Maximising Engagement on Facebook: 7 Tips for Estate Agents

Facebook is a powerful platform for reaching potential vendors, showcasing properties, and building lasting relationships. 

However, to truly capitalise on Facebook’s potential, it’s essential to focus on engagement. High engagement rates not only increase your content’s visibility but also build trust and loyalty among your audience. 

In this blog, we’ll explore the latest up-to-date strategies and best practices for maximising engagement on Facebook, tailored specifically for estate agents in 2024 and beyond.

1. Profile basics 

Before diving into content strategies, it’s crucial to ensure that your Facebook profile is fully optimised. A professional, well-structured profile sets the stage for strong engagement.

• Profile and cover photos: Your profile picture should be your agency’s logo, sized at minimum 170 x 170 pixels. The cover photo, at 820 x 312 pixels, is a great way to showcase your brand or highlight a featured property. Make sure these images are high-resolution and visually appealing on both desktop and mobile.
• Complete your about section: Provide a clear, concise description of your services, your unique selling points, and your contact information. Including relevant keywords can improve your profile’s searchability, making it easier for potential vendors to find you.
• Call-to-Action (CTA) button: Use the CTA button to drive specific actions, such as “Contact Us” or “Book a Valuation.” Align this button with your current goals—whether it’s generating leads or encouraging direct communication.

For a deeper dive on profile best practices, download our Social Media Audit!

2. Post high-quality, relevant content

Engaging content is crucial to any successful Facebook strategy. Here’s how to create posts that resonate with your audience:

• Visual content: Posts with images and videos perform significantly better than text-only posts. Use high-quality images of your properties, or consider creating short video tours. Ensure your images are sized at 1200 x 630 pixels for optimal display. Videos should be at least 1080p resolution and formatted in a 16:9 aspect ratio.
• Educational posts: Position yourself as a trusted expert by sharing educational content. This could be market updates, buying or selling tips, or insights into the local property market. Presenting these visually is a particularly effective activity, as they combine visual appeal with valuable information.
• Vendor testimonials and success stories: Sharing testimonials or success stories helps build trust and showcases your agency’s effectiveness. 

3. Leverage facebook stories and reels

Facebook Stories and Reels offer dynamic ways to connect with your audience on a more personal level:

• Facebook stories: These are great for sharing behind-the-scenes, authentic content such as your agents on the road, branch videos or showcasing new listings in a more casual format. Stories are temporary (lasting 24 hours) consider using links in these stories to drive website visits.
• Facebook reels: With the rising popularity of short-form video, Facebook Reels are a powerful tool for estate agents. Create engaging, bite-sized content such as quick property tours, tips for first-time buyers, or neighbourhood highlights. Reels are displayed in a vertical format (1080 x 1920 pixels) and are perfect for reaching a broader audience.

4. Engage with your audience

Social media, Facebook in particular, is all about engagement. To maximise engagement, it’s important to actively interact with your audience:

• Respond to comments and messages: Promptly responding to comments and messages shows that you value your audience’s input and are committed to customer service. This interaction not only fosters loyalty but also boosts your posts in Facebook’s algorithm, increasing their visibility.
• Use polls and questions: Engage your audience by asking questions or creating polls. For example, you could ask, “What’s your must-have feature in a new home?” or “Which of these properties would you choose?” This not only encourages interaction but also provides valuable insights into your audience’s preferences.
• Host facebook live sessions: Live videos are a great way to engage your audience in real-time. Consider hosting virtual property tours, Q&A sessions about the local market, or behind-the-scenes looks at your agency such as “meet your agents”. Promote these sessions in advance to build anticipation and ensure maximum participation.

5. Harness the power of facebook groups

Facebook Groups offer a unique opportunity to build a community around your brand:

• Create or join a local community group: Consider starting or joining a group focused on your local area, where members can discuss property trends, share advice, or ask questions about buying or selling. By positioning your agency as the leader of this community, you’ll naturally build trust and authority.
• Engage regularly: Post regularly in groups, sharing exclusive content, answering questions, and fostering discussions. Encourage members to share their experiences, whether it’s about buying a new home or their favourite local amenities.
• Promote listings in groups: While groups are more about community than sales, it’s still appropriate to share new listings or market updates. Just ensure these posts are balanced with other valuable content to maintain engagement.

6. Algorithm hacks to boost organic reach

To maximise your visibility on Facebook, it’s important to understand and leverage the platform’s algorithm. Here are some tips:

• Post timing: Post when your audience is most active. Typically, this is during weekday mornings and evenings, but use Facebook Insights to determine the best times specific to your audience.
• Engage quickly: The first few minutes after you post are crucial. Facebook prioritises posts that receive quick engagement (likes, comments, shares), so consider engaging with your post from a personal account or encouraging team members to do so.
• Use diverse content formats: Facebook’s algorithm favours variety. Mix up your content by using photos, videos, links, and text posts. The more diverse your content, the more likely it is to be shown to a wider audience.
• Encourage sharing: Posts that are shared by your followers reach a broader audience and are favoured by Facebook’s algorithm. Include a call to action in your posts that encourages sharing or if your agency sponsors any local initiatives ask them to share your posts on this. 
• Longer, meaningful comments: Facebook's algorithm boosts posts with longer, more thoughtful comments. Encourage your audience to leave detailed feedback or ask open-ended questions that prompt longer responses.

7. Analyse and refine your strategy

To ensure ongoing success, regularly review your Facebook analytics to understand what’s working and what isn’t:

• Monitor key metrics: Track engagement metrics such as likes, comments, shares, and click-through rates. Look for patterns in the types of content that perform best and adjust your strategy accordingly.
• A/B testing: Experiment with different types of posts, headlines, images, and CTAs to see what resonates most with your audience. Use the insights gained from these tests to refine your content and increase engagement.
• Adjust based on feedback: Pay attention to the feedback you receive from your audience, whether through comments, messages, or even surveys. This direct input can provide valuable insights into their needs and preferences, allowing you to tailor your content more effectively.

Maximising engagement on Facebook requires a strategic approach, but the rewards are well worth the effort. 

By optimising your profile, creating high-quality content, leveraging new features like Stories and Reels, and actively engaging with your audience, you can build a strong, vibrant online presence that drives real business results.

Auto.social helps agents reduce the effort needed by automating posts, utilising branded templates and text templates. Get your free trial today!

Ready to take your Facebook strategy to the next level? Download our comprehensive guide, The Ultimate Estate Agent Social Media Handbook, to explore more in-depth strategies and tips tailored for estate agents.

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