I’ve been doing a lot of work this week on Facebook marketing with a couple of clients.
Nothing ground breaking there, as all agents need to be thinking about making the most of Zuckerberg’s social media giant.
But it did mean I spent the best part of a day looking at dozens of different Facebook pages from estate agencies across the UK.
There was a real Clint Eastwood mix of pages too.
Some good, many bad, several ugly.
There were some excellent ones but the Excellent, the Good, the Bad and the Ugly just doesn’t have a sequel selling ring to it.
So, here’s some of the stuff I marked down as excellent when looking at an agency Facebook page.
1) Basics done well – Properly sized photos, accurate opening times, use of maps, plenty of reviews. Easy on the eye and importantly they all included a photo of the agency’s team.
2) Varied content – not just a stream of listings or boasts but helpful articles such as the condenser pipe boiler fix videos doing the rounds in this cold snap, mortgage advice, how to blogs and for me the big one even good agencies miss out – the promotion of local news and events.
3) Personality – Not that they shared their holiday snaps or selfies at festivals, but these excellent pages left you with a positive feeling towards the agencies.
4) Videos – This was the consistent feature on all the excellent pages.
The agencies which fell into the good category did most of the above, with the odd gap here and there.
The thing I felt made a difference between good and excellent was the content and use of video.
The excellent agencies mixed it up and were posting at least daily.
Now for the bad and the ugly because they fell in the same bucket during these reviews.
1) Poorly set up pages – I was seeking quotes from companies that set up pages professionally and I wouldn’t say I was shocked by their prices, I was f’ing angered. £300 to do something that anyone with a semblance of intelligence could do easily in an hour or so.
But, these bad agency pages were sloppy, missing key details like opening times, odd looking cover photos and the negative reviews tended to back up my theory.
2) Inconsistently posted content. An article posted, then a three-week gap. Another listing posted, then a two-week gap. Three weeks later another listing. That inconsistency sends out a message to the page’s visitor. And it ain’t a good one.
3) Crap content – some pages I ranked as bad fell into the category because all they did, literally was list property for sale or let – and even that felt half-hearted.
That’s a shame because there’s so much more to Facebook marketing for estate agents than sell, sell, sell.
Try share, share, share instead. Share useful information – like the boiler tip, share local news – like which roads have been closed off due to the snow, share what makes your agency great – your reviews, testimonials – those examples of you doing more than your job description.
Thanks for reading and here’s to your next instruction.
PS: I’m working on my next volume of articles and interested to know what kind of topics or subjects you guys think readers would find useful and interesting. Please drop me a line at Jerry@propertyprexpert.co.uk if you have any ideas for articles I should be considering.