Proven Ways To Improve Your Real Estate Company’s Facebook Content


There are currently about 27.9 million small businesses in the United States, and thousands of Americans work in the real estate industry as Realtors, home stagers, or business owners. And anybody in the real estate industry can attest to the fact that it’s one of the most constantly-evolving and highly unpredictable industries to pursue, especially as a small business opportunity.

In order to maximize your potential as a real estate agent, you’ll have to constantly adapt and leverage your marketing strategy in ways that best engage with your target demographic. Increasingly, real estate pros are relying on social media tools like Facebook to grow their business. If you need some help utilizing Facebook to promote your real estate company, here are just a few of 2017’s most effective Facebook strategies for real estate agents.

Integrate And Engage Through Insightful Commentary

Last year, there were about 560,000 homes sold in the United States. And even though Facebook is one of the most universal social media platforms, ChatterBuzz Media cites that just 9% of real estate agents with social media pages use them to advertise listings.

And while many businesses feel as though a simple “share” of relevant content on their Facebook page is sufficient enough to convey the necessary information, you’ll need to take it one step further to boost engagement and brand awareness. Once you’ve optimized your business’ website, link to each and every update or real estate listing in a Facebook post and add a succinct yet informative commentary. Not only does this allow followers to navigate to your professional website with the simple click of their mouse, but the bit of insightful commentary can easily serve as the key element in what prompted users to click through when they otherwise would’ve kept scrolling.

If you’re unsure of what type of commentary to add to any given Facebook post, it just takes a quick re-delivery of the information provided on the website while keeping the intended audience in mind. For example, 14% of Americans have changed jobs to shorten the commute. if you’re posting about a home for sale near a popular area, this should be one of its biggest selling points. Appeal to potential buyers’ desire for convenience by listing local businesses and relaying their location in relation to the listing. And instead of just listing distances in miles, translate them to approximate walking and driving times. This helps potential buyers truly envision themselves in homes in which they already have an interest. It could even be what eventually persuades them to book a tour, or even make an offer.

Relay Expertise Through Written Content

Appealing to emotion is a marketing tactic used throughout the ages, but showing your knowledge and expertise of industry trends is a tried and true method as well. You don’t want to appear blatantly self-promotional in every post, but using persuasive language to convey brand awareness and have pride in your real estate company’s is a major strategy to success. Victoria Wallace writes on ChatterBuzz Media:

“Don’t use your website or social media presence just for your listings — create your own brand as well. Emphasize who you are and why you stand out in the field. Use your site to demonstrate why you’re going to make the entire home buying process simple and cost-effective for buyers. If buyers feel they can trust you, you’ve made a connection that will likely pay off handsomely in terms of future word of mouth business.”

Ultimately, knowing how to effectively engage your intended audience through the universal social network of Facebook is the key to building brand awareness and your company’s overall social media strategy.

Bonus Tip:

If you’re interested in learning about more digital marketing strategies that can help grow your real estate business, check out this detailed guide. It’s packed with additional ideas that can strengthen your SEO, SEM and Social Media Marketing efforts.


Kelsey R. is a writer and an avid world traveler. When she’s not writing or listening to 80s music, you can find her exploring different countries, taking selfies with her dog Lady, and in constant search for the perfect brownie recipe.