Cara Faulkner: 6 steps to create a Facebook strategy that works 

When they say you need to be on Facebook, it’s true. As the world’s largest social media platform, it has more active users than any other channel. No doubt some of these  users are real estate prospects looking for an agent like you. 

But like any channel, you need a strategy that works. Here are six steps to creating a Facebook marketing strategy that can help you reach and convert more prospects.

Set your Facebook marketing goals

What do you want to achieve on Facebook? Defining your goals will determine every action you take. From what you post to which groups you join, everything you do on this  platform should work towards achieving your targets. 

Goals you could consider include building your brand awareness, boosting your reach,  increasing your traffic, generating new leads, and driving more conversions.

No matter what Facebook goals you set, make sure they align with your business objectives. And, like any good goals, ensure they are specific, measurable, achievable, realistic, and time-based.

Discover your Facebook audience

Who are you targeting on Facebook? It could be key audience personas or your entire target audience. You won’t know until you do some research. 

If your page already has followers, the best place to start is Meta Business Suite Insights. Here you can see a breakdown of their age, gender, top cities, top countries, and more. 

Weigh up whether this data matches your target audience. If it does, you’ll know your current posts are working.

If it does to a degree, consider whether Facebook is the best platform for targeting only some of your audience personas.

It if doesn’t match at all, then you need to go back to the drawing board with your content.

Plan what you’ll post on Facebook

What content does your target audience want to see on Facebook? Put simply, this step is about planning what, how and when you’ll post. 

The audience you defined in the previous step will help you determine your content. 

Figure out what your followers want to see and categorise it into content pillars. For example, market reports, new listings, client testimonials and behind-the-scenes.

Next, you should work out how you’ll post this content. There are a variety of formats  you can choose from, including photo, video, and link posts as well as Facebook Lives and Stories.

However, the more mobile-first, short-form videos you can publish, the better your engagement will likely be. 

Finally, determine when you’ll post. If you’ve posted in the past, the best place to turn is Facebook.

When scheduling posts, you can find when your existing audience is most active by clicking on Active times.

The next best way to discover ideal posting times is  through trial and error. 

Optimise your Facebook page

Is your Facebook page properly set up? Before you hit publish on your next post, take the time to optimise your page. Doing this helps your audience get to know your real estate  agency and what you offer. 

How can you optimise your page? It takes a few simple steps to make you look more  professional than your competitors. 

First, choose a profile picture (preferably your logo or headshot) and ensure it is the correct specifications.

Next, consider whether yourcCover photo is eye-catching and looks effective on desktop and mobile.

Underneath your cover photo, you’ll find your action button. Make it relevant to your business, for instance have it read call now

To improve your searchability, ensure all your intro and about sections are filled out and up-to-date. Finally, use the pin post feature to showcase your best-performing content or latest offer.

Making these simple changes to your page can help you stand out on Facebook.

Get social on Facebook

Are you social on Facebook? Whether you’re representing yourself or your real estate  agency, you need to be seen as social. After all, they call it social media for a reason. 

Once your strategy is underway, you need to start engaging your followers. Like, comment, share, tag, mention, and follow.

These are ways you can interact with users and pages, so you can build stronger relationships and grow your Facebook community. 

The other way you can be social is by joining relevant Facebook groups. Think local community groups.

Becoming a member and contributing to the conversation can show  you value the communities where you offer your services. Doing this can help your real  estate agency be seen as a trusted advisor in your area.

If you want to go one step further, create your own Facebook group. For instance, XYZ suburb insights.

However, for it to work, you need to make sure the content is valuable, not salesy. 

Try out Facebook ads

Have you given Facebook Ads a go? Now is the time to install your Meta Pixel and get familiar with Ads Manager.

Why? Because Facebook Ads are your ticket to generating new leads and driving more conversions for your real estate agency. 

If your page is new, you may want to try boosting first. Boosting promotes existing posts. 

While it’s the simplest way to create an ad, it’s generally less effective since you can’t customise as many features. 

To create targeted ads, you should run Facebook Ads. While they require more work, they are also far more effective.

Facebooks Ads allow you to select your ad objectives, audiences, placements and creatives, which may help increase your business’ visibility. 

As with any marketing strategy, ensure you constantly measure and analyse it so you can adjust it along the way.

By putting together your Facebook strategy, you can tap into the huge potential this social media platform can offer your real estate agency.

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Cara Faulkner

Cara Faulkner is a social media marketing specialist at Olivv Social