Today we talk about these main topics:
- The importance of a dedicated Facebook Business Page
- Being a character or a personality online
- Not saturating your feed with house listings
Christian: [00:00:00] Absolutely. And I think the first thing is a lot of real estate agents don't have a dedicated business page.
Aaron: [00:00:09] I would say 95 percent.
Franklin: [00:00:27] What's going on, guys? Welcome back to the official podcast of BitBranding, the Marketing Natives, and today is episode double-O three, how a real estate agent should be using Facebook. Now, guys, Facebook is a pretty broad topic, but I think we have completely nixed it down to a specific area where we can actually help these real estate agents actually grow their business using Facebook. Wouldn't you say?
Christian: [00:00:56] Absolutely. And I think the first thing is a lot of real estate agents don't have a dedicated business page.
Aaron: [00:01:05] I would say 95 percent.
Christian: [00:01:08] So really? That high?
Aaron: [00:01:09] Yeah. So we've done just a back story. We've done a lot of talks and I've done some talks just specifically to real estate agents, mortgage brokers, and I would say most of them think that when we're talking about Facebook for business, they're just talking about their personal page and they post listings on their personal page. That's most people. I spend most of the time telling them how to set up a business page.
Christian: [00:01:32] That's crazy.
Narrator: [00:01:33] That is nuts because you would think that they would know and understand that they could actually draw more traffic specific to their business and not they're personal, and they need to separate it.
Christian: [00:01:44] It's not even just that. It's the- I think the two major things. Number one analytics, and number two ads.
Franklin: [00:01:54] OK.
Aaron: [00:01:55] You can't do either of those on your personal page. With a personal page, you only know if people like, comment, share. You have no idea if people are really viewing it or, like, if you're growing your page. Did more people like this posting? Did they do a particular post? Like are they tired of seeing your listings? Which we're going to get into. Don't worry about that.
Christian: [00:02:18] Yeah. But so basically, yeah, the main thing here is that a lot of realtors are not using the correct page which would be a business page for their realtor. Even though they're a person, they still need to be using a business page for those two reasons, the analytics and be able to run ads.
Aaron: [00:02:38] Just a side note, on our show notes we're going to put it on here. Christian's going to link it. We actually created a video specifically for realtors to set up their Facebook business page that we've shared with people that we'll share with you guys as well.
Christian: [00:02:50] Yeah. Forget about that.
Aaron: [00:02:51] Yeah. Yeah, that's a great video.
Franklin: [00:02:52] Good. Great. Great. Now when you say posting on a business page though, what are some of the things that they can be posting? Or what are the type of posts that they should do? I know that we've said something about listings, but like what are some other things that they can be posting or some things they can be doing with that dedicated business page to get that engagement that they need to actually bring in potential homeowners?
Christian: [00:03:17] So to me I look at it this way. Actually, I'm going to ask Aaron a question. He might not know the answer, but what is- are millennials- what's the- How many are we now?
Aaron: [00:03:27] What do you mean?
Christian: [00:03:28] How many millions? Is it the largest demographic?
Aaron: [00:03:30] Oh yeah. The largest percentage of buying power in the U.S. is-
Christian: [00:03:34] Is millennials.
Aaron: [00:03:35] Is millennials now.
Franklin: [00:03:35] Okay. Right.
Christian: [00:03:35] So I mean if you look at that, and I mean these people millennials are going to be buying houses pretty soon, you know? And they already are. There's a huge chunk that is still not, but it's probably in the consideration stage. But I would look at that. I would look at that huge demographic, and then I would look at how to specifically target that demographic. And something that I wrote down here is to, and I say this a lot or we say this a lot, but to be unique and, you know, to stand out.
Aaron: [00:04:03] What do you mean with that though?
Christian: [00:04:04] But more specifically I'm talking about like being a personality, being a character on the social media, and I have a little story. Because we went to, like Aaron was saying a little bit ago, one of these Facebook talks that we did to a realtor group, and at the end of it, two realtors approached us and they were there were talking to us about Facebook and all that. And they said that there was a realtor friend that they had that stood out because of her videos, and then we asked them to show us the videos. And it's just this crazy lady sitting in her car, talking about her day, what happened at a Starbucks.
Aaron: [00:04:43] Starbucks. We remember like one Starbucks.
Christian: [00:04:45] It has something to do with Starbucks, and she was just a character. I mean, she was funny. She was sharing a personal story, and it stuck with us. I mean, this is like, I don't know, three, four, five months ago-
Franklin: [00:04:57] It was.
Christian: [00:04:58] And we still remember the story.
Franklin: [00:05:00] And specifically, I know all three of us did. Before we left there, we all followed that lady just because of how interesting her story was, and it made her rememberable. Not specifically with the house she was going. Not specifically the area that she was selling in. It made her rememberable which will in turn make her the go to person. You know what? I need to call that lady whenever it comes time for us to buy our house or at least to go to open house or two.
Christian: [00:05:28] Right. I mean it's top of mind. You know?
Franklin: [00:05:31] That's it.
Christian: [00:05:31] That's the main thing here. You are top of mind, but going back to, you know, if you're doing something like that, we tell this to everyone to do video. Video is just the way the world is going to. So I would definitely do video, and if you're going to target that millennial audience, then you have to stand out and have personalities and characteristics that make you, you know, stand out from the rest.
Aaron: [00:06:01] Right. I would say that a big thing that needs to happen with your business page is just to have a strategy behind what you're actually creating. So if you are creating video, don't just go out there and just create videos to create videos. If you're going to do tutorials, great. Walk us through an open house, but do it with a funny accent. Do it with like, you know, cool clothes. Be known as the realtor. Like there's a realtor here in Allen known for the red shoes. Realtor with the red shoes. She says just known. That's a personality. Everybody knows that about her. She's really nice with red shoes, but whatever you end up doing maybe you're the guy who uses a drone inside of a house to show it. Whatever you end up doing, think of something that stands out, and if you feel uncomfortable doing it, then that's the key.
Christian: [00:06:43] Exactly.
Franklin: [00:06:44] Right. Right. Now what are some things that they should not do?
Aaron: [00:06:52] Number one, and we have this on here in like all caps, is to only post your listings. Yes, we know you need to ask for the sale. You need to get people to buy, but it just makes you look desperate. And for people like, you know, us, I maybe in consideration for a house, but at the end of the day, if you just keep shoving these things in my face, I'm going to go find somebody who's a little bit less invasive with the way that they're doing it.
Franklin: [00:07:17] Right. Right.
Christian: [00:07:19] Yeah. So do not saturate your feed with listings. We see that all the time. All the time. Like we said just be a little bit unique. And if you are going to saturate your feed with listings, do what Aaron said. Do a drone video inside of the house and show me that or a 360 video. I don't know. Something, like, that nobody else is doing. Not just a typical link with a picture of a house.
Aaron: [00:07:47] And that's it.
Franklin: [00:07:47] And the linked to where you can purchase the house or set up a meet and greet.
Christian: [00:07:51] Right.
Aaron: [00:07:52] Right. I think this is kind of off the cuff of what we're talking about here, but I'd like to at least if we can, brainstorm a couple of ideas because I did come up with the drone idea through the house but a couple of ideas so that people who are listening can maybe- even if they just steal these ideas to help them grow so they don't just keep posting the same pictures of themselves on those business cards and those, you know, those headshot pictures of them there and saying hey, this is how we do an open house, but we kind of brainstorm some ideas to stand out because we are all millennials.
Franklin: [00:08:22] Well, one of the things that I think that goes along with what Christian said about being a personality and stories, the platform that the lady was using before wasn't Facebook stories because Facebook hadn't really stories at that time. But now there are Facebook stories to where you can actually do the same thing that she was doing and it be all in the same platform and actually get some type of engagement. Christian, you're making a face right now.
Christian: [00:08:50] I just don't know, and correct me if I'm wrong, but I don't think you can do stories from a business page, can you?
Aaron: [00:08:56] You cannot.
Aaron: [00:08:56] You cannot.
Christian: [00:08:57] I'm guessing that's coming.
Aaron: [00:08:59] That's on a personal page. It is. There are some things that I've been reading, this kind of a side note, is depending on how the engagement goes over the next six months is what they're going to roll out with. But it hasn't been as effective as what people were experimenting with. They thought that moms and all of the older demographics who are on Facebook are going to pick up to it more, but it hasn't caught on as much as something like Instagram stories has.
Christian: [00:09:21] Right. Yeah, I only see like two or three people on Facebook stories. That's right.
Aaron: [00:09:26] Yeah. I mean, we'll see. This podcast is done in- well, it's July 1st. July of 2017 when we're recording. So the answer may be a little bit different by the time you listen to this.
Christian: [00:09:38] Very true. Now to go back to that, I think to me- I know we say video and the easy thing to do is is to create it like a show or something like you do every Monday, but to me for some reason, I don't know maybe I'm just the only millennial that thinks this way, but I don't like that. I don't like the, you know, that's going to be the same thing every time. It's going to be, you know, you're going to have your coffee in your hand and you're going to give us a tip.
Franklin: [00:10:03] Right.
Christian: [00:10:03] And that's it. To me, I just I feel like something more spontaneous. I mean, still in the back of your head, like you can plan this stuff up ahead, but to make it more spontaneous. I feel like to me that will attract me a little bit more than to do like Monday morning motivation videos. You know what I'm saying?
Aaron: [00:10:22] Right. Or if you do that, that's not- we're not saying that's a bad idea, but you can't do the same thing every single time. Like if your motivation is, like, you're on vacation, they're kind of like following you on vacation or doing something motivational. That's different than just sitting in front of your desk or, you know, like he said with your coffee, or maybe you just switch something up with it. So I'm trying to think a couple of things here as far as how to stand out as a real estate agent, and we have someone we work with in Frisco that has kind of stood out because they say that they're going to sell their homes for free. And he's not necessarily a personality, but he's kind of went a different route with it. You've just got to stand out. Make yourself different or differentiate yourself. Especially since I think there's like a hundred and fourteen thousand or a hundred and yeah, 14000 or 40000. Something like that. It's a ridiculous number of real estate agents just in North Texas.
Christian: [00:11:17] Whoa.
Aaron: [00:11:18] Yes.
Christian: [00:11:20] I mean I know that the housing market here is booming, and obviously you know, you get that. A lot of- a bunch of realtors. But yeah, that's insane. And I mean I guess I can tell because of all the realtors that we meet and see every single day.
Franklin: [00:11:35] Right.
Aaron: [00:11:35] Like literally every day a new realtor.
Christian: [00:11:37] Yeah.
Aaron: [00:11:37] Yeah.
Franklin: [00:11:38] Yeah. I got two cards yesterday. Thanks. I don't have the money to buy a house right now, but whenever it comes time, I'll give you a call if I can still find your card.
Aaron: [00:11:51] All right. One last thing to talk on real quickly is to don't be afraid to do some Facebook advertising. I know that a lot of real estate agents spend their time on Facebook, and they're like well this doesn't work because they try to do boosted posts or Facebook posts themselves. Try to reach out to somebody in your area to look at Facebook advertising as an avenue and stop using so much print mail. And one, kills trees, and two, it doesn't really work. So try- not saying to completely cut that out, but try to do some Facebook advertising and reach out to a marketing company in your area to test that out because it's a lot lower cost, and you can actually track results with it.
Christian: [00:12:30] And just test it out. Spend a little bit of money first. See how it works for you. Then jump into something bigger.
Aaron: [00:12:37] Right. You sounded a lot like calming Mr. Rogers voice right there.
Christian: [00:12:41] Well, thanks. I'm trying and testing new voices.
Aaron: [00:12:45] All right. The frequency for this- All right. Thank you, guys. This was a quick and easy Facebook advertising- Facebook advertising. This is a quick and easy Facebook tutorial, if I could talk, for real estate agents on what they should be doing for Facebook. I think we recapped it pretty well by just saying that you should stop selling all the time, create a unique voice, and try out some Facebook advertising. If you get those three things out of this, you're really going to be on the right track as an agent.
Franklin: [00:13:19] Right. I agree. So if you guys are listening and you've gotten this far into the episode double-O three, how to utilize Facebook as a real estate agent I completely changed up the titles a little bit, but leave us an honest review. And if you can, give us an honest rating as well so we can learn ourselves how we can make this better for you guys. As usual, thank you for listening, and that's it.
Christian: [00:13:53] And also don't forget to subscribe.
Aaron: [00:13:57] Push the subscribe button.
Christian: [00:13:59] Yeah. All right. See you guys.