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12
Keeping Your Facebook Strategy Up-To-Date in a Social Media World
Facebook is the most powerful social media platform for real estate agents, bar none.
Why Facebook? As the real estate industry embraces digital marketing, it has become the #1 resource for building and maintaining long-term relationships. Twitter can be good for prospecting, LinkedIn is a gateway to luxury buyers, but nothing beats Facebook's overall utility. With nearly 2.4 billion monthly active users, including approximately 255 million in the United States and Canada, Facebook is still the go-to social media site for most people.
Facebook also owns the photography-focused platform Instagram, a natural fit for real estate agents and brokers. If you master Facebook, you'll have an easier time maximizing Instagram. Many of the core features are similar, so it's almost like learning two different networks at once.
Among the younger generation of real estate agents, many careers started with creating a Facebook page.
Of course, most established agents and brands have also set up a Facebook business page. But what comes after that? All too many real estate pros haven't taken the opportunity to get hands-on with their account. And even if you use Facebook regularly, there are always ways to get more momentum from it.
Facebook has evolved quickly over the last few years, and even experts don't always use it to the best of their ability. So, as the real estate market revs up for its post-pandemic bounce, now's the ideal time to take a second look at your social media strategy.
Start by Tweaking Your Facebook Fundamentals
Every social media network has profile elements you have to fill out to be taken seriously. Not having these is the equivalent of trying to sell homes while looking like the generic Twitter egg.
However, once you set up all the different facets of your profile, it's a good idea to revisit and see how they reflect you now.
Your headshot makes a vital first impression. It should convey confidence and professionalism, laying a solid foundation for trust. A high-quality, well-lit photo is essential. And it should be current: Even though there's no deceit involved, an image that's more than five years old can still smack of the old dating profile switcharoo.
Your unique value proposition also comes through in the copy that accompanies your profile images. That includes both the plain text on the page and the cover image, where you can include your brand name, slogan, and a call to action. It's a great idea to showcase recent events or time-sensitive offers in your header, too.
Ensure your text makes these points crystal clear:
• What you do
• Who you do it for
• What makes you different
No one can be all things to all people, so give your ideal client something to connect with right away. Your Facebook page is the perfect place to publicize lead magnets, such as detailed local real estate market reports.
Last but not least, be sure your Facebook page reflects your values: That is, the why behind what you do. When clients choose between two businesses that look similar to them, the one with values that resonate is usually the one they contact first. That's equally true for both large agencies and one-person operations.
Consider an Interactive Cover Image
Facebook has recently expanded the types of cover images you can choose from.
In addition to the static cover images of yore, you can also design a video or slideshow cover.
To qualify, your pre-recorded video must be:
• At least 820x312
• Under 91 seconds long
• A maximum of 1080p
• In MP4 or MOV format
• Less than 1.75 gigabytes
Music and other audio are allowed, but all videos start with the sound turned off. Users will have to click on your video to un-mute it, and many won't, even if they are interested in your message. With that in mind, aim to communicate without the need for audio. If you include dialogue, use subtitles.
Video covers are effective because the majority of people browse Facebook on their phone. Videos are the most popular content on mobile devices: They can be consumed quickly and are far more memorable than plain text. Still, there's another visual option that's easier to set up on your page.
To create a slideshow cover, all you need is a few beautiful, branded photos saved to a folder on your computer. Click the camera icon that appears on the upper left corner of your cover image, then upload your files in the exact order you would like people to see them. Voila – your new cover is ready.
Technically, what Facebook offers is a "slider," not a "slideshow." Users will need to manually click through the images to view them. Still, you might be surprised just how many people do so, whether they're visiting your Facebook page on mobile or desktop. Make sure your shots are enticing!
Add an Interactive Call to Action Button
Many people write out a text-based call to action on their cover image, but Facebook has a built-in solution that may be more elegant. As you edit your page, you'll find "Add a Button" on the top right. This brings up a selection of targeted CTA buttons you can choose from, like "Schedule an Appointment."
Name Your Page
With a custom username, you can give your Facebook page a short, branded URL that visitors are more likely to remember. From your main business page interface, you'll find the "Create @username" option below your page's name. A short, catchy name that fits with your current branding is your best bet.
Set Up Your Facebook Messenger Auto-Reply
Facebook has big plans for Messenger as a primary point of contact between businesses and users. Messenger is being integrated across Facebook's digital properties on a variety of levels, and it can help you make a strong impression even when you're not around. One powerful way to use it is Auto-Reply.
An Auto-Reply response can be directed to anyone who sends you a Facebook message from your page. In your "Manage Page" column, click on "Inbox," then "automated responses." In the right column, you'll see an option that says "Instant reply." Click the "edit" tag under this header and write your desired message.
Configure Your Notifications
If Facebook is a cornerstone of your digital marketing strategy, you'll want to optimize it to be highly responsive to activity on your page. Facebook provides options to receive a notification any time someone "likes" your page, makes a comment, or posts a question. Notifications can be in-app or issued to you as texts.
At the left of your screen, find the "Manage Page" bar. From there, click on "Settings," then "Notifications." Select the option to get a notification any time there is activity on your brand page. Then, scroll down and pick text messaging as your preferred notification style to help you avoid notification clutter.
Use Automation to Keep Your Facebook Page Active and Engaging
You have a lot of information to share — but you probably don't have hours to update your page!
Facebook automation is the answer. With a social media automation tool like Face- book Connector, you can easily configure instant, event-based updates. That means new listings, important property updates, and open house announcements will appear right on your Facebook page as they happen. DeltaNET® 6 users can also take Facebook to the next level with automation through the platform.
Combine automation with these other crucial tweaks, and you're on your way to unlocking the full value of Facebook. From first impressions to closing day, your Facebook page can be one of your most versatile tools.
