Facebook and Real Estate Agent Marketing

I’m reading a couple of articles today, one from a consultant to the real estate industry and another from an industry reporter about real estate agents using Facebook to gain more business. The typical stuff, what to do and what not to do. Why Facebook makes sense, the etiquette involved, being professional, expanding your sphere on influence, etc.

As I’m going down through the list of what to do and what not to do and comparing the articles, I’m struck with a polar opposite. One says don’t advertise, because Facebook is a social site, and ‘members can smell a sales pitch’. The other says buy advertising and pick your demographics and monitor your statistics.

So what does an agent do?

Well the simple answer is to advertise that you’re not advertising on Facebook. After all one expert says advertise, and the other expert says don’t. That way you’re taking the advise of both and covering your basis. Course I’m being flippant and that’s the point.

From a purely business standpoint, joining Facebook is a really smart long term strategy. From a personal standpoint it is a really great opportunity to connect with long lost friends and stay current with closer friends and acquaintances. After all not everyone is a professional salesman that has a thousand and one things to do. Some people are spending a lot of their free time connecting with others they know. Who knows how long Facebook will be ‘THE’ place to gather for social interaction? All I know is right now it is ‘THE’ place to connect with other like minded people and a place to discover people that have similar interests and hobbies.

So what about advertising on Facebook?

It’s easy to answer that one. You advertise. But not quite in the way I think either one elicited in their articles.

So if you wanted to buy advertising space what would you do? Create an ad that says “REALTOR® for hire” Call 999-999-9999. Probably not. I think that would probably be a waste of money. However, you could create an ad right now that says something like “The Facts on the $8000 Tax Credit.” (Granted that’s probably not the best headline in the world, but you should get the point.) That would be unobtrusive, would be glossed over by everyone that isn’t in the market or could care less, but just may catch the attention of someone who is curious about the tax credit money. The ad should take them to your website where you capture their name, email address, mailing address, and yes, even ask for their phone number, and then you’re autoresponder can automatically send them the report. It’s creative, it’s unobtrusive, it’s extends your brand and value and it creates another connection for you.

Other ways to advertise without advertising is to post industry figures, information about a neighborhood happening, you’re take on a new restaurant, etc. What you’re trying to do is show that you understand the neighborhoods in which you do business and you are the expert in your area when it comes to real estate. Not the blatant advertising that one author is referring to which would go something like this. “Now is a good time to buy a home, give me a call.” Yea, that’s pretty weak, and it does simply smell.

Oh, and yes, I would most definitely do one other thing. When you list a new home, I would put that information out there. That’s not blatant in your face, I want your business advertising. That’s just smart business.