By Katherine Tarbox, Senior Editor, REALTOR® Magazine
There’s been a lot of debate since the dawn of social media about best practices for selling on these platforms. When it first became widespread, a lot of practitioners started putting any and all listings on Facebook and may have even seen some success from that approach. But in the age where we’re sold to in almost every area of our life, people don’t want to be sold to through an application that’s supposed to be a list of their “friends.” The key is how you use it with your listings.
We’ve been talking on Twitter (hope you’re following us @realtormag) this morning about whether you should clog your clients’ Facebook stream with your listings. I cover technology for the magazine and from what I’ve read, heard at conferences, and seen from sales associates, the quick answer is no. Here’s a short list of tips for promoting your business on social networks.
Facebook should be a place to develop the brand of you. This is a network where you can share, for example, your love of the islands off the coast of New England and put photos from your trips there. If a potential client shares that same love, this is how you build affinity with them — through mutual interests. You should share the places you like to go, the people you love to see, and your passions, and this will help to make your clients feel more connected to you. By building this connection, when they do need a real estate pro, they will likely call you. It will also broadcast that you’re an authentic person.
You should share that you are a practitioner in the field. However, if you put too many listings out onto your clients’ wall or feed, I promise you they will click the hide button on your posts or they might just unfriend or unfollow you. Nobody wants to be sold to constantly, especially if they aren’t even interested in buying a house at the time. Instead, make posts that talk about your activities, e.g., “It’s a great Friday, made even better by the fact that I just sold a house on Smith Lane.”
If you really want your listings on Facebook, buy Facebook ads. I’ve heard about great results from practitioners who are using this as an ad channel because it targets the ads to the demographics you want. I know of a New York brokerage that had great results selling lofts because they aimed their advertising at young, single males in investment banking and law.
What do you think? What results have you had with putting your listings on Facebook?