Practical Ecommerce

15 Facebook Marketing Tips for Realtors

Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.

Every day, real estate agents use Facebook to connect with prospective home buyers and to foster business relationships with peers. Maintaining these relationships, however, requires a bit of handiwork, which is where this article comes in.

Here’s how to use Facebook to build relationships, find new followers, and market your agency more effectively.

Set Up a Facebook Page

Susan Fox Real Estate Facebook Page.

Susan Fox Real Estate Facebook Page.

Marketing on Facebook starts by setting up a business page. Although many agents use their personal profile, it’s better to create a business page, for two reasons: It’s more professional, and it allows you to market to your followers more efficiently using features not available in your personal profile.

Facebook Page Marketing Tips

Once you’ve set up your page, follow these tips to keep it fresh.

1. Update Your Cover Photo Frequently. Use the cover photo to highlight the homes you have for sale. You can change images quite often so use this space to your advantage. Follow Facebook’s policies when doing so.

2. Create Helpful Tabs. Add a tab to your Facebook page that highlights featured listings, such as this one from Huntington Beach Homes & Happenings.

Featured listings tab on a Facebook page.

Featured Listings tab on a Realtor’s Facebook page.

3. Remember the 80/20 Rule. 80 percent of your content should be customer-focused, and 20 percent should center on you and your business. Using this formula will encourage more engagement and interaction.

4. Respond to Comments. Reply to comments posted on your page, good or bad, and do so promptly. This signals current and potential clients that you are paying attention.

5. Use Photos and Video. Whenever possible, use images or videos in your posts. According to data from Wishpond, an online marketing company, posts with photos tend to get 120 percent more engagement than those without them. Posts with photo albums receive 180 percent more engagement.

There has also been an increase in interaction with videos. One study even stated that video posts are beginning to trump image posts in terms of engagement.

As an example, Cindy Hagley, a Realtor with The Hagley Group, presents 60-second real estate market updates on her Facebook page.

The Hagley Group uses video posts on its page.

The Hagley Group uses video posts on its page.

6. Focus on Local Interests. People want to know what is happening within their local community, a fact that is especially true for those moving to a new area with which they may be unfamiliar.

Post about local charity events, school-related activities, or highlight a popular local business. In general, post about anything you feel the community would find interesting.

Here are three examples.

  • Huntington Beach Homes & Happenings posted about a local attempt to break a world record for the most people riding a surfboard at once.

    A post about a local event.

    Post about a local community event.

  • The company also showed support for a local elementary school fundraiser.

    Post about a local elementary school fundraiser.

    Post about a local elementary school fundraiser.

7. Share Interesting and Informative Facts. These can stimulate likes and comments.

Inman, a source for real estate industry news, used this colorful image coupled with an interesting fact on its Facebook page.

Inman shared an interesting fact on its page.

Inman shared this interesting fact on its page.

8. Offer Helpful Advice. Tips about how someone could stage her home for sale or decorate her new home are good ways to gain likes and comments.

Home Star Staging posted this tidbit about how to place furniture around a fireplace.

Home staging advice Facebook post.

Home staging advice Facebook post.

9. Use Humor. It never hurts to sprinkle in a little humor when appropriate.

Consider the following photo, posted at Hooked On Houses, from an MLS listing where a homeowner took the phrase “Help your buyers visualize living in your home” quite literally.

Use humor, when appropriate.

Use humor, when appropriate.

10. Post Images of You, Your Team, and Happy Clients. Posting photos of you and your team participating in community functions or at office parties helps to put a personal face on your business. Potential buyers want to know that they are dealing with real people, not just faceless corporations.

Also, posting photos of happy customers standing next to their newly purchased home can benefit you, in two ways: It demonstrates that you are successful in helping people buy a home. It also shows that others trust and use your company.

Hunter Real Estate posted this photo of a happy family after their purchase.

Share photos of happy clients.

Share photos of happy clients.

11. Post Photos of Fancy, Unique, and Eye-catching Homes. These can also arouse interest and foster likes and comments.

On his page, Mark Murvai, a realty specialist, posted pictures of this stunning home surrounded by gorgeous scenery.

Post photos of eye-catching homes.

Post photos of eye-catching homes.

12. Rely on Facebook Page Data. Facebook Insights, an analytics component tied to Facebook pages, provides valuable data about followers — such as their age, gender, and location — that can help you better understand your target market’s demographics.

Facebook Insights show audience data.

Facebook Insights show audience data.

Tips to Grow Your Follower Base

Lastly, here are some ways to use your page to grow your follower base.

13. Gather Leads. Have visitors sign in when you host an open house, and then send them a request to like your business page shortly after their visit. Doing this can help you gain new followers because they are more likely to remember you now rather than a week down the road.

14. Run a Contest or Sweepstakes. Companies like WishpondAntavo and Offerpop help Realtors set up contests and sweepstakes, to generate leads.

15. Use Your Personal Profile. While the best place to market your services is on your Facebook business page, it is helpful to mix in some real estate-related posts each week on your personal profile. It reminds your friends that you have the business page and gives them an opportunity to like it if they have not already done so.

Kristine Wirth

Kristine Wirth

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  1. Video Interview July 17, 2015 Reply


    Thank you for the beautiful article which explains most of the strategies to start a successful facebook marketing.
    We are already following most of the strategies listed here for our startup.

  2. Technocrab October 23, 2015 Reply

    These are the best tips that I have listen about Facebook marketing. And the best thing is that you have explained these simply and anyone can understand these.

  3. G. Christensen May 19, 2016 Reply

    Kristine, thanks for the tips on facebook marketing as social media is huge and such a great tool for the real estate business. I am going to implement some of these ideas in my social marketing strategy for

  4. James June 8, 2016 Reply

    Thanks for giving facebook business page tips.

  5. chi hoang June 22, 2016 Reply

    Thank you for a great article!

  6. Carlos September 14, 2016 Reply

    Kristine very well written. You have given great value here I just wanted to add how I have help many agents in the market with using the huge new trend Facebook Live….

    It has help them bring in more prospects and sell more!

  7. BG November 15, 2016 Reply

    Great article. Question. Once you’ve got the Facebook page created and you’re posting quality content, how do you drive more people to your page and get more interactions. Our posts only average around 20 “reaches” per post.

  8. Ebony Evans November 19, 2016 Reply

    Thank you for this helpful article. I am new to real estate, but not to Facebook. I found this to be very insightful.


  9. LaneTeamHomes January 14, 2017 Reply

    Great page! Thanks for all the wonderful tips. I have been browsing a lot of stuff looking for tips on Facebook page content. This is the best I have found by far.

  10. Lindsey Anderson February 15, 2017 Reply

    Great article! Really good tips. I recently interviewed a realtor who also had some great tips for marketing.

  11. Yilliang Peng March 1, 2017 Reply

    I really like the tip that you wrote about posting pictures of happy customers and their stories. I am not a realtor, but I would think that as one, you would help a lot of people move into their dream homes. I would be posting pictures of the success stories all day long! Thanks for the post!

  12. Dream Properties April 4, 2017 Reply

    Thanks for giving good knowledge about facebook marketing …

  13. Leanne April 12, 2017 Reply

    How do you add the featured listings tab to a facebook business page?

  14. Jack Titchener June 30, 2017 Reply

    I work for a social media marketing company and I cannot stress the importance of having your business stay relevant on Facebook. All social media platforms are beneficial for getting your name out there, but not everyone has an Instagram or a Twitter. This article is great because almost everyone uses Facebook! Good job!