Best of FOREM: Marketing Real Estate on Facebook
Marketing Real Estate on Facebook (and Other Social Networks) by Joel Burslem on Wednesday, May 2, 2007.
I’ll admit it. I’m hooked on Facebook. I somehow missed out the whole MySpace craze (thankfully, visiting a MySpace page now just makes my eyes hurt) - but Facebook has me hook, line and sinker.
Over on the Inman Blog, I wrote a post recently about real estate marketing through social media - where I implied that you should be thinking about marketing your listings in the places where your target markets are these days. Believe me, that’s rarely in the classifieds sections of your local newspapers anymore.
Now, industry social networks like ActiveRain are great for connecting with your peers; but let’s face it, Consumers aren’t hanging out there. If you’re looking for buyers and sellers, in this day and age you need to be a little more creative.
The news that Facebook may launch Local Classifieds got me thinking on how you can take this idea and use social networks like Facebook to really power your business.
Here’s how:
1. Encourage past clients and new clients to ‘friend’ you or ‘add’ you to their networks. Include links to your profile in your marketing materials, business cards etc. Build out a brand new online “sphere”.
2. Creating Groups - This is the most obvious way to use the site. Create a “Portland Homebuyers” group for example and help first time buyers with their questions. Leverage your expertise to become the expert in the group.
3. Creating a unique Group is also a great way to keep in touch with business networking contacts you meet - maybe it’s at a local Chamber of Commerce meeting or even a Real Estate Connect conference. (I’ve set up a SF Connect group, by the way, where I hope we can all meet up). You can engage in post conference discussions, share information in a neutral open forum that doesn’t demand the intimacy of an email or telephone contact.
4. Shares - You could use Facebook to market properties to a select group or share properties with your friends . A handy bookmarklet lets you add external links to your Shares. You could add a link to a property from your own site, even a vFlyer page or Sellsius listing etc.
Think about it, you could have an exclusive Group of Realtors in your market, maybe its even inside a single branch office, and you could share great listings with each other even before they hit the MLS.
5. If you’re a blogger, add your RSS feed to your profile. Facebook lets you add a Blog feed to your Notes. You could find new readers and even drive traffic back to your blog by sharing your posts with your network.
I think that maximizing your exposure on social networks like Facebook are going to be increasingly important to small businesses - especially in industries that are already so network-dependent like real estate. Unfortunately, due to the fleeting nature of these sites, the trick is going to be to stay on top on where everyone is. The real danger is arriving too late and finding your audience has already moved on.
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9 Comment(s)
2 Trackback(s)
- From Tame The Social Media Beast — Real Estate Tech Bytes | Jul 7, 2008
- From Internet Marketing for Real Estate » Week In Review: 140 Characters or Less | Jul 30, 2008
heatherelias | Jun 30, 2008 | Reply
Good ideas here…I'm trying to get my arms around how to write a marketing plan incorporating my social media efforts too. Facebook can play such a strong role in that! Off to work on this list… =)
Adam | Jun 30, 2008 | Reply
In what part of the food chain do you think Facebook sits for buyers looking for real estate? Do you think it comes before or after Trulia/Zillow? Also, how many of your past buyers are on Facebook?
I'm a little skeptical that Facebook is the best destination to place limited resources. On the flip side, it does seem that more and more people are using Facebook as a professional networking tool.
widefoc.us | Jul 1, 2008 | Reply
Hello, I work with a company that has just launched a new website for Pronghorn’s Tesana neighborhood. We’re interested in feedback from real estate professionals about the site and the neighborhood.
Our goal is to elicit the idea of elegant, ecological, indoor-outdoor living in an intimate, artistic environment. The properties have spectacular Tom Fazio Golf and Cascade Mountain views, and each comes with a choice of seven Pronghorn-commissioned Bassenian Lagoni home designs. At Tesana, art and soul combine to create an exceptional leisure lifestyle. Prices range from $1 to $1.6 million and homes reflect the influences of Frank Lloyd Wright blended with traditional Tuscan authenticity and luxury.
Would you please visit the website at http://tesanaliving.com and let us know what you think of the site, and what would inspire you to sell homes in the neighborhood? Thank you.
Either add your comments here, or email info@widefoc.us.
Thanks!
msweet | Jul 2, 2008 | Reply
This is how real estate agents can use video for marketing their listings..
ps and you will come home is dedicated to those who offer the ultimate sacrifice in order to preserve all that is right, good and truly American.
MLS# 991170: A mini video that has been written, directed, filmed, and produced by a builder and his agent in Nashville, TN as a means to market the builder's latest project, a majestic American Foursquare located at 1742 Hillmont Drive, Nashville, TN. In the film, a young American Korean War veteran makes his long journey back home after serving his country in battle. He is reunited with his family and inherits all that is right and good in life- the love of his strong family, a special heirloom gift from his proud father, and knowing he is finally home. At the end, he returns the favor to his son, years later.
http://www.youtube.com/watch?v=SdzPhqifcC4
Peter | Jul 2, 2008 | Reply
I have been using Facebook myself for quite a while now. it is a very powerful network that allows you to connect with so many great people. One more thing I would like to add. Facebook has their own, and very targeted, “Adwords” program where you can show your ads to the people in your area, with certain age, who like certain stuff, etc.
Thanks for a great post.
Peter K.
Creator of Real Estate Black Book
Dan- SPS Real Estate Marketing | Jul 3, 2008 | Reply
Interesting post with some great ideas. The only thing I question is these tips value right now. The user demographic on Facebook is predominantly young college students who probably don't need an agent's services at the moment. In a few years, assuming this audience stays around, I think they will be much more receptive to real estate marketing.
chrishanz | Jul 7, 2008 | Reply
Great post… I think facebook will only get more important for agents as the demographic begins to skew older and existing users age. Those positioned well early on will reap benefits down the road as the platform itself matures.
Do you see any value on the app side of things? both something you would like to see made, or something existing that would be of value to agents?
Chris
DL | Jul 9, 2008 | Reply
Chris is right – Facebook is only going to become more relevant down the road. But it is still incredibly important for agents to have an on-line presence today, given how many potential home buyers use the Internet to search for property. As an employee of Long & Foster Real Estate (http://www.longandfoster.com), I am encouraged to maintain and update my own website to make myself more visible to this demographic. And shortly, Long & Foster is going to roll-out an initiative to encourage their agents to begin blogging. Even after 40 years, the company is still on the cutting edge of technology.
GHWaite | Aug 1, 2008 | Reply
Anyone with a brain is going to buy one house and stay there. Anyone without a brain thinks they are going to market real estate in Dubuque or Schenectady or Downer's Grove to a demographic of teenaged girls who send each other “superpokes”.