Facebook for Real Estate

A lot of companies, not just in real estate, struggle because the owners spend more time working in their business than on their business. All their focus is on the day-to-day tasks that must be done to survive – servicing clients, administration, replying to and sending emails, and speaking on the phone. Before you know it, the ‘to-do’ list you started working on when you first got in has grown instead of shrunk.

Just as selling homes or managing property is a skill best left to the specialists, so is Facebook marketing. You could spend hours of your precious time learning the ins and outs and the tricks of the trade of social media, working out what to post and when, tracking to see what works and what doesn’t, making changes, and starting the process again. Only to end up where you started. Or you can leave it to us. This means you can spend all that valuable time focusing on your team and your customers.

That’s not to say you just hand over the keys to the castle. Far from it. We’ll sit with you, work out your challenges, and set your objectives. You know your business far better than we ever will, so we’ll pick your brain and use that knowledge when creating your marketing plan.

Think about it. Is your time better spent following up a new lead, doing an appraisal and getting a new listing? Or trying to put together a Facebook ad?

You should do what you do best, for the benefit of your business. And we’ll do the same.

The first thing to think about before you post anything is why? What do you want to achieve?

Are you trying to increase your rent roll? Generate new listings? Boost sales? Build your brand awareness?

These are all great reasons to post on Facebook. And there are different things and ways to post to achieve each objective. For example, if you’re trying to position yourself as an authority in a particular area, you might post information about current market trends pertaining to that area. Or you might post a link to a local council notice about plans to build a new park or playground. Let people know their concerns are your concerns.

If you’re trying to build the profile of your staff, you might post a photo of them at the local school fete or some other community event. Or if you’re trying to build your rent roll, you might post testimonials from landlords happy with your service.

Depending on what you want to achieve, the specialist staff at Property Hype can show you what to post and how often to post to make it happen.

One thing to keep in mind is that every post will reflect on your brand and how it is perceived by your audience. In most cases, a person’s home is their greatest asset, so you need to come across as professional and trustworthy in everything you do. Your clients and potential clients want to know you can be relied on, will give them great service, and have their best interests at heart.

A dedicated Facebook campaign can do all these things.

As you may know, Facebook posts are posts – words, photos, links, or a combination of all three – that you can put on your business page. They’ll be seen by anyone who follows your agency’s Facebook page. Facebook ads are paid ads that appear on other people’s profiles. You’ll probably see some on your own page. You can target these to be seen by people identified as potential customers.

Which one is better?

Like most things in life, you need a balance. Both play their part in the user journey, and both need to be considered.

Organic posts – the ones you create yourself and don’t pay to post – are great to educate clients and share information. They’re also great for what’s known as ‘social proof’, which is a phenomenon where other people use the opinions of others to help them form their own opinions. For example, if a particular post has lots of positive comments and likes, someone who isn’t sure what to think will be influenced by others.

Paid ads are great for brand awareness and lead generation among landlords, sellers, and buyers, and for driving conversions. They help you reach new people that might not be familiar with your brand and service offering. Or they can help you keep front of mind with users that have already shown interest in your business but are still on the fence.

The experts at Property Hype can help you work out what to post, where to post and when to post it, to help you achieve your objectives.

Getting a ‘like’ on a Facebook page might be nice for your ego, but it’s not necessarily going to help your bottom line. And if you’re in business, you know which one is more important.

Would you rather have 1000 likes and one sale, or a hundred likes and 10 sales?

The success of any Facebook strategy is measured against the objectives set at the very beginning. And because you’re in business, it generally means the more money you make because of the campaign, the more successful it is.

The experts at Property Hype will sit with you to work out what you’re trying to achieve, and then set a plan and schedule to make it happen.

As a property manager, if a Facebook campaign increases the number of quality enquiries you receive from property investors, who then become customers, it’s a good result.

Similarly, if you’re a developer selling off the plan and a Facebook campaign results in more enquiries and more brochure downloads from potential buyers – which in turn leads to more sales – the campaign is successful.

Or if you’re a real estate agent and a Facebook campaign leads to more enquiries from people who ask you to list their home for sale, the strategy has worked.

In addition, we can use a wide range of analytics tools to report on direct results. We can show you how many views an ad received and how many people clicked on it. We can even show you if the image or headline on one ad had more interest than the other, so we can swap the weak for the strong to maximise the impact of your campaign.

Facebook is certainly one of the most common platforms for real estate, it’s hugely popular and you can specifically target sellers, buyers, and landlords when you advertise. But like most advertising mediums, how well it works depends on how well you use it.

If you take a very random approach and post content every now and then with no clear strategy or objective, it probably won’t make too much of a difference to your bottom line. But if you use it as part of a multi-channel, integrated strategy, you’ll have a much greater chance of success.

This means planning out what you’re going to post when, how often, and why. It’s about using both paid and unpaid posts that generate interest and then drive conversions. It’s about taking advantage of all the resources at your disposal – Facebook and Instagram included – to achieve your objectives.

Property Hype’s Facebook experts know how to find more sellers, attract more buyers, and generate qualified leads. This means lowering your CPA and maximising your ROI.

We’ll find you more landlords for less, more sellers for less and more buyers for less.