Facebook for Business
That’s why you’re here right? To get business from Facebook? Before jumping into ads, advanced metrics, analytics, etc., it’s important you 1) understand the difference between a Profile and a Page, 2) your Page is optimized to perform and 3) you understand what your Page can do for your business.
Module Outline and Objectives:
Why you should use a Facebook business page
Understand the different features/capabilities of your Page
Realizing the different ways to get your content seen by past, current and future clients
Knowing what tools are available to assist you managing and measuring your Page results
Creative tips to make your Page stand out among the crowded real estate industry
Creating a Page is great, running ads can generate you leads, but there are many different ways businesses use Facebook, and it’s imperative you clearly understand the benefits, negatives, features, tools and more and how they align with your real estate business goals.
Why Should You Use a Facebook Page?
According to Facebook, there are over 80 million active business Pages. An even larger number? Facebook has over 2 billion users and your Facebook Page can be seen by each and every one of these people. Don’t just think of your Page as a Page, think of it as your online storefront to showcase your 4 pillars (Personal, Brand, Community, Real Estate).
You can set up a Page in just a few steps
Having a Facebook Page is free
Your Page is optimized to work both on desktop and mobile*
* There has been a drastic shift to mobile in recent years. People are accessing Facebook on the go, on their lunch breaks, in between commercials, etc. It is important, now more than ever, you build your presence thinking mobile first. Why? This is where people spend the most of their time.
Action Item: Are you constantly updating your Facebook Page from your laptop or desktop? If so, pull your Page up on your phone to see if everything looks “right”. For example, the cover photo crops on mobile and if you have a video that cannot be played it will show the first frame as your cover photo.
How to Set Up a Facebook Page
Step 1: Create a Facebook Page here
Step 2: Choose Your Type
*If the Page is specific to your real estate business, choose business. If the Page is about you, your real estate business, your side hustle, your other business, etc., choose Public Figure.
Step 3: Pick a Category, Add Address and Phone Number
Step 4: Add a Profile Picture and Cover Photo
That’s it. You know have a Facebook Page. Here’s how mine looks! Be sure to “Like” my Page
Update your description in your About section. You have 255 characters to use. Use them all because this shows up in search results, so think what words people will use to try and find you.
Take advantage of telling your Story in the Story section.
We recommend customizing your Facebook URL with a unique username. Match it to your brand. Use this cool tool to see if the URL you want is available in multiple places. You can cross check every social media platform, domains, etc. all at once.
Add your contact information.
Add all of your social media channels <<< most don’t do this
Did you Know?: 9/10 people didn’t know about the Facebook Preview. The reason updating your info is so important is because of the preview it shows to people that do not have access to your page. *Note: You need to hover your mouse over your page name to see your preview. Do it from someone else’s profile so you can see what they do. Here is an example from the National Association of Realtors Page.
Features/Capabilities of Your Facebook Page
Your Facebook Page has many different features and capabilities beyond just posting content to your audience. We will cover these in separate training modules. However, here’s an overview:
Communicate job openings for your team or brokerage with a jobs section
Display your listing, buying, investing, etc. services with a services section
Create events (Open Houses, Seminars, Consultations, Client Appreciation, etc.)
Create a group and link it to your Page (Community, Networking, Neighborhood, etc.) to build community
Run page promotions, ads and boosted posts
Chat with clients, friends, family, etc. through Messenger — you can even set up automatic replies, bots, and more (yes, we will cover this)
Offer a coupon or discount for things you are already doing to bring back past clients and attract new ones by sharing an offer. (Get creative: Free Home Inspection, Staging Consultation, etc.)
Connect your listings to the Marketplace for extra exposure (You can even use these to target your listings to buyers)
Unlike personal profiles, with Pages you can actually measure how customers are engaging with your brand or business with Page Insights and Analytics
Get Your Content Seen
Posting from your Facebook Page works similar to posting from your profile. Your images, videos, offers, job postings and more can appear in multiple places, including:
Facebook News Feeds
To get more exposure for specific content, consider:
Facebook Pages Manager App
This is your go-to tool for managing your Facebook Page from your phone. Yes, this is different from the Facebook app. This app lets you view post updates, upload new content, respond to comments and messages, view your Page Insights, view notifications and more.
Check on Knowledge
In what ways does your Page change from desktop to mobile? (Choose two)
A: The cover photo is cropped and videos will use the first frame if they do not work
B: Your Page doesn’t change from desktop to mobile
C: Your boosted audiences are limited on mobile
There is a different About section from the Story section
C: There is no story section
What other social media channels can you add on your Facebook Page?
E: All of the Above
*Answers at the bottom of this module.
Use these simple tips to cut through the noise and showcase your Page.
Your Page should be full of eye-catching images and video. Think outside the box and don’t just post because everyone is doing it (for example: those clip art images of the clocks changing…)
Mobile. Mobile. Mobile
Before publishing an image or video on your Page, check your phone to ensure the content is clear.
It’s not about the most complex content. The most effective content for your Facebook Page is simple content that connects with the emotion and feelings of your audience.
Stand out from the crowd by varying the amount of images to video. Use text, color, effects and more. Think to yourself before your next post, could someone do this exact piece of content? If the answer is yes, time to rethink.
Answers to the Knowledge Check: 1: A/C 2:A 3: E