Facebook is still a powerful platform for selling a house.
Social media can help Realtors maximize the exposure of their listings. But, with so many social media platforms out there, how do you decide which ones will be the most effective? The answer isn’t simple because it depends on a variety of factors, such as your audience, market trends, content and the platform.
Which is why research is so important. Each platform operates differently, so Realtors need to research which platforms are best suited to their needs and devise a social media strategy around those platforms for maximum impact.
For most Realtors, that strategy includes creating a professional Facebook page to represent their properties, and for good reasons. Facebook is still one of the most powerful social media platforms for selling a house, and 69 percent of Realtors are using it. Here’s why.
Focus on Visuals
Humans are visual beings, which is one of the reasons why Facebook has become so popular. Facebook understands the importance of visuals to human interaction and prioritizes posts that feature images and videos.
This is great for Realtors because a big part of selling a house is the visuals – image and videos showing buyers the assets of the home. Facebook can be used to tell a story through these visuals. On Facebook, Realtors can post as many images and videos as they want into individual albums, highlighting specific houses and their uniquenesses. Through Facebook, Realtors have the ability to paint a picture of what it would be like to live in the house, enticing buyers to visualize their lives there.
Another great visual tool for Realtors is Facebook Live, which allows for a live, interactive broadcast with viewers. Realtors can use this tool for open houses, home tours or Q&A sessions.
Facebook allows Realtors to create informative and interesting posts that harness the power of visuals to encourage viewers to learn more about the houses.
Facebook’s analytics give Realtors a direct connection to buyers that are most likely to pull the trigger on buying a house. By using analytics, Realtors can target specific consumers at a specific time with a specific listing – something that traditional advertising media cannot offer.
Facebook data also pinpoints exactly who is clicking on which posts, sharing posts or engaging with content in any way. Armed with this information, Realtors are able to gauge the effectiveness of their posts in real-time and adjust their strategy as necessary.
These analytics are especially useful for running Facebook Ads.
Using their analytics, Facebook allows advertisers to target ads to very specific audiences using demographics, topics of interest, location and many other criteria. This helps to ensure the ad is seen by the right people. For example, Realtors could advertise a bachelor-style home to every single male over 30 years old within a 30-mile radius of the listing.
Using analytics, Facebook Ads allows Realtors the opportunity to reach their clients at the precise time they are searching for a home. And, unlike with traditional advertising, you can test your Facebook ads with minimal monetary investment to gain some insight on how effective the advertising would be for your needs.
There are multiple social media platforms available for Realtors to help reach buyers, and Facebook is still one of the most powerful. But to successfully harness this tool, Realtors must do their market research and learn how to use Facebook to speak to their customers.