step 2. Give your site a makeover:


Updating your website is part of why sufficient preparation time is necessary. You need to create specific web pages for the loss leaders (as that is critical to both good SEO and sales), and you must highlight the sale on your homepage.


Step 3. Make the most of your e-newsletter:


Take advantage of the fact that you have an opt-in list of people who have already given you permission to market to them. Begin to tease the sale now and get people ready for the big day. Be a player. (That said, what you cannot do is bombard inboxes with promotions as that will only lead to an influx of unsubscribe requests.)


Step 4. Advertise and market the heck out of the upcoming sale:


There is going to be a lot of noise in the next few weeks, what with everyone competing for eyeballs. Simply put, and frankly, getting noticed above the din will not be easy. But the good news is that you have a list and a name and a brand and a clientele that is all yours. Market to that.


Step 5. Sell and deliver:


Be ready on Cyber Monday, have enough inventory, have any customer service tools you use at the ready, and sell, sell, sell. Aside from the loss leader and related items  consider selling gift cards. Why? Because gift cards are the most popular gift in America. Because about 6 out of 10 people prefer to receive gift cards as gifts, it would behoove you to also advertise and offer them.


Finally, the next day, on Tuesday, begin to fulfill your orders. Remember – that is also the beginning of the busy shipping season, so be prepared for that as well.


Read next:


About Steve Strauss


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Steven D. Strauss is one of the world's leading experts on small business and is a lawyer, writer, and speaker. The senior small business columnist for USA Today, his Ask an Expert column is one of the most highly-syndicated business columns in the country. He is the best-selling author of 17 books, including his latest, The Small Business Bible, now out in a completely updated third edition. You can also listen to his weekly podcast, Small Business SuccessSteven D. Strauss.


Web: or Twitter: @SteveStrauss

You can read more articles from Steve Strauss by clicking here


Bank of America, N.A. engages with Steve Strauss to provide informational materials for your discussion or review purposes only. Steve Strauss is a registered trademark, used pursuant to license. The third parties within articles are used under license from Steve Strauss. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.


Bank of America, N.A. Member FDIC.  ©2018 Bank of America Corporation

Black Friday is always crazy—both for consumers and retailers—and this year promises to be even wilder than usual. According to a survey by Natural Insight, 20% of consumers plan to do most of their holiday shopping on Black Friday, up from 15% last year. Whether you own a brick-and-mortar store, an e-commerce site or both, advance preparation is vital. Follow these “12 steps to Black Friday success” to ensure you’re ready. 



1. Review last year’s data. What kinds of products were hot sellers? What times of day were busiest? What marketing and advertising campaigns worked best? How well did you manage inventory?


2. Research. What’s trending in your industry? What “must-have” products are your customers clamoring for? Combining your research and sales projections with last year’s figures will enable you to make educated estimates this year.


3. Determine what products to promote. Focusing on those that are hard to find or unique to your store will help you attract more customers.


4. Staff up. Make sure you’re adequately staffed during the times of day you expect the most customers. If you’re hiring seasonal workers, get moving: The National Retail Federation projects retailers will hire between 585,000 and 650,000 temporary workers this year, and competition is stiff.



5. Prepare your people. You’ll need time to train those temps—and your regular salespeople—to provide stellar service. Your staff’s product knowledge, helpfulness and demeanor can make or break the sale at holiday time.


6. Test your tech.

    1. If you sell online, run a speed test to make sure your site loads quickly and a stress test to ensure it can handle at least double your normal traffic.
    2. Secure your website against cyberattacks and build customer trust by using trust seals from your SSL certificate provider to indicate site security.
    3. Test your website navigation and checkout processes for ease of use on both desktop and mobile devices: Holiday shopping will be more mobile-driven this year, eMarketer Retail predicts.
    4. Make sure your in-store point-of-sale system is running smoothly and accepts multiple forms of payment. Younger consumers are embracing mobile payment solutions. 


7. Embrace holiday décor. Enjoying holiday decorations is one of the top reasons consumers shop in-store instead of online, according to Natural Insight. Create a festive atmosphere with holiday décor, music and scents. Get creative with color: Bold, icy shades of pink, purple and green will be cool alternatives to plain old red, white and green this year, says Frontier Label.


8. Check your local directory listings. If you own a brick-and-mortar store, make sure the information in your local search listings (such as Google My Business and Yelp) is current and complete; if you have special holiday hours, add them.



9. Review your reviews. Do you have enough recent online reviews to convince new customers to shop at your store? If not, start a campaign to encourage reviews from satisfied customers.



10. Plan your inventory. Inventory management software can help you find the perfect balance between too much inventory (that goes unsold) and too little inventory (that disappoints customers).


11. Create your marketing calendar. Build excitement around Black Friday by starting your holiday marketing campaign early. (More than one-fourth of consumers start shopping before Thanksgiving, so it’s not too early to start promoting.) Plan your email marketing messages and cadence, creating different promotions for loyal customers and for new ones. Push to get more email signups before Black Friday.


12. Think social. Social media will have a huge influence on holiday sales this year, according to eMarketer, and it’s where SMBs will concentrate most of their ad spending this year, says Reveal Mobile. Plan now for special holiday-themed social media content, contests and promotions. Look for photogenic, fun and unique ideas to encourage social media sharing. You can even start selling products straight from Facebook with the Storefront Social app.


By following these steps, you’ll be well-prepared to succeed not just on Black Friday, but during the rest of the holiday shopping season, too.



About Rieva Lesonsky


Rieva Lesonsky Headshot.png

Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.


Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.


Web: or Twitter: @Rieva

You can read more articles from Rieva Lesonsky by clicking here


Bank of America, N.A. engages with Rieva Lesonsky to provide informational materials for your discussion or review purposes only. Rieva Lesonsky is a registered trademark, used pursuant to license. The third parties within articles are used under license from Rieva Lesonsky. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.


Bank of America, N.A. Member FDIC. ©2018 Bank of America Corporation

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