11 Tips: How to Reach Homebuyers on Facebook

Now that you know why you should be using Facebook and other social media platforms, below is how to use Facebook to reach your audience and sell more homes.

Be useful to your followers

Share content potential homebuyers, potential home sellers, current homeowners, and new homeowners will find useful. You don’t want to just sell, sell, sell. Your followers will quickly lose interest and will likely unfollow you. Many of your followers will probably be past clients; they already have homes so receiving listing notifications probably won’t be very compelling for this group.

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Post original content

Posting original content will help bring clients to your website. Blog posts, white papers, and original images are great ways to drive more traffic to your website.

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Sharing articles from your brokerage or news organizations help your posts reach a larger audience. If someone follows your page and the page of the content you are sharing, they are far more likely to see your post. Screen Shot 2016-02-28 at 10.54.50 PM

Engage with your followers

Respond to any comments you receive. After all, Facebook is a social network.

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Use (relevant) trending topics and hashtags

Looking at Facebook’s Trending Topics (on the right-hand side of your personal newsfeed) will give you an idea of what is popular at the moment. Using this knowledge, you can reach a wider audience.

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Occasionally post your listings

When you post about your listings on Facebook, include high-resolution photos and rich details about the property. Don’t forget to add a link to your website!

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Post videos

Change things up from the ordinary property photos and give your followers a better feel for your listing by posting a high quality video.

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Broadcast via Facebook Live Videos

A new feature, Live Videos allow you to broadcast live video from your iPhone or Android to your Facebook Page. You can use this feature to create a virtual open house or to give followers a behind the scenes look at a new condo development. Making this new feature even more appealing, Facebook just announced today that Live videos will be ranked more highly in News Feeds. Meaning, your Live Video will be viewed by more individuals than a regular video post. Here are tips for getting started with Live Videos.

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(I couldn’t find a realtor who is using this tool yet. Even more reason to start using it. Stand out from the crowd!)

Show community involvement

Did you help build a Habitat for Humanity home? Did you run a 5k in support of cancer research? Let your fans know and be sure to include the event hashtag to reach a wider audience.

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Show off

Recently sold a house? Won an award? Featured in an article or local TV news? Let your fans know!

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Facebook continues to make it more difficult for Facebook Page content to reach your audience.

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Want some more social media tips? Here’s why you should keep your social media posts brief and here is how to write the perfect Facebook post.



What Realtors NEED to Know About Social Media Marketing


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Social media is a cost effective way to reach homebuyers. And, according to the California Association of Realtors, they want to hear from you: “91% of buyers are receptive to receiving information about the home buying process directly from their agent via social media.” Homebuyers use social media for buying tips, neighborhood information, and viewing their agent’s Facebook Page, among other reasons.


(Source: California Association of Realtors)

Because realtors’ number one source of new business is referrals from past clients, it’s important to stay in front of them. In fact, 74% of clients will give you a referral if you stay in touch.

The below infographic further demonstrates why it’s important to be active on social media, but how can you be a successful social media marketer? Let’s explore.


(Source of statistics: CAR, Contactually, Realty Times, Reminder Media, Timperis)

Optimize Your Profile

So, you’ve created a few new social media profiles; now make sure to optimize them. Choose your profile image carefully as this is how your followers will be able to quickly identify you, and use a high resolution cover photo that you think defines you (possibly your city’s skyline or a picture of your team). Complete the “About” section to include a bio, contact information, your website, and other social media profiles. Make it easy for people to know get a feel for who you are. 

Be Informative

One way to lose followers is by solely posting your listings. This is not relevant for past clients who recently purchased a new home, and if they decide to stop following you, they’re likely to forget you (see statistic on this in the above infographic). Instead, post useful articles, such as:

  • Home trends
  • Information, news and events about local neighborhoods
  • DIY home improvement projects
  • Home maintenance tips
  • Beautiful pictures of your city
  • Original blog posts linking back to your website

This makes your posts valuable to the majority of your followers. Posting a new listing is fine from time to time, but follow the 80/20 rule as closely as possible: only 20% of you posts should be self-promotional and 80% should be dedicated to content that really interests your audience.


Facebook’s advertising is very robust and allows for targeting by location, interests, behaviors, language, net worth, gender, age and more. This is great way to ensure you are putting yourself in front of the right people. You can boost specific posts, attract people to your website, gain more followers and more. Read more about Facebook Advertising here.