Why You Should Be Using Facebook Live in Your Real Estate Marketing
If you’re a real estate agent, property manager or buyer’s agent, it’s important that your real estate marketing strategy is consistently being updated to match current trends. So far, 2017 has proven to be the year of Facebook Live. If your marketing strategy isn’t yet putting emphasis on video content – why not?
There are endless reasons why Facebook Live should be one of the main elements of your real estate marketing strategy. First and foremost, it lets you connect and instantly engage with your clients, prospects and followers by sharing real-time video with them. This opens up a new level of communication and allows you to make a more personal connection with your audience.More people than ever are choosing video as their primary source of consuming information. Click To Tweet
Secondly, Facebook has openly admitted that they prioritise video content, especially Facebook Live, before any other type of content posted (including images, links and text). Essentially, this means that Facebook is actively promoting and showing your videos to a wider audience, enabling you to reach more people than you would otherwise. One way they work toward doing this is by sending a real-time notification to your followers, encouraging them to join in the stream. The best part? This extended reach is all organic, meaning you don’t have to pay to have your content seen!
How You Can Get the Most Value out of Facebook Live:
There are a few things you should consider to get the most value out of using Facebook Live in your real estate marketing:
1. Be Prepared
As Facebook Live is recorded and streamed as it happens, there are no opportunities for ‘do-overs’, meaning you have to get it right the first time! To ensure your video runs smoothly, it’s best to choose a topic you are familiar, comfortable and confident talking about. It also helps to have a brief outline of your content written down, so you know what you’re going to speak about, preventing you from straying off topic, rambling or even running out of things to say.
2. Promote It
While your Facebook Live session can be saved to your feed (so your followers can replay it later), you want to try and encourage as many people as possible to watch it while it’s live, as this will help increase your reach and engagement! If you have a set time and date that you are planning to go live, start promoting it! Send an email out to your list, promote it on your social media platforms, or even create an event letting them know when you’ll be live and what you’ll be talking about.
3. Set the Scene
Make sure you’ve tested the stream to ensure your audience can see and hear you. It is also worth it to set up the area you’ll be streaming from. This might include ensuring you have a strong, stable internet connection (to prevent the stream from dropping out or freezing), setting up a background to prevent distraction and minimising any outside noise (such as mobile phones) so that you come across prepared and professional. The easier your video is to watch, the longer your audience will stick around to hear what you have to say!
4. Encourage Engagement
As nerve-wracking as it might be, try and appear as relaxed and comfortable as possible so that your audience can feel the same! The more personal and friendly you are, the more likely it is that they will start engaging with you. To encourage interaction, be sure to greet and thank people for joining. Ask the audience to let you know where they’re watching from, share it with friends and to let you know if they have any questions. The reaction features are a good way to get interaction – ask the people watching to react to different things you say! If you do answer a question, try and address the person by name.Think of Facebook Live as a conversation. Speak as if your audience was in the same room. Click To Tweet
5. Review Your Insights
Check your analytics and insights after your live stream so you can get an idea of what your audience enjoyed most from your session. This will help you plan your next one and make improvements to better target your audience. If you find your Facebook Live performed well with strong engagement, it might be worth promoting it further through paid advertising.
8 Simple Ideas To Get You Live Streaming Today:
If you’re sitting there wondering what there is to live stream about, stop! There are so many ways you might like to use Facebook Live, including:
Behind the Scenes Action
Why not live stream some of what usually happens behind closed doors? You can post videos on the process of setting up for an open home, completing routine inspections, meeting with industry partners or even attending conferences and events.
Exclusive First Looks
Have a new home coming on the market? Give your following a sneak peek! It will make them feel special knowing they are the first to get this information, and it only takes one person who is looking to buy in the area to see it and get in contact.
Not everyone can make it to an open house, but that doesn’t mean they aren’t interested in the property! During your open-house, do a video walk-through, pointing out the key features as you go.
Feature A Neighbourhood
If you have a property for sale or you’re looking to buy a property for a client in a certain area, take a drive or walk around the local neighbourhood and show off why it’s a desirable location!
Auctions are exciting! Consider getting a member of your team to live-stream the auction as it’s happening.
One of the easiest ways to position yourself as a credible source and authority in your field is by answering questions and providing value to your audience in a Live Q&A. If you don’t want to be the only one on the live stream, use it as an opportunity to collaborate with other industry specialists and invite them on a guest you can interview.
Analyse The Property Market
Another way to demonstrate your expertise is to keep on top of market trends. Consider doing monthly recaps of the market, pointing out any major changes happening in your local area.
Share Your Successes
A great way to build credibility is to share your past success stories. Jump on and tell your audience about the people and families you’ve helped in the past and the results achieved. Where possible, ask your clients to join the live stream with you for a more personal touch!
Still not feeling sure how you can integrate Facebook Live into your real estate marketing? Reach out to the team at Little Spark Digital today and we can get you feeling confident in front of the camera in no time!