With the number of users on social media growing every year, platforms like Facebook offer a prime opportunity to find new potential clients in your area. There are 18 million active monthly users in Australia on Facebook, so that represents a huge opportunity for you to get some of those users out of Facebook and into your database.
To compete successfully with other agents vying for the same social audience, it’s vital you have a customer focused content strategy to make sure you stand out as the real estate expert in your area. The problem is coming up with the content and coming up with it regularly.
But before we talk about content, there are two really big considerations you need to address before you start posting.
First and foremost, any posts on your Facebook page must have a link back to your own website. Not a link to realestate.com.au or Domain. Not to rate my agent or online magazine sites like homes to love.
TO YOUR OWN WEBSITE.
There is no point posting content that sends people away from your page to somewhere else on the internet that is not yours.
Secondly, make sure you have some “lead magnet” on your website, or at least a way for people to sign up to your newsletter. If people like what they see, they will give you their email address. This will build your database of direct contacts.
So, to reiterate, post content on Facebook that sends potential clients back to your own website where you can capture their details and build your database.
So, now you have the two main pre-requisites for posting on Facebook, here is a list of real estate social content ideas that you can incorporate into your social strategy right now.
Make sure you post every listing you have onto social media. So we are not talking about a vendor paid advertising campaign. we are just talking about making sure that every listing you have is posted on social media. Listings are a great way to show how busy you are as an agent. People will always go and check your social media channels to see how active you are and if it is full of listings, it is great social proof.
When times are slow, you may not have many listings to share to Facebook. Why not showcase your knowledge of all things related to real estate by sharing some blog posts. You can share useful information on DIY, moving with pets, or preparing for sale. Remember many of your followers will not be actively looking to buy or sell right now, so think outsides the box and discuss topics related to homeownership, maintenance or the market in general.
Polls and quizzes
These are not only great for engagement but also give you the opportunity to learn more about your followers. Polls encourage people to share their opinions but also allow them to see how their opinion stacks up against others.
People love a freebie. There is no end to prize ideas, but you may like to team up with a local business to demonstrate your local community support. People are a bit wary of the ‘like page to win’ message these days, so an alternative is to ask them to sign up for your newsletter instead and let people know the winner will be announced on your page.
Share a customer success story or testimonial. Talk about their journey, why they choose you, any obstacles that were overcome and the final result you achieved for them.
The keyword here is short. 15-30 secs is the ideal length to engage and entertain your followers. Shoot your video at an open home, local event or share a top tip.
Your local neighbourhood
Share pictures of local facilities and attractions with your followers so you can share why your local area is a great place to live and/or invest.
Spotlight a local business
Show your community connections and support by profiling a local business you use or recommend. Remember to tag the business in your posts so they are aware of the promotion you’re providing.
Whitepapers are traditionally longer than blogs and require your followers to provide contact details to download. One example is to create a whitepaper for investors. By doing this, you’ll not only be offering value to your audience but also building a database of leads who you know are at a specific part of their real estate journey.
Social media is supposed to be fun, so don’t be afraid to post a funny meme that isn’t necessarily business-related.
Introduce a new team member or celebrate an agency win.
Demonstrate your expertise by sharing a commonly asked question and answer. Invite your followers to ask you any real estate-related questions they might have in the comments.
Take a moment to thank a colleague, mentor, or important family member. Acknowledging others who support you in your career is an engaging way to demonstrate your human side.
Behind the scenes
Share a photo or video of you and your team hard at work. Give your followers a look at what goes into achieving the results that you do.
You don’t have to post all of these all of the time. We suggest you pick a few you are comfortable with. and include them in your social media plan. But the most important thing is that you are using Facebook posts to send potential clients back to your own website where you control the narrative.
If you are stuck for things to post, or need help with posting content regularly, then you can always look at a platform like The Real Estate Voice that will take care of the basics (such as sharing all of your listings and blog articles). All you need to bring after that is your personality, sharing and showing the person you are – the trusted real estate agent expert in your area.