As a licensed broker for 11 years, and an active real estate investor for about 16 years, Help-U-Sell Triad Realty’s Steve Vincent knows a thing or two about long-term commitment. He says this consistency is the key to marketing success, too, especially on Facebook.
Triad Realty’s Facebook page has existed for maybe two years, but he didn’t concentrate on it until recently. “It’s become essential to stay in touch,” Vincent, a former Facebook skeptic, says. He now counts it as one of the important spokes in his marketing wheel. This new commitment has produced some results already.
The page has increased its number of fans by 60 or 70 since early February, and Triad Realty has acquired two seller clients through Facebook. One client saw his seller’s photo of her “Under Contract” sign on her Facebook wall and contacted Triad Realty about listing with the office.
The other client, who’s likely to sign this week, is friends with one of Vincent’s personal friends. She has been keeping track of Triad Realty’s activities on Facebook and recommended the office to her friend who’s getting ready to sell.
“Over the last two years, I’ve been communicating with her [Vincent’s friend] without even knowing I was doing it,” he says.
Vincent is still in the learning stage and doesn’t consider himself a Facebook expert, but he has discovered a few methods that have worked for his audience.
Be willing and able to post often. You can’t post once or twice a month and expect something to happen. Over time, you build your brand.
Personal posts are best. Congratulating clients, with or without an accompanying photo, seems to get the most reach and interaction. New listings are second best, and third-party blog post links get the least response.
Keep posts shorter and simpler. These get more interaction and views.
Ask friends and clients to like your page. “We’re not shy anymore about asking people to like our page,” Vincent says. Triad Realty is promoting the page via email, in person and through other methods.
Make your page sticky. Vincent has contracted with a third-party company that supplies his page with up-to-date real estate information, including school reports and recent home sales. It also links fans to his website to search for homes.
Next on Vincent’s Facebook marketing agenda is soliciting more client testimonials. So far, the page has received a few glowing posts from happy buyers and sellers just by happenstance.
While Facebook is the newest marketing tool, he remains loyal to his first method also. “The most effective marketing we do is our arounds postcards – our just listed/just sold postcards. They are a staple from the beginning,” Vincent says. As an extension of those, he has added the new co-op postcards to his marketing plan for this year. He intends to send to the same carrier routes at least six times this year, continuing with his belief in consistency.
Tell us about your marketing successes or ask us for Facebook tips in the comments section.