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Facebook Groups Are Key to Winning Big in Real Estate

Digital marketing is one of the quickest and easiest ways to grow your business, but are you utilizing it to the best of your ability? While many Realtors know to run Facebook advertisements to promote their services, not everyone is leveraging the marketing opportunities that come along with joining groups on social media. Read on and become a pro at attracting more home buyers and sellers through the power of Facebook groups!

What types of groups are best to join?

As a real estate agent, you will want to join both community groups as well as professional groups. The community groups will help expand your sphere of influence (SOI) for clients and referrals while the professional ones will be resources for you to gain knowledge from your peers the way you can with books and podcasts.

What groups are best to connect with the community?

This will depend on the area you’re working in. You’ll want to join broad groups that encompass the city or town you work in, but you also want to join neighborhood specific groups, especially in metropolitan areas. In the same way you’re able to generate leads through area specific campaigns, you’re more likely to connect with people who need your services by narrowing things down to certain sections of the city for Facebook. Here are some examples of broad community groups to join:

  • Neighborhood Happening Groups: Keeping residents appraised of events happening in the area these groups can help you grow your business. By staying aware of events in the neighborhood, you’ll know where to show up and network. Being an active part of your community is so beneficial to a real estate agent. This is also a great way to connect with organizers and see if you could sponsor an upcoming event!
  • Buy/Sell Groups: This may not seem like an obvious choice, but it can help you see what parts of town people are moving to and from. You can then tailor your direct marketing to these parts of the neighborhood, expanding your sphere of influence.
  • Local Leadership Groups: A great way to keep tabs on what’s going on in your community is to join local leadership groups. This might be a Chamber of Commerce group that connects you with other businesses in the area or local government groups that keep you updated regarding new builds in the town, zoning or redistricting situations, permit requirements, etc.

What groups are best for Realtor education?

The great thing about a digital platform such as Facebook is you can find a group for almost anything you want to learn about. Here are some groups we recommend for expanding your knowledge about the world of real estate:

  • National Association of Realtors: The NAR Facebook group is a great way to connect with other professionals in the real estate industry and stay up-to-date with current practices and regulations.
  • Real Estate Success Principles: With almost 20,000 members, this group has industry experts and other leaders in business offer up their best tips and tricks for Realtors looking to grow in their field.
  • Lab Coat Agents: Focusing on collaboration between everyone who works in the world of real estate, this group helps you “explore the science of real estate” with the latest technological systems for leads. They also discuss relevant mindset and cultural issues that equate to the business of real estate.
  • The Social Agent: This group does exactly what it says it will—help real estate agents use social media to the best of their ability. Through proven techniques, webinars, and peer advice, Realtors are taught branding methods that help with lead generation and conversion.

How does a Realtor gain access to these groups?

Many groups on Facebook are private, meaning you must request access to join them. While some may require a membership of sorts (not affiliated with Facebook), most just ask you to answer some questions to ensure you’re joining for the right reasons. This may include asking how you heard about the group, supplying your credentials or partnerships, and agreeing to adhere to the rules and regulations of the group.

What should a Realtor do once you join these groups?

How you interact within the group will depend on the group rules as well as what type of group it is. The topics of conversation will differ greatly between a digital community discussing the upcoming holiday parade and professionals discussing strategies for video content or innovations for their business. Part of knowing how to network within these different groups is mastering the art of digital conversation.

For example, a neighborhood group may have more tendency to discuss hot button issues that raise a lot of opinions. In those cases, it’s best to err on the side of caution and refrain from engaging, keeping yourself from alienating potential clients or becoming the focus of unwanted attention.

Remember: YOU are the expert, even in neighborhood Facebook groups! By keeping yourself out of non-productive conversations, people are much more likely to listen to you when you do add to the conversation.

So, when is it time for you to speak up within a town platform?

When someone has a question, you can start a conversation or at least position yourself as someone they can rely on. For example, a resident and group member may reach out to the community asking if anyone has sold their home lately because they’re trying to understand their options. Not only is this a possible lead for you, but because you’re an expert, you can help them understand the different opportunities available to them.

When interacting within a professional setting, feel free to participate however you see fit. There may be some conversations that will help you grow as a real estate professional. In those, ask questions and make connections with the people who are teaching you. These groups are a great way to find a business mentor or future associate, and the more connections you can make, the better.

Don’t be afraid to speak up! You have value to add based on your experience. For instance, maybe a peer is unsure how to keep their business going during the fall and winter and you always have your highest sales at that time, let them know your tips and tricks! Or perhaps your expertise lies in helping people relocate. Make sure you’re imparting your specific wisdom when the opportunity arises. You never know who you may be impressing.

The most important thing to remember in any group is to follow the rules set. If the administrators request things like no advertising then make sure your language follows the regulations set. Don’t be afraid to reach out to the moderators and ask them before posting something if unsure.

Just like text message marketing and virtual home tours, Facebook groups are here to stay. Make sure you’re using them to your advantage and remaining the expert when possible. Looking for another way to show you’re the go-to source for home buyers? Simply partner with the team at Churchill Mortgage to make sure your clients are getting the best in real estate and home loans!

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