Have a plan
Just like the other areas of your real estate career, you need a plan for your Facebook activities. Here are a couple of things your plan should include:
Mission Statement: Mission statements may be a bit overrated, but in the case of social media I do think they can be useful. Your mission statement will help you make sure all of your posts, activities, photos, and statements are in concert with your values, ethics, brand, and overall goal. Here’s an example: Through social media I plan to stay in touch with people I know and meet new people. I will share with them what I do, both personally and professionally. In doing so when it comes time to buy or sell real estate they will think of me.
Time Management: Facebook is easily one of the biggest time sucks ever, it’s as if a reality show and a tabloid got together and had a baby. How will you budget your time on Facebook? Ten minutes in the morning, 10 Minutes at lunch? Five minutes working on your post and five minutes commenting and liking other pages? Will you allow 5-10 minutes on your mobile phone per day for impromptu posts or replies to messages and comments?
Goals: Identify some goals, such as "I want to add 10 new friends per month" or "I want to send out 10 personal messages per month."
This is so stupid it’s simple. If you’re not willing or ready to let people into your life Facebook may not be a viable marketing channel for you. Most people look at Facebook because they want to spy on their friends and keep in touch with their family. Real estate agents and the Avon Ladies are some of the few who are trying to peddle their trade so when you post that you just got a new listing and no one comments it’s because they don’t really care. Here are some tips for being human.
Share photos. This can be family or friends, pets, cars, or anything that interests you. Wherever you go take pictures with your phone or a camera and post. Pictures are powerful.
Share your opinion. This is touchy, and obviously don’t do anything crazy, but if you’re passionate about something say it. This will make you relatable and real.
Be funny. Maybe you have a quirky sense of humor. Share that. Poke fun at yourself.
In a blind survey, less than half of the agents I know have their contact information in their Facebook profile. Here are some of the things to include in your profile:
The 70/30 Rule
Remember the old cliché: We have two ears and one mouth for a reason. That holds true when you're online. It’s easy to focus more on what you're saying rather than listen to others on Facebook. Try starting your daily activities by liking status updates and pictures of your Facebook friends. This simple "thumbs up" lets them know you are there and you appreciate them sharing. Also, post thoughtful comments where appropriate. Lastly, send direct messages to the people you know, even though this is an outgoing message it is direct communication between you and them.
This is where the 70/30 rule comes into play, make an effort to spend 70 percent of your time reaching out to others through comments, likes, and direct messages, and 30 percent of your time posting status updates.
Your activity list
It’s normal to sit down at your computer, open Facebook with the intention of doing some cyber marketing, and then the strangest thing happens. Facebook erases your mind. All the funny ideas for status updates, all the old friends or clients you realized you hadn’t friend requested, and any other tasks you had planned suddenly disappear from you mind. This is when you break out your list of ideas.
Here's a start to your list. The status updates with an asterisk will usually get a higher level of engagement, but if you abuse these people will lose interest in your page:
Make a few friend requests
Join a group
Take photos of the houses you're showing
Take photos of the pets at the houses you're showing
Take photos of the views at the houses you're showing
Take photos of the clients you're showing houses to
Take a photo of a friend, family, co-worker, or your office
Take a photo of you in action at work
Take a photo of your pet*
Take a photo of your favorite beverage
Recommend a local business, restaurant, park, bike trail, etc.
Recommend one of your affiliates and tag them in the post
Recommend a website
Recommend checking out a new neighborhood or part of town
Thank a friend for something and tag him/her in the post
Ask for a referral for a local business, restaurant, service, doctor, vet, mechanic, etc.*
Ask a question, such as "Where should I go to lunch today?" or "What is the best ice cream?"*
Tell everyone happy birthday
Thank a co-worker for helping you
Thank your managing broker for helping you
Congratulate a co-worker for a successful closing
Share a YouTube video that you like
Share a Pandora song you like
Share an industry tip (i.e. the buyer doesn’t pay commission)
Give advice on home maintenance
Share an article on home maintenance
Share financial tip or article
Share an article on mortgage interest rates
Share local market stats
Look up this day in history
Look up famous persons' birthdays
Post a local news story
Post a local event calendar
Post a local history fact
Post a history fact about real estate
Post the average sales price in your market
Do a review on a neighborhood
Share a recipe
Share a discount or other special local deal
Tell people you love getting referrals
Like a few Fan/Business pages every week
Send someone a direct message just to say hi
Send a past client direct message asking how they like their house/neighborhood
Send an affiliate a direct message to say hi
Post a quote*
Post an old photo of a younger (and perhaps more attractive you)
Post any old picture
Talk about your favorite TV show
Share a testimonial about your business
Tell people what your first job ever was