Using Facebook To Grow Your CRE Business
Whether you’re new to the commercial real estate industry, or a seasoned professional, Facebook should be a part of your overall marketing strategy. In the CRE industry, Facebook, Twitter, LinkedIn, and Instagram are the top social media platforms used. Your potential and current clients expect to find your company on social media, so it’s important to have a presence there. This post will focus specifically on using Facebook to grow your CRE business.
Set Up Your Facebook Page(s)
On Facebook, you have the option to set up a personal page, a business page, or both. Many commercial real estate professional already have a personal page set up. Your personal page is a great place to post about your life; your vacations, your family, sporting events, fun weekend activities, etc. With your personal page, you can also decide if you want your posts to be visible publicly or only to your accepted group of friends. While it’s great to have a personal page, experts strongly suggest that you don’t share your personal beliefs about politics, religion, or any other controversial topics – especially if your clients are on your ‘friend list.’
On the other hand, your business page should have a more professional tone. Your posts should be related to your commercial real estate business and you should expect that the general public will view your page. The goal with your Facebook business page is to attract potential clients, as well as provide valuable information to your existing clients. With a business page, you also get access to valuable analytics about your posts and followers. These insights will show you which posts received the most engagement, how many new follower you gained during a specific period, and even the demographics of your followers (such as age range, location, gender, etc.).
Branding and Content
On your business page, you want to keep your branding consistent with all of your other marketing materials. Your profile photo should be your headshot photo (or other similar professional photo), and your larger cover photo can be your logo, a photo of your team, a photo of your office, etc. Just keep it professional and have it look similar to your website or other branded materials. Take advantage of the “About” page to fill in all the information about your company, such as your contact information, what you specialize in, awards, and a brief company overview. It may surprise you how many people actually check out the “About” pages before deciding if they want to follow you.
Many people wonder what they should post on their Facebook business pages. Here are a few ideas:
- Share your current listings (available properties for sale or lease)
- Share success stories and closed transactions
- Share client reviews and testimonials
- Share local news that impact the CRE industry
- Share photos from networking events, trade shows, etc.
- Share a little “behind the scenes” of your day
- Share links to your blog posts or other featured articles
Social media is meant to be social! I know it can be a bit time consuming, but taking the time to post consistently and interact on Facebook can be a way to win new deals and continually stay on the top of peoples minds. The more people see your name (or your business name) the more likely they will be to reach out to you when they need your services. I suggest posting at least once a day, Monday through Friday, on your Facebook business page. You may want to vary the time of day you post (morning verses afternoon) and check the analytics to see if you get more engagement at a specific time of day. Ideally, you want to post when the most people will see your posts and have the time to like or comment on it. When people comment on your page or your post, take the time to respond to them. It’s also important to like, comment, or share other people’s relevant posts as well as that will likely result in them doing the same for you in return.
Paid Verses Organic
You can also utilize paid Facebook ads to reach a wider audience. I like to focus on organic growth, but there are definitely times when having a paid post can really pay off. With paid ads, you can reach a specific audience based on the goals of the ad. As a CRE professional, your paid ads could be to promote a current listing (with a link directly to the website to learn more about that property) or it could be to promote your business and your services (with a link to your website or about page). The possibilities are endless! Keep in mind that the posts you share on your page will only reach your current followers (more if they share it with their followers). Organic growth is usually slow, but steady, and results in the most loyal followers to your brand.
There are so many ways to market your commercial real estate business, but Facebook should be near the top of your list. Without doing paid ads, the platform is completely free to use and there are currently 1.69 billion users. While you’re on Facebook, stop by and follow the ClientLook page. Did you know that ClientLook is the only all-in-one CRM built specifically for the commercial real estate industry? Schedule a demo today to see how we can help you take your marketing efforts to the next level.
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