Build a Highly Engaged Facebook Group to Grow Sales, Leads and Raving Fans
Want to use a Facebook group for your real estate business?
Wondering how to market your listings and attract buyers without coming off as “Salesy” in Facebook groups?
Whether you decide to create your own Facebook group or join one that is already created, you can use groups to showcase yourself, attract new clients, and so much more.
In this module, you’ll discover how to use Facebook groups to support, leverage and grow your business.
Module Outline and Objectives:
Benefits of joining a Facebook group
Where to Discover Facebook groups to join
Deciding if starting a Facebook group is right for you
Getting your Facebook group setup
Creative ways to boost group engagement
Why Should You Join a Facebook Group for Representing Your Business?
A Facebook group is the culmination of people who share a common interest. For instance, those that are in The Hashtag Agent Community Facebook group are there to “connect with other real estate agents, ask questions, get answers, and discover the motivation you need to keep growing your business through social media.”
When you join a group of people that match your target client, you’ll have multiple ways to showcase yourself, your brand, your community and your business. (Your four “Macro” pillars”)
A quick and easy way to find opportunities within a group is to simply do a quick keyword or topic search.
If you are currently a member of a community group and type in the words little league (shoutout to Academy member Jim Tinsley for all of his dedication to our community and his little league community) you can see posts related to that topic.
Action Item: What are you looking for in a group? Is it purely people looking to buy or sell a house? Are you trying to connect with more parents at a local school? Are you looking for volunteer opportunities in your community? Whatever the case may be, type those keywords into the search bar and look at the results. If you don’t get much from your search this is a good indicator of starting your own group (more on that below).
Conversely, if you’re looking for help with a specific social media platform, before posting a question, do a quick search to 1) see if the question has already been answered and 2) what other agents are already discussing topics about that platform. Remember, this is a community we are growing.
With that being said, Academy members, make sure you join The Hashtag Agent Academy group:
Community and Academy members, be sure to join The Hashtag Agent Community group:
After typing in a search that is drawing multiple questions, this is your time to shine. Find questions that will help showcase your expertise, skills, value, and more. Remember, you are much more than a real estate agent. You could answer the question directly on the post, share an article or blog, or … drumroll… mention your value proposition and services!
I know what you’re thinking… yeah I know about groups, show me the good stuff. Well, this is very good stuff and this type of marekting is not only very good, it’s targeting at its highest form. People are asking questions, and if you can answer their questions and provide solutions, you will become top of mind and earn their trust.
Pro Tip: Use the questions in your current groups to create 1) FAQs and 2) curate user generated content to attract new clients. Don’t forget, you are always telling a story, and a great story is made into four parts.
This is exactly how we generated the topics to cover in The Hashtag Agent during our initial launch.
Where Do You Find Facebook Groups?
Every Facebook group is a mini-community focused on a single topic. For example, community, sports, school, work, health, philanthropy, personal development and more.
Here’s how to join a Facebook group and engage on a consistent basis with other members in the group.
Log onto your Facebook account and locate “Groups” under the “Explore” section on the left-hand side of your home page. The icon is a group of three silhouettes on a blue background.
Once you are in the Groups tab, Facebook will show you suggestions, friends’ groups, groups that are popular near you and more. This is called the Discover Groups landing page. As your search through different groups, you’ll notice public and closed groups. By hovering over the name of the group you can see if it is an open or closed group.
Clicking on a group name will allow you to read the description of the group and understand the mission and intent of the group. You can also see the number of recent posts and members added to the group. (If there has been no recent activity, don’t join.)
If the group owner has established rules for the group, they are often posted in the description after you click the Join button.
Some groups, like ours, will ask you to answer a few entry questions before sending your request along to the group owner.
A lot of people instantly jump into introducing themselves. We recommend understanding the tone of conversation, and the way other members ask and answer questions or offer advice, so your message will come across effectively to the group. (Don’t be the person who joins a groups, instantly announces they are new to the group and says they are #1 and looking for referrals, people to buy/sell a house, etc. Please. Don’t.)
Should You Create Your Own Facebook Group?
Joining an active Facebook group managed by someone else that helps you advocate your brand is a rewarding group to be in, and yes, it’s much easier to be in a group than manage your own group. But, you have to adhere to others’ rules. Managing your own group lets you control the experience of the group and allows you to be seen by more people.
Here’s our steps to Build a Highly Engaged Facebook Group to Grow Sales, Leads and Raving Fans:
Step 1: Determine the Value
What stage is your client in and what is your goal? If you are establishing a group for people that have already transacted with your business and you want to build on the excitement and value they have received to use you again in the future or introduce a new referral, you are building an Excite/Propel Community.
Here are 3 to choose from:
Aware/Engage Community: (Most Common) Example: Community group to showcase your brand and engage with potential clients.
This is a group to generate leads, educate your local audience, share articles, events, and help the community.
Excite/Propel Community: Example: Past Clients/ Sphere of Influence to help you gain repeat and referral business. (Think VIP club)
Creating a community around the product and services you offer allows your clients to feel exclusive, provide them with an area to get help, resources, etc. from you, allow other clients to interact and grow, etc.
Advocate/Promote: Example: To publicly support or recommend a particular cause and promote it. (Example: Philanthropy you are involved in)
This group would be named and everything would reflect a specific topic from which you are an expert, your passion project, etc.
Question: Which type of group do you run, or will set up? Comment at the very bottom of this module so we can track the analytics of the different groups moving forward.
Step 2: Position Your Community
Buying or selling a house from you isn’t enough to bond your past clients together in an Excite/Propel Community. They need to know what they have in common with the other group members and they have to share a goal, experience or interest.
Before starting a group, you’ve identified the type of group in step 1, and in step 2 we want you to clearly articulate the “perfect member” for your group. *Note: It doesn’t have to include everything below.
Community of Action
A change my avatars want:
Community of Inquiry
My avatars want to learn about:
Community of Innovation
A process my avatars go through together:
A similar objective my avatars are trying to achieve:
Community of Circumstance
A situation my avatars share:
Community of Position
A stage of life my avatars share:
Community of Place
A geographic location my avatars share:
Community of Practice
A profession my avatars share:
A hobby my avatars share:
A craft my avatars share:
Step 3: Community Group Mission Statement
As much as your mission statement should state who you are for, it should imply who you are not for.
Also, a one liner at the bottom of your statement should allow those that don’t fit the criteria to lear more. For example, if you are creating a group for your “VIP Club”, anyone not currently a “VIP” should be able to find more information on how to become one.
Step 4: Logistics and Creating the Group
On the main group page click on “Create a Group”. You’ll then be able to fill in the following:
Anyone can join and everyone can see the group posts. If you decide to build a Facebook group community around a certain topic or event, a public group may work well.
Anyone can ask to join, but requests have to be accepted by a group administrator.
Only members will see group posts and the group can’t be found in search.
Pro Tip: Add a cover photo that’s 828 x 315 pixels. When the image shows on the group’s timeline, click on it to create a thorough description and the rules for your group. Also, add 5+ posts so new members will have something to consume when they join.
Step 5: Growth Strategy
List at least 10 people to reach out to:
List at least 2 ways to spread the word of your new group:
Step 6: Content Calendar
Write down your guidelines, rules, moderation policy:
Complete you community content calendar
Remember, groups rely on engaged members, and a long-term plan and content strategy will make your group successful.
Focus on people your group serves and find out where they are.
Invite website visitors to join your Facebook group.
Here are a few options for you to consider:
Add an invitation for website visitors to join your group using the email embed option
Send your email subscribers an email introducing your new group and give them a link to the group’s page.
Share the link to your new group on all of the social media platforms you’re active on.
Add a social button on your website that takes people to your group’s Facebook page to join.
Include an invitation to join your group on the thank-you page for your lead magnet.
If every post you publish brings value to the group, members will be more likely to engage with your content. Here are a few places to find trending or interesting content to share with your members: Buzzsumo.com | Google News | Podcasts about your topic | User generated content.
Creative Ways to Increase Group Engagement
If you want to create a successful group for your business, make sure to post things that will spark interaction with your content or among group members. Use these five ideas to create and deliver custom content for your own group.
Challenges: Challenges have become a very popular activity inside groups. Design a challenge and invite members to join it. At the end of the challenge, invite them to work with you one on one if they’re ready to take their learning to the next level.
Updates: Updates are a great way to continue establishing your business as the leader in the industry. Each week post an update video that seeks to help and support your members by showing what is going on in X city through the week.
Live Q&As: The live question and answer type activity has become popular in larger groups. As your group grows, you can offer a Q&A session once a week to continue to help and support your group members.
Quizzes: Quizzes are fun for group members, and they’re also helpful to gather data from members of your group. Use quizzes to find out what your next product or service should be by asking members to take the quiz.
Polls: Need new content ideas? Create a poll for your group to vote on. Create polls for your next blog title, logo, or type of content for the next month.
Sources: Facebook | DigitalMarketer | Facebook News | Social Media Examiner | Google News