Kicking It Up a Notch
How to Engage Your Facebook Audience
Perhaps you've jumped on the social media bandwagon and created a Facebook page with the hopes of increasing your business. You've been faithfully posting your listings on your page for the last few months, yet not seeing a lot of results. What could you possibly be doing wrong?
It turns out that consumers are more Facebook savvy than you may think. To engage your audience, you've got to do more than just posting your listings. In one word, it's boring. In a world where one person is practically climbing over another to be that next "viral" sensation, you've definitely got to kick it up a notch if you want your Facebook page to garner the attention that you want.
Carefully Planned & Consistent Postings
The first rule of thumb is to be consistent. You can't post one listing a week and expect to gain anything from it. You've got to post relevant, fun and interesting content two to three times a day. One of the best features of Facebook pages is the ability to schedule your posts. In as little as 30 minutes each morning, you can set up your posts for that day—for instance, at 9 a.m., noon and 8 p.m. Add your text and image, and then click the dropdown arrow next to the "Post" button to see the "Schedule" button:
You can pick the date and time you'd like that post to publish. Your audience won't know that you've scheduled it ahead of time; it will only look like you're there, watching your "store," so to speak, and engaging with them.
The second thing you'll want to do is to respond to every single bit of activity on your page. If you post a photo that get a lot of "likes," you can comment with something like, "So glad you all liked this photo!" or whatever response fits your personality. If someone asks a question on your page, be sure to answer it quickly. If you receive a comment on something you've posted, respond to it and like every comment, too. People will tend to get more involved with your page and what you post if you show that you're listening to them. It also gives them an idea of how responsive you will be if they hire you to help them buy or sell a home.
Ideas for Facebook Postings
Now that you have a couple of the basics down, what do you post on your page? Here are a few ideas to get you started:
- Articles – You can find thousands of real estate-related articles online to post on your page. Info about home remodeling, decorating ideas and space-saving tips all make great posts for your page. Be sure to give proper credit to the original source when posting.
- Cartoons – Although you want to use these sparingly, if you find a funny real estate cartoon that you'd like to share, go ahead and post it. Make sure, though, that it is G-rated humor; you never want to even risk offending anyone.
- Images with Text – Motivational or inspirational sayings tend to get shared often on Facebook, so posting these once a day is a good idea. You can find literally thousands of ideas for these on Pinterest. When it's shared by your "fans," that's even more people your page is reaching, too.
- Video – If you have a smart phone, you can easily create a video "tip" or even a quick walk-through of a property. Be sure to keep the video short but entertaining. By seeing you on video regularly, your audience will feel like they know you and thus, more apt to get in touch when they need something or have a question about real estate.
- Avoid Plain Text – Just posting a quote or a sentence or two will not do much for your page or for your audience. Always include an image or a photo along with your text for maximum exposure and engagement.
- Your Listings – Instead of posting just a link to your newest listing, post the photos with a short bit of text about the home and a link to see more. You'll see in this example, a link to the listing was posted, and only 12 people were reached:
However, here we added the photos separately and gave a link to the listing, and 131 people were reached:
If you'd like to see a page in action that follows all of these ideas, check out this page that I've managed for one of my clients. Yes, you can outsource your Facebook page to a virtual assistant! In fact, this is a perfect solution if you're short on time or are not sure what to post.
Now that you've got some ideas for your Facebook page, it's time to take action. Remember to be consistent with your postings and ensure the content is relevant to your audience. With a little thought and creativity, you can have a page that people will look forward to engaging with every day.
Ann Brown is a professional virtual assistant and president of www.virtualadminsplus.com. She has more than 20 years of marketing and sales experience and has worked with REALTORS® around the country for 10 years.
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