How to Use Your Real Estate Facebook Business Page in Tandem with Your Personal Page

With Facebook boasting over 2.89 billion active users, you likely already have a personal account. If you are running a real estate business, you also have to have a Facebook Business Page. Business pages allow you to reach accounts beyond your personal sphere, run ads, and consult your insights. But this post isn’t about convincing you to have a Real Estate Facebook Business Page. It’s about using your business page and personal account to compliment each other. If you don’t already have a Facebook Business Page, start here: Social Media for Business- Facebook.

Already have your personal and business accounts established? Read on to learn how to determine a sustainable posting cadence, engage with your sphere, and not to be a “secret agent”. 

Real Estate Facebook Business Page

Posting to Your Real Estate Business Facebook Page

Posting Cadence

Your posting cadence should be whatever is sustainable for you. If you can post every week day, schedule content for every week day. Be consistent and teach your followers what they can expect from you. With that being said, be sure to post at least once a week. With all of the scheduling tools and resources available, one post a week should be manageable. You don’t want to go too long without posting and lose your followers’ interest.

Keep in mind that each of your posts should entertain, educate, or be relatable. When establishing a posting cadence that is sustainable for you, consider how often you can consistently post content of value. You don’t want to develop a habit of posting just because you think you need to publish content each day.

Publishing Content

One of the great things about being a real estate agent is that you can tie almost anything back to your industry, giving you plenty to post about. Start by filling in your content calendar with everything transaction related (new listings, under contracts, and closings). Include your clients in your posts whenever you can. A closing photo that features your seller at the closing table or your buyer in front of their new home is typically going to perform better than photos of just the home.

Beyond your actual transactions, what’s on your real estate schedule for the week? Are you making calls from your office? Snap a photo. This shows your followers that you’re consistently working, you’re accessible, and you care about your relationships with your sphere. Have a client call? Once you hang up, record a short video, sharing how you answered their questions and provided support. Your followers may have similar issues and sharing solutions positions you as their go-to real estate expert. Have painters, cleaners, or stagers helping you prep a listing? Post photos and tag your vendor partners. Not only are you giving a shout out to your preferred vendors, you’re, again, illustrating that you’re the expert in the industry and have connections and relationships that your clients benefit from.

Next, think beyond your business. For example, if you are going to lunch with your friends, snap a photo, post, and tag the restaurant. This accomplishes four things for your business-  1. You’re connecting with another local biz by tagging them. 2. You’re positioning yourself as a community expert by illustrating that you know the area and the best places to enjoy lunch. 3. It’s relatable- who doesn’t love lunch with their besties?! 4. You’re helping your audience get to know you. People are more likely to work with someone they trust and can relate to. This is true if you post of photo of yourself browsing Barnes & Noble, waiting in line at Starbucks, or dropping something off at the post office. Use the post copy to welcome your followers behind the scenes and share details about your community. 

Maintaining your Personal Facebook Account

Connecting with Your Sphere

Schedule time on your calendar to connect and engage on Facebook. Just as it’s important to post consistently, it’s important to engage consistently- as both your business page and as yourself. Go through your contact list (from past clients and referrers to preferred vendors and partners) and send a friend request to everyone you’re not already connected with. Once you’re through your entire list, add “connect on Facebook” to your process, whenever you add someone new to your CRM or work with a new buyer or seller. Add a task to your calendar reminding you to “Invite Friends” to “Like” your Real Estate Facebook Business Page each month. To do this, navigate to your Business Page, click the three dots to the reach of the search icon, then click “Invite Friends”. You’ll be able to “Select All” or individually select the friends you’d like to invite.

Once you’ve initially connected with your contact list on Facebook, spend that time you’ve set aside engaging with your Friends as well as local business pages. I have spoken with several real estate agents who expressed concern over being Facebook friends with loads of other real estate agents or having agents “Like” their business page. They want to befriend clients, not competition. But, who is on the side of every real estate transaction? Another real estate agent who you want to be excited about working with you (we’re not going to get into dual agency here…). Don’t you want other professionals in the industry to recognize you as an adept and active agent? Connect with your clients, friends, and other agents, making sure everyone has the opportunity to witness your expertise.

Sharing Content From Your Real Estate Facebook Business Page to Your Personal Page

Don’t be a secret agent. Your Facebook followers can only choose to work with you if they know what you do. Share closing posts, photos of you with your clients, and reviews from your Real Estate Facebook Business Page to your personal page. Anything that illustrates a happy client experience, share to your personal page so your friends can see what it’s like to work with you. You can also share events like client appreciation festivities (depending on the turnout you’re looking for), open houses, and office hours to your personal page. While you don’t want to post every post from your business page to your personal page (you want to give people a reason to also “Like” your biz page), get into a routine of sharing content and reminding your friends that you are their go-to real estate expert. 

Aim to be active on your personal page beyond what you share from your business page. You don’t want your shares to be the only content you publish. It’s totally understandable if you don’t want to share photos of your kids or tag your location (safety first!) but strive to share updates about yourself and post photos that do meet your comfort level. 

Remember- you are your business and what you do everyday is your content. The process of creating and scheduling content to social media does not have to be daunting, it just has to become a part of your process. If you would like customized guidance for using your Real Estate Facebook Business Page and personal account in tandem, schedule a 1:1 consultation with me, HERE. Facebook is a versatile, accessible tool that can help your business grow, when you consistently share value. Take a beat and schedule recurring time on your calendar to prioritize your Facebook relationships and content.