3 Ways To Engage In Targeted Conversations About Real Estate on Facebook

Facebook is one of the best networking tools for Real Estate

While much of the focus these days seems to be on Facebook Pages, your personal profile remains as the foundation for your Facebook presence.

Real Estate Professionals (Realtors, Mortgage Brokers, etc….) are some of the most business oriented Facebook users – based on my observation. Combined with the fact that there are so many Real Estate Professionals, marketing on Facebook may seem like a tough place to stand out. Aside from posting informative and engaging content, the best way to share your expertise and reach a new audience is by commenting and liking posts related to Real Estate.

There are 3 easy ways to find targeted conversations about Real Estate on Facebook.

1. Create Targeted Facebook Lists

By creating targeted lists you can view the combined Live Feed from people on that list. Add every new friend to a list immediately so that you don’t have to do it all at once. To add current friends to a list, click “Account” in the top right corner, then select “Edit Friends”. To view a Live Feed from one of your lists, click “Home” in the top right corner, then click “Friends” on the left sidebar below your picture. You can have up to 100 Facebook lists, with 1000 friends per list. Learn more about Facebook Lists @ http://www.facebook.com/help/?page=768

Unfortunately even Targeted Lists are filled with  unrelated posts. Most people use Facebook for a mix of business and pleasure, so not every post will relate to real estate. If you want to find a variety conversations only about Real Estate, then the best places are Community Pages.

2. Like relevant Facebook Community Pages

Community Pages are an aggregate of posts based on keywords. They are not owned by anyone, and you don’t have to post directly to the community page. Instead anytime you post to a page or profile, if you include the words “Real Estate”  it will show up on the Real Estate Community Page if you LIKE the Real Estate Community Page. On the community page, you will see Relate Posts by Friends, as well as Related Global Posts (i.e. people outside your network).

Your first step toward Facebook Profile Optimization is to Like as many community pages as possible. Then visit them on a regular basis and join ongoing conversations. Community Pages are great for finding your current friends talking about a specific topic, and for finding new people to add as friends. Simply Liking the page is enough to get your posts to show up on the page, but your post must include the relevant keywords. To get the most out of Community Pages you should visit them regularly and comment/like as many posts as possible.

Community pages that you like show up in your profile in your interest and activity section. You can like community pages by simply editing you Likes and Interest, then typing common words and phrases that other people might also like. The key it to use general terms.

For your convenience, here are a some Real Estate related Community Pages that I Like:

Real estate, Realtor, Forte Auctions, Short sales, Foreclosures, REO, Cre, Commercial Real Estate, New Construction, Real estate investing, Home Improvement, Real Estate Auction, Remodeling, Mortgage Backed Securities, Builder, Custom Builder, Mansions, Waterfront, NAR, Har, Interior Decorating, Interior decor, Strategic default, Staging Homes, Interior design, Home staging, Remodeling Houses, Foreclosure consultant, Mortgages, Short Sale, Real estate owned, Foreclosure

As a bonus, here are some Social Media related Community Pages that I Like:

Social media, Social Media Tips For Business, Social Media Management, Social Media Tools and Tips, Social media optimization, Social Media Strategist, Social Media Strategy, Social Media Tips, Search Engine Optimization (SEO) | Social Media Optimization (SMO), Internet marketing, Facebook Marketing Solutions, Twitter Marketing Solutions, Twitter Marketing, YouTube, LinkedIn, Twitter, Facebook Ads, Marketing,

Learn more about Community Pages @ http://www.facebook.com/profile.php?id=1399417607#!/help/?search=community%20pages

3. Like Fan Pages for Industry Leaders, Associations, and Publications that have a large, engaged fan base.

Fan page conversations are more likely to be promoting the owner of the pages website or their interests, however the most engaging posts will be about things that others find useful or informative. Look for posts that have a lot of likes and comments, share your brief thoughts, then find a way to relate it back to your fan page or website and include a link. Everyone who has liked or commented on that post will receive a notification of your post, and you may also get clicks from people who are browsing but don’t comment. Daily posts by the most popular pages, like National Association of Realtors, are very likely to show up in a fans News Feed, especially if they have interacted with the page or it’s post in the past. Facebook prioritizes what goes in your news feed with an algorithm that takes into account how many interactions you have had with a given page. If you like a page, visit it frequently, and comment/like what they post, then you are very likely to see their future posts in your news feed.

If your objective is to show up in as many News Feeds as possible, comment on posts that are likely to show up in other people’s News Feeds. Being one of the first people to comment means you will be at the top of the list when other people comment and you can capture people viewing the post in their News Feed, however being the last person to comment means that everyone who previously commented or liked that post will receive notification of your comment. This means that commenting on a highly active post that is a couple days old still has it’s benefits. Do both!

Here are some Fan Pages that I like (sorry for such a long list, but I already took out more than half of them and I rather share more than less):

Real Estate Open Networkers, RealBird, National Women’s Council of REALTORS®, REALTORS® Commercial Alliance, Real Capital Analytics, Future of Real Estate Marketing Blog, Listings-to-Leads, TREC Dallas, National Association of Short Sale Professionals, National Association of Residential Property Managers (NARPM), NAR’s Short Sales and Foreclosure Resource (SFR) Certification, Tech Savvy Agent, USHUD, NAR International REALTOR® Members, NAR’s Appraisal Program, NAR’s Resort and Second Home Specialists, Certified International Property Specialist (CIPS) Network, NAR’s Green REsource Council, Seniors Real Estate Specialists (SRES), Realtors Property Resource™ (RPR), CoStar Group, Houston Real Estate Agent Society, National Association of Home Builders, Women’s Council of REALTORS® Texas State Chapter, The Institute for Luxury Home Marketing, Luxury Portfolio Fine Property Collection, National Social Media Marketing for Realtors, Resources for Real Estate Agents, ActiveRain Real Estate Network, RealtyTrac.com, Institute of Real Estate Management, Houston Chapter, Real Estate Referral Network, Texas Real Estate Agent Society, Remodeling Magazine, Home Decor & Remodeling Show, National Association of the Remodeling Industry, Stewart Title, Graduate REALTOR® Institute (GRI), CDPE Member Services, CDPE, Texas Mortgage Bankers Association, National Association of Mortgage Processors (NAMP), National Association of Mortgage Brokers (NAMB), Greater Houston Association of Mortgage Brokers, Green Builders Source, Texas Association of Builders, The Builder’s Journal: Houston Edition, Greater Houston Builders Association (GHBA), Houston Custom Home Builders Resource Guide, U.S. Department of Housing and Urban Development, National Real Estate Investor, Texas Association of REALTORS®, NAR Research, Real Estate Buyer’s Agent Council (REBAC), National Association of REALTORS®, Social Media CRE, Commercial Property Executive, Coy Davidson: Colliers International, Houston Chapter of the Women’s Council of REALTORS®, Ken Brand – BrandCandid.com, HAR Governmental Affairs Department, Real Estate Investors Club, HAR Events, NAREIT, NAR’s Auction Program, Houston Association of Realtors, Commercial Gateway, Realtor Magazine, Real Estate, Real Estate Auctions

Also, please Like my Forte Auctions Fan Page. I share a lot of useful news and information about the real estate industry. I am trying to build a Realtor-friendly auction company. You can help by liking my page, then suggesting it to your friends.


Web 2.0 Infographic – Optimizing Your Web 2.0 Strategy for Efficiency and Effectiveness

Technology has provided us with a multitude of tools to market your services more efficiently and effectively online.

Each component has it’s own benefits and drawbacks. By now you should be using many of the common components of a Web 2.0 strategy (whether you know it or not), but do you understand how they relate to each other. Without a doubt you could be using it more efficiently and effectively. Don’t be afraid to admit it either. System optimization is a process of continuous education and improvement. The infographic below is extensive, hopefully without being too confusing. There are certainly other components that could be included, however I wanted to focus on the ones I felt mattered the most to the average person marketing online.

First of all it is important that you understand what Web 2.0 means. Click the link below the definition for more details.

Definition: Web 2.0

The term Web 2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site gives its users the free choice to interact or collaborate with each other in a social media dialogue as creators (prosumer) of user-generated content in a virtual community, in contrast to websites where users (consumer) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social-networking sites, blogs, wikis, video-sharing sites, hosted services, web applications, mashups and folksonomies.

Source: Wikipedia

Next….How many of these components are you leveraging? Maybe you are using others not included. If so, think about how those additional components would relate to these components to better understand the relationships within YOUR SYSTEM.

This is the core of MY SYSTEM.


The backbone of any Web 2.0 strategy is your blog. Create content that will drive traffic wherever you want it. In the graphic below the rectangles are components that you own, while the ovals are components that you don’t own, but may leverage. Facebook and Twitter might be the best tools to get your message out, but don’t let them be the foundation of your strategy – BUILD YOUR BLOG. A third party service may ban you for violating their terms of service (I see people violating these terms everyday) but your blog is yours as long as you own the domain.

How does your Web 2.0 strategy compare to mine (if you can understand it)? We’re still living in a world of SEARCH-BASED MARKETING so SEO is critical, however Facebook (primarily) and other Social Media are changing the way people find your business. Your strategy needs to consist of both Search Engine Optimization and Social Media Marketing. These are becoming more and more closely related as Search Engines prioritize Social Media content.


7 Steps for Real Estate Marketing on Craigslist – Step 1

Craigslist is be where real estate buyers go to look for a great deal.

The format is very basic and boring, but that simplicity creates a fairly even, user-friendly playing field. Still there are a few strategies that will give you a competitive advantage, helping you stand out from other listings.

On any given day, in the Houston Area, there may be over 1000 posts in the general housing section. Approximately 200 for each category (real estate by broker, real estate by owner, apt/housing for rent, etc…) Some of these posts are by the same people, so it’s hard to tell how many individual brokers and agents use Craigslist. Based on the total number of homes for sale at any given time in the Houston Area, Craigslist seems like an underused tool for Real Estate Marketing, and an open opportunity if you have 10 minutes for some FREE MARKETING.

So far my Craigslist marketing has been fairly successful, although I’ve hit a few bumps along the way. Almost every time I post, I get 15-30 click-throughs to my website. This may or may not be common for other real estate postings (I’ve heard “claims” of 100s of click-throughs), however I’m posting about AUCTION PROPERTIES. This probably works because, as stated before, Craigslist is where buyers go to find great deals.

STEP 1: Define Your Objective

Do you want a prospective buyer to call or email you immediately?

Do you want to drive traffic to your listing on MLS?

Do you want to drive traffic to your website?

Do you want multiple calls to action?

I suggest that you learn and try ALL OF THE ABOVE….they key to marketing is to TEST…TEST….TEST. Different tactics can be used to achieve each of these objectives. Different properties may require different tactics. Your copywriting skills may also determine which of these is the most effective FOR YOU. Occasionally, you may produce an excellent ad, but buyers just don’t want what you’re selling.

Craiglist marketing is not a guaranteed success, however it can definitely:

  • Make your phone ring
  • Increase web traffic to your listing
  • Build your brand by driving traffic to your website, blog, or social media
  • Enhance your service offering

In the next few steps, I will provide suggestions that relate to each of the objectives above. Please post a comment if you have other objectives that you would like to address.

THE NEXT STEPS…..(Dripping over the next few days)

STEP 2: Getting Verified

STEP 3: Basic Rules

STEP 4: Writing A Captivating Title

STEP 5: Descriptions To Achieve Different Objectives

STEP 6: Tools To Help Optimize Your Ad and Processes

STEP 7: Tracking your Craigslist Marketing Campaign