Facebook for Real Estate


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From Wolkia.com, June 2011 presentation for Alpha College of Real Estate. Includes: Facebook pages, advertising, branding, engagement and other tips for using Facebook in the real estate industry.

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Facebook for Real Estate

  1. 1. Facebook for Real Estate<br />Advertising, Branding and Engaging on the #2 Most Popular Website in the World*<br />*Per Alexa.com 6/1/2011. Facebook logo used in accordance with Facebook brand permissions.<br />
  2. 2. People on Facebook<br />Over 500 million active users<br />50% of active users log on every day<br />Average user has 130 friends<br />Average user is connected to 80 community pages, groups and events<br />Source: Facebook 6/2011<br />
  3. 3. More Stats<br />70% of users are outside of U.S.A. Facebook is translated into 70 different languages<br />Average user creates 90 pieces of content/month<br />10,000 new websites integrate with Facebook each day<br />There are over 250 million mobile Facebook users and they are twice as active as non-mobile users<br />Source: Facebook statistics 6/2011<br />
  4. 4. Content Sharing<br />
  5. 5. Start with a Branding Goal<br />How do you want people to find you?<br />Will you use your name or something else?<br />How much time are you going to invest each day? Each week?<br />Is your goal to replace another strategy? Supplement an existing?<br />
  6. 6. Facebook Marketing Plan<br />Friends<br />Page(s)<br />Engagement<br />Advertising<br />
  7. 7. Friends<br />Family/Relatives<br />Real (IRL) Friends<br />Colleagues/Business Associates<br />Clients/Sphere<br />Acquaintances<br />
  8. 8. Separate Friends Into Groups<br />
  9. 9. Advantages of Friend Lists<br />Helps you separate your tailgating buddies from your business colleagues<br />Helps you control privacy by setting privacy filters to each group<br />You can assign friends to multiple lists<br />You can assign friends to lists when you send/receive a friend invite<br />
  10. 10. Using Friend Lists in Privacy Settings<br />
  11. 11. A Few “Friend” Tips<br />It’s better to have 200 friends that you engage with than 2000 you barely know<br />It you want to keep your privacy settings open, consider only “friending” people you know and trust<br />Be considerate of (as well as consider) the privacy of your friends and family<br />
  12. 12. Facebook Pages<br />Per Facebook, profiles are for individuals, pages are for businesses<br />If you use your profile for business, your account may be disabled for violating Facebook’s TOS<br />You are limited to 5000 friends on your profile, but can have unlimited fans on your page<br />
  13. 13. An Easy Fix<br />As of March 2011, users can convert their personal profile to a Facebook Page<br />All pictures are transferred to the page and all friends become “Likes” of your page<br />Be sure to download your other info if you want to hang onto it!<br />Conversion is not reversible<br />Then, set up a new personal profile and do it correctly!<br />www.facebook.com/pages/create.php?migrate<br />
  14. 14. Creating a Custom Facebook Page<br />A Facebook Page is a website – it has a unique URL, is indexed by search engines and can easily be tracked<br />While easy to set up, the challenge with a Facebook Page is how to use it well<br />Keep in mind…you do not own your content on a Facebook Page; Facebook does<br />
  15. 15. 5 Essential Elements of a Page<br />Contact information for the brand – visible and easy to find<br />Image – eye catching, clear, unique<br />What will you offer users? Make it clear…or they will leave<br />Call to action; perhaps “Like” this page<br />Links back to your other sites, profiles, etc.<br />
  16. 16. Some Ideas for a Real Estate Page<br />“Community Events” Tab<br />Allow visitors to make an appointment to see a home<br />“Homeowner Tip of the Week”<br />Have a contest – for example a “Before and After Remodeling” Photo Contest and let visitors vote<br />
  17. 17. FB Page - DIY or Hire an Expert?<br />Remember, a Facebook Page is a website. It needs to be optimized for search as well as aesthetically pleasing<br />There are many companies that specialize in custom Facebook pages. Prices can range from $40 - $4000<br />Don’t forget your required disclosures!!!<br />
  18. 18. How to Create a Facebook Page<br />Facebook.com/pages/create<br />Choose your category (Local Business or Place)<br />Fill out the details in the drop-down menu<br />Make sure it’s complete before “publishing” your page<br />
  19. 19. You Have a Page, Now What?<br />Invite friends to “fan” your page<br />When friends take the time to become a Fan of your page, thank them, welcome them<br />An easy way to manage Facebook – only visit your personal profile before/after business hours. Use your business page during business hours.<br />
  20. 20. Create a Marketing Plan for Your Page<br />Use a real estate specific application such as Roost, Trulia, Zillow, Altos, etc. to include listing and real estate market information<br />Add feeds from your blog, Twitter stream, etc.<br />Determine what to post and how often<br />Budget for advertising – both on and off Facebook<br />
  21. 21. Engagement<br />Inviting people to “Like” your page and then not engaging with them is akin to having a party, inviting your friends and then ignoring everyone<br />If you’re not going to commit to engaging with others, then don’t use FB for business<br />Abide by traditional rules of etiquette and always use proper disclosures<br />
  22. 22. Advertising on Facebook<br />Facebook is about relationship marketing more than product marketing<br />Create small, target markets for advertising (not, “everyone on FB who lives in Virginia Beach”)<br />Know your market – who is your typical client?<br />Budget for weeks/months – 1 week isn’t going to bring results<br />Facebook.com/adsmarketing<br />
  23. 23. Types of Facebook Ads<br />Promote an event<br />Link to an external website<br />Promote a Facebook page<br />Add a “Like” button<br />
  24. 24. Bid for Your Ad<br />
  25. 25. Monitor Performance<br />Facebook.com/ads/manage/campaigns<br />“Advertising Performance”: up-to-the-minute details on clicks, impressions, etc.<br />“Responder Demographics” & “Responder Profiles”: detailed information on the types of users who are clicking your ad<br /> Schedule reports and adjust ad campaigns<br />
  26. 26. Tips for Facebook Ads<br />Do not write a FB ad like a print ad<br />Ask a question, offer a benefit<br />Write for a small, target group to gain the “power of friends” and word of mouth marketing<br />Monitor, revise, monitor, revise, monitor, revise<br />
  27. 27. Thanks for Attending!<br />Email: tina@wolkia.com<br />Twitter: @tinainvirginia, @wolkia<br />Web: tinamerritt.info, wolkia.com<br />Facebook.com/realestatetechnology<br />Slideshare: tinainvirginia<br />