Follow KW

How to use Facebook to Generate Leads

Like thumbs up

Jen Lysak, associate with the Lakeland (Fla.) market center, wasn’t always on the social media bandwagon. But when her lead generation Websites weren’t drawing as many leads as she’d hoped, she turned to her operating principal, Chris McLaughlin, for advice. “He suggested I dive into Facebook marketing,” she says.

At first, Lysak’s skepticism got the best of her. “It seemed like a waste of time.” But she decided to follow the wisdom of her leader – and she’s glad she did. In 2011, the consistent $1 million to $2 million producer singlehandedly doubled her business, selling $5 million worth of homes. She largely credits that success to her Facebook strategy. “I get an average of 10 Facebook leads every week,” says Lysak. “People do business with people they know and like. So I make friends and share things about my personal life so they can get to know me.”

Here are Lysak’s 6 Steps to Effective Facebook Marketing

1. Build Your Facebook Database

“Friend” every client and then subscribe to their SMS feed. Visit your Mobile Settings to turn the notifications on. Every time a client posts a status update, you’ll receive a text message. When appropriate, respond.

2. Communicate Like a Real Person

When responding, “talk” to people as if they were a close friend you care about. Be yourself and be genuine. “People are so touched when they post about having a cold and I ask them if they are feeling better or if they need anything,” Lysak says. Real estate, after all, is still a relationship business, and maintaining relationships with hundreds of people doesn’t take her more than 15 minutes a day via Facebook.

3. Drop Casual Reminders (Don’t Overdo It)

Lysak uses the Facebook “Check-In” feature to let friends know she was at a new listing. In the comment area, she writes, “Coming soon …” and offers a few details about the house. She also adds a photo of the home. Lysak calls the strategy a low-key way to remind people of what she does and alert other real estate agents that she has a new listing their clients may want to tour.

4. Use Life Events as Opportunities to Connect

Reach out to people who are in a transitional place in their life, offer appropriate condolences or congratulations, and ask if they need your help moving to the next stage of their life. “If someone is getting divorced, I message them and tell them how sorry I am. Then I offer to help them with any questions they have about their home,” Lysak says. “If they just got married, I congratulate them and offer to help them find a new home. If the relationship is there, asking for the business is easy.”

5. Share Your Clients’ Excitement

Congratulate friends for buying their first home at a really great price and offer details of the transaction. “When I sell the house, I post a picture of the buyers with house keys in their hand and write a comment about how happy I am for them. Then I tag them in the photo so all their friends see it,” Lysak says. “Usually, they write me back and thank me for all my help, which turns into a testimonial. You can’t pay for that kind of marketing.”

6. Integrate Other Online Lead Gen Channels

Route everything to your eEdge Website where consumers can sign up for specific search results and your myMarketing campaigns. “Any time I post about my business on Facebook, I send people to my eEdge Website to sign up for my IDX search.” In fact, her eEdge Website URL is on every marketing piece including her voicemail. “eEdge is the No.1 advantage Keller Williams offers. Tying it to my Facebook strategy allows me to further promote my brand AND capture all the leads that come in.”

Like all lead generation activities, just because Lysak asks for the business doesn’t mean it’s an automatic win. Some married couples are in an apartment lease for the next 12 months. Some new parents don’t have the budget to move into a larger house yet. But Lysak is planting a seed, and because she is connected with future buyers and sellers on Facebook, she’s just an instant message away.

“Just be real. Ask questions and don’t forget this is a relationship business,” Lysak says. “Get on Facebook and reach out to people so they feel like you care. It pays dividends.”

Tagged with: , ,
Posted in social media
 
3 comments on “How to use Facebook to Generate Leads
  1. Ryan says:

    Facebook is THE place for an agent to generate free leads. If 64% of Americans own a home (According to NAR) and the other 36% want to own one, then wouldn’t 6 out of 10 facebook friends need to by/sell a home in the next 48 months? Make sure to change your profile to a public profile and also know that biz pages don’t show up in the newsfeed. Use your personal page.
    http://www.hardcorecloser.com/the-power-of-the-social-media-syndicate/

  2. vinbais says:

    Indeed nice points, you can ignore social networking platforms like Facebook at your peril. I think there is one more point that can be added, Facebook page for your business should be created, which can become a nice medium to have a healthy discussion with your prospective clients.

  3. Keller Williams Realty says:

    @vinbais Agreed. It is definitely an additional strategy that agents can follow and find great success with. I know there is some debate as to whether agents should use their personal page vs. a business profile. At the end of the day, it’s about what makes sense for you individually and how you prefer to communicate to your past, present and future clients. – Laura Price, KW Blog Editor

7 Pings/Trackbacks for "How to use Facebook to Generate Leads"
  1. [...] Jen Lysak, associate with the Lakeland (Fla.) market center, wasn’t always on the social media bandwagon. But when her lead generation Websites weren’t drawing as many leads as she’d hoped, she turned to social media.  Read her story on the KW Blog here. [...]

  2. [...] How to Use Facebook to Generate Leads. Social what? We’re kidding. Real estate agents are using social networking sites to cultivate [...]

  3. [...] How to Use Facebook to Generate Leads. Social what? We’re kidding. Real estate agents are using social networking sites to cultivate [...]

  4. [...] How to Use Facebook to Generate Leads. Social what? We’re kidding. Real estate agents are using social networking sites to cultivate [...]

  5. [...] How to Use Facebook to Generate Leads. Social what? We’re kidding. Real estate agents are using social networking sites to cultivate [...]

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Archives
Search by Category
Advertisement
Ad
Tweets from Keller Williams Realty