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Facebook Do’s and Don’ts for Real Estate in 2022


In this video, we’re going to cover the biggest do’s and don’ts when it comes to Facebook in 2022.

Hey everybody, Katie Lance here, founder and CEO of Katie Lance Consulting, the Get Social Smart Academy and author of the book,  Get Social Smart. Its episode 269 of the Get Social Smart show and today we’re talking all about Facebook for real estate, and I’m going to share with you some of the biggest do’s and don’ts that real estate agents can make when it comes to Facebook in 2022. Make sure you don’t make these mistakes.

Alright, let’s get into the do’s. Number one, post consistently. Consistency is the name of the game. And I think this is a one thing a lot of agents and brokers struggle with. I often go to an agent or broker’s Facebook page, and I see one post today, two from a couple days ago, the last one was a few weeks back and there’s this kind of lack of consistency, which I get it you’re busy, but at the same time, it’s really important when it comes to Facebook or any of your social media strategy that you get intentional and that you get strategic.

And one of the easy ways to do that is just put it on your calendar. Put it on your calendar once a week. Schedule 20 or 30 minutes once a week, where you can think about what’s coming up and you can schedule some of your posts that are coming up. I love using either Facebook Creator Studio or Facebook Business Suite. Those are two easy and free tools that you can use to schedule some of your content, not everything, but you might look ahead and go, gosh, Monday I’m going to do a Monday Market Update. Tuesday’s going to be a Tip Tuesday. Maybe Thursday I’ll do a Throwback Thursday. You want to get yourself into that routine. And that consistency builds trust. So make sure you are posting consistently, it’s more important than ever before in 2022.

Tip number two, engage with other people. This is super important. So if you’re posting content to Facebook and you feel like it’s just crickets, you’re getting a couple likes, you’re not getting a whole lot of engagement and you’re not turning likes into leads. One of the most important things you can do that doesn’t cost you a whole lot of money. Just a little bit of time is engaging with other people. So I always recommend take 10 or 15 minutes a again, put it on your calendar. If it’s not on the calendar, it may not happen. So put it on your calendar once a day, whether it’s early morning, lunchtime evening, whatever it might be. And take a few minutes to scroll through your feed, like come and interact with at least five people a day. I’ve been doing focus five for years where I just open up my phone to scroll through and I think to myself, okay, I’m gonna find five P host that really resonate with me. And don’t be a drive by liker, but just take a few minutes to like leave a meaningful comment and a meaningful comment, by the way, is a comment that’s more than four words, four words.

So instead of saying congrats or great pick, you might say, congrats, Julie, I’m so happy for you and your family or happy birthday, Susie, what do you have planned for today? Right? You see that feels a little bit different and engagement is a huge part of your Facebook strategy. So posting consistently, uh, and engaging two huge things to number three, utilize Facebook live. Okay. So when it comes to content, Facebook live hands down is still the best type of content I’m asked all the time. What’s the best type of content Facebook live. And I know for some folks, you may not wanna hear that, right? Facebook live can cause a little anxiety because all of a sudden you’re live and you’re broadcasting to everyone. The first time or two, you do a Facebook live. It is a little nerve wracking, but I can guarantee the more you do it, the easier it gets.

I, you can go live on Facebook, right from your phone. And if you go live on Facebook from your phone, there’s a couple quick things you need to know. So you can go live on your personal profile. You just go to your personal profile, hit the go live button. It’s gonna ask you for, uh, what are you gonna talk about? It’s gonna hit. Then you’re gonna hit a button that says go live and you’ll see a countdown. It goes 3, 2, 1. And then you’re live from your business page. You can go to your business, profile your business page again on your phone. Again, hit the live button and the same thing will happen. One quick tip. I’ll give you if you’re going live on your phone, make sure you put your, do not disturb on, make sure you turn your notifications off, but especially do not disturb because if you get a phone call during your Facebook live, you’re gonna get kicked off Facebook live.

I speak from so, uh, but Facebook live is awesome because it doesn’t have to be perfect. It’s live it’s in the moment. So you can do this for virtual open houses. If you wanna hop on really quick and talk about something that’s happening locally in the market. Um, I find with Facebook live, it’s really great for timely content. Now, if you really wanna get fancy, you can do a Facebook live like with zoom or you’re interviewing on one and you’ve got two people on your broadcast. That’s fine. But at some point in 2022, I highly recommend maybe it’s once a month. Uh, if you get brave enough, maybe it’s a couple times a month get on Facebook live it’ll dramatically impact the reach on your Facebook page, not just with that one, Facebook live, but all of your content, uh, which is really, really exciting to so utilize Facebook live for sure.

Don’t okay. Let’s talk about some of the don’ts with Facebook for real estate agents in 2022, number one, don’t post and run. Okay. We see this still happen a lot in 2022, you have a new listing, you have an open house, you have something under contract, you got a great, uh, testimonial and you post it and then you’re out, right? Because you’re busy. It’s really important with, especially with Facebook that you take just a couple minutes to engage and interact. So I’ll give you a quick tip. I mentioned earlier how important it is to engage. So I like to set aside 10 or 15 minutes a day where I do my focus five, but before I post something, I try to take a couple minutes, maybe just two or three minutes, I’ll open up Facebook and I will, uh, respond to my notifi. So if I’ve been tagged in something or I have a new follower or, you know, just a few notifications that happen, I’ll try to respond to those notifications, maybe like, and comment on a few new posts, post my content, whatever it is I’m gonna post.

Um, and then go about my day. So this is also important too, when you’re scheduling your content, because when you’re scheduling your content, sometimes it’s easy to forget that that content is going out there. So you may not always be able to, uh, like and interact in the moment if you’re scheduling some of your content. And I think that’s okay, we’re all human. We’re all busy, but just take a few minutes each and every day to make sure you’re engaging with other people. If you really feel like, gosh, you’re posting stuff and things are not, you’re not getting traction, just lean into your feed, love on other people. I know that sounds a little corny, but the more you give, the more you interact with others, the more that’s gonna come back to you. And with the algorithm, more people are going to see your content be cuz you have engaged with them.

So don’t post and run. The second thing, don’t just post listings. So you definitely should post listings. You definitely should post open houses. You definitely should post anything business related because that’s your business, but don’t just post listings, right? Especially with Facebook. One of the other types of content that I highly encourage you to post is educational or informal content. So this could be edutainment, right? You can now post reels to your Facebook business page. So if you’re already creating some short form, fun, playful, educational content, maybe you’re already creating that for Instagram or other platforms. You can post that on your Facebook business page as well as your personal profile, if you’d like, but educational, informative content, I think is a really, really good balance between promotional content, right? So I want you to think about the questions you get asked all the time.

What are those questions where you get asked something and you think if I get asked this one more time, that’s a great thing to post to Facebook. So things like who pays for what, what are the biggest red flags when you are getting your home inspected? Uh, what are some of the biggest mistakes for first time home buyers? What are some tips for relocating? What’s the difference between this town near you and this town over here? Right? So those common questions, those common things that come up, those can be a video. They could be a real, they could be a little graphic. It could just be a, a little bit of a text that you write on Facebook, but it’s relevant and it’s not just something that’s promotional, it’s showing value. And as a bonus, that’s something you could probably reshare in the future, which is awesome.

Okay. Don’t number three is don’t automate your content. So a lot of times people mistake me saying scheduling for automating, don’t automate, like don’t hit a button and just automate everything. It feels really impersonal. And it’s pretty easy to see people who are just automating versus actually going up and engaging. So we see a lot of services that are out there. We, or, you know, someone can post for you or automate everything and where I don’t think there’s anything wrong with having some help. Maybe you have an assistant, maybe you have a great video editor like we do. Um, you know, maybe you have some folks on your team who help in terms of getting some of the content scheduled, but at the end of the day, social media is social, right? So you’ve gotta show up. Don’t automate your content. Don’t hand it all to, to somebody else.

Make sure you show up, be strategic, have a system, schedule some of your content with Facebook, make sure you’re showing up. You’re engaging. And you’re having a nice balance between promotional content with your business and also educational and informative content. All right. The, you go, those are some of my biggest dos and don’ts for real estate agents for Facebook in 2022. What do you think? What are some of the biggest mistakes you are seeing that are on Facebook? Let me know in the comments below, and if you’re listening to this thinking, I gotta get a handle on my, my social media strategy in general, not just Facebook. We would love for you to check out our free resource library. If you go to Katie,, Katie to check that out. And if you’re watching over on YouTube, hit that subscribe button and the bell button, we have new videos that come out each and every week until next time we’ll see you soon. And I’ll see on Facebook.


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