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Real Estate Social Media: 5 Things Your Profile on Facebook is Missing

If you’re a realtor, chances are you’re a ‘people person’. But before you can shine in a one-to-one setting, you need to lay the groundwork for that personal connection with prospective clients.

That’s where real estate social media comes in.

Statistically, a very healthy number of your prospective clients are on Facebook for an average of 20 minutes every day.

Of all the platforms, Facebook is uniquely suited to businesses like real estate where personal and professional identities meld. It’s one of every realtor’s top free marketing tools–which is why your competitors are already on there.

To get the most out of Facebook for real estate social media, you need a killer profile for your personal as well as your business account. Here are five things your personal profile on Facebook might be missing.


Before we dive in, a few key details to note:

  1. While these tips apply to primarily your personal profile, you can heavily optimize both your personal profile AND your business page. The primary goal of leveraging Facebook for your business is to generate potential leads. This can only be done if you are directing people to a place that allows you to capture and retain their information.
  2. You’ll notice that each of the profile tips includes a reference to a lead magnet. A lead magnet is something you are offering potential leads in order to capture their information. For example, a piece of downloadable content in the form of a PDF checklist, video resource, report, or other educational content.  These are often referred to as opt-ins or freebies.


1. Optimize/Update Your Cover Photo

  1. Your cover photo (the main picture at the top) is the first thing people see when they visit your profile. This should act as a billboard for your real estate business. You can use a property you recently sold, or a short and sweet testimonial like this one. It should be eye-catching and consistent with your brand so your lead wants to click on it.
  2. When visitors to your page click on it, they should see a description. Use this to advertise your business — a free offer works well here, also known as a lead magnet. Maybe it’s a list of homes for sale in the area, or something more timeless like a first-time buyer’s guide. Make this your call-to-action: “Click here to get/download/learn XYZ.”

Check out this example of an optimized real estate agent’s cover photo.



2. Optimize/Update Your Profile Photo

In a world where people you’ve never met can connect with you, it’s no surprise how often your profile photo is viewed! Not as scary as it sounds, people “stalk” social media accounts that interest them and will click on and view your profile photo up close.

Because so many people will be checking out your profile picture, the caption of that post is a perfect place to put your CTA (call to action).

Your profile photo should be professional, or at least representative of you as a real estate agent. You have a few options:

  1. A professional headshot
  2. A portrait of you & your family members
  3. A photo of you doing something you love (i.e. gardening, fishing, BBQing, volunteering…)

Note: Although your personal profile is technically part of your personal account, it’s always available to the public even if you change your settings, which we don’t recommend. Connecting with people on a personal level is a big part of your job and your personal profile is a way for potential leads to get to know you a little before they reach out.

Here is an example of an optimized profile photo and caption with the call-to-action.



3. Update Your Intro Section

The intro section of your Facebook profile displays immediate information to your visitors. This is another place to reinforce your title, location, add links to your business page, Instagram & website, and leave a link to your lead magnet!



4. Utilize Your Bio Link

Although it seems obvious, it’s often underused. The Bio section of your profile is yet one more place that offer people the chance to click over to your landing page link.



5. Update Your “Featured Photos”

YOUR SECRET WEAPON! It’s rare that we see realtors utilize the featured photos properly on their personal profile. Like with your cover photo, your featured photos are another, albeit smaller, billboard for your real estate business. Some great uses of featured photos include posts of the last property you sold, or of you with your happy clients outside their newly purchased home.

Don’t forget, you can even add a photo with your lead magnet here and add the same caption as your profile and cover photos!



If one of the main things running through your head while reading these 5 tips was, “What would I possibly offer as a lead magnet?”, don’t worry, we’ve got you covered!

Below are 5 real estate-focused ideas for proven lead-generating lead magnets. Take what you already know about your industry and put it together for your potential clients!

  1. A quiz/ survey that allows leads to discover their “home buying style”
  2. A list of X number of upgrades every homeowner should make
  3. Tips on how to sell your home during the spring/summer/winter/fall
  4. A webinar on how to get started investing in real estate
  5. A home staging guide for all types of homes and residences

And if the secondary thought running through your head was, “I had no idea how valuable my personal Facebook profile could be to my business…what else don’t I know?,” then we can help you with that, too. Check out this article for tips on your Instagram profile: https://thenimbleagent.com/real-estate-social-media-series-optimizing-instagram-usage/

The Nimble Agent is digital marketing designed for real estate agents. We know the tips and tricks to help realtors capture leads with simple, scalable digital marketing strategies. You know how to convert, let us take care of the time-consuming task of lead generation.

The Nimble Agent team will guide you through the creation AND execution of a strategic, cost-effective digital marketing plan so you can take your real estate business to the next level. Set up a call with chief digital strategist Kara McMaster by email at info@nimbleagent.com or kara@mcmasterdigital.com or head to the website and book your free consultation call today!

Author: kara@mcmasterdigital.com