Real Estate Marketing Academy

Optimize Your Real Estate Facebook for Business Page to Grow Your Brand

By Sandra Manzanares

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Optimize Your Real Estate Facebook for Business Page to Grow Your BrandMastering Facebook marketing for real estate doesn’t mean just setting up a page, posting occasionally, and creating some ads.

Those certainly are all components of your Facebook marketing, but a large part of generating followers, likes, and comments comes from how you optimize your Facebook for Business Page.

Doing so builds your brand personality and recognition, fosters trust that encourages users to engage with you, and allows you to be found in both search engines and within the social application itself.

And, much like your website, a well-designed and thorough Facebook page increases conversion potential and helps you generate qualified leads from the network’s over 1.44 billion monthly active users.

But how do you optimize your Facebook profile? You must engage users with every area of your brand’s page, highlighting your business’s most critical information in an appealing way. Here, we’ll go through steps to grow your brand on Facebook with improved search engine optimization (SEO), copy, visuals, posts, placements, apps, and more.

(Note: If you haven’t yet set up your real estate Facebook Business Page, read our post on how to set yours up before diving into this post.)

Optimize Your Facebook Business Page for Search

When it comes to Facebook Pages, anatomy and content are equally important to being found. Here are ways you can optimize your Business Page to build brand recognition with search engines and users.

Brand Your Page

You should corner the market on your brand’s name on every social channel, but particularly with Facebook. You want something that closely matches your name, company name, or website name — whichever is the primary brand name you use. This happens in a few main places:

Facebook Page URL

After you’ve amassed 25 fans for your page, you can select a custom vanity URL that will appear in search engine rankings and be a simple URL users can type to find your page. This URL should contain your business name (and possibly company function, like “agent”). (For those who already have a Facebook name they’d like to update, note that you can only change your username once, or you’ll have to create a new page.)


This is the name that appears next to your profile photo and builds brand recognition. This area should clearly convey your brand name. Some real estate professionals choose to add their company, location, etc. and that’s fine too. Choose the most relevant terms so users can recognize you and your profession easily, but don’t overwhelm this section with too many phrases, as this can be a turnoff to users.


There’s also a title field, where you can select phrases like “Real Estate Agent” that can increase search potential if someone is specifically searching for agents.

Use Relevant Keywords in Page Info Where It Counts

SEO isn’t just for your real estate website. Using local targeted keywords for your real estate Facebook page also allows your page to be found for relevant search terms. Think about the key phrases that drive organic traffic to the content your audience likes to read on your website. These are focus areas you’ll want to play up on your Facebook for Real Estate Page as well.

Whether someone is searching within Facebook or through a search engine, it’s important that you do search engine optimization (SEO) for your Page. If you’ve optimized your Facebook Business Page effectively, it will rank well in search engine results for those searching for related real estate needs, agents in your area, or your brand directly. This may be a great entry point for early stage leads who are trying to find out a bit more about you before they hit your website. They likely want to see more of your personality and the types of content you post, or even follow you so they won’t have to worry about remembering to go back and find your website later.

Searching within Facebook Graph Search gives users a more targeted search: They’ll receive results indexed within Facebook, related to people (both friends and extended network), pages, posts, hashtags, and locations that are most related to and in context of their search terms. For example, typing in “million dollar listing,” Facebook will infer based on the full search term that a user is likely looking for the hit TV show, and will populate relevant posts, statuses, articles, pages, and more that mention that. Understanding and playing around with Facebook Graph Search will broaden your understanding of how it operates, and how you should therefore optimize your own pages and posts with key phrases your extended network can easily locate when searching for things in your specific community or for real estate advice.

Here are some SEO tactics to keep in mind if you’d like your Facebook page to be found organically:

Start with your About Section.

The photo below from Moz shows the importance of both your Name and About section with regard to how search engines will treat that data, with your name weighted as the SEO title of your page and your About Section treated as the meta description. Additionally, your About section is prominently shown under your profile photo in both desktop and mobile views, so it’s going to receive lots of eyes. Therefore, don’t skimp on really refining your About Section.

Moz Facebook SEO

Image from Moz.

You’ll have 155 characters to explain your company’s main services and benefits. The majority of searches pull information from the About Section of Facebook Fan Pages, so it’s important these include strong key phrases that outline your value proposition and offerings. It’s also beneficial to include your website URL here to increase traffic.

Bonus tip: Add a Featured Video. A great way to increase engagement is highlighting a video right in your About Section.

Facebook About Section Video

You can do this by going to your Videos tab, choosing one of your uploaded videos, and selecting “Add a Featured Video.”

Other Major Areas of Focus.

Above we noted that the majority of searches pull data from your About Section. The secondary locations from where search engine data is pulled are Company Overview, Location, and Mission, so these are the next areas where you’ll want to include a list of target keyword phrases and lots of descriptive text about your company’s value. See more tips for crafting a strong agent bio for social media.

Fill Out Your Profile Completely

Many agents skip fully filling out their Facebook profiles for fear that users aren’t interested in those minute details. This is a mistake, as you can’t really account for potential leads who are vetting your experiences, as well as search engines who are ranking your profile for relevant local searches. The profile field options that appear on your Facebook for Business Page will vary based on the category you chose at set-up. You’ll likely pick from Local Business, Company, or Brand, and if you find that you want to change this later, you can do so within your Page’s Admin settings. Picking a subcategory is optional, but it can build on specificity of your profession or services, and increases visibility in very specific searches.

Let’s recap some of those category options, and some of the fields that will populate for you to complete:

Facebook Page Categories

Image from Hubspot.

Again, fill out everything possible.

The above diagram showed a high-level view of the field options your profile allows. It’s recommended you fill out all pertinent details (as available to you):

  • Address: Where your company offices are located
  • Start date: When your company was founded or when you started as an agent
  • Hours: When you’re available or when the offices are open
  • Short Description and Long Description: Expanded fields where you can document the areas you target, what you offer clients, your unique value proposition, the types of properties you represent, and your history of successes
  • Mission: Include your business’s mission statement here
  • Awards: Highlight any special awards or recognition you’ve received in the industry or your community
  • General Information: Some agents use this for certifications, affiliations, speaking highlights, events, etc.
  • Price Range: Agents sometimes use this field to outline the average prices of homes they represent in their area (this can also help to generate better qualified leads, however, you may want to leave this out if you’d like to attract a wide range of leads)
  • Parking: Detail your office’s parking options
  • Phone: Include your business phone details
  • Email: Where leads can get in touch with you digitally
  • Website: The URL for your main page (See other fields to add additional website domains)

Optimize Your Real Estate Facebook Page to Increase Engagement

Let’s say you and another competitor have equally optimized Facebook Pages — who will rank higher in searches? The brand that has the most engagement — more likes, inbound links, comments, shares, and the like. Therefore, optimization and engagement go hand-in-hand to fuel one another. Don’t stop at filling out your profile: Now you must continually build upon your profile to get users excited to interact with it. Regular posting, smart use of calls to action, and lots of visual and interactive elements on your page can help your content appear more often for users, and can increase the frequency with which folks visit and stay on your real estate brand’s Facebook Page.

Visually Brand Your Page

Striking design enhances users’ experiences with brands. This is as true for your Facebook Page design as it is for your website. Portray yourself favorably with professional, polished, relatable photos and art, and you’re more likely to see a growth in user engagement on your Page.

Profile Photo

Grainy, low-res, unprofessional, or random real estate photos won’t do for your profile photo. Aside from sizing restrictions (your photo should be 180 x 180 pixels and will be displayed by Facebook at 160 x 160 pixels), your photo should represent your brand. If you’re an individual, a headshot is great. If the page represents your company or a team, a logo can work well. The ideal here is that your photo or image be something like looks good when it’s reduced to 100 x 100 pixels in the News Feed, 86 x 86 pixels next to Timeline posts, and even smaller on comments and on mobile views.

Cover Image

The cover image is likely the most important visual element on your Facebook real estate page. It prominently fills the top portion of your profile and will convey your brand powerfully. The first rule, but an important one, is sizing. Cover images should be 851 x 315 pixels, and if uploaded too small or not in those dimensions, you’ll risk having a stretched, distorted, or grainy photo — which will immediately take away from its wow factor and your brand’s professional polish.

When considering what to put as your brand’s cover image, here are some ideas:

  • Focus on what you stand for by highlighting your personal brand story
  • Showcase a beautiful listing preview
  • Offer a beautiful park, mountain view, or seascape
  • Highlight your motto, a quote, or a branded hashtag

Don’t spend too much time worrying about finding the perfect photo or graphic, as these can — and should — be updated regularly to keep users engaged.

Here are some great Facebook real estate cover image examples:

The Corcoran Group

Facebook Cover Image Corcoran Group


Facebook Cover Image SFGate

Inman News

Facebook Cover Image Inman

Portfolio Luxury Real Estate

Facebook Cover Image - Portfolio

One Sotheby’s International Realty

Facebook Cover Image - One Sothebys

Prudential Real Estate

Facebook Cover Image - Prudential

Arizona’s Association of REALTORS

Facebook Cover Image - AAR


Facebook Cover Image - Trulia

Douglas Elliman

Facebook Cover Image - Douglas Elliman

Want to see more beautiful examples from other brands? Look here and here, and also check out some rules of thumb that can help you avoid copyright infringement.

Once you’re ready to make your cover image, there are plenty of programs that will help you through this process, like Canva, PicMonkey, Adobe, or Pagemodo.

Develop Compelling Posts

Great Facebook pages are created with a steady stream of compelling content. You must post valuable articles, ideas, photos, and videos regularly enough to stay top-of-mind with your followers.

The anatomy of a post typically consistents of:

  • Photo/Video: Visual posts still get the highest engagement, so try to include visuals in most of your posts. You can also feel free to tag your brand in relevant photos, as well as leads who might be interested in the content.
  • Text Description: Always include a description or introduction for your post. The first 18 characters also act as a meta description for search, so use keywords to help users easily find your posts.
  • Link: Provide a destination link, preferably to your website, where users can continue the experience. Services like will allow you to track and monitor clicks.
  • Hashtags: While you don’t want to overload posts with hashtags, a sparing use of these for highly relevant terms can help your posts populate in searches.

SEO tip: Above we discussed Facebook’s Graph Search and how that impacts the results that populate when users search within Facebook. Remember to include any major keywords or pain points affecting your audience with your posts to increase chances your content will be shown. You can do this through the description copy, shared article titles, hashtags, tagging, and more. Optimize each of your posts accordingly to connect to your leads’ needs and interests.

The key to mastering Facebook engagement is posting a strong mix of directly related and indirectly related posts — both personal and professional — that refer back to your position as an informed agent.

While you’ll want to focus on content from your blog, listings boards, and open houses, you’ll also want to post fun memes that your leads can identify with, great shots of your community, restaurant reviews, local news, and even ask questions of your leads, like which kitchen layout they’d prefer between two of your favorites.

Don’t be afraid to show off your personality (so long as you’re still professional). Also, check out our guide to posting on social media to see what other posts work well on Facebook, and see other accounts that are doing things right when it comes to getting users excited.

Bonus tips:

  • Sharing posts from other locations, like Pinterest, can also help keep users engaged on your page, so integrate other social channels to post directly to your Page.
  • Pin important posts (as necessary), like an event or ebook download, to the top of your feed so users see them first.
  • Test out different post times and days, so you can find the sweet spot when most users will see your content. You may need to also adjust how often you post. For some brands, that means posting once a day, while others post multiple times a day. Monitor your page’s analytics to determine how often people are interacting with your page, and adjust accordingly. Use our social media scheduling guide to help you plan out when to publish your posts.

Effectively Use Lead Generating Features

There should be a strong connection between your Facebook page, your real estate website, and your business, so at every juncture, whether using an app extension, a button, or a link, you should be getting users to your homepage, content, or emailing/calling you.

Post important data in multiple places.

Whether it’s your phone number, email, or website URL, make sure your important contact information appears not just in bio sections, but in posts, photo descriptions, and additional descriptive areas. This will increase your opportunities to have conversations with leads.

Customize the Call to Action button.

We’ve written extensively about using calls to action on your real estate website, emails, advertisements, etc., but did you know that Facebook offers you a prominent CTA button on your Facebook Page? This appears on the bottom right corner of your cover image, and provides another option for a user to interact with your brand.

Facebook Call to Action Button

You’re able to edit your call to action to get users to sign up for your newsletter, get in touch with you, watch a video, and more.

Facebook edit CTA button

Attract former clients to your ‘Reviews’ section.

Positive real estate reviews help you leverage customer satisfaction to build trust with leads and convert them into clients, and are also very helpful for SEO visibility. While any client has the ability to post in this section, proactively manage your brand’s image by requesting reviews from former clients. If they’ve already chosen to do one on Yelp or elsewhere, ask if they’d write a few words and give you a rating so your followers have a sense of their impression with your services. Then, make sure this section is displayed high on your page (see below about section positioning).

Build Personality with Added Features

Keep your followers and page visitors interested in your page by using some of the built-in features your Facebook Business Page offers:

Create photo albums.

If you post an original uploaded photo or graphic to Facebook, or if you’re tagged in someone’s photo, these will be added to your Photos tab automatically. But, creating albums that are dedicated to your services, listings, or surrounding community can also help keep users engaged on your page.

Then, add descriptions to those photos.

Many people don’t realize that adding descriptions and links to posts can help increase their being found in Facebook Graph Search, and get users to click through to your website. Additionally, if you’re creating an album, use key phrases in both the title and description of the album, and geotag the location as well.

Bonus tip: Add descriptions and links to your profile and cover photos that click through to your website, listings pages, blog posts, etc.

Upload videos.

As of last year, Facebook video views were averaging 1 billion views a day, so there’s no doubt that video engagement on Facebook can help you grow brand awareness and draw a strong following. You can showcase these as posts or upload them directly to your video section. Use the same tips as with photos — optimize your video posts with detailed, keyword rich descriptions, and links to additional resources on your website.

Here, Social Media Examiner offers pro tips on developing great brand videos that will work well with Facebook audiences.

Add tabs.

Tabs appear as the top menu options underneath your cover image and are another element on your page that encourage users to engage with your brand. Some businesses use tabs to showcase photos, videos, and other social sites (like Twitter and Pinterest), but you can also use them to advertise services like free home valuation, newsletter sign-ups, ebook downloads, etc.

Integrate apps.

Facebook Apps give your page additional functionality to simplify tasks like getting newsletter sign-ups directly to your Mailchimp account, making appointments that sync with your calendar service or CRM, or market event invites from a third party.

Search through the Apps section in Facebook to see what might be pertinent for your audience. Choose 3–4 that are helpful to you and your audience.

Like other pages.

While it may seem counterintuitive, liking other Pages on Facebook can help leads and followers infer a sense of your personality. Think of it as meeting a new person and finding out you both have the same taste in music — you’re much more likely to engage with that individual and see if they’ll develop into a friend.

It’s just as helpful for users to know what you value as a brand. “Like” some pages that are helpful to you and your followers, such as home decorating and renovation pages, real estate industry news outlets, and local publications or businesses.

Comment on posts (your own and others).

Don’t forget that part of being successful on social media is being social. As users comment on your posts, respond back in a timely manner with in-depth feedback. Additionally, as you follow other Pages’ content, comment and add insights there as well. You should be an active participant in the Facebook experience, not an automated machine.

Reposition Features on Your Page

Placement matters. Most people will visit your Page’s main view and may not click around to other tabs or albums, so it’s a must that the important details appear on your main page.Additionally, where things are positioned on your front page matters, as the top of the fold information (the part seen in the browser without scrolling) will get the most eyes.

Additionally, where things are positioned on your front page matters, as the top of the fold information (the part seen in the browser without scrolling) will get the most eyes.

So, let’s say you haven’t installed any important apps yet, but that section appears right below your bio (highly visible), it’s time to hit the edit button and move it down below, say, your robust reviews section.

To move sections, hover over the top-right arrow (>) of the section. A little pen symbol will appear and a pop-up that says “Manage Sections.”


Hit that, then drag and drop the sections in order of preference, and click save. Preview how it looks on your profile to ensure you have the layout you want.


Bonus tip: Think about SEO here as well. The About section and Reviews should be more prominent because they contribute to search and engagement at higher rates than the “Posts to Page” section, for instance. Make sure the areas of higher importance receive higher positioning.

Generate Inbound Links

Increase rank by linking to your Facebook page in other areas, like your website, emails, and blog. This will ensure that folks are visiting (and hopefully liking and engaging with your page), and will signal to search engines that it’s a high traffic URL, increasing your SEO potential.

Have a personal Facebook page? Cross-market it with your professional one. This post focuses on Facebook for Business Pages for your brand, but many agents and brokers open their personal Facebook profiles to leads and customers as well.

If you’re hoping to use this tactic to increase lead generation, make sure you’re using the same relevant terms and keywords there to attract audiences as well. You’ll also have a larger space in your personal profile to create a robust, detailed bio.

You can certainly reuse some of the details from your website bio, but use inviting copy to make this bio more engaging for the platform.

Make Adjustments for Mobile Design

Facebook notes that 1.25 billion of its 1.44 billion active users are coming through mobile. That’s a huge mobile audience interacting mainly through the app itself.

Keep in mind, then, that your profile can look very different when squished into a mobile framework than it does on the desktop. Have text in your cover photo that’s fairly small, a profile photo of a detailed home, or a very long About section? These can all be obscured or cut short when viewed from a mobile app.

A simple fix is previewing your Business Page on as many devices as possible to get a preview of what it will look like for the average user, making sure photos and descriptions aren’t being cut off, and that important contact information and URLs to your website are visible without having to scroll.

Use Insights to Determine Improvements

Monitor your Pages’ analytics data through the ‘Insights’ tab in your Admin Portal. This will reveal how your Business Page is performing in likes, reach, and engagement.

You can also add competitive Pages to Watch, an area that tracks competitor data so you can see how others in your industry are performing in comparison to your Page. If they’re exceeding you in likes or engagement, inspect their Page and see what you can learn from their approach.


real estate Facebook marketing

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