Facebook for Real Estate Agents – Learn how the top producing agents generate organic business from their personal Facebook pages

For most people, Facebook is used as a social tool. For top-producing real estate agents, Facebook offers a great opportunity to generate business and engage with your SOI. The best part? Facebook for real estate agents does not have to be a time-consuming venture.

Today, we are going to provide some insights into how 15 minutes per day can dramatically improve your business.

VIDEO: Facebook for Real Estate Agents – How to Generate Leads

Understanding the Facebook Algorithm

When Facebook made the change to allow 5,000 friends for personal pages, an interesting problem occurred. Even if someone dedicated an entire day to viewing posts, the vast majority of them would not be seen. So, how does Facebook decide which posts you see?

With an algorithm.

One of the major factors involved in determining which posts you see is what type of posts you engage with. For example, if you love to see photos of families with their kids and “like” and “love” those posts, you’re more likely to see posts of families with their kids.

The same concept applies if you engage with skateboard videos, trick golf shots, etc.

Do Facebook posts about your real estate business get a ton of likes from anyone other than a fellow agent, or maybe your mom? Probably not. Since most people are not actively engaging with real estate posts, your personal posts will garner much more traction.

Posting on Your Personal Facebook Page vs Business Page

From an organic standpoint, your personal page offers far more value than your business page. Business Facebook pages are good for:

  • Running Ads/Boost posts
  • Including business hours and other contact options
  • Allowing people to see reviews

However, your Facebook friends are not very likely to engage with posts from your business page, if they even see your posts at all. Your business page is great for people who want to learn more about you, but may not know you on a personal or professional level.

When it comes to posting on Facebook, focus on your personal page.

Keep Your Facebook Posts as Neutral as Possible

Everyone has their likes and dislikes. However, the last thing a real estate agent wants to do is post something that may irritate a prospective client. The key to avoiding this is by keeping your personal posts as neutral and “vanilla” as possible.

To clarify, “vanilla” does not necessarily mean boring. Just think about the type of posts that you see that get a lot of likes and positive engagement, and try to emulate it as much as possible.

The 4 to 1 Facebook Post Ratio for Real Estate Agents

Not all of your posts have to be personal, which is why we recommend a ratio of 4 personal posts and 1 business post. If you post on Facebook once every day, Monday through Friday, only one of those posts should be business-related.

What should you personal posts be about? There’s no right answer to this, but the overall message should be positive. Post about your spouse and how awesome they are. Post pictures of your kids. Enjoy traveling? Post some photos of some cool landmarks or attractions. If you have dogs, post a cute snapshot.

Posting images that are fun and positive makes it more likely to be seen by your Facebook friends. This will help you stay in front of them, and when you do send that occasional business post, it is more likely to be seen.

The 10-10-5 Approach to Facebook Posts and Engagement

Our 4-to-1 ratio is a great rule of thumb for posting on Facebook. But what about engaging with the posts from your Facebook friends? ICC Coaches and students follow and implement the 10-10-5 approach to interacting with posts from their friends. Here is what it looks like:

10 “Likes”, “Loves” or Positive Emojis

Scroll through your Feed and “Like” or “Love” 10 posts from your friends.

10 Positive/Affirmative Comments

These do not have to be long messages. “Awesome!” “Congratulations!” “What a cute baby!”

5 Post Shares Or Direct Messages

This is the toughest part, but when done properly, the rewards are amazing.

The 10-10-5 approach should take 15 minutes a day or less, and is how top-production real estate agents use Facebook to generate leads.

Use Facebook Lists

This is a very helpful Facebook tool that real estate agents can use. You can Google how to set up a Facebook List — it changes often because Facebook is always updating their interface. Categorize your friends on Facebook into various lists, and this will help you target your potential clients or sphere of influence members. Create a SOI list, and that way you can filter to only see posts from your SOI members. Then, you can do your 10-10-5 in a more targeted way.

Want to learn more?

  • Subscribe to The Real Estate Trainer Podcast. You can find it on Apple Podcasts, Google Podcasts, Spotify, Podbean, and anywhere you listen to your favorite podcasts.
  • Join the Real Estate Agent Round Table. We are always posting fresh content, including market updates, free templates, and host dynamic discussions with the industry’s top producers.
  • Subscribe to our newsletter. In the sidebar of this blog, you’ll see a form to fill out to subscribe. You’ll be the first to find out about our new resources, free downloads, premium online courses, as well as promotions.
  • Reach out and talk to an ICC coach. Not sure which of our coaching programs is right for you? Let us help you.
Stay up to date on what's happening in our industry and join our Facebook group, the Real Estate Agent Round Table for free, relevant content daily, including breaking news on the real estate market and the Coronavirus crisis.
Stay up to date on what’s happening in our industry and join our Facebook group, the Real Estate Agent Round Table for free, relevant content daily, including breaking news on the real estate market.

Check out our latest posts: