Social Media 101: Facebook for your Real Estate Business

November 17, 2014

If you log into Facebook each day, you’re not alone. No, really. You – and about 829 million other Facebook users check their account at least once each day. So for a company looking to reach a large audience – for FREE – Facebook is the place to be.

Facebook can be a terrific tool for businesses to share company news and updates; recruit new employees; and build credibility by posting insightful industry information, useful tidbits for clients, and interesting stories and photos relating to your firm’s culture.

In fact, that is exactly what you should be posting. The guideline for your Facebook – and all social media – content is “the rule of thirds”:

  • One third about your brand/company (awards, new deals, articles you’re featured in)
  • One third about your industry (trends, industry news)
  • One third “social,” or fun, non-business content (photos from a company lunch or “take your child to work” day)

Be sure to post regularly – at least three times a week – to maximize your page’s growth and engagement.

If you’re just getting started on Facebook, you’ll need to decide whether you want to set it up as a personal profile page or as a business page. A personal profile is just that – personal. It’s not intended to be used for business, though many individuals do so. Realtors often set up person profile pages that double as a business profile. However, Facebook frowns upon using personal profiles to solicit business. Some benefits of a personal page is the ability to have more personal interaction, like tagging people, initiating friend requests and sending messages. The downside is there is a friend limit of 5,000 and you won’t have access to Facebook’s analytics of your page.

A business page doesn’t provide as much personal interaction, meaning you can’t initiate contact with an individual such as messaging or friending them. But the pros are many, including no limit to how many likes you can have, access to fairly in-depth analytics of your page, and the ability to target your posts. Facebook actually provides a lot of great information about ways to use Facebook for business on its blog (yes, even Facebook blogs!). You can check out Facebook’s business page tips here. And for an example of a business page, check out Taylor Johnson’s Facebook page.

Once you’ve settled on a personal page or business page, next consider your content. Although Facebook allows more than 60,000 characters for a status update, keep your posts to a fraction of that. Research suggests the perfect status length is 225 characters, probably because most people are viewing Facebook on their mobile device.

But even more important than what you type is what you show. According to analytics, photos get 53 percent more likes, 104 percent more comments and 84 percent more click-throughs on links than text-based posts.

To increase the visibility of your post even more, tag relevant people and companies so their networks can see what you’ve posted, and add popular hashtags like #realestate or #CRE to join in the virtual conversations happening on the topic. That way when people search those hashtags, they’ll be able to access what you’ve posted.

Facebook, like all aspects of social media, is always evolving, so it’s important to stay abreast of the changes and trends. One great resource is the website Mashable. Or just ask us. Email Emily Johnson at to discuss how to put Facebook to work for your business.


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