Want to generate real estate leads on Facebook? Here are 6 things to make that happen…

Do you have a strategy for using Facebook? A strategy that brings in business?

So, you are setting up your Facebook business page for your real estate business — awesome!

I do have a question for you, though…

“Do you know why you are setting up a Facebook business page?”

What? Why on earth would I ask you why? Isn’t the “why” obvious? You want a Facebook presence. You want to be everywhere and give your real estate business legitimacy.

But again, I ask you why. What is your end goal?

“Duh, my end goal is real estate transactions,” you might be thinking. “Besides, everyone else is there; I guess I need to be there, too.”

All too often, if not most of the time, we jump into things without understanding what we are jumping into.

What’s your strategy for using it? What’s your plan for generating leads from it? Is it a place you should be versus a place you think you need to be?

Will your time and energy spent on this produce viable fruit? In other words, will it result in closings?

And no, “hope marketing” is not a viable reason for being somewhere or doing something.

What’s that? What’s hope marketing?

It’s the place we go in our minds when we think, “Well, doing this can’t hurt” or, “If I can get my name out there, the hope is that the right person, in the right frame of mind, will see my name and remember it when they are ready to buy or sell real estate.”

Guys, that is a ridiculous reason for doing anything. We must have clear, precise, distinct goals when using Facebook.

We need to understand how Facebook works. We need to have a plan, and that plan needs to include how we set up our Facebook business page from the very beginning. Our foundation.

Here’s the deal — Facebook business pages exist so that you can connect with your “unmets.” You know, people you’ve never met before.

It’s called lead generation. Bringing in leads that you don’t know yet. Bringing them into your sphere (also known as your database) and then nurturing those leads into clients and closings.

To that end, you definitely need to set up your Facebook business page in a way that nurtures that strategy and that produces the end result and connects you with people you’ve never met before. And it’s to that end that I give you these best practices for setting up your business page.

1. Ignore what you see everyone else doing because they are doing it wrong.

Remember, your goal is to use Facebook for funneling your unmets into your database.

The kicker is, most real estate agents are not using their Facebook business pages to connect with their unmets. They are using their pages as yet another online brochure about themselves.

They ask all of their friends and family to “like” their page. They treat it like a second personal profile, and then they’re confused and wonder why they should even have a Facebook business page if they’ve got a personal profile.

If you want clients and closings, don’t follow the crowd. Ignore them and proceed to do the opposite.

2. Your Facebook business page isn’t about branding or exposure or presence — it’s about lead capture

Now, before you get all up in arms and fight this concept, consider this: When you focus on branding and exposure, that’s all you get.

It takes a whole lot of time and money to get to a point where people think only and always of your brand. In fact, it’s a lot of money down the toilet.

But when you have a strategy in place — when you have a plan focused on lead generation — you not only reap the results of that focus but also you get the benefits of presence.

In other words, focusing on lead generation will get your name in front of multitudes of people. You’ll get the exposure you desire while simultaneously putting food on your table because you’ve got closings.

3. No, you don’t want to put your IDX on your Facebook business page.

Did I just say that out loud? I’m positioning myself to be dismissed by vendors and real estate agents alike here.

You see, vendors have a product to sell you, and they like that you are thinking in terms of your business page as just another Web presence. They can sell you something!

Something that doesn’t work. Something we think works, but it doesn’t. Something that is actually a shiny object or billed as the next silver bullet.

And still, your colleagues will insist putting IDX on their Facebook business page changed their businesses overnight. OK, maybe not that extreme — but they will tell you that they’ve gotten leads from it.

But when you dig deeper and ask how many, how often, who, what, when, where, why — they don’t have a factual answer for you. That’s because they didn’t track it. So what they tell you is anecdotal at best.

You don’t want IDX on your Facebook business page for a number of reasons.

First and foremost, it’s a waste of time and money.

Our business pages are actually viewed by less than 2 percent of our audience. That means out of 100 people who come in contact with our actual page (not just a NewsFeed post), fewer than two of them actually visit our page (and, quite frankly, those two are probably our competitors or a vendor who wants to sell us something).

The second reason? You want to leverage Facebook.

If you don’t drive visitors who are interested in seeing homes to a page that you can pixel (your IDX on your website, as an example), you are wasting a whole lot of time and money.

And, if you aren’t taking advantage of required registration, stop running ads on Facebook immediately. You must be focused on capturing leads, not on pushing crap out to the random masses.

4. Your Facebook business page isn’t about you.

This one is the biggest one.

We think that since we are putting “our business” onto Facebook, we need to share as much as possible about our business. But we treat our pages like an online brochure.

Quite frankly, no one is interested in you. They are interested in what you can give or do for them. We filter out the sales crap and seek out resources. Give them resources.

Your Facebook business page is about your future client. It’s about them. It’s about their wants, desires, hopes, needs, problems, dreams — it’s about them.

Don’t treat your page like a brochure. Treat it like a dynamic resource funnel that your future clients are accessing.

Have your contact information there. Learn how to drive traffic to resources. Learn how to sell without selling.

Let your future client discover just how awesome you are through your actions and deeds. These hold much more power than your words.

5. You aren’t a local business.

Most agents hop on the local business category for their Facebook business page, and this is usually their first mistake in the actual hands-on creation process.

You aren’t a local business. You are a real estate agent.

Think about it. Who or what is your business?

Your business is you. You are selling your services. You aren’t selling retail products. You aren’t looking for walk-ins (in fact, if you are a busy agent, you are rarely even in the office), so why on earth do you want to waste valuable space on Facebook with a massive “map and address?”

Instead, choose the Brand/Product category and the Service/Real Estate Agent subcategory and utilize the space now available for calls-to-action and lead-capture links rather than a map of your brokerage.

6. Do not make Facebook your home base.

You need to have an online home base — your own website.

By your own, I mean yours, not your broker’s. You need your own domain that you bought and registered yourself. You need your own website that you built or had built yourself, and it should allow you to embed Facebook pixels.

As agents, we like when things are done for us, but the problem is, most things done for you aren’t in your best interest. So you’ve got to understand the why and then outsource appropriately.

With Facebook now promoting a form of blogging on its platform, many people will spend the time and energy just using Facebook as their home base, and when something happens (like Facebook shuts down your account or changes the rules), you lose out. You threw out every moment of time and penny spent.

Own your home base and leverage Facebook as a resource to drive traffic to your home base.

I don’t have time to blog and the “I’m too busy” lies we believe…

I hear this all the time. I don’t have time to blog. I’m too busy “actually working.”

Huh. Well… I challenge that statement. I challenge you to challenge yourself. The reality is, you do have the time. You simply choose not to have the time.

The average American watches 4 hours of TV every single day. This isn’t how long the TV is on, this is how much TV we are WATCHING.

Now, don’t start with me that you don’t watch that much TV. If you watch TV, you spend a lot of wasted time watching it. And, if TV isn’t your thing, then something else is… browsing Facebook? Getting caught into the rabbit whole of the web? Getting involved in conversations and debates in Facebook groups? Attending every event known to man? Hanging out at the local pub every evening?

The truth is, we find the time to do what we want to do. It’s not enough to say that something is a priority, our actions must show that something is our priority.

If building a real estate business is a priority for you, then you need to challenge yourself and look at what you are doing throughout the day, every day.

Everything is a choice. What you do today influences your tomorrow. If you choose not to make the time to blog today, then you’ll never build a real estate business with a pipeline of people reaching out to you who already know, like, and trust you.

Yes that’s a bold statement. It’s also the truth. If you won’t make the choice to blog (or vlog) then you’ll never build an easy, smooth, consistent business. A business that doesn’t have to spend it’s time cold calling and cold converting.

It’s that simple. And it’s that hard. It’s not easy to admit we are choosing something different. And then, sometimes it’s not easy to take action and then keep taking action.

Here’s the deal, you have to find out where you are throwing away time. Yes you want to look at the big things (like 4 hours of TV or Facebook a day) but you also want to look at the small things.

I woke up this morning about an hour earlier than normal. I picked up my phone and started scrolling through Facebook. AN HOUR LATER I put the phone down and went on with my day. Now, I got up when I initially wanted to, but, when I was really thinking about it I realized that I really wasted that hour. I didn’t do anything truly enjoyable or productive while I was on my phone on Facebook. I could have been doing something that would propel me forward… spending time in God’s word, exercising, working on my “One Thing”, writing a letter to my dad, doing something special for someone else, leveraging my time so I had more free time later in the day to get a massage or be with my family… and yet, I just let that time slip by.

Everything we do is a choice. Everything. Even something as mundane as me picking up my phone earlier this morning.

So… if you are ready to make some time saving choices, here are some tips to help you…

First and foremost, analyze your big chunks of time.

What are you doing that is more mind-numbing and not truly beneficial for you? TV, in any form, is not beneficial for you. Sure it can be enjoyable, but spending an hour or more a day on it is not beneficial. It’s also not relaxing. Don’t fool yourself into thinking it helps you “relax” at the end of the day. A walk, a massage, a bath, sitting around the firepit with people you love, sitting on the porch enjoying nature, meditating… those things help relax you.

What about your time in the office. What are you really doing? Really track your time… are you spending time focused and productive or are you having a whole lot of conversations with your colleagues or spending a lot of time in meetings or “getting ready” to do something productive?

Remember, it’s all a choice. Ones we make every single day.

Second, use all your 15 minuteses.

This involves taking advantage of all of the little chunks of time the pop up throughout the day. That extra 10 minutes you have before you need to be somewhere. The 15 minutes you wait in line. That extra hour I had this morning that I totally wasted.

Watch out for these moments and don’t get lost in your phone playing Candy Crush or watching YouTube videos. Utilize those moments to record topic ideas, conversation inspirations, or to even take down thoughts.

Here are some time saving hacks you can be implementing.

Turn off the notifications on your computer and your phone. Seriously, you don’t need to run over to Facebook every time there is a little red notification. You don’t need to know every moment you receive an email. It is AMAZING how much more productive you become when you aren’t chasing the distractions.

Turn off your TV. I’m not just talking about not watching it, I’m talking about not letting it be on in the background. Ever. Background noise from the TV does not help you stay focused. It does the opposite. It distracts you.

Close Facebook. Seriously, when you are focused on doing your “One Thing” you need to close everything and eliminate all distractions. Don’t fall into the thought trap that leaving Facebook open in another browser because I need a brain break once-in-a-while is a good thing to do. It’s counter-productive. It’s ruining your productivity.

Close your email. Yep I said it. Close your email and don’t go into it until specifically scheduled times of the day. It’s called batching and yes, you can do that in real estate. Ideally you’d schedule twice a day to dive into your emails. Once in the late morning and once right before the end of the business day. That’s it.

Delete time sucking apps from your phone. Do you have a habit of checking Facebook or email or Twitter or Instagram when you are waiting in lines, or are in a group of people but maybe feel like you want to look like you are doing something? Guess what… this is bad juju for you. You need to delete those apps and start engaging in the moment.

Remove yourself from Facebook groups. There are a million and one Facebook groups for real estate agents. Some of them are insanely popular. Those insanely popular ones are unproductive time sucks for you. You don’t need to know about every software tool out there. You don’t need to know which ads are “the perfect ads” to run on Facebook (here’s a hint, perfect ads don’t exist). You won’t miss out on anything.

Get help! Hire people to help you! Even if it’s just a high school student that comes to your home or office 3-4 hours a week to help with filing, or envelope stuffing, or something else. Get. Help. Outsource your lawn maintenance. Outsource your house cleaning. Outsource your grocery shopping… have Amazon deliver your groceries (or Safeway, or a local concierge service). Outsource your dry cleaning to a cleaner who picks up and delivers. The point here is to get help with things you don’t love doing.

As I said earlier, there is always time for what you what to do. And, to make sure there is always time, you want to implement time saving hacks. But you also want to do what’s most important every single day, before you do anything else.

Every single day you should be doing your One Thing, first. Before anything else. Nothing else is as important as getting your One Thing done. Don’t assume you know what I’m talking about when I say this. Please go grab yourself the book, read it all the way to the end, and implement it. Don’t be like me and assume you know what it’s talking about. Don’t be like me and think you’ve heard this all before. I hadn’t. You haven’t. Read it. If you read it and implement it, it will be a pivotal change for you in your business and your life.

Are you ready to start using your time better and getting your blog pumping in business? I created Get Your Blog On, a 5 day blogging challenge just for you. It’s free and it’s been so much fun! I hope you’ll join us. Click here to join the Get Your Blog On 5 day blogging challenge.

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