Four Tips for Facebook Marketing for Real Estate

More adults use and check Facebook daily than any other platform. The action takes place in the news feed, where the latest posts are available for users to scroll through. New updates to the Facebook user experience means your news won’t appear if someone hasn’t liked your business page. Keeping that in mind, how can you reach more customers using strategic Facebook marketing?

Market your Facebook Page

If growing your Facebook page following is important to you, then it should be part of your marketing materials. Include your address on your business cards (now in a convenient @yourpage format) and flyers. Ask customers to like your page in e-blasts. TFind us on Facebook buttonell sellers you’re marketing their listing on Facebook–ask them to like the page and share with the
ir network. Link to Facebook on your website and blog. Share your business posts on your personal page. 

Boost Your Posts

Have content you’re especially eager to get out there? Facebook’s paid boosted post option is a great way to get your content in front of a wider audience. Use the settings to target your audience for maximum result for pennies on the dollar. Facebook allows users to program different target audiences for the posts.

Use Audience Insights

Facebook offers a variety of metrics through their insights tab. Audience insights provides users with data on who’s engaged and what type of content they are engaging with. Feed the monster and give your people what they want. The insights can tell you when your posts are being viewed. 

We Like What We See

Every post on Facebook should have a striking visual. That means an engaging photo, not just a generic logo found on a “free marketing images” web search. People respond best to photos of other people, to lifestyle imagery, and unstaged photography. Facebook’s slideshow and image gallery options are excellent for highlighting a listing an in engaging way. Videos usually receive higher responses than images, as long as they are high quality. Experiment with using Facebook’s latest new feature: Canvas posts. These blend still photography, videos, and text. 

Keep in mind when optimizing Facebook that their recent changes mean smart content marketers will reserve some of their social budget for paid promotion. The ad manager makes it easy to target the funds to specific audiences for a higher return on investment.

Identifying Keywords for a Real Estate Blog

A real estate blog used correctly will drive lead generation and boost search engine ranking. If your blog isn’t doing that, something is off. One possible explanation is not using the right keywords.

The algorithms search engines use when indexing and ranking a website are always adjusting, but the emphasis on keywords remains consistent. Using the strategy chosen keywords for your real estate venture is essential to boost your page’s chances of a ranking high. How do you find the right ones?

Step 1: Brainstorming Keywords

Start your keyword identification with a master brainstorming session. Think of keywords as phrases. No one searches just “dog.” We search “Boykin Spaniels for sale” or “bouncing Boykin Spaniels” or “Boykin Spaniel breeders in Tennessee.”Real Estate Blog Tip

What would your target audience search for that would find you? Often this begins with a “city” or “neighborhood” + “real estate,” like “Los Angeles real estate.” Perhaps your target market is more specific, like “Naples vacation home,” “Boston student housing,” or “Denver luxury homes.” List them all, good or bad.

Now consider: what topics will draw readers into your website? This is especially important for blogging. Make a second list of what your target audience might read: “Top 5 Neighborhoods in Philadelphia,” “Tips for Condo Living,” or “First-Time Homebuyer Advice.” You’ll want to research these, too, for content ideas. Imagine discovering “best schools in Atlanta” is a top search term for your area–write a blog listing the schools!

Step 2: Search for Keywords

Now it’s time to research for real estate related keywords. Google Keywords Planner is a free Adwords tool that allows you to search multiple keywords lists or find search volume data and trends. Start finding new keywords by entering your product or service, landing page, and product category. Google has a real estate category that gets as specific as you need it. Once you’ve chosen your categories, the tool will show you a list of keyword ideas based on average monthly searches and competition.

Step 3: Test your Real Estate Keywords

Use the search volume data and trends option. Enter your brainstormed keywords or upload a .CSV file. Apply targeting to focus your research as appropriate. Now the planner tool will show you the ranges for search volumes. The Keywords Planner shows the average monthly searches and the competition amongst that keyword.

Google Keywords Searching for Keywords
Enter your top keywords into search volume and trends. Target based on your specifications.
Google Keywords Search Volume Data
See the average monthly searches and competition date for each keyword idea.

Step 4: Deciding What Keywords to Use

If you see thousands of people are searching “Dallas real estate,” you know competition for that keyword is fierce. That doesn’t necessarily mean to never use it, but perhaps to sprinkle it in with medium or low competition keywords. On the other hand, if the keyword “house listings” receives only 10-100 monthly searches, it’s probably best not to focus on using that keyword for the best results. If the results show that 5000 users a month are searching a phrase, and competition is low, that could be a great keyword to incorporate into your blog.

Step 5: How to use Keywords in Your Blog

Just knowing what keywords you would like to use isn’t enough. You need to use them naturally and coherently. Writing “the top real estate agent in Dallas is John Doe, Dallas’ top real estate agent,” is click-baiting search engines. They are catching on. That said, there are some techniques you can use with keywords to add a little extra fire to your blog’s SEO. Try to use the keywords in your title. Write your first sentence, or if not, in your first paragraph. Depending on the blog’s length, use the keyword naturally 2-4 more times, but be warned! Never sacrifice quality content to throw in keywords. Readers can tell. If it makes sense, use keywords in the subheading. And of course, keywords should be programmed into the blog’s metadata.

Armed with these steps, get the wheels turning and start identifying the right keywords for your real estate blog!


Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at casey@power10social.com

What Social Media Platform is Right for Real Estate?

Not all social media platforms are created equally. I recently had a client ask me to create a Pinterest account because at a seminar they heard it was popular with mothers. That may be true, but Pinterest is also primarily a shopping platform. That didn’t fit a teenage sports team.

Starting a social media account “just because” or since someone said “this is popular” is a waste of your time and energy. The platforms you use must match your business, be frequented by your target audience, and fit your personality. Let’s take a look at the unique characteristics of the most popular platforms and their audience demographics.

FacebookFacebook logo

Besides personal pages for sharing adorable cat videos and tasty recipes, Facebook allows business pages and a range of advertising options from boosting a post to designing a targeted ad. It’s a way to connect with your customers through a managed profile, gain testimonials, and more. The platform is always innovating and updating its options. Now real estate professionals can upload videos, create slideshows, start photo albums and find other visual ways to appeal to customers.

As of 2015, over 70 percent of the American adults using the Internet also use Facebook, a number that has remained relatively stable. Over three-quarters of online women use Facebook. Age wise, it is most popular amongst millennials, followed by the 30-49 bracket, and declining with each older set. Still, almost half of online baby boomers use Facebook. Pew Research Center.  The users are diverse socioeconomically, ethnically, and educationally. The long and short: Facebook is popular across all demographics.

Users are more likely to check Facebook daily.

TwitterTwitter Icon

Twitter has adapted from 120 characters to 120 characters adding images and video. It’s a method of commenting or quick sharing “highlights” of a person’s life, business, upcoming events, etc. Through its use of hashtags, users can find others with similar interests. It tracks trending real time conversations making it easy to add your two cents.


Once again, the 18-29 age bracket is busy as a bee when it comes to Twitter. Nearly 20% of the entire adult population is tweeting. It’s by far more likely used by urbanites than suburban or rural users. Twitter is not very popular with baby boomers, with roughly 6% using the platform. Its users to tend to have some college education or a college degree.

Interestingly, Twitter users check in less often than daily or weekly.

InstagramInstagram Icon

Visuals are key in the Instagram world. Think stunning photos and short videos. It is primarily a mobile service, although now users have an accessible web page to link to their site. Like Twitter, users add hashtags to make uploads more shareable. It’s best used in the moment. The profile does not allow for links to outside websites, but you can paste into the image description. It syncs with Facebook and other social networking platforms.

The key demographic with Instagram is young adults: over half of online users 18 to 29 use Instagram. Baby boomers make up the smallest percentage of users: 4%.  A high number of minority internet users are on Instagram: 47% of African Americans and 38% of Hispanics, compared to 21 % of white, non-hispanic. Instagram is more popular with women than men, and with urban and suburban users.

Over half of Instagram’s users check in daily.

YoutubeYoutube Logo

YouTube has a huge audience, reaching 81% of American Internet users. It is more popular with younger demographics, primarily 44 and younger, but it attracted 20 million visits from users 65 or older in 2015. While more men use Youtube than women, the divide between the two is small.

The key to advertising here is to understanding what viewers are watching. Beauty and lifestyle channels are popular with women while gaming channels are popular with men. Animal videos receive nearly equal viewership. I guess we’re all suckers for adorable pet videos.

Google+Google Plus Logo

Google+ is kind of like Facebook in the way you’re kind of like your second cousin. It has posting capabilities, sharing, ability to make “circles” a.k.a group of people, but unlike Facebook it leverages all of Google’s related services. You can share Youtube videos, maps, photos, docs–content sharing is a breeze. Its user’s posts become visible in google organic searches.

Uniquely, more men use Google+ than women. The majority of users are based in the United States. A quarter of its users are 25-34.  While it has many members, only about 21% are active on Google + as of 2015. Its users tend to be well-educated with college degrees and a background in technology industry.

PinterestPinterest Logo

The bulletin board of the Internet, Pinterest’s primary use is as a shopping tool. Users scour the Internet and “pin” things they like to boards they create. Later, they click on their pin to return to that website. Recipes, travel, fashion, and baby-related items are popular. Users can share or like other boards.

Pinterest’s primary users are women. Nearly a third of adults online used Pinterest, and those individuals are most likely to be under the age of 50. Growth is expected for this platform, and since Pew Research started tracking, its numbers have doubled.

It’s rare to have someone check Pinterest daily or weekly. Only about 17% of adults check in daily, with most of its use in sporadic bursts.

SnapchatSnapchat Logo

This newer platform is similar to Instagram in that is a photo and video-sharing app. Where Instagram allows filters, Snapchat users can add wacky facial expressions and stickers, like turning someone’s face into a dog. Another key feature: images aren’t saved on Snapchat. Once a receiver views it, it disappears after ten seconds. Even its user “stories” aren’t permanent and vanish after 24 hours.

Since Snapchat is newer, it is more challenging to find demographics. A 2014 report said that over 71 percent of its users were under the age of 25, the overwhelming majority were women, and its users incomes tended to be under $50,000 a year.

LinkedInLinked In Logo

LinkedIn serves as a professional hub. Users post their resumes that allow for easy discoverability by headhunters, make professional connections, join professional associations, and to showcase their industry knowledge.  

Its demographics match its purpose, with LinkedIn’s primary user having a college degree. A quarter of online adults have a LinkedIn account. It ranks higher amongst users 30-49 than in any other age demographic analyzed by Pew Research. Its users tend to be employed, living in a urban or suburban area, and making $50,000 a year or more. Gender and ethnic groups are nearly equally represented.

The majority of LinkedIn users don’t check in daily or weekly.

What Social Media Platform Should Real Estate Professionals Use?

The lesson here: choose your networks with care. As you can see, Snapchat isn’t recommended for any real estate professional because of its primary audience. Realize that you don’t have to jump on every single new trend or platform just because you’ve heard it’s growing. Some real estate professionals have tremendous success with Instagram; others fail. Look at your lifestyle, your business, and your target audience and use this data to hone in on what will work for you.

 

How to Create a Real Estate Content Calendar

It turns out the 5W’s and the H method from elementary school still is important for real estate content marketing. Who is it marketed to? What are you going to post, when will it go out, where will it appear? How will your audience engage with the content, why should they care? Now work on addressing those questions when you’re busy generating leads, securing listings, and closing sales.

Scheduling time to post every single day at the optimal time isn’t always the most efficient, or practical, way to work. But anyone can find an hour here or there to plan ahead and pre-schedule enough content to keep your online marketing efforts going. That’s where a content calendar comes in handy. Once the template is set up, it’s easy to cut and paste. You’ll feel confident knowing content is there and still have the flexibility to adjust as needed.

How to Set up A Real Estate Content Calendar

Regardless of how you choose to set up a calendar fitting into your system, the basics are the same. Your content calendar should clearly state when the content will be posted by date and time, note the social platform it will appear on and have space for the actual content. From there, you can adjust the formatting and color code to your heart’s desire.

There are different ways to set it up depending on the number of networks you have and what software you will use. Set-up will also vary based on the number of posts you plan to create. A monthly calendar may work better than a weekly calendar.

Google Sheets is an easy way to create a collaborative content calendar. Excel and Spreadsheets work fine, too. You may prefer using an actual Calendar program, like Google Calendar or from Microsoft Publisher. Check out the various examples of content calendars to see different ways to set them up.

Single Platform, by the Month

Single platform content calendar example
Click to enlarge.

This one is pretty simple. If you’re only posting on Facebook once a day, this works wonderfully. Each tab represents a different month, with the most current tab first. Columns are for a date, time, a topic (say you want to track a variety of posts, like an area promo, market update, seller tips), the actual post content, and a link.

Multi-Platform, by the Week

Multiplatform content calendar example
Click to enlarge

If you plan to post to several platforms with varying frequency, consider a weekly format to better track your content. Color-coding is helpful with this method to quickly identify the platform.  Certain rows are earmarked with the days of the week. Columns note the date, time, platform, topic, content, and link. This is great for making sure you don’t copy text onto every platform.

Blogging-only Content Calendar

weekly-blogging-content-calendar
Click to enlarge

Planning on only using a blog for now? Keep it simple. A single spreadsheet for the entire year can track the date of publication and the topic. A separate tab is great for brainstorming topics and storing good ideas. This example is for a weekly blog, noting the week due, a rotating schedule of post types and topic ideas. If you plan on blogging more frequently, adjust by adding a column for due dates.

How Far in Advance Should You Schedule Content?

This depends on what, when, and where you are posting. For a blogging-only scenario, planning three months ahead is about as far as needed. It provides plenty of room for flexibility. For multiple platforms, think 2-3 weeks in advance. This gives you time to use more recent content. Sometimes I plan 4-5 weeks in advance but highlight open holes where I can fill in great content as I find it. The real estate market is always changing, so sometimes I move content around to keep the best content popping up first.

When using a content calendar for your real estate business, remember it’s about what works for you. One format may work for one individual but completely confuse another. Just keep it clear and concise. Adjust as necessary and set aside some time to review it at least once a month, if not more.


Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at casey@power10social.com

Why You Need a Real Estate Blog

Over 90% of today’s homebuyers search online at some point in the process, and almost half start online. After scouting the market on aggregate sites, the next steps take buyers is searching for a realtor. How are they going to find you? Hint: “City” + “real estate agent.” Does your name pop up first? How about on the first page of search results?

The best way to optimize your search ranking is with a real estate blog. Websites with a blog drive more traffic than those without. Here’s why:

Search Engine Optimization

Real estate blogging manSearch engines are indexing your site assessing how often it is updated, what keywords appear most frequently, and how many pages the site has. Blogging delivers on all fronts: the tool builds quality content, uses keywords organically, and increases the number of pages.

Showcase Your Expertise

An online profile reads like a resume. Sure, it’s great to list personal accomplishments in the field, but it’s fair for buyers and sellers to be skeptical of what those special awards mean. Top-seller in 2015? Top Agent for your Agency? What does that really mean?
A blog allows real estate agents to express their depth of knowledge. Impress potential homebuyers with your understanding of local neighborhoods. Woo home sellers with your expertise in marketing tactics. A regularly updated blog is your second-best marketing tool, right after word-of-mouth referrals.

Increase Traffic Organically

Grow your web traffic using a blog. For this to work effectively, real estate agents must use a short-term and long-term strategy to maximize the effectiveness of a web blog. Short-term includes sharing the latest post with subscribers and across social media platforms. Long-term means writing quality content with attractive titles that search engines will index. Given enough time, a blog about the “Top 7 Pocket Neighborhoods” could be a top producer of organic traffic to your website.

Real estate blogging requires time and commitment, but over the long haul, the benefits are worth it. Stay persistent with your blogging.


Power 10 Social was started by real estate blogger Casey McKenna-Monroe to help busy professionals with their online marketing content. She writes for residential and commercial real estate ventures.

 

Welcome to Power 10 Social

Life is busy. Marketing is important. Social media is important. Blogging is important.

Real estate social mediaSure, you can export your virtual assistant services overseas to some super-cheap agency. But if there’s something missing, you need a Power 10.

Power 10 is from rowing. Ask any rower, and they’ll know exactly what it means. Power 5, 10, 15, 20: regardless of the number, it’s a moment in a workout or a race where the entire team gives 110% effort. That’s above the 100% already being left on the water. In a race situation, its intention is to give the boat an extra jump in speed forward towards the finish line. It can be the difference between first and second.

I started Power 10 Social with the intent of being that little something extra to help push the team forward. Writing is an art form, but it takes time. Luckily I have that time and the love of crafting words.

Blogging, too, is a particular style of writing. Quality, original content is important, as are the keywords you select and where you place them. The title you choose is critical for SEO. Blogging takes time. And not everyone can find the time to research topics, draft a blog using best practices, revise and upload. But I can.

But Power 10 Social isn’t just blogging. A comprehensive social media strategy using today’s changing tools is equally important. Each market and target audience requires different tools. A blog should be married with Facebook posts, Twitter promotions, and much more. You need to go to your audience. That’s where the true power lies.

Explore. And when you’re ready, take advantage of my experience in real estate blogging and virtual assistance for agents and rowing clubs.