How to build a real estate lead generating machine on Facebook in 3 steps

Edgar’s powerful social media scheduler amplifies your Facebook reach, automatically putting your content in front of more fans and more new leads. Read on to learn how!

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How to build a real estate lead generating machine on Facebook in 3 steps

Edgar’s powerful social media scheduler amplifies your Facebook reach, automatically putting your content in front of more fans and more new leads! Here’s how.

(Or you can just click and get started with Edgar now!)

$49/mo. 30-day, 100% money-back guarantee. We don’t hassle. 💜

Facebook is a captive audience of people potentially interested in your listings. Are you making the most of it?

With over 2 billion (!) users worldwide, Facebook is not only where most people are on social media, it’s also where the 4.5 million people who are likely to move in the next 3-5 months spend most of their time.

Facebook is THE destination for real estate agents and brokers because it helps connect with buyers and sellers by starting conversations that lead to sales, FAST.

Facebook is the #1 social network for referring traffic to single property websites.

People spend an average of 50 minutes a day on Facebook… and rising.

The people who use Facebook the most are in the homebuyer sweet spot: ages 25 to 34.

Facebook can dramatically lower your cost per lead. Zephyr Real Estate in San Francisco used Facebook to drop their cost per lead by 76%.

Obviously, spending time on Facebook is an absolute, 100% no-brainer.

But Facebook is also a HUGE time-suck if you try to do it all yourself!

With everything on your plate in the real world, the absolute last thing you need is to spend hours every week posting and reposting listings on Facebook. Yet in real estate, people are always talking about keeping their funnel full.

You always want to be adding to your funnel and working on generating leads, so when a transaction or a deal is closed, you have potential people to follow up with and get on to the next deal.

Here are 3 simple ways to do just that: spend LESS time on Facebook and attract MORE buyers and sellers! (And no, you don’t need to hire a team of social media managers!)

First, define your Facebook real estate marketing strategy.

Giving your Facebook presence even a minor boost can be a massive benefit for your real estate business.

Do you have a marketing plan with benchmarks to measure success so that you can be sure you’re not wasting valuable time?

If not, we recommend creating something simple to get started, like following this guide. Here are the five basic components it covers:

Goals: What is the top business challenge you’re trying to solve?
Do you want to get more leads? Establish yourself as a thought leader? Nurture referrals?

Audience: Who are the people you’re trying to target?
Facebook is the absolute best and easiest place on social media to figure this out! Facebook allows you to hyper-target your content efforts based on age, location, jobs, even income levels (and a lot more that we’ll explain below!)

Content plan: What kind of content is right for your audience?
It’s generally a good idea to vary the types of things you’ll post, and to include videos, high-quality images, and personal touches

For example, Facebook live videos of new/hot listings, photos of successful showings, quizzes for your audience about where they’re looking to buy

Workflow: How will you manage your posting?
If it’s more than just you posting (or if you’re posting on behalf of an agent), easy project management software like Trello can really up your collaboration, organization, assignment, and prioritization of tasks.

Tools: What will help you execute your plan with mucho efficiency?
The biggest time-suck of all is manually scheduling your Facebook posts. But… there is a workaround!

Edgar functions as an all-in-one content calendar, scheduler, and content recycler. And Edgar’s simple-to-use app gives your posts MEGA reach, automatically. More on that in the next section…

Next, make your listings stand out from the crowd.

A lead may know you and “like” you on Facebook.

But do they like you enough to remain an engaged member of your audience?

Answering this question is a BIG deal… because Facebook is now prioritizing “real people” over businesses.

That means your sister’s post about her trip to the spa is way more important to Facebook’s algorithm than your post about a beautiful new home for sale.

In addition to getting a consistent posting schedule automated, there are some tried and true ways to get your property listings seen:

Make authentic conversations with leads a top priority. The more you engage with people, the more those people will interact with your posts, and the greater chance your listings show up in their News Feeds!

Give live showings and video tours using Facebook Live. 73% of homeowners say they’re more likely to list with an agent that offers to do video. With Facebook Live, all you need is your cell phone and a winning smile. (Here’s a quick tutorial, too!)

Follow the 80/20 rule with your posts. Aim for 80% customer/community-centric content and 20% content about actual home listings.

You’re already a rockstar at showcasing your listings, so here are some ideas to up your feel-good content:

  • Offer free real estate advice. This is a great trust-builder and has loads of viral networking potential.
  • Celebrate wins and closings. Celebrating when clients buy their first home, for example, is an easy and feel-good way to showcase your expertise — without just talking up a listing.
  • Start conversations! With your listings automatically posting, this is an easy way to find out what people looking for, what they prioritize, and how you can tailor your listings to get their attention (and you’ll have time to do it!).

Hyper-target your marketing with Audience Insights. Audience Insights lets you explore your leads’ demographics in INCREDIBLE detail from age to employer to how they spend their money all from their Facebook profiles. (And it’s FREE to use.)

Audience Insights can also give you a treasure trove of lead and client data, as well as deep insights into competitor client bases that other agents and brokers are probably not taking advantage of!

What to do with all this data? Use it to target your posts and Facebook ads, create customer personas, or simply learn what your clients and leads care about. You can drill into age, location, income, hobbies, and more! (Here’s how to do it.)

Measurement matters. You don’t have to be tech-savvy to discover who is actually clicking on your listings. (And make your listings more clickable!)

  • Facebook Analytics is another free tool that lets you track and tweak your marketing efforts. This way, you can see how successful an ad is, or do things like see how many times a certain post gets clicked on, or how often a lead makes it from Facebook to your website to request a showing.

Once you’ve got your plan in place, the last step is automating this process so you’ll never have to waste time on boring social media babysitting…

Finally, start automating your Facebook posting to build even more real estate leads! (This part is SO easy)

Once you’ve got your Facebook marketing strategy in place, you can put the whole thing on autopilot and let Facebook generate homebuyer and seller leads for you, giving you more time to do what you do best: building relationships, closing deals, and making money.

Automation is essential in the noisy, crowded, and extremely competitive social media landscape. It’s like having a personal assistant and social media marketing manager in one, keeping your social profiles fresh and relevant 24/7!

Because one of the biggest mistakes you can make on social media is to be inconsistent. To stay top of mind you’ve got to stay on top of social.

So… what do you need to be doing on Facebook to generate leads?

Facebook is a lead generation machine that needs to be fed CONSTANTLY to grow your real estate business. Posting consistently increases the chances of you getting more leads AND more referrals.

By pre-scheduling and automating, you’ll reach MORE people with your listings (and content)… just by giving your Facebook posts more consistent exposure!

That means more clients for WAY less effort.

On average, Edgar users report saving 8 hours of social media tinkering and busywork, like constantly coming up with new posts, once they set their posting schedule in the Edgar app!

On top of that, automating frees you up to engage with and nurture your leads. (Remember, this has never been more important for successful Facebook marketing!) And 97% of buyers say response time is important when selecting a real estate agent.

With 77% of all REALTORS® using Facebook for marketing, and 68% of all web traffic to property websites coming from social media, you simply can’t afford NOT to automate!

Automation isn’t “spamming.” It’s absolutely vital to your success on Facebook because:

most Facebook posts go unseen

of your Facebook posts go unseen. 🙁

For real estate pros with huge teams, automation is how they blanket social media with their listings.

For upstarts and solo agents, automation is the key to creating a presence that FEELS as big as the big guys! (And Facebook offers some amazing free tools to help you set yourself apart.)

We hope this guide has helped you see how easy it is, and how much you and your real estate brokerage can benefit from using a simple tool that turns social media chores into real world home sales!

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Save time and stress with free custom setup + 100% money-back guarantee

Want to learn more about how to get the most out of your Facebook marketing? Here are four blog posts to guide you to success!

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$49

Per Month

Sign up for annual billing
and get one month free

We proudly offer a discount to our military
and non-profit users. Learn more here.

Get higher quality social traffic and save hours every week.

MeetEdgar pricing includes:

  • 25 accounts
  • 1,000 timeslots
  • Facebook, Twitter, LinkedIn, Pinterest (coming soon!), Instagram (coming soon!)
  • Unlimited content library
30 Day Money Back Guarantee
Fall in love with Edgar no-risk.