Facebook Marketing Strategies for REALTORS

FACEBOOK
MARKETING
STRATEGIES
for Realtors
© Stefanie A. Hahn | www.StefanieHahn.com | February 2012

A FEW STATS …
As of December 31, 2011:

845 million monthly active users

Approximately 80% of monthly active users are
outside the U.S. & Canada

483 million daily active users on average

More than 425 million monthly active users who
used Facebook mobile products


GETTING INTO THEIR
NEWSFEED
Your goal as a
marketer –
be HERE
front and
center in their
newsfeed.


UNDERSTANDING EDGERANK
Facebook’s pesky newsfeed algorithm.


FACEBOOK EDGERANK
Facebook Edgerank is the
algorithm that determines
which Facebook users see
your post.

Understand that most
Facebook users will stay
within their newsfeed. Your
newsfeed consists of the
people & pages you interact
with the most.


FACEBOOK EDGERANK
Each Facebook post is weighted for …

1. Your interactions with the person posting (or
page) – you will reach those that have
interacted with you (or your page) in the past
more easily.
2. The interaction the post has received - posts
with more likes and comments will show up in
more newsfeeds and for a longer period of time.
3. Time decay – each post eventually loses steam,
but the time decay is different for each post
depending on interaction.

FACEBOOK EDGERANK

Videos and photos
carry more weight
and are likely to get
more interaction than
a standard text post.


FACEBOOK PAGE OR PROFILE?
Think about how many people and pages
you actually interact with versus your
number of Facebook friends.

The average Facebook user has 245 friends
per a Pew Internet study from 2/3/2012
and likes more than 80 pages.


Most Facebook Pages only reach 3 to 7.5%
of their likers according to allfacebook.com

According to Facebook's S-1 filing, there
were more than 37 million pages with 10
or more Likes as of Dec. 31, 2011.

The average Facebook user likes 4 – 6 pages
per month.


If you decide to go ALL profile ALL the time …
here are a few tips:

1. Create friend lists
2. Lock down your information
3. Change privacy on photo albums
4. Open up anything you are willing to share
5. Post your personal stuff to your friend and
family lists and post everything else public.


HOW DO YOU REACH YOUR AUDIENCE?
Objective: You need to get into their newsfeed.

 Post thoughtfully (& use video/photo)

 Post at the right times

 Ask for the interaction

 Always respond


REACHING YOUR AUDIENCE
Post Thoughtfully


POST THOUGHTFULLY
I know you feel the pressure to post your listings –
I get it, but remember, there is a better way …


POST THOUGHTFULLY


POST THOUGHTFULLY
Post Publicly. Don’t say listing. Ask a question. Pick a
photo that is not the front of the house. Be engaging.


POST THOUGHTFULLY
What other thoughtful business posts make sense?

- Market data
- Real Estate information
- Neighborhood and community news

Your posts should be engaging and drive traffic to
your website. Interaction is critical.


POST THOUGHTFULLY
Share a link with market data and encourage them to click
for more information.


POST THOUGHTFULLY

Use links to
drive traffic to
your website.


POST THOUGHTFULLY

Information about the how the buying/selling
processes work, financing, inspections, short sale
and foreclosure and much more are ALL great
topics to share.


Drive them home … POST THOUGHTFULLY


POST THOUGHTFULLY

Don’t be afraid to
post news and
information from
organizations in
your community to
build interactions.


Post at the right times.


POST AT THE RIGHT TIMES
To achieve the most interaction with your
posts – which is critical to appearing in
newsfeeds, post at the right times.

 Try posting around noon or 7pm EST

 Only post once per day (especially on
those business pages)

 Always post on Saturday

Ask for the interaction.


ASK FOR THE INTERACTION
Whenever you post, ask the reader for
interaction.

What do you think?
Do you agree?
How do you feel about that … ?
Click “like” if you agree!

There are tons of ways to ASK for
interaction.

Always respond.


ALWAYS RESPOND
If we are asking for the interaction, we
MUST give that courtesy back to anyone
who interacts with our post.

Always respond to comments.

You can even thank them for “liking”
your post.


YOUR INTERACTION MATTERS
It’s important for YOU to interact OUTSIDE
of your newsfeed on Facebook as well. Get
out of your newsfeed and …

- Say hello & happy birthday
- Like others posts
- Comment on others posts


CREATE RELATIONSHIPS
Remember that your online
networking and
communication with others
should be the same as your
offline networking and
communication – show you
care, show you have the
expertise and be connected, so
when the time comes there is
no question about who their
Realtor will be …


LET’S REVIEW …
Objective: You need to get into their newsfeed.

 Post thoughtfully (& use video/photo)

 Post at the right times

 Ask for the interaction

 Always respond


THANK YOU

Thanks so much for
hanging out with us
tonight! Questions?
Just ask …

Stefanie A. Hahn
stefanie@stefaniehahn.com
www.StefanieHahn.com


Facebook Marketing Strategies for REALTORS

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