FACEBOOK MARKETING FOR REAL ESTATE

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2 page 2 Telling Stories About People on Facebook When it comes to using Facebook Pages, most people take one or two approaches: they post information they think their audience will appreciate or they promote offers that require readers to take action right away. But these approaches overlook Facebook being a powerful story telling tool. When you look at individual Facebook personal Profile use, people tell a story about what their lives and families are doing. Building on the first Facebook Strategy of building a brand, we can use Facebook s power of story telling to make a remarkable impression with customers. We tell stories using words, photos, videos, and shared articles. The way we tell stories and interact online is part of a new universal language we all relate to. Facebook offers advice for firms to tell stories about their brands using tools called story packs. Story packs are themes to share stories on Facebook. The following themes are recommended by Facebook to develop a familiar structure: People - the people connected to your business (customers, employees, owners, etc.) Places - locations your business or product shows up in. News - updates and events happening connected to your business or the people connected to it. In this section, we re going to look at specific examples of how you can tell the story of your brand message by posting information on your Business Page using each of the recommended themes.

3 page 3 Telling Stories About People Real estate is referred to as a people business in fact, all businesses require people to transact with each other in order to exist. Which is why telling stories about the people connected to our business is an effective way to communicate our brand message. There are several different ways to tell stories about people on Facebook. You & Your Business or Career Storytelling on Facebook includes telling people the purpose of your business, why it exists and how you got started. In real estate, this might be telling people the story of why you decided to get your real estate license and start working with people.

4 page 4 Garry Wise, co-owner and head of luxury sales at GoodLife Realty, has told the story of his father s early passing and how his life and career plans forever changed so he could help his mother and support her real estate business. Your story enables customers to connect with you on a level deeper than the transaction, and reaches the emotional and relational triggers embedded in all of us. Your Customers Another story you can tell is your customers stories. Testimonials, reviews, and case studies are examples of telling customer s stories. Telling a customer s story on Facebook creates an impression of what it will be like to work with you and the satisfaction you can produce.

5 page 5 Your customers can say things about you that you can t say about yourself without sounding like you re bragging. The social proof of your customers receiving a great experience with you provides real evidence of your abilities.

6 page 6 Your Expertise As real estate professionals, part of what we offer our customers is expert advice and knowledge to guide them in making real estate decisions. If we want to our customers to know we offer real estate expertise, we have to show it to them. It s a mistake to assume our customers have an understanding of the knowledge we have to offer. By sharing tips and advice online, we show our customers we have expert knowledge while offering help to those actively seeking

7 page 7 answers to real estate questions. Posting tips that answer customer questions on Facebook provides a permanent record of providing real estate expertise. This permanent record is concrete example of your brand message.

8 page 8 Telling Stories About Places We ve all heard the old adage about real estate being local and about location. Another way of saying this is real estate is Places. And telling stories about Places is a way to show your brand message while giving customers information they enjoy consuming. On Facebook, telling stories about places is sharing information connected to where your product (real estate) shows up. Real estate shows up in the following places: Homes and Neighborhood Lifestyle. We re going to take a look at each one of these Places so we can produce information and tell effective stories about Places for real estate. Homes Whether searching for a home, looking for ideas on how to decorate one, or curious about the homes of the rich and famous, most people have an inherent interest in seeing homes other than the one they live in. For people looking at images of places and homes, those images represent a potential future and range of possibilities for living.

9 page 9 We can tell stories about homes on Facebook by showing pictures of homes and living spaces. The more unique or interesting the picture, the better story it tells. The most effective way we consume this type of information on Facebook is through images and video. When posting images and videos of homes on Facebook, don t limit yourself to listings available for sale. You can also post about

10 page 10 customer s homes, remodels they may have made, or cool ways they ve decorate their homes. Articles and images showing local celebrity homes or the most expensive homes are also subjects of good posts. Neighborhood Homes are located in neighborhoods, parts of town, or areas of the country (rural areas). These Places represent the life style of living in the home. When purchasing and living in a home, the life style represents the range of future possibilities of living for those homeowners. We can tell stories about neighborhoods by sharing photos, articles, and videos that profile those Places. Whether it s things to do, places to visit, or local events, all of these potential posts tell the story about the lifestyle of living in that Place. If you have a blog or website, you can produce neighborhood profiles so website viewers can research different parts of the area they want to live. The richer the neighborhood profile, the more valuable it is to your website visitors. Once you have completed a profile on a specific neighborhood, you can post it on Facebook as a link to share with Fans. You can even consider running Facebook Ads to drive traffic to the neighborhood pagers on your website. By using the powerful audience selection tools offered by Facebook s advertising platform, you can get your website, and brand message, in front your desired customer.

11 page 11 Telling Stories With News The events, activities, and news related to your business or practice is also another form of storytelling. It lets people know what s going on with you right now. It tells everyone you re actively involved with your business, and that it s going places. News about your business gives customers a reason to pay attention to you. Examples of news directly related to your business might be new listings, open houses, parties and events (such as mixers or client events), awards received, new team member announcements, charitable events you re participating in, and anything in which your firm is involved.

12 page 12 You can also integrate News with the Places theme and share events and happenings related to the local area. This might be things to do, fun events to attend, news about developments and projects affecting the neighborhood or city. Since people are prone to pay attention to news affecting them, it s a good way to stay in front your customers. In Module 3 on what to post, we ll cover more examples and types of posts you can share on Facebook.