Real Estate Marketing Academy

The Step-by-Step Guide to Setting Up Your Real Estate Facebook Profile

By Matthew Bushery

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Facebook for Business page profile setup guide

In 2011, roughly 80% of real estate agents were using Facebook regularly as part of their real estate marketing — nearly double the amount using the next most-popular social media channel. Given how much the social network has grown as a tool for real estate professionals since that time, that figure has likely grown quite a bit.

However, there are still some agents who have yet to take advantage of all that Facebook can offer their businesses. There was a 30% increase in brand interaction on the site from January to June, according to Social Bakers. Agents who ignore stats like this are missing out on a prime engagement opportunity.

New real estate agents get started every day, meaning there are industry beginners who need to create their Facebook business profiles. Additionally, there are experienced agents who haven’t joined in on the social media revolution, or who are not optimizing their page the right way, and are missing out on a prime brand awareness and lead generation opportunity.

Whether you’re a new or veteran agent, use this simple step-by-step process to set up your real estate Facebook profile. And when once you’ve launched your page, use the tips below to learn how to optimize your page accordingly:

Starting Your Real Estate Facebook Profile

1)  Log in to your personal Facebook account.

Since one-sixth of the human race is an active monthly user of Facebook, we’ll assume you have a personal account. (If not, you can create one quickly on the homepage.)

2)  Go to “Create a Page.”

After you’ve logged in, go to the scroll-down menu located at the top-right corner of your profile and select “Create a Page.” That will take you to the page below:

Facebook create business page profile

If you have a physical office that gets lots of walk-in traffic, you can choose “Local Business or Place,” but for the vast majority of agents, selecting “Company, Organization, or Institution” is the way to go.

3)  Select your business category.

None of the categories listed at this stage directly pertain to real estate agents, but the closest one you can choose is “small business.”

4)  Upload your profile picture.

Upload a professional-looking headshot of yourself to use as your profile photo. If you want to take it to the next level, you could even use a logo, but if you want followers and page visitors to trust your brand, it’s best to use your headshot in this space.

5)  Fill in your company information.

Click “Update Info” and add in all of your pertinent business details. After that, fill in the remaining information about yourself and your company in the “About” page. Facebook users want to know they can trust the content you will be posting. If they don’t know anything about your real estate business, including where you’re located, your credentials, and other business info, chances are they won’t want to visit your page regularly.

6)  Add in a cover photo.

Add in a header image that abides by the dimensions laid out by Facebook so it fits your profile perfectly. It’s a good idea to switch these out regularly, perhaps featuring your logo over photos of the listings you represent, including ones you’ve sold, or even your local area, like the Nashville and Beyond real estate team did with its cover photo:
Nashville and Beyond real estate Facebook profile cover photo
This can give page visitors — meaning prospective buyers — insight into your sales history and show you’re an active agent.

7)  Start sharing updates!

Now you’re good to go. Start promoting your Facebook page on your real estate website (consider adding a follow button on your site to make it easy for visitors to find and follow you) and begin sharing updates with your audience — everything from new listings to blog posts to Instagram photos of interesting neighborhoods.

Here’s an example of one of our Facebook updates (note the use of related hashtags to the post in question):

Facebook Placester status update blog post

Important: When you log into Facebook to post updates, be sure to check whether you are posting under your personal profile or your new business profile. You don’t want post selfies from your birthday barbecue to all of your prospective customers.

“Social media replaces nothing — but complements everything.”

— Neal Schaffer

Going back and forth between your personal and business profiles is simple. Go to the top-right corner of either page and click the dropdown menu. Here, you’ll see the page you’re currently not using with the phrase “Use Facebook as.” Click the page and you’ll transfer to it.

Optimizing Your Real Estate Facebook Profile

Setting up your real estate Facebook profile is one thing — optimizing it is another. There are countless ways you can take advantage of the social network to help you with real estate lead generation. Here’s a few of the most important things to do:

1) Take advantage of Graph Search by finding out more about your audience.

This is a relatively new feature from Facebook that makes it much simpler for users to find out more about their friends’ hobbies, interests, travel history, and other personal information. It’s essentially a way to discover more about the people in your network.

Use this tool to find out more about your audience. For instance, if you want to see which of your followers lives in your market, type “People who live in [market name here]” into the search bar at the top of the page, and Facebook will provide a list of residents there.

Other ways you can use Graph Search include:

  • Listing your business so users can find your location in Graph Search
  • Identifying fans’ hobbies, interests, and liked pages
  • Finding other brands and professionals to connect with
  • Locating past clients to see what they’re up to

2) Publish links to your blog posts and other content with appealing images.

This should be done on a daily basis, which requires you to keep up with your real estate blogging. When posting on Facebook, don’t just post links to your blog posts and insert the headline. Tease users by asking questions or offering interesting statements that will make them want to check out your content.

Also, there are certain times that work best for Facebook posting, but play around with specific times during your first couple of months to determine which periods are ideal to publish content and updates. Also, be sure to add in appropriate hashtags (yes, hashtags) for each of your updates.

3) “Boost” your posts to reach your targeted audience.

An interesting development in recent years on Facebook is the ability to now “boost” your posts. This allows brands to target who their audiences are and narrow down who can see the updates you publish.

Facebook boost post status update

You can roughly segment who to boost your status updates to by who likes your page, age, gender, and location, meaning you can target those in and around your community who are likely to be your core audience. For instance, those aged 24-45 in your city and their friends. It’s not the most ideal targeting method, but one that could still garner you new followers.

The cost to start boosting content is $5 and goes higher based on how big of a reach you want for your content. Play around with the different price tiers that offer you different reaches. That way, you can eventually decide which one works best for your real estate marketing.

3) Advertise on the social network.

Paid ads on Facebook offer another real estate marketing opportunity for agents. Creating text or display ads on the site can bolster your brand awareness and get more Facebook users to find their way to your real estate website. Much of agents’ referral traffic comes from Facebook, so adding this marketing layer to the site can help you entice more users to check out the listings on your site.

4) Share images and videos of your business, including listings.

Be sure to tag customers in photos so they can share your post with others on their News Feeds, thus maximizing your Facebook profile’s exposure. And you can kill two birds with one stone — ever since Facebook bought Instagram, it’s become a cinch to post Instagram photos and videos to Faceboook.

5) Build your audience to maximize your presence further.

Though you likely will tell your family, friends, colleagues, and peers about your Facebook presence, you can better ensure they follow and like your page by using the “Build Audience” feature. This allows you to import contacts from your email and promote your Facebook profile with ease.

You’ll also want to identify those not already in your personal network and reach out and let them know about your new page, including local real estate groups and organizations and other real estate pros in your area. And when fans and followers like your content or engage with it, reach out to them and start a conversation. These connections are the lifeline for your page’s success.

6) Use Page Insights to ensure your page gets the traction you want.

One of the best features of Facebook for Business is the Insights tool, which allows you to (of course) get all of the important insights about your Facebook profile’s performance. With Insights, you can determine the demographics of your page followers and those who’ve liked your page, where your followers live, what updates they specifically liked, and much more that can help inform what to post on your profile.

Facebook insights analytics metrics

Download our Facebook real estate lead generation guide today to enhance your agency’s Business Page.

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