Do you struggle with creating engagement on your Facebook business page? Then do this…

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Do you struggle with creating engagement on your Facebook business page? Let me just say… you are not alone.

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Featured Download: The Facebook Page Setup Checklist. The step-by-step guide you need to get your Facebook page up and running and bringing in real estate leads. (Download Now)

Real estate agents are always telling me that they struggle with creating engagement on their Facebook businesses pages and they are looking for help.

I host a Facebook for Real Estate agents group and I asked members what they would like to see me train on… and the most requested training was creating engagement on my Facebook business page.

This was both a surprise and not a surprise to me.

A surprise because I thought agents would want to learn more about lead generation and not a surprise because I realized that real estate agents think that creating engagement will result in leads.

In other words, it seems as though it is believed that stirring up engagement on our Facebook business pages will result in capturing more leads.

The truth is, this couldn’t be farther from the truth. Focusing on creating engagement on our business pages does not mean we capture more leads. In fact, it often means the opposite.

A highly “engaged” Facebook business page is all-too-often the front to a very busy, stressed-out, and poor, Facebook business page admin.

If your real goal is to build a better business… to create a consistent flow of real estate leads… then here are a few things you need to keep in mind when it comes to using your Facebook business page to generate business.

1) Your page is a conduit, not a destination

Here’s where the paradigm shift begins. We need to pivot from “trying to create engagement” on our business pages to realizing that our page is a conduit between people we’ve never met and our database.

Your Facebook business page is not a destination. It is not a community. It is a funnel. A conduit. It’s the slide between the masses on Facebook and your database.

In other words, stop trying to create a “community” on your page and focus instead on creating a valuable conduit between Facebook and your database.

In reality, you want to create your community within your database, not on a “rented” platform.

2) Stop trying to create engagement and start focusing on providing value

What does that look like? It looks like giving the answers to your prospects problems.

When you try to only give them home searches or CMA’s, you are seen as a salesman, irrelevant to them, and someone who doesn’t understand their journey.

Stop being self-serving and start actually serving. Consumers don’t care why they shouldn’t sell FSBO. They dismiss articles and such that promote using real estate agents. In other words, don’t fall for the industry thought on “teaching the public how valuable real estate agents are” because you will get no where, fast.

Instead, show them how valuable you are. Show them they mean something beyond the transaction. And if they don’t actually mean something beyond the transaction to you – take your smarmy salesman tactics to the local used car dealership and push your wares there.

Remember, you need to help them, with their real problems… not what you perceive their problems to be.

Our industry is never short of advice on what the they think the consumer wants or needs. Unfortunately, we’re wrong. Pretty much all the time. Just look at the offerings that are out there for consumers… “get your home value instantly” and “check out these homes for sale” and “get this home buyers guide” etc. etc. etc.

Find out what their real problems are… problems and challenges they face along their entire homeownership journey. Then, give them solutions. And no, “use a real estate agent” is not a solution.

Let’s face it. Problems aren’t solved simply because a consumer uses a real estate agent. In fact, problems are often created when another person gets involved, so don’t resort to sales tactics that the consumer sees right through.

Start solving their real problems along their home ownership journey without attaching a “sale” to it.

3) Ignore the “engagement numbers” and focus on the “audience” numbers

Always remember, that 99% of your tribe are simply going to lurk. They will not engage and trying to change their behavior is virtually impossible.

There is actually a 1% rule when it comes to Internet culture. Rather than fight the rule, leverage the rule.

Know that engagement is not the goal, but acquirement is. You want to acquire audiences that are highly targeted and you want to nurture them so that when you do “ask for the sale” they respond to you. Your audiences include targeted page likes, website visitors, your email database and your snail mail database.

Your offline audiences must be included in this as well. Add your offline audiences into your email database as quickly as possible. Your goal is to bring all audiences into your email database.

In truth, there is nothing wrong with engagement, it’s just that we need to stop focusing on it. Stop looking at that metric. Focus on your audience numbers rather than your engagement numbers.

Your Facebook business page must be setup as a lead generating conduit, a funnel, and that’s why I’m giving you access to my Facebook Page Setup Checklist… it’s free and it’s yours, just click here.

Is your email marketing dying? Here’s how to revive it in 5 steps

I find it interesting how we, as an industry, utilize email. Mostly what I find interesting is how we are failing miserably at using such a powerful tool. The real estate industry, as a whole, sucks at leveraging email.

  • We use free personal email addresses and expect people to take us seriously.
  • We email randomly, infrequently, and can’t figure out why it’s not working to convert people.
  • We send out canned crap and wonder why nobody actually reads what we are sending them.

We are afraid of being a nuisance, and rightly so! What we are emailing, how we are emailing, why we are emailing, when we are emailing, and who we are emailing are all out of whack. We don’t know what we are doing and we refuse to take the time to learn how to use email.

Featured Download: Avatar Creator Template. Email marketing is easier when you know your avatar. (Download now)

We have got to turn our thought process upside down. We need to change our mindset. We need to look outside of the real estate industry and watch the businesses that are using email. Businesses that are having phenomenal success while others, like the real estate industry, languish.

One of the key pieces when it comes to leveraging email is that you have to realize that you aren’t “email marketing.” This isn’t about sending out your real estate newsletter, or sending an email every three weeks in hopes of staying “top-of-mind.”

This is about a relationship and relationships grow when we have conversations. With real people. You’ve got to stop throwing emails at your list and start having conversations with the people on your list.

Here are 5 things you can change in your email marketing that will immediately double your results.

First – Stop thinking about your email list as a global whole.

Stop thinking (and acting) as though they are just subscribers. As if they are headless, faceless leads. Start thinking about them as your community, as your tribe. As people who want, and need, your help in their journey.

This means you need to be writing your emails as if you are emailing to one single person. Your emails need to be personal. Your emails need to be an actual conversation. And no, I’m not talking about making sure their name is in the email. While this is good, it’s not what I’m talking about.

I’m talking about one-on-one and building know, like, and trust relationships with a single person. You need to be writing your emails as if you were standing in front of someone and having a conversation with them. A conversation, not a lecture.

Second – Stop touching and start connecting.

An image I keep seeing in my mind about how the real estate industry uses email marketing is this: A person is standing out in the middle of nothing. Suddenly you come up and start throwing paper at them. On that paper is the canned crap you buy from whatever vendor you are getting canned email crap from.

Then, another real estate agent comes up and starts doing the same thing to the same person with the same canned crap. And then another agent comes up, does the same thing, with the same canned crap. And another and another and another.

In other words, we are just throwing crap at people. We aren’t making a connection. Would you do that in-person, in real life? Then why do we think it’s ok to do that virtually?

I believe it’s because we are disconnected from the idea that “virtual” is real. We erect this amazing wall of stone between what we do with people while we are face-to-face with them and can’t seem to figure out how to do the exact same thing, virtually.

I also believe it’s because we are so pushed to “systematize” and “assembly line” our business that we forget how to create and build relationships. We think of email as just another assembly line tool when in fact, it’s a relationship building tool. A tool that allows us to build one-to-many relationships. A tool that allows us to leverage our time. A tool that enhances our ability to connect with as many people as possible. But we draw a blank on how to effectively use email as a tool.

Third – Be a real person!

Yes, I know you are real person, but we don’t come across that way when we are sending email to our list. We come across as a robotic commercial when we send out emails in a fancy template newsletter format.

Let’s be real here, do you send one-on-one emails in an image heavy newsletter format? Really? Why? Because it’s got the logo and colors of your brand?

Knock it off. You don’t send an email to your friend that includes all of your branding so stop trying to focus on branding and start focusing on being a real person. Real people send text only emails. Real people send single thought, single topic emails. Real people don’t try to stuff an email full of every conceivable thought they want to share. Real people aren’t focused on the closing table. Real people go through a journey.

Real people are real, with themselves and each other. They reveal themselves to others. People relate to people, not businesses. Reveal your own struggles, your own journey, whether that is directly related to buying or selling a house or not. Relate pieces of your life. Become real to the people on your list.

Fourth – Be useful.

You don’t want to email only when you need something, like a closing in the next month. You need to be helpful and generous all the time.

It’s painfully obvious when real estate agents need more listings or buyers… they send out an email that is usually some fancy looking email with lots of images and tons of canned crap or promotion of their listings.

Guys, this isn’t useful. This is obvious. There is no value in it and your email community simply isn’t interested, which is why you aren’t able to leverage your email list into a forceful piece of lead conversion in your business.

When you are focused on being useful, you aren’t trying to be all things to all people. Remember above when I said to think of the people on your list as an individual you are face-to-face with? Well, do you try to fix all of their problems every conceivable way or do you help them with one thing at a time?

Don’t try to push your agenda onto your email community. Instead, figure out what they are struggling with and help them, a little at a time, in each email.

Fifth – Be strategic.

Why are you sending an email? What are your expectations?

Listen, the first goal is not to get a “come sell my house” phone call, although this will happen when you do email marketing right. Your goal is to move people along their journey, their journey with you.

That means you’ve got to be strategic. You’ve got to understand that each email you send is a piece of your relationship with them, it’s not the end game. You want to create and build a relationship with them and that only happens with consistency in connecting with them. Notice I said connecting, not touching? Yeah, check out step two above.

Strategy focuses on the long-term outcome, not the short term. To strategically use email in your real estate business, you’ve got to be focused on the long-term outcome.

Again, why are you sending an email? Are your expectations absurd or are they long-term focused? Email marketing is amazing for creating and building relationships, powerful and loyal relationships. But without a long-term strategy, you’ll just be throwing canned crap, randomly, at your list and you’ll accomplish exactly nothing.

When you know who you are emailing, when you intimately understand your avatar, it changes everything.

These 5 things I just talked about become easy. Almost ridiculously easy. That’s why I created an Avatar Creator Template just for you. Click here and I’ll give it to you, free.

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