Real Estate on Facebook: 10 Types of Content to Source

Posted by Robert Cerff in Content on 12 December 2014

Tags: facebook, marketing, online marketing, social media

The unwritten rule of social media is the 80/20 split.  That is 80% of your content should be about lifestyles, client interests and similar updates while only 20% of your content should be self-promotion.  Content can be difficult to create or source, so with this in mind, we have put together a list of 10 types of content to source and post for your real estate agency’s Facebook page.

  1. Blog and news posts:
    These are often the most difficult to create as they require a more knowledgeable understanding of your areas and industry than most.  These pieces when added to your website help promote you as an authority in these areas.  Additionally opinionated pieces are most likely to draw further commentary or questions and are more likely to be shared to others for their commentary.
  2. Listings:
    Remember this is not a print ad.  Describe the home, possibly some of the history as well as the points that will likely lead to a sale.  Keep the personality of your agency and your Facebook page when posting a listing, this will keep these posts engaging.
  3. Local:
    Post about your neighbourhood.  This highlights the knowledge and passion for the area in which a real estate agency operates.  Good examples of local information would be new developments and the expected impact in the area or events that may be taking place in near future.
  4. Images:
    Photos and other imagery are the most shared and talked about posts on Facebook.  Postings images of your areas, listings or agents is a good method of promotion through recognition, however posting these images in a way that is creative, related to your targeted clients lifestyles and motivations is better.  This shows that you understand their needs and expectations as opposed to simply promoting yourself.
  5. Industry news:
    Similar to your own blog or news posts, there are often press releases from agencies that your clients would find interesting or useful.  Sharing these press releases helps keep your clients up to date on these developments with minimal effort.   Similar to your own blog or news posts these can often lead to follow-up commentary or questions.
  6. Questions:
    Asking direct questions of your audience is a good way of getting a specific response.  Questions are often along the lines of, “Would you?” or “Could you?” or “What would you do if…?”  Sometimes simply filling in the blanks.  These questions could lead you to match a particular listing to a potential buyer, or simply help you identify points to be covered in a future post.
  7. Humour:
    Everyone loves a good laugh.  A humorous post can quickly become popular, earning lots of likes, shares and comments.  Posts shared will reach visitors that may not already know of your estate agency and help you expand your Facebook reach.
  8. Which do you prefer?
    We’ve all seen those gossip magazines with the “who wore it better” section.  By comparing one style of room to the same room in a different style you’re asking those that see your post to make a choice and voice their opinion.  Facebook is all about being social and posts like this by nature start a conversation.  This feedback can also be used to help you market your listings to prospective clients in the future.
  9. Contests:
    Much like the “which do you prefer” point mentioned above, a contest makes a direct call on viewers to take an action.  All manner of contests can be used to get to know more about the likes and dislikes of your prospective clients while promoting yourself as a real estate agency that listens.
  10. Show you care:
    You do this in person, so show that you care for your clients on your Facebook page too.  Include images and information surrounding a new homeowner’s possession day.  These posts are visually appealing while showing prospective homebuyers that you genuinely care and follow up.

Once you’ve mastered sourcing your content, try mixing it up a little.  Try posting to your page outside of business hours.  Posting at peak viewing hours, before and after regular office hours, you’ll be reaching the widest possible audience with many Facebook users only able to use this platform away from the office.

By ensuring your content is diversified and engaging, you’ll become instantly more likeable as a brand on Facebook.  Over time your interaction with other Facebook users and potential clients will help you better tailor your content to your targeted audience, reaping maximum benefit from Facebook as a marketing tool.