12 Organic Ways To Boost Facebook Marketing For Real Estate | Xara (2024)

Facebook Marketing for real estate is a powerful tool for every realtor’s social media marketing strategy. It is still the #1 most popular social media platform in the US. Realtors and brokers can connect with potential clients using Facebook’s vast audience. With billions of active users, Facebook continues to offer many marketing advantages. It allows for advertising listings and content, establishing a brand or business niche, and engaging with your community and potential clients.

According to the National Association of Realtors, 90% of agents use Facebook to promote their listings. Moreover, 84% of millennials (the most significant proportion of homebuyers and sellers) also use the platform. You’re seriously missing out if you’re not using it to promote your listings!

This article will teach you twelve ways to improve your Facebook page as a real estate agent without paying for ads.

You can try Facebook advertising once you’ve learned these strategies and are ready for more advanced marketing techniques. For help creating compelling Facebook ads, check out our ultimate guide. This will help you reach your target audience and grow your real estate business even more.

1. Realtors, Make Your Content Mobile-Friendly!

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As a realtor using Facebook, it is crucial to have mobile-friendly content since most users access the platform through mobile devices. In fact, as of 2022, 98.5% of users access the social media platform with a mobile device. As per the National Association of Realtors (NAR), 76% of individuals searching for a home use their mobile devices to access the internet. This figure is almost twice as high as the previous generation. This highlights the importance of having mobile-friendly and optimized content for real estate agents looking to attract potential homebuyers online.

If your content is not mobile-friendly, it may not display correctly or be hard to read. This can cause potential clients to lose interest in your services. For instance, square videos are better on Facebook because they are easier to watch on smartphones or tablets. Captions can also help your audience view your content when they do not have headphones.

Having mobile-friendly content can increase your online visibility and reach a wider audience. It is more likely to be shared on social media, leading to more exposure and chances of your content being shared. By making your content mobile-friendly, you can improve your chances of reaching potential clients and creating a strong online presence.

2. Define a Narrow Target Audience

Facebook boasts over 2.9 billion monthly active users, each with its own profile, personality, and interests.

As a real estate agent on Facebook, it’s essential to narrow your target audience to increase the effectiveness and ROI of your campaigns. By tailoring your messaging and marketing efforts to their specific needs and interests, you can improve your chances of reaching those who would be most interested in your services.

If you are running paid ads, ensuring they are showing in front of the right people is crucial to avoid wasting money. The last thing you want is to promote a new listing in your local area to someone who doesn’t even live in your country. By narrowing your target audience, you can personalize your ad copy and display it to those who are more likely to convert into clients, thereby reducing advertising costs.

3. Grab Your Audience’s Attention Within 3 Seconds!

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Unlike other platforms like YouTube, Facebook users do not typically log on looking for specific content. They may do so if they already know your business and are interested in seeing your current listings.

However, most users tend to scroll through their Facebook feeds and click on content that catches their attention. This endless scroll phenomenon applies to Instagram and TikTok as well. The average person now has a short attention span and is naturally drawn to bite-sized content that provides instant gratification.

As a realtor, it is crucial to be concise in your content to capture a few minutes of your audience’s daily time. With vast online content, creating content that stands out and resonates with your audience is essential. Any video or content you create must hook your audience within the first three seconds. Whether you are creating educational content for first-time homebuyers, posting open house promotions, sharing inspirational quotes, promoting referrals, or sharing blog posts, it is crucial to make them attention-grabbing!

What kind of content should I create on Facebook?

About Facebook Marketing for Real Estate, make content that shows your listings, gives helpful advice for people buying or selling homes, and shares stories of success and customer reviews. Don’t forget to interact with your audience with polls, Q&A sessions, and live videos.

With Xara, you can pick from many templates for your social media advertisem*nt and organic strategies. Here are some of our favorite social media post ideas, whether it is to attract homeowners or home buyers.

Create Your Real Estate Marketing Materials with Xara for Free!

Starting in 2023, real estate agents can no longer post their listings on Facebook Marketplace. While this may seem like a setback, other options are still available. One option is to post listings in local Facebook groups, where interested buyers can find your properties. Another option is to post listings on your page, which can provide more visibility for your listings and allow you to showcase your brand. Despite this change, there are still many ways for real estate agents to market their properties effectively and reach potential buyers.

4. Don’t Be Afraid To Ask For Customer Reviews

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Small businesses often overlook social proof, which is crucial for building credibility and trust with future customers. If your former clients provide positive feedback about you and your business, it carries more weight than if you say it yourself. Don’t be afraid to ask your clients to leave positive reviews and customer testimonials on your business’s Facebook page.

Facebook is a social network that operates like word-of-mouth. When one of your past clients leaves a positive review on your business page, it can be displayed on their friends’ feeds. These friends may live in the same zip code or local area and could need your estate services in the near future.

Building social proof takes time and effort, but it is a worthwhile investment for the long-term success of your real estate brand and business.

That’s one of the first things you must do when creating your Facebook marketing strategy for a real estate business page. Filling out your business Facebook page contact information is essential because it allows customers to contact you quickly and can help build trust in your brand. Additionally, having accurate contact information can help potential customers find your business through search engines and other online directories.

Some tips for filling out your contact information include:

• Providing many ways for customers to get in touch, such as phone, email, and physical address
• Ensuring that all information is accurate and up-to-date
• Including hours of operation and response times for each method of contact

6. Improve Your Call to Action

As a Realtor with a Facebook business page, choosing a strong call to action is crucial to driving engagement and conversions. A compelling call to action can encourage potential clients to contact you, browse your listings, or schedule a showing. Without a clear and persuasive call to action, your Facebook page may not generate the leads and sales you need to succeed in the competitive real estate market. The importance of this phrase is outsized because it is closely linked to conversion. A solid call to action is concise and personal, requesting that your leads take a specific action and convey a benefit if they do so.

Here are five potential calls to action you could use, but remember that they should reflect what you offer on your landing page.

1. Schedule a showing today and find your dream home!
2. Looking to buy or sell? Contact me for expert guidance.
3. Browse our listings and discover your next home sweet home.
4. Let’s work together to make your real estate dreams a reality.
5. Don’t miss out on your dream home! Contact us today to get started.

Besides, you can invest and use various Facebook tools to analyze your page’s performance.

7. Use Facebook Search to Find New Leads

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Did you know that using Facebook’s search function lets you find new leads for your real estate business?

Using the search function, agents can look up Facebook posts that match their business’s real estate keywords. For example, if you search for “moving to” + [your local area], you will find people who are discussing moving to your market. This information can be pretty valuable! Then, you can reach out and develop relationships. Advertisers can also target people in this specific market.

4 Steps To Use Facebook Search to Generate Leads

1. Log in to Facebook and navigate to the search bar at the top of the screen.
2. Enter keywords related to the type of leads you want, such as “looking to buy a house” or “real estate investors.”
3. Use Facebook’s filters to narrow your search to specific locations, ages, and demographics that match your target audience.
4. After you have a list of possible leads, contact them through Facebook Messenger or by commenting on their posts to introduce yourself and your services.

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Facebook is a social platform, and engaging with your audience by replying to comments is crucial. By responding to comments, agents can address concerns, provide helpful information about properties and the local real estate market, and answer questions. This is one of the best practices and can help establish the agent as a knowledgeable and trustworthy resource, leading to future business opportunities.

Additionally, prompt and professional responses can improve an agent’s online reputation and increase visibility on social media. You can also use Facebook Messenger to connect with potential clients and answer their questions.

9. Target A Specific Niche To Stand Out

In today’s saturated real estate market, it can be difficult to stand out from the crowd. Yet, Facebook provides ample opportunities for branding and developing a niche. By targeting a specific segment of the real estate industry and posting specialized content on Facebook, you can establish yourself as an expert in that area and build a loyal following.

Once you’ve cornered a sub-market, you can then branch out and expand your reach. This approach helps you differentiate yourself from competitors and allows you to tap into a specific audience with unique needs and interests. By tailoring your content to their preferences, you can establish deeper connections with potential clients and ultimately grow your business.

Some examples of real estate niches include luxury properties, sustainable homes, commercial real estate, and affordable housing. Those are real estate hashtags that you must include in your social media posts. The possibilities are endless, and it’s up to you to identify a niche that aligns with your interests, expertise, and target audience.

10. Join Local Facebook Groups

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One of the best ways to reach potential clients is by joining Facebook groups related to real estate. By participating in discussions and networking with other professionals in the industry, you can stay up-to-date on the latest trends and connect with potential clients or partners in your neighborhood.

When joining groups, take the time to read the group rules and guidelines carefully, and avoid spamming the group with your listings. Instead, focus on building relationships and establishing yourself as a thought leader in the group. Provide value to the group by sharing your expertise and participating in discussions. You can also network with other professionals in the industry by commenting on their posts and sending them private messages.

If no Facebook groups are related to your niche or local area, consider creating your own. For example, if you specialize in luxury homes in Nashville, you could create a niche Facebook group specifically for luxury homes in this particular area. Additionally, as the group leader, you have the authority to promote whatever you want and make the rules. Remember to follow Facebook’s guidelines for creating and managing groups to ensure your group thrives and complies with the rules.

11. Use Facebook Live Feature

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If you’re a realtor looking to promote your properties and build your brand, Facebook Live is a tool you should definitely consider.

There are several reasons why you should consider using the Live feature as a realtor:

1. It’s free: it is a free tool that you can use to promote your properties and build your brand.
2. It’s interactive: it allows you to interact with your viewers in real time, which can help you build trust and credibility.
3. It’s engaging: Video is a highly engaging medium that can help you capture your audience’s attention and keep them interested.

You only need an account and a mobile device or computer with a camera to start. Once you’re live, ensure you have a clear idea of what you want to talk about and what you want to show your viewers. Consider discussing topics that potential buyers would be interested in, such as the local real estate market, tips for buying a home, or the features and benefits of the properties you’re selling.

When using Facebook Live for real estate marketing, engaging with your audience and keeping them interested is essential. You can do this by asking questions, responding to comments, and showing off your properties in an exciting and visually appealing way. By providing valuable information and showcasing your expertise, you can build a following of potential buyers who trust and respect your opinions.

12. Build Trust with Authenticity – Be Yourself!

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When building your personal realtor brand on Facebook, showing authenticity and being yourself is crucial. People want to connect with other people, not just a faceless company. Being authentic and showing your true self can build trust with your audience, stand out from your competition, and establish a personal connection. This can ultimately lead to more business and referrals.

Don’t be afraid to showcase your fantastic life and unique personality. Doing so will reward you with a tight community of followers.

Here are some tips on how to be authentic and show your personality as a real estate agent on social media:

• Develop a consistent brand identity. Make your content memorable and easily recognizable at first glance.
• Show behind-the-scenes glimpses of your life as a real estate agent.
• Share your personal stories and experiences related to real estate.
• Use your own voice and tone in your posts and marketing materials rather than copying others.
• Share your interests and hobbies outside of work to give your audience a complete picture of who you are.
• Engage with your followers and respond to their comments and questions personally and genuinely.

Remember, authenticity is key to building trust and relationships with your audience. Don’t be afraid to let your personality shine through!

Facebook Marketing For Real Estate – Conclusion

In conclusion, Facebook Marketing is a powerful tool for real estate agents to connect with potential clients, promote their listings, and establish themselves as thought leaders in the industry. By following these thirteen organic strategies, realtors can optimize their page, reach a wider audience, and increase their chances of converting leads into clients.

If you’re a real estate agent looking to take your marketing game to the next level, consider using Xara Marketing Center for Realtors.

With our user-friendly templates and tools, you can create professional and eye-catching marketing materials that help you stand out from the competition. Whether you need flyers, social media posts, or listing presentations, we’ve got you covered.

Here’s how Xara can help you with your marketing efforts:

• Easily apply your brand guidelines to all templates, ensuring you always stay on brand without hassle.
• Fill out your Personal Smartfields only once, and our templates will automatically include your agent’s details in your branded templates.
• Connect your MLS and automatically generate your listing marketing materials.
• Use Xara AI (powered by Open AI) to generate content.
• Invite your teammates and collaborate with them on your documents.

Don’t miss out on the opportunity to boost your real estate business with Xara Marketing Center.

Try Xara’s Real Estate Marketing Center today!