Facebook can be a valuable marketing tool when used correctly. In fact, approximately 80 percent of agents are taking full advantage of this cost-effective method of advertising by promoting their property listings, raising positive brand awareness, and connecting with potential and past clients. Although this social channel is a great way to sell yourself, you must also remember that Facebook is a social networking website as well. It’s not all about selling, as much as it is connecting. Here are the do’s and don’ts of Facebook for real estate.

The Do’s of Facebook

  • Do create two separate Facebook accounts — a personal account and a business account. Keep your personal account private and your business account public.
  • Do visit your friends’ and colleagues’ Facebook accounts, and like or comment on their posts. Engagement is a key factor when using Facebook successfully.
  • Do take the time to be genuine and post content that is relevant. Sharing irrelevant information that has nothing to do with real estate can clutter your Facebook wall.
  • Do group your friends into separate “lists.” This will help you to target your posts to the most relevant audience. Try grouping your friends list into different categories such as “past clients,” “potential clients,” “local clients” and “current clients.” Different audiences deserve different content.
  • Do utilize the “Events” tab when you have an upcoming open house or event. Be sure to list important details such as time and location to get the conversation flowing.
  • Do post new listings with pictures and video. Be sure to write your telephone number as well so clients can reach you if they are interested or have any questions.
  • Do post virtual tours of your listings. Interested clients want to see more then just the outside of the home.
  • Do maintain consistency and try posting on a scheduled-basis, such as every Monday, Wednesday and Friday. Use your Facebook Analytics to see what the best times of day are to post. Research shows that posting outside of business hours normally will get the best reach.
  • Do change out your cover photo two times per week with a new home listing. Facebook users are visual, and images capture their eye.
  • Do post links from your personal website to gain referral traffic back to your site.

The Don’ts of Facebook 

  • Don’t outsource your Facebook postings with generic content. Not only will you look like a robot, your Facebook friends will probably de-friend you.
  • Don’t self promote. Nobody wants to hear about how many houses you closed that week.
  • Don’t sell yourself short either. If you’ve recently won an award at a local real estate awards luncheon, share the news. Just remember to be humble about it.
  • Don’t badmouth your competition. Just don’t.
  • Don’t overshare. If you’re flooding the newsfeed with too much information, you may turn your friends off and lose their interest.

In addition to the do’s and dont’s of Facebook, also note the 80/20 rule. Eighty percent of your posts should be business-related content, such as house listings. The other 20 percent should be personable content, such as pictures from last weekend’s “buddy-walk.”

Always remember that there is a person on the other side of that screen who is reading your content. Be likable, friendly, and professional.

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