Social media marketing is vital to your brokerage’s success.


By Paul Salley, marketing strategist

Want to recruit more agents? Get your brokerage’s listings noticed? Then social media, particularly Facebook Marketing, should be considered a priority in the overall marketing plan for your brokerage.

There is no other site that is viewed as frequently with as much user profile data as Facebook. Facebook allows you to segment and pinpoint your marketing efforts to a select audience. Because Facebook pulls marketing information from user profiles, anything included in that profile is fair game to use as a marketing filter. You may drill down to job titles, interests, geography and more when choosing who you want your ad to reach. Also, by choosing to advertise on behalf of your brokerages’ own Facebook page, you can place an ad in an individual’s newsfeed. The benefit to this over the traditional right-hand column ads is obvious-your ad is viewed without the distraction of other ads, or content, around it.


To get started on Facebook, ensure that your brokerage has its own Facebook Business Page, then go to, where the ads manager is located. This is where you may create and edit ads and determine the audience for those ads. In addition to creating your ads in the Ads Manager, you’ll also assign a budget associated with your as campaign. When advertising with Facebook, you set a daily budget. I recommend starting with $7 to $15 a day and run this ad continuously for four weeks. With Facebook, you may send your target audience or potential leads to your website, Facebook Page, Mobile App or other designated conversion target. To ensure maximum efficiency, make sure you have a solid lead capture strategy in place on the landing or home page to which your audience will be directed.


To maximize the success of your ads, try different campaigns targeted at specific audiences. For example, try a new homebuyer campaign with a targeted audience of 25- to 35-years-olds with a relationship status of not single who live in a certain location. Or, for a campaign aimed at recruiting , target those who have an interest in real estate. Another example of a successful ad is to target those who work for large employers of the area. Rotate these highly targeted ad campaigns so they run in short, four to six-week bursts and compare which performed the best to replicate for the future.

When creating the imagery and text for your Facebook Ads, speak to a lifestyle your area provides. Use interesting photos of a specific area rather than just house images and a lot of text. People love seeing interesting photos of things to do and places to visit. This strategy also coincides with the reason users are on Facebook in the first place, as an escape from the day and to be entertained.

While setting up and maintaining these campaigns takes time and continual maintenance, the pay off in web traffic and number of leads is well worth it. You will experience an exponential return on investment. This is especially true when comparing Facebook Advertising to traditional print advertising, as a potential lead can take action immediately on his or her computer or device while the ad and your brokerage remain top of mind. ^

This article originally appeared in the March 2016 issue of the REAL Trends Newsletter and is reprinted with permission of REAL Trends Inc. Copyright 2016.

The Minnesota REALTORS® is the largest professional trade association in the state with more than 17,000 members who are active in all aspects of the real estate industry.


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