Estate agents need to find ways to stand apart from other agents and to make themselves appear to be the natural choice for vendors, buyers, landlords and tenants.
Of course, on top of the problems that we are experiencing this year, estate agents have a raft of challenges and issues they must overcome to be a success. Some of the greatest challenges an agent faces include:
• Not knowing where their audience is
• Not knowing what their audient wants
• Not having the opportunity to engage directly with their audience
• Being unable to showcase their experience, expertise or credentials directly with the audience
If these problems affect you as an estate agent, you need to know there is a viable solution that will remove these issues, allowing you to achieve success.
If you are active on social media, or in your local community, there is a good chance you will be aware of relevant Facebook groups. If not, you can visit the following link: https://www.facebook.com/browsegroups/ and you will receive a helping hand. Facebook wants to encourage group engagement, so they’ll recommend groups to you, based on your interests, location and other information they have.
Many of us have concerns about the data Facebook holds on people, and how it uses this information, but when it comes to the business uses of Facebook’s insight, you can save time and effort by seeing what Facebook recommends.
Join a group or groups
You should join a group that is relevant to you. Feel free to introduce yourself, tell them about your business and what you do. However, at first, it is best to avoid being too salesy or promotional. Take the time to know other group members, and review how people promote their business.
Read the rules of the group
It is vital you read the rules of the group and familiarise yourself with how you are supposed to engage and interact. If you don’t, you run the risk of being ejected from the group.
You should ask questions, and if people have a problem that you can solve, offer advice and guidance. You have a fantastic opportunity to learn about the problems people have, which should help you provide a better standard of service to your audience.
Share a blog post
Once you are a fixture in the group, and you have ascertained it is okay to do so, share a relevant blog post from your website. It might be you have an existing blog post that is relevant or you might decide to write a fresh blog post that answers problems or concerns people have on the site.
By sharing this blog post, you help others, you position yourself as a trusted source in your industry and area, and you might drive traffic to your website.
You don’t need to spend any money with this approach, although you can outsource certain aspects. Therefore, if you are looking for a value for money approach to reaching your audience, Facebook groups offer an excellent way to engage likely customers.
You can start your own Facebook group
The beauty of this approach is, if there aren’t relevant Facebook groups for you to join, you can start your own. If you take this approach, you need to be genuine and earnest in your support of the community.
If the group becomes a thinly-veiled promotional vehicle, it will drive people away. It will also lead to your audience forming a negative opinion on you.
However, if you start up a community focused Facebook group and utilise it in the ways described above, you receive a range of benefits that allow you to achieve success in your field.
Run a Facebook group solely for your audience
Of course, another way to harness the capabilities of Facebook groups is to run your own group for your audience. By running a closed group, where you only admit selected people, you can develop a closer relationship with the people you want to reach.
Billing this group as a VIP club or a special members area helps you connect with your audience, which is fantastic for developing a relationship. You can create a working relationship by offering some perks in the group.
If you want to connect with likely buyers, vow to list new properties in your special Facebook group in advance of them the listing being fully launched. At the very least, offer previous of upcoming launches so your specialist audience gets advance warning of interesting property being made available.
If you want to connect with likely vendors, offer additional bonuses, information or even services to this group. If you provide offers in the group that help in selling property, you will become the agent people trust and recommend to sell their home.
The benefits of Facebook groups for your estate agency
In wrapping up, you can enjoy the following benefits of using Facebook groups for your estate agency:
• You can win clients and instructions through enhancing your image and reputation, thanks to your engagement and assistance in the group
• You can enjoy improved word-of-mouth recommendations by becoming the agent people remember and trust, based on your engagement in the group
• You can provide a better standard of service to your audience, because by engaging in the group, you have learned what problems people have
• You can drive traffic to your website, because you have shared relevant and helpful links to the group
If you are an estate agent looking to win instructions and gain new clients, you need to harness the capabilities of Facebook groups. At Agent Media, we are social media specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to learn how you can use Facebook groups to achieve success in a challenging time, contact us today.