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.
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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.
- Mastering the Art of Standing Out on Instagram
- 5 Ideas to Use Instagram Stories to Drive Small Business Growth
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 Wave.video. Add some inspirational text overlay and a music track. This type of video tends to be highly shareable.
- How to use Compelling Video On Social Media for your Small Business
- 3 Social Video Marketing Tools to Grow Your Business
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.
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