Connecting with your clients on Facebook in a real authentic way is important in building your referral business.
Facebook has long been the platform to communicate with our friends and family. And with recent changes, Facebook is putting the newsfeed focus squarely back on the reasons people joined Facebook to begin with: connecting and engaging with friends and family. With real estate being a relationship business, Facebook is just one tool that can help agents build and nurture relationships with the people they know, past clients and prospects. So are you Facebook friends with your clients? You should be!
The number one source of real estate clients is not Facebook leads or even website leads. The largest source of new business for most real estate agents comes from referrals from past clients and people they know (about 60%). So that tells us that the main goal for real estate agents should be to stay top of mind of their friends, sphere, and past clients to then generate those referrals and repeat business. Agents can’t simply drop off the face of the planet once the deal closes, and expect the past clients to refer or come back when they’re ready to sell again.
So how do you stay top of mind and build that know, like and trust factor? A good mix of email marketing, social media connections, and even offline marketing (think snail mail) can accomplish this. Facebook can be one piece of that strategy. So it’s important to become “Friends” and authentically connect on Facebook with those people you know and have done business with.
Now, it’s important for agents to remember that their Facebook profile is not a marketplace for homes. People don’t go on there to search for real estate. They go there to talk, share and interact with their sphere in the digital world. So agents need to simply look at using their Facebook profile as a tool for communicating consistently and building relationships, NOT the avenue for selling homes (that’s what the Business Page is for). Again, it’s a tool to help you build that top of mind awareness.
First Thing You Need to Do: Segment Your Clients with Facebook Friend Lists
If you are “Friends” with hundreds of people on Facebook, it can be hard to keep up with specific people in your newsfeed when you are at the mercy of the Facebook Algorithm. In order to organize your feed to where you can easily see what your past and present clients are up to, you should create Friend Lists. In the video below, we demonstrate just how to easily do that.
Still Not Ok to Use Personal Profile for Business
Even though we are encouraging you to use your personal Facebook profile to connect with your clients, that doesn’t mean you should use it to promote your real estate business. It is still against Facebook’s Terms of Service to use your personal Facebook account to represent your business (again, it’s what Business Pages are for). That doesn’t mean you’re never allowed to mention that you are in real estate, or occasionally want to post a special event related to your business. But keep the listings and the real estate related posts to your Business page.
Meaningful Interaction – Don’t Just do “Drive-By” Likes
Want a good way to authentically connect on Facebook with your clients? At the start of your day pick 5 posts from your client list to interact with on Facebook. But don’t just click “like”. Stop by and make a meaningful interaction. It is not enough to just hit the “Like” button anymore. Make comments on your client’s cute pet photos. Like and comment on a client’s recent Facebook Live from an event. Engage with them by chiming in with a comment or asking a question. Just be yourself. You don’t even need to talk about real estate necessarily. Including an, “Oh by the way, I sell homes” may be ok occasionally, but only in the right context of your conversations.
You can do all this without being “sales-ey”. You’re just being a nice human who is trying to build relationships that can lead to future business. Remember: using your Facebook profile in relation to building your business should be all about building relationships, not selling.
Are you a good human and like to communicate on Facebook? Then connect with List to Close on Facebook! We would love to hear your thoughts on how you authentically connect with clients and if it has turned into sales and more referrals.
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