SOURCE: blog.homespotter.com by Aaron Kardell on November 16, 2018
Are your open houses, email campaigns, and website not getting as much traffic or traction as they used to? There’s no doubt that there’s a lot of value in these tactics; they’re all proven ways to attract new customers. The issue is your audience is spending more time in places you aren’t targeting enough. Specifically social media.
With the number of users on social media growing every year, platforms like Facebook, which has 2.23 billion monthly users, offer a prime opportunity to get in front of more of your target audience and generate more leads.
Use your Facebook page as part of your multi-channel approach — in addition to running ads, generating website traffic, and staging open houses — to get creative and find new ways to interact with users.
To get you started, here are 50 real estate post ideas to use on your Facebook page.
Polls and quizzes require your audience to actively take part and share their opinion. This requires them to do more than just like a post and move on without digesting the information.
Large brands like Coca-Cola and Starbucks use polls because they “allow people to express their opinions and be part of the conversation.” Plus, users can see how their options stack up against other people’s.
Polls and quizzes also give you insights into your audience’s preferences and help you understand the customer experience. That’s what’s so great about using polls and quizzes in real estate posts; they offer immediate insight into what your audience likes, doesn’t like, wants more of, and more.
Use the data you collect from the poll to:
You’ll be able to create a more focused social media strategy because you know what your audience wants.
People love getting something for free. An MIT research paper found that“the word ‘free’ gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.”
Use your real estate Facebook post to give something away for free. For example, a home evaluation, home staging service, or gift.
Contests also give your lead generation efforts a boost. Ask people to follow your page for a chance to win or ask them to sign up to your email newsletter to hear about even more exclusive contests.
Take your contest one step further and use a branded real estate hashtag to track your campaign’s performance. For example, you’ll be able to see other posts that include the hashtag.
When a new customer buys a house, take a picture of them in front of their new home and post it to your page. Tell people a story about who these customers are, what city they bought in, and a little bit about their journey to becoming homeowners.
Another option is to post images of all the homes you’ve sold in the last month to show potential customers your success rate.
We live in an age where people like to research online before they commit to a purchase. For example, 95% of millennials searched website listings during their search for a new home. So when potential customers find your Facebook page, they want to see more than just listings. They want to hear about the experiences of people who’ve worked with you, see customers in the types of homes they’re also looking for, and see if you’re able to close deals.
Take the time to tell stories about real customers because this gives your audience an insider look into who you are as a real estate agent and how you work with customers.
Videos posted on Facebook generate an average of eight billion views per day. On top of this, video posts have a 135% higher organic reach compared to image posts.
Clearly, people are more likely to engage with videos that resonate with them on your real estate Facebook page compared to text or image posts on Facebook.
The next time you’re at a community event, at an open house, or taking a family on a tour of a house they’re interested in, either start a live video or record the event and post the video later.
The video doesn’t have to be polished; it just has to show you behind the scenes. People can buy a house from any real estate agent; they’re more likely to choose you if you show them how involved you are in the community, the industry, and how you interact with customers.
To avoid having your page feel as though you’re only trying to sell properties and not cater to the needs of your audience, share a post with a special offer.
For example, offer a giveaway like this example that incorporates the time of year and information followers are likely to be interested in. Timely giveaways offer your audience something they can use immediately — like home decor for the fall.
To grow your audience, ask followers to tag two or three people for a chance to enter the draw. Once you’ve made the draw, ask the winners to share pictures of themselves enjoying their prize. This shows other visitors to your page the types of giveaways they can expect from you and creates a sense of fear of missing out — FOMO — which will encourage them to take part in the future.
Before each open house you host, post a video walk-through of the property. Use Facebook Live or upload a short video. This way, buyers who can’t make it to the event can at least speak with their real estate agent to book a private viewing.
Keep in mind that 65% of the population are visual learners and 90% of people use videos to help them make decisions. If you’re trying to sell a home quickly or want to get as much exposure for the property, then share a video of the listing.
Listings don’t have to be limited to your website. Continue to post listings there so that web traffic has quick access to listing details, but also post a summary of your listings on your real estate Facebook page.
The benefit to this is the amount of traffic you’re likely to get on Facebook vs. your website. As mentioned earlier, Facebook has over 2.23 billion monthly users and while all of these users aren’t part of your audience, you can use tactics like hashtags and ads to attract people to your Facebook page and posts.
Highlight the best selling features and like the example above, include your contact information in the post so that users don’t have to go in search of it if they have a question for you.
Do the neighborhoods your properties are listed in have amenities that appeal to your target audience? For example, twenty-six percent of assisted living customers, 38% of customers who live independently, and up to 53% of seniors living in apartments say that a neighborhood’s walkability is important to them.
If you work with baby boomers who want to downsize and move into a smaller home, do you target neighborhoods that offer trails and parks that homeowners can walk?
With this approach, instead of scrolling down your page without absorbing any information, visitors to your real estate Facebook page are more likely to stop and click if they see that you offer something that they’re looking for.
Similar to posting images of key amenities and features in a neighborhood, another real estate post idea is to also include images of businesses in the area. For example, if there are banks close by, shopping centers, or fitness centers, add pictures of these to your Facebook page.
What’s most important is that you figure out what your audience is looking for and then show them that you have listings near the right business amenities. People in the early days of their search for a new home are looking for a real estate agent to work with, so if your posts show them that you understand their needs, they’re more likely to want to work with you.
To make your images stand out, consider using a drone to take pictures. Instead of only posting pictures that have been shot straight on, the drone allows you to capture birds’ eye aerial views as well.
Some of the traits customers look for in an agent are:
One of the most important traits on this list is your ability to showcase your knowledge of the industry. If you have a blog that you update regularly, set up your blogs to automatically post on your Facebook page.
Share topics you know your audience cares about — like how to get a mortgage, changes to the market, what to look for in a home inspection — to encourage them to stop scrolling and read.
Use the description to ask a question, post a stat, or include a controversial comment to get visitors’ attention. The idea is to get as many people to stop, click-through, and read.
For first-time buyers, the process of buying a home seems intimidating. First buyers have to decide on what they’re looking for in a home, get pre-approved for a mortgage and set a budget, find an agent, find a home they like enough to bid on, submit an offer, and negotiate.
To help make the process seem a little less confusing, share tips with buyers. For example, once a week in the form of an educational series, share tips about the best time to lock in a mortgage rate, amenities to look for in a condo, and more. Or, like this real estate post, share informative articles that come packed with tips for the demographic you’re targeting.
Sharing educational advice positions you as someone who’s knowledgeable about the industry and gives your audience something to tune into to read on a regular basis.
Your Facebook page has an information section where you can post details about your business. So when people land on your page, they know where to find you and how to contact you.
Another way to share your business information is to post about it. In this example, the image includes a short summary of what the real estate company offers and includes a picture of their office.
Create a series and post new “Did you know?” information once a month. This way, as visitors scroll through your page, they see a theme and the information tells a story about who you are and what you do.
The more personable information that you share with your audience about yourself and your team, the better. Your audience wants to get to know you as a person before they work with you. This builds trust and creates a strong connection between you.
Successful social media management requires you to post regularly — at least once a day on Facebook. An active account shows your audience that you’re engaged and encourages them to keep coming back to see what’s new.
There’s pressure to keep coming up with new, relevant content that isn’t just an endless string of listings.
One option is to start a regular series. For example, once a week, post a feature home to your page and include key features your audience will appreciate. This tactic does three things:
Incorporate a hashtag like this example does. This way, depending on what people are searching for on Facebook, your content will appear in the search results.
Staging homes to showcase their key features is a big part of getting your properties sold. In fact, 88% of staged homes sell in less time and for 20% more than homes that aren’t staged.
While staging is worth the extra effort, it can cost anywhere from a few hundred dollars to a few thousand.
Offer your audience value by sharing tips on how to stage their homes without breaking the bank. Post pictures of different rooms in the house and use the description to point out features that help the room stand out — like the paint color or the lack of clutter.
Remember, your audience is doing their research online long before they contact you. They’re reading blogs, checking bank rates, and researching different neighborhoods.
Help them with this process by sharing whitepapers. For example, share a market report for seasoned homebuyers. If this is your target audience, they’ll appreciate the easy access to information to help them make their buying decisions.
Simply post a link to your website and ask for an email address in exchange for the content. If you’re sharing valuable information, it won’t take long to build your email list so that you can begin to nurture the relationship with email marketing.
All business pages on Facebook have a “Reviews” section that allows users to leave comments and recommendations for other visitors to your page to see.
However, visitors to your page might spend most of their time on the home page vs. clicking over to other pages. To make sure that these users see what current and past customers have to say about you and their experience, turn your testimonials into posts.
Like this example, create a post theme for the format and colors you use so that your testimonials stand out on the page and are easy for users to read. What’s also great about this example is the link back to the website to drive new traffic there to not just see more testimonials but to browse the entire website.
Not all of your posts have to be business related. Have fun and post occasional memes that speak to an aspect of real estate your audience will understand and appreciate — like this one:
Memes have risen in popularity over the last few years primarily because they “capture our attention, inspire a sense of belonging and connectedness with the person who shared it with us, and encourage us to share with others the meme and the collective experience of viewing it and relating to it.”
This particular meme was shared over 800 times. Think about the amount of traffic that attention will drive back to the original post. If there are more relatable memes and content on your page, people who are new to your page will be encouraged to stay a little longer.
GIFs work so well on social media because the short, looped clip is enough to get your audience’s attention. GIFs are informal, personable, and help you make a connection with the people that stop to view them. Your audience has a short attention span so incorporate GIFs throughout your feed to get your audience to stop scrolling and watch.
Choose the right GIF to share and your audience will want to keep coming back to your feed to see new content.
Examples of relatable GIFs are a For Sale sign turning into a Sold sign; a graph showing how many customers you’ve helped that year or how much extra money you’ve helped sellers make; or a door opening to announce an upcoming open house.
There’s so much you can do with GIFs, so get creative.
Videos are a powerful way to capture the attention of your audience, so in addition to posting your own videos, share the videos of others as well.
If a bigger real estate company that you personally follow recently released a video, share it on your page.
This way, people can see that it doesn’t matter where the resource comes from; you will share as much relevant and valuable information with them as possible.
Have you and your team launched a new campaign in your community? Have you helped a record number of buyers find the perfect home? Were you or your team recently mentioned in an industry publication?
If so, share this on your Facebook page. Like the example below, this kind of real estate post shows how engaged you are with your community. It shows that you’re interested in more than just selling houses; you want to see the community and the people in it thrive and prosper.
When you publish a post, keep in mind that only a fraction of your audience sees it before you post something new. Your audience is online at different times and as a result, they see different posts on your page throughout the day. People will see some posts and not others. The more reach you have, the more traffic you’ll generate to your page.
One way to increase the reach of your posts is to repost some of your content. For example, let’s say there’s been a home on the market for several weeks. Repost the original listing but update the description to list new features and details.
This way, the post looks new when it’s still for the same property. Share the post another one or two times to make sure it gets as much exposure as possible without annoying your followers.
This listing post was shared three times over the course of a week. The first post promoted the new listing and the accompanying virtual tour.
The second post for this listing included fifteen images of the property along with a detailed description of the house:
The last post encouraged users to request a personal tour of the property:
Over 50% of adults online create and share content like pictures and videos on social media. This amount of user-generated content gives you a wealth of resources to turn to so you can connect with your audience.
Your audience is creating content anyway and “if you’re not curating it and showcasing your customers, you’re missing out on brand equity.”
Share content that your audience creates — either with their camera, on Instagram or on Facebook — to improve engagement on your page, increase conversion rates, and allow your page to stand out compared to your competitors.
If you have any customers who are currently undergoing renovations to either make their homes ready for sale or update their homes after purchase, post pictures of this online.
For example, show the before-and-after images and explain what updates were made to the property — increase in value — and tips to how your audience can update their own homes.
This ties in with the previous idea. Create a post for each room of a house and include ways sellers can make each room more appealing to buyers.
What’s great about the example below is it leads with a question to grab audience attention. Then it offers an invite for followers to find out more on their blog. With this approach, the audience is both drawn in by the question and given the opportunity to browse a website to see even more information.
As the weather starts to change, homeowners are looking for ways to protect their homes against the elements. Keep in mind that not all of your audience is looking to buy or sell right now. They may be happy for now and aiming to sell in another two to three years. If that’s the case, give these homeowners a few tips to help maintain their home and secure its value.
In addition to blog posts, post one-off tips. For example, in the winter, remind homeowners to turn off the water supply to their garden hoses and to drain the pipes. This will prevent water freezing and bursting of pipes in the winter time.
When you have a special offer, remind users about it more than once. Share a preview or tease regarding the discount or special offer the week before your campaign starts. Then share details about the offer again when the campaign starts and share again after the campaign ends.
Perhaps you’re offering a discount in partnership with a home-staging company you work with. Or you’re offering a discount on home evaluations. Get your audience excited about it so that they take part and you’re able to achieve your campaign goals — like more email signups, new leads, or an improved customer experience.
If you’re offering a free event like this example, post about it multiple times to remind users and to boost your attendance numbers:
This example of a real estate post idea is less about a type of post and more about the types of CTA buttons available to use for each of your posts and even your ads.
This is important to note because different kinds of posts will require different kinds of CTAs. What you choose will determine how likely users are to click on your content to do what you’re asking of them.
Give people a clear direction on what it is you want them to do next. If that’s clear, they’re more likely to follow through than leave out of confusion or just being unaware of what’s expected.
Tell your audience what to do, like with this Zillow ad that gives users the option to start shopping for their next home:
Promote events that you’ll be attending like a home-and-garden show for customers or events happening within the city.
These events don’t have to be related to your business, but simply give your audience ideas of events happening in and around their neighborhood.
In addition to an event post, create an event within your Facebook page so that it also appears as a post on your page. The benefit of doing this as well is you’re able to track how many users will be attending.
Events are also a great opportunity for you to network and meet potential customers offline. Use this time to answer questions, talk about market trends, and get to know your audience. The focus shouldn’t be trying to sell anything at this point but instead attracting new leads to nurture a relationship with over time.
If you’ve sold a lot of homes or helped a record number of customers, show this information in the form of a simple graph. For example, show year-over-year growth to demonstrate the difference so that users see how good a job you’ve been doing at selling homes.
Graphs can also be about what’s going on in the market right now, like interest rates and housing trends.
Use graphs as an alternative visual to text only or text-image post to get users to stay on your page longer.
Let’s say you’re hosting an event and want attendees to register beforehand. Create a post explaining the event and add a link to a sign-up form on your website.
This approach does three things:
This type of post helps bring awareness to the types of services you offer and helps you generate lots of leads. In order for this approach to work, take some time to research who your audience is and what types of events they’re interested in. Events can be educational, social and anything in between as long as they’re relevant and something users don’t mind exchanging their email address for.
If your main goal for posting to Facebook is to drive traffic back to your site so that your audience can see more of what you have to offer, then add a link to your website with a description of what you can do for customers.
At the beginning of each month share a calendar of the events upcoming that month. This gets your audience excited about what’s to come, it keeps them informed and it gives you fresh content regularly throughout the month as you post reminders closer to the day and a follow-up afterwards to let the audience know how each event went.
Leading up to each event, post a picture and event details, do a live video from the event, and encourage attendees to post their content so you can share it on your page. Combine these tactics to help keep users engaged and informed about what you offer.
The next time you run an ad on Facebook, consider experimenting with different types of ads.
Slideshow ads are like short videos designed to introduce a product or service to users. A Carousel ad rotates up to five pictures at a time per ad.
Instead of showing multiple properties using these types of ads, show one property per ad and show images from different parts of the home to give viewers an idea of what to expect.
The benefit of using these types of ads is they offer users a more thorough look at a home before booking a private tour or visiting an open house. They know early on whether or not the house has the potential to meet their needs.
Share any relevant housing groups in the area to act as a resource to your audience. For example, if a new facility opens up, or there’s a debate about where to put a planned project, post about it and encourage your followers and visitors to get involved so that they have a say in the matter.
The focus with these types of posts is to educate and inform users so that they’re aware of what’s going on around them and what affects their ability to buy or sell homes.
This tactic also positions you as someone who cares about the community and is informed about what’s going on within it.
When you post a home for sale, include the price so that your audience immediately knows whether or not it’s something they can seriously consider buying.
The last thing you want is for interested buyers to walk away because the price is more than they expected. Give all of the valuable information up front so that your leads are warmer and better qualified.
Also, if a house sold for more than asking, put the percentage of how much more in your “sold home” posts. Buyers who are familiar with the area will use this to get an idea of what homes actually sell for in the neighborhoods they’re interested in.
If someone bought a house for less than it was listed for, then post about it. Include a call to action reminding people that they can contact you if they’re looking for the same results.
Share personal celebrations with followers and users. For example, if an agent welcomes a new baby, show behind-the-scenes pictures of the baby shower you threw for them.
If you’re prepping for an open house, show pictures of you putting up your signs or talking to interested buyers. Think about what you do on a daily basis and post about this on your Facebook page. This approach shows users who you are as a person, makes you seem more approachable, and not just a business person trying to sell something.
Show customer appreciation by sharing key milestones: like how long you’ve been serving the community, your 100th customer served, or even an industry award you’ve won.
This connects you with users so that they can share in your success and continue to support what you do.
Buying a home can be stressful. From securing a mortgage to engaging in multiple bidding wars only to lose out on a dream house, customers have a lot of frustrations to face.
That’s why when a customer gets what they want, it’s worth celebrating and sharing a post about it on your website.
Share an image of someone walking into their new home for the first time or standing in front of it with their family.
Another way to show your engagement and commitment to your community is to partner with causes that matter to you.
If there’s a need within the organization, a special event or an offer, share the details with your followers and visitors.
Just like with this example, share hashtags so that users can find more related posts and either get involved or support the causes.
In addition to general posts, in 2016, Facebook launched a fundraiser feature that lets you create fundraiser pages for verified non-profits. When you create your fundraiser page, share a link in one of your posts, so that users can support it.
Research shows that the best month to buy a house is January. By this point, houses have been on the market for an average of three months, which makes them good candidates for a price reduction.
When you reduce the listing price for your properties, share a post letting prospective buyers know.
What’s great about this post is the use of emojis to highlight the most important information in the post. Users’ eyes will be drawn to it to find out more.
Also included are images of the property to remind buyers of the value they’re getting.
If you work in more than just residential real estate, use your Facebook posts to share other services you offer.
This way, you’re able to attract more than just residential customers and expand to serve renters and customers looking for commercial properties.
It’s important to get as much attention as possible for new listings to improve your chances of selling them quickly. One way to do this is to stage a home and invest in a professional videographer to film the property.
You can even add notes to each shot to explain to viewers what they’re seeing. Eighty-five percent of videos on Facebook are viewed without sound, so use text throughout the video to make it clear to viewers which features stand out in each room to keep them engaged.
If you’re primarily available at certain times during the day, then let users know that. There’s nothing worse than a customer trying to contact an agent and not getting a response when they expect one.
Share a post that outlines your availability. Share it a few times a week because the more you post, the lower down in your feed posts get. So no matter if visitors to your page are seeing it for the first time or someone else needs a reminder, make sure your hours of availability are obvious.
In 2016, Facebook released their color background feature. Choose a bold background color with contrasting text that stands out on your page to attract user attention.
Facebook Messenger now has over 1.2 billion users with 1 billion messages sent between people and businesses every month. Users expect to be able to communicate with you in real-time, so make sure that you not only have a Messenger button at the top of your page, but that you post about it to remind new uses that this feature is available on your page.
Facebook business pages come with standard tabs you can use to show different types of information to users. For example, you have access to tabs like Reviews, Photos, Offers, Videos, and more.
If you want to show more customized content, Facebook lets you create custom tabs. For example, create a tab that shows all of your featured properties. Once a week, post about your custom tab to remind users that it’s available for them to use to find properties.
The benefit of having custom tabs and posting about them is it makes it easier for users to find what they’re looking for vs. scrolling through all of the information on your Facebook homepage.
Similar to a custom tab, create a tab that lets users search your property listing from your Facebook page. This way, they don’t have to leave Facebook to get the information they need. They’re more likely to follow through on their search if they don’t have to leave where they spend the most time online.
Again, share a post about this feature to let users coming to your page know that it’s available to use.
Remember that the majority of the population are visual learners — that’s 65% of people. To make your page inviting, share high-quality profile and cover photos.
Your posts don’t all have to have the same polished look, but the first thing people see when they land on your page are your profile and cover photos.
In addition to all of the posts you’ll make on your page, make sure that your profile is complete. Include the most relevant and important information first so that it’s immediately clear to visitors how to contact you, how to access your website, who you are, and what you want to help them achieve.
While this option isn’t technically a post, it contributes to the overall success of your page. Customers want to be able to get the information they need very quickly and a complete About page helps with that.
To be seen as a trusted resource in real estate, don’t hesitate to share links to other Facebook pages and company websites. They don’t have to be other real estate agents, but other businesses that you partner with.
For example, if there’s a particular bank rep you’ve built a rapport with, add a link to their Facebook page and website. Recommend them to people who are looking for a mortgage per-approval and when they have special offers and programs, share the details on your page.
The companies you partner with can do the same thing for you to drive traffic back to your page as well.
Use the colorful background to ask people to join your mailing list. Choose a bold color like red or yellow so that as people scroll down your page, these types of posts stand out immediately.
Include a link to your newsletter sign-up page, so that it only takes one to two steps for users to complete the process. The easier sign-up is for users, the more likely they are to do it.
As you can see, there’s no shortage of real estate content to post on your Facebook page. Pick the top ten options you can implement immediately and create a social media calendar so that you can plan out what you’ll post and when. This will help you to be consistent so that people know what to expect and when.
The more you experiment, the better. You’ll get more attention, drive more traffic back to your site and generate more leads as a result.