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In today’s world, social media (Facebook specifically) represents one of the most powerful ways to generate leads for your business.
Within minutes, you can send out a digital message to all of your connections — announcing a new house you have under contract, advertising your services, or building rapport.
Each time you post is an opportunity for new potential leads to engage with you or for existing connections to provide you with referrals.
But of course, before you can actually use social media to generate leads and close deals, you need to know how to increase the visibility of your posts — because in the eyes of your audience and Facebook’s algorithm, not all content is equal.
In fact, if you’re not active on social media, you’re leaving BIG money on the table. Carrot members generate tens of thousands of leads via social media channels each year.
So here are 7 tips that will help you increase the Facebook engagement, visibility and leads from your posts and how many leads you generate from your social media activity.
Note: We’re talking specifically about organic social media lead-gen, here, not Facebook ads. If you want to learn more about running successful Facebook ads for your real estate business, though, we have an awesome resource over here.
Facebook Engagement Tip #1: Post your link in the comments.
Have you ever seen people on Facebook do this?
Instead of posting the link in the post where it’s easy to see and they get a clean looking snippet, they post it in the comments?
If you’re friends with me on Facebook, you’ll notice that I do this all the time. But why? Why not just post the link in the post where it’s easier for people to see.
Well, Facebook’s algorithm that determines which posts to show your friends and which ones to not show gives posts with links in them far less reach.
Put more simply, if your post has a link in it, then Facebook will show your post to fewer people — the reason being that Facebook doesn’t want its users leaving Facebook (which, of course, a link to your website encourages them to do).
Still, you want to include a link on your posts to drive traffic to your website and collect leads (Carrot websites convert better than any other websites in the industry — find out more here).
To say “link in comments” at the end of your post and then add the link for where you want people to go in the comments after you post. This won’t decrease the number of people who click on your link (as some people suspect), but it will increase your post’s visibility.
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Facebook Engagement Tip #2: Use an image that stops people from scrolling.
The hardest part about generating leads organically on Facebook is getting people to stop scrolling. If you use Facebook consistently, then you know what I’m talking about.
When you’re scrolling, you only stop on the stuff that catches your eye or the stuff that’s posted by someone who you really like (which is why building long-term rapport with your audience is so darn important).
And one of the easiest ways to get people to stop scrolling is to add an image to your post that will make your audience pause and read your content (video works great as well, but more on that later).
A few ideas…
- Use an image where the main object is in focus, not where everything is evenly in focus.
- Use an image with someone’s face — humans are fascinated by faces.
- Use an image with bright colors.
- Use an image of a house that’s absolutely destroyed.
- Use an image of you taking a sledgehammer to a wall.
However, MAKE SURE that the image you use does relate to your Facebook post — you don’t want your audience feeling hoodwinked once they start reading.
Facebook Engagement Tip #3: Ask connections to share, “Like”, or comment.
Want to know the absolute best way to get more reach out of your Facebook posts?
Get people to comment, “Like”, or share your post. Because one of the strongest factors in Facebook’s algorithm which determines how many people get to see your post is the number of comments, “Likes,” and shares your post gets.
When people are engaging with your content, that’s an indicator to Facebook that it’s good content and it should show it to more people.
And there are a few ways to accomplish that goal. The easiest way is to reach out to some of your closer connections on Facebook (via messenger) who you think might be interested in what you posted and ask them to share it by saying something like this…
I hope you’re well!
I just posted about [topic] a moment ago and I thought you might enjoy the post. If you do, would you mind giving me a “like,” comment, or share (but only if you appreciate the content).
It would be a big help to me. Thanks!
Another way to increase engagement on your post (and thus visibility) is to ask a question or start a discussion about a topic which your audience will be interested in.
You could ask about what people are looking for in a new home, why people believe they’ll never be a homeowner, or what the biggest obstacle to their happiness is. It really could be anything — just make sure it’s something that your audience will be interested in discussing.
Remember, the more people that engage with you on Facebook, the bigger your audience grows and the denser your rapport.
Facebook Engagement Tip #4: Post 5 days per week.
The median number of Facebook posts per day, across industries, is just about 1. That is, most businesses are posting at least once every single day on Facebook.
And there are several reasons for that.
First of all, the more often that you post on Facebook, the more content there is for your audience to engage with — so, up to a point, the more the merrier.
Second, people — your friends and followers — like consistency. They want to engage with your content every day, not every once in a while. And the more that they do engage with your Facebook posts, the more that they’re going to connect with you and look forward to reading your future content. It builds a consistent relationship with your audience, helps rapport, and establishes you as the expert in your market.
Plus, when people engage with you more than they do your competitors, who do you think they’re going to work with when they need to buy or sell a home?
And I’ve found that 5 days per week is just the perfect amount. It gives me the weekend to stop thinking about social media so I can spend time with my family but it keeps me engaging with my audience throughout the work-week.
Facebook Engagement Tip #5: Increase the size of your network.
A great and maybe obvious way to increase the amount of engagement and visibility you get on your Facebook posts is to increase the size of your network.
The more friends and followers you have to your personal profile (yes — you should use your personal profile primarily, but we’ll talk more about that in the next point), the more visibility and engagement you’re going to get naturally.
My favorite way to increase the size of my network is to — don’t judge me — add friends from the recommended friends list which Facebook provides.
I’m not really that concerned about accidentally friending weird or mean people because well, I figure I can always unfriend them if they’re harassing me.
But if you’re not as digitally extroverted as I am, that’s okay. Another great way to increase the size of your network is to add your Facebook profile link to your business card so that people can easily friend you or follow you. You can also just ask people whom you meet and connect with in person if you can add them on Facebook as well — most people won’t mind.
However you do it, you’re going to want to increase the size of your network. The more you do, the more people you’ll reach with each post and the more leads and referrals you’ll generate.
Facebook Engagement Tip #6: Optimize your profile page
A lot of people I talk to don’t want to use their personal profile to post about their business, build their network, and increase lead-gen. And their reasoning makes sense — they like to use their personal profile for connecting with friends and family, not for talking about work.
The problem is, your personal profile gets way more organic reach than a Facebook Page does. Since Facebook wants businesses to pay for ads to reach their audience (rather than reaching them organically), every year has seen a decrease in the ability for you to grow an organic following with a business Facebook Page.
Of course, you’ll need a Facebook Page for your business if you’re going to run Facebook ads… but that’s not what we’re talking about here.
I highly recommend using your personal Facebook profile to connect with your audience and engage with prospects (as well as your family). Or if you’d prefer, you can create a second Facebook profile that’s dedicated to business so you can separate work and play.
Then it’s time to optimize your Facebook profile. Add a nice headshot of yourself, use a relevant image for your profile header, and writer a relevant bio. Here’s an example from Ryan Dossey — real estate investor and Carrot member.
Facebook Engagement Tip #7: Use video often
Without question, the most powerful type of content you can post on Facebook — the type that will receive the most engagement — is video content.
There’s just no denying it — the vast majority of people prefer to watch a video over reading content or even looking through photos. And you can use that fact to your advantage.
With your smartphone, you can record a quick video with home buyer or seller tips and upload it right to Facebook. By doing it that way, you can record several versions until you’re happy with one.
Or you can go the more brave route and just do a Facebook Live video (my preferred method). These actually get watched even more than just normal Facebook videos and they tend to be more authentic (which people like).
I find that it’s convenient to just shoot a Facebook Live video really quick, talk about what you want to talk about, and then be done with it — rather than recording, editing, and uploading.
But it’s your call.
The important thing is to produce video content more often than other types of content (if you really want to increase engagement).
Social media is a remarkably powerful tool for generating leads and closing deals. With just a little consistency, you can build a following, establish your expertise, and even collect leads.
But first, you need people to actually see your content and you need them to engage with your content. Only then will you be able to reap the benefits of lead-generating potential that Facebook holds.
And you can use the above 7 strategies to increase Facebook engagement and visibility and engagement of your content — the more you do, the more your business will benefit.
Let us know how it goes!
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