How to Optimize Facebook Business Pages for Phoenix Realtors

Facebook marketing helps Phoenix Realtors connect with prospects and clients in an efficient way. You can establish a brand identity with posts that engage clients with news snippets, property videos and home pictures. Much like other social media, there are best practices to make Facebook marketing for real estate agents more effective.

This includes optimizing your Facebook settings to improve branding and increase traffic to your fan page. You will also earn more Realtor reviews and have more control over the comments left on your Facebook page, which prevents false or malicious posts.

Here are our top 5 tips of how to optimize Facebook pages for Phoenix Realtors:

1. Create a ‘Vanity URL’:

Your new Facebook page will have a generic URL, which will look something like this: ‘facebook/123/business’. This is hard to remember, looks awkward on business cards and does little for branding. You should choose a keyword optimized/brand name URL that is easy to remember for prospects or on business cards, e.g., www.facebook.com/YourNameAZRealtor.

Please note, you will need ’25 likes’ before being able to create a custom Facebook URL. Phoenix real estate agents should earn likes quickly to build their credibility. Consider liking the Facebook pages of professional partners, such as a title company, lenders or CPAs, to build your followers.

Leave a substantive comment on their most recent post to stand apart from the crowd. You should then send a message through a personal FB page introducing yourself and asking them to reciprocate. This strategy will quickly ramp up your Facebook ‘likes’.

Here’s how to create a Vanity URL on Facebook:

• Go to www.facebook.com/username
• Pick “Select a Username” for your page
• Choose the page to create the username for.
• If your page has the needed 25 fans a box will appear.
• Enter a desired username and click on “check availability”
• Click “confirm” or select “cancel” to try another one.

2. Ask ‘A or B Questions’ that get more Facebook Likes and Comments

Facebook

A Facebook page with sporadic posts makes a company seem disengaged or understaffed. Engage your visitors with interesting content, such as ‘wow pictures’, links to house staging tips or odd AZ real estate facts.
Looking for more comments and Facebook followers? Ask ‘A or B’ questions that get people involved in the discussion. For instance, post two popular neighborhoods and ask which area users prefer. You will likely stoke neighborhood pride and get several comments/likes. Another example is desert landscaping vs. winter grass and what visitors prefer.

3. Target Your Facebook Real Estate Posts to a Location

Be sure to target real estate posts to a location. This may be statewide or by city. By doing so; Realtors will gain exposure to cities, subdivisions and zip codes where they sell homes.

Here is how to target Phoenix real estate marketing to a particular area: Top of the Page>Settings>Targeting

Don’t forget to include a link to your company website when setting up the profile, which helps search engine rankings.

4. Keep Facebook Real Estate Marketing Fun and avoid Technical Data

Posts on Facebook are supposed to be fun! Don’t expect homes to ‘fly off the shelves’, but use your FB page as a means to stay first in the minds of buyers. Social media is mostly for those on lunch breaks or passing time. In general, folks do not come to Facebook looking to buy Phoenix homes. This is a branding tool meant to engage clients with interesting content. You should reserve technical factoids and expertise for in-person meetings or seminars, etc.

5. Manage Facebook Settings to Minimize False Reviews

Realtor reviews improve your online reputation and are a crucial aspect of real estate marketing. However, this also leaves Facebook pages open to malicious reviews or inappropriate comments.

Thankfully, you can fend off attempts to hurt your reputation by managing Facebook settings. Realtors will avoid half-hearted attempts to sabotage their reviews by requiring comments in order to leave a star rating. Your page visitors must then give feedback in addition to simply clicking on stars.

Here is an outline to remove star ratings and require Facebook comments to earn better Realtor reviews: Settings: Page info>Remove Address>Uncheck box of ‘Show this map on your Page and enable check-ins.’

Summary:
Do you have questions on managing your Realtor Facebook page? Contact our Phoenix real estate marketing team at 480-237-4527 for assistance.

How to Optimize Google + Pages in 5 Easy Steps

Google + continues to gain popularity for real estate marketing in Phoenix. The platform now boasts over 60 million users and allows you to connect with targeted groups through ‘circles’. In terms of branding; Google + Business Pages have multimedia features that are crucial to Realtor marketing. You can add photos or videos that show homes, cities or neighborhoods that attract buyers to listings. This is crucial to a visual industry such as real estate.

While Google+ makes connecting easy; many real estate agents do not fully optimize Google + pages to increase their results. A well optimized Google + page increases your online presence though higher search rankings, increased traffic and more conversions.

Google Plus icon

Here are 5 easy tips to optimize a Google + page and get found online:

  1. Complete your Google + ‘About Us’ Section:

Many Realtors do not complete their ‘About Us’ section or have minimal information. This may negatively affect your Google + account in several ways. Much like other web content, internet search engines crawl your Google + content for keywords and information that match queries. The Google Keyword Planner is a simple way to research terms and traffic for your profile. (Just sign in with your GMAIL account)

You should write a ~300 word description that contains keywords that match your industry. As an example, ‘Phoenix real estate agent’, ‘Arizona homes’, ‘Realtors’. Be sure to geo-target your keywords for niche traffic, i.e. ‘homes for sale in Glendale’.

Secondly, a complete About Us section helps visitors understand if your business matches their interests, which attracts more qualified contacts. This is important for the many Realtor specialties, such as ‘raw land sales’ or ‘investor real estate’. While not easy to define, a more robust profile also improves the visitor experience and could improve search rankings.

Our Real Estate Marketing team is happy to help with questions on writing your Google + About Us section and choosing keywords. Contact: onlinemarketingteam@driggstitle.com

  1. Post Information across Your Social Media

Why only limit your exposure to Google+? Post tidbits, new listings and Realtor videos across platforms, such as Facebook and Twitter. Since real estate is a product of common interest; you can connect with different audiences and expand outreach. For instance, your circle of Escrow Officers and Lenders will leverage your post of a positive review to their clients for more referrals. Similarly, that same review can be posted to Facebook with a short snippet to gain more ‘Likes’

It is easy to automate the process of posting across with Social Media with Hoot Suite or Buffer. (Each has a free trial) Real estate agents who post 3 times or more per week may consider the monthly fee worthwhile, while beginners should consider manual entry to start.

  1. Include a Link to Your Website so a Google+ Link shows next to Company Search Results

Is your Google + Business Page linked back to a website? This creates a ‘backlink’ that increases conversions as visitors can navigate to your site and learn more/request information.

Linking your site and Google + Page also increases click-through-rates on search results. How? A link to the company’s Google + Page will be displayed next to their search result. This includes links to your Google + Reviews, which builds credibility when folks type in your name after referrals, etc.

As an example, when someone types in Starbucks, this appears:

Starbucks

www.starbucks.com
3 Google reviews · Google+ page

La Mirada Shopping Center, 8912 East Pinnacle Peak Road #8
Scottsdale, AZ
(480) 502-0265
To complete the process, your web developer/IT support will need to embed a code on the website.

Questions on linking your Google + page to a website? Contact us at onlinemarketingteam@driggstitle.com.

  1. Add Links to other Websites that have Value for Your Clients

Be a one-stop source of information for your visitors. Include links to your partners (Title Company, mortgage officer) and ask those folks to reciprocate. Get proactive and reach out to potential partners and ask to be including in their links section with mention of the value you offer.

A personal blog, broker website and social media profiles should also be included in this section.

Do you have links in your Google +?

  1. Claim a Custom Google + URL that improves Branding

Most Google + URLs have a generic URL (web address) with random numbers and letters, such as plus.google.com/123456563/YourName. This limits branding and looks awkward on business cards or other materials.

Thankfully, you can claim a custom Google+ profile once a page reaches 10 followers and has over 30 days of history. As an example, plus.google.com/BrokerageName/YourName. You must also have a profile photo.

If you do not see a ‘Get URL’ invite on your Google + Page, do the following: About>Links Section> Get URL

Simply contact onlinemarketingteam@driggstitle.com for help with claiming a custom Google+ URL

Summary:

Real estate marketing in Phoenix should give Realtors the broadest exposure to a targeted audience. Google + circles can be a time and cost effective way to expand your reach in 2015 and beyond. The Driggs Title Agency marketing team is happy to advise Phoenix Realtors on optimizing their Google + pages and other social media accounts.

Tips for Real Estate Agents to Handle Bad Online Reviews

Online reviews for Arizona real estate agents are a vital aspect of home sales. Your online reputation affects both the amount of referrals and conversion on potential clients. Phoenix home buyers turn to Google +, Yelp and Facebook to gauge the satisfaction of previous clients or learn more about agent qualifications.

Aside from ‘likes’ or ‘thumbs ups’, business online reviews with specifics about your professionalism and added value are particularly powerful.

However, the convenience and exposure of social media reviews also carry risks. AZ real estate brokerages should have a strategy in place to manage their online reputation against negative reviews.

Here are 3 tips to handle negative online reviews and enhance your business reputation:

  1. Use Technology to Get Alerts and Respond Quickly
  2. Answer Negative Reviews with Prospects in Mind
  3. Focus Online Reviews to a Few Platforms (Do not emphasize Facebook reviews)

1. Use Google Alerts and Smartphone Apps to Manage Your Online Reputation

Response time is crucial to managing reviews, whether good or bad.  Realtors that do not respond Facebook comments or Google + reviews seem disengaged and negative reviews are assumed to be wholly true by default.

You can manage online reviews with various apps that alert business owners to comments made on their profiles or across the web. Google Alerts is a popular and free service that notifies when a brand or phrase is mentioned across the web.

For instance, Arizona Realtors can track brokerage names (RE/MAX, HomeSmart, etc) to track what people are saying about their brand in local markets. This helps agents capitalize on or mitigate news from a company level. In terms of managing your reputation, an agent’s name can be a search term as well. Business owners can be notified when their names are used across the web, such as review sites or forums, and promptly respond.

Most sites also have settings or apps that notify you of online activity. The Google My Business app is free and offers an entire suite of tools, which range from review notification to trends in your business ratings. Users can respond to review and manage their Google+ profile from their smartphones.

Facebook also has settings that send you notification for comments or ratings activity on Business Fan Pages. Since guests can leave star ratings without leaving a comment, agents will be more aware of actions that affect their reputation.

Do you use apps and set notifications to stay on top of online reviews? Please call our AZ online real estate marketing team at 602-571-2999 for tips to increase response time.

2. Answer Negative Reviews with Prospects in Mind

Once an unhappy client’s review goes viral, there is little potential or value to ‘win back’ the client. However, agents should focus on the broader audience rather for online reviews that are less than positive. Most prospects understand that reviews can be fickle and appreciate an empathetic response. You should acknowledge rational concerns in a personal way and offer to further the discussion offline.

As an example, a buyer may claim he/she was not showed homes in their price range so the agent could earn more commission. This is likely an issue of perception, as the agent may reconcile the client’s wish list for location or features with their budget. You should note the likely explanation to ease concerns for future clients who may read this review, then ask for the unhappy client to call you for assistance.

Leverage negative comments as a way to show how you add value! A comment that you did not keep clients informed is a chance talk about real-time technology that keeps clients informed at all stages. You could also note the support team in place that assists clients when agents are occupied, etc.

Do you use responses to bad online reviews as a chance to impress prospects? The digital marketing team at Driggs Title Agency in Phoenix has strategies to manage business reviews for Arizona Realtors that grow your home sales.

3. Focus Online Reviews to a Few Platforms (Do not emphasize Facebook reviews)

There are instances of malicious feedback, whether from employees, competitors or other sources. AZ real estate agents should identify false business reviews and promptly delete these posts or comments. Most platforms have ‘filters’ that are supposed to prevent online reviews from being manipulated, whether positive or negative.

Different platforms flag suspicious posts with varying amounts of success. Google + may remove multiple reviews from the same IP address. Meanwhile, Yelp review filters deem certain reviews to have more value to readers than others.

Business owners in all industries should consider what platforms most match their product or service and the ease with which reviews can be managed. Facebook perhaps offers the least protection against reviews and arguably has minimal effect on choosing an agent. Would you let Facebook comments affect your decision on choosing a professional to make a large purchase? Unfortunately, you cannot remove false Facebook business review without reporting them to user support and the success rate varies.

Tip: Arizona real estate agents can manage their FB settings to have start ratings removed altogether, which requires visitors to leave comments. This extra step often thwarts malicious but lazy attacks.

To remove star ratings from Facebook:  Settings: Page info>Remove Address>Uncheck box of ‘Show this map on your Page and enable check-ins.’

Of course, a Facebook Business Page does have value in terms of branding and staying in contact with clients. Consider sending review links to other widely-used sites with more protection, such as Google+ or register for industry sites, such as Zillow or Trulia.

Summary:

Reputation management is key aspect of Phoenix real estate sales. Driggs  Title Agency works with Arizona Realtors to build their online reputation with social media strategies for real estate agents that increase branding and Phoenix homes sales. Please contact us at 480-237-4527 for tips on getting started.

5 Easy Tips for Real Estate Agents to get Online Reviews

Arizona real estate reviews affect consumer decisions much like other products, but with higher stakes. Choosing a real estate agent has an impact on finances and lifestyle that exceed other purchases. Unlike a TV or computer, buying a home has an impact on the entire family in terms of schools, commute times and equity potential.

Meanwhile, brokers rely on Realtor reviews as a time and cost-efficient complement to direct mail, TV, or radio. The conversion rate for client referrals from website testimonials or positive comments on Google+ is also typically higher. This makes the ROI of a targeted plan to get more agent reviews among the highest for Arizona real estate marketing.

So, how can agents get more real estate reviews? Here are 5 ideas to consider:

1) Identify Review Opportunities in the Sales Cycle
2) Create a System to get Real Estate Agent Reviews
3) Add Value with Your Review Requests
4) Incentivize Reviews with Offers that Further the Sales Process
5) Cater Review Requests to the AZ Real Estate Market

1. Identify Chances to Earn Business Reviews in the Sales Cycle
The real estate sales cycle includes several conversions where agents make life easier for their clients. By expanding the concept of ‘wins’ or ‘losses’; brokers will earn more reviews and improve their customer service in the process.

Quality Control
For instance, a buyer’s agent solves headaches for a business owner with referrals to mortgage lenders that specialize in self-employed borrowers. Conversely, a review campaign may show this is where you lose business owners and a broader network of lenders is needed.

A broker that sells raw land could ask for reviews after making zoning codes clear. An agent may help investors uncover ownership issues with a Phoenix Title Agency that has expertise in distressed properties. This approach results in reviews from clients who may not even buy or sell a home with you.

Aside from the buy/sell transaction; where do you solve problems and add value?

More Tips:

  • Improve your CTR (click-through-rate) with value driven subject lines. Clients mostly ignore or delete generic subjects. ‘A special homes report on {Address} from {Your Name}’ with recent home comps will be clicked more than ‘Review request’.
  • Customize the review request to the problem solved, e.g. ‘Please provide feedback on our response to your home comparison request’ or ‘title agency referral’. A template email with a {request} tag makes it easy to customize.
  • Set an expectation of reviews. Mention an ‘agent performance review’ as part of the closing process ahead of time so clients have time to gather their thoughts.
  • Profile clients for social media usage. Then capitalize on review windows in the sales cycle with links to sites you know the prospect uses. (Facebook, Google +, etc.)
  • Ask non-tech savvy clients for a written testimonial, then take a picture and embed on your website, or upload to Google + and FB page.

Looking for a way to stop negative reviews from going viral? Driggs Title Agency in Phoenix can advise on how to create an internal survey to identify client concerns ahead of time. Contact us at 480-237-4527 for this and more tips.

2. Customize a Real Estate Review System
How can you make it simpler for clients to leave reviews? Reviews are a function of how easy it is for clients to share their thoughts. A flexible strategy that captures reviews on multiple platforms will increase review conversions along with the quality of responses.

Thankfully, basic contact information gives us all we need to engage clients and get more business reviews. Agents may filter clients by popular social media channels to implement a contact strategy with broad benefits to managing the sales cycle.

Google + Review Strategy:
• Filter clients with GMAIL accounts who can readily leave reviews on your Google + account without creating a new profile.
• Send an email review request with link to your Google + Profile.
• Include a brief snippet on the mechanics of leaving a review. Driggs Title Agency created this video that outlines how to leave a review on Google+, which can be emailed to clients.

Business Owner Strategy:

Self-employed clients understand the importance and difficulty of getting reviews. As a result, the conversion rate on these requests is higher. Agents may consider a template email for business owners that states: ‘As fellow business owners, we can both appreciate the importance of reviews to improve our service..etc.’.

More Tips:
Add social media icons in your email signature so clients can stay in touch and choose the site that is best for them.
• Ask for reviews early and often. The chances of a review decrease with time

3. Earn more Online Reviews by Adding Value with Your Requests
No matter how small, remember to provide some benefit as part of your review request. This is particularly true for past clients, whose memories of your hard work may have faded.

Send a year-end email asking clients if they need HUD statements for their taxes or include an updated homes comparison. Your clients will be impressed and the review request will fit naturally, as opposed to being pesky.

Special Offer

Please note: It’s ‘ok’ to get more than 1 online review from a client, so long as the feedback is unique. A first time home buyer who raved about you a few years ago can applaud your service ‘after the sale’ with a Net Sheet that shows now may be a chance to upgrade homes. Consider varying platforms, so a Google+ reviewer from the past gives feedback on Facebook, etc.

Driggs Title Agency has an integrated CRM Portal with access to recorded or finalized documents that can be sent to clients as part of your follow-up. Call 480-237-4527 for a tour and contact clients with more purpose.

4. Use Incentives to Further the Sales Process and Receive More Realtor Reviews

Build reciprocity with other professionals to encourage reviews and move clients to the next stages. After a home tour, you could send: ‘Get 10% off your home inspection with Company XYZ for leaving a review of our services’. You can partner with mortgage lenders, home inspectors or a Phoenix Title Agency, as examples.

Tips:

  • Be transparent and avoid hidden clauses, such as the home must be bought or sold with you.
  • Track results and focus on offers that move clients along the process, NOT those that are most accepted.

5. Understand the Local Market to get more Reviews
Getting more real estate agent reviews should consider the local market. Arizona homes attract interest from across the country. Real estate investors, out-of-state transplants and retirees have separate objectives but require common results. The weak dollar also brings Canadians and overseas investors to buy prime Arizona real estate.

AZ

Conversion is higher when requests cater to the client’s niche and goals. For instance, a Canadian investor will appreciate your referral to a lender who specializes in mortgages for foreign nationals. This would be an ideal review opportunity as you have resolved a concern unique to this client.

Summary:

Buying and selling homes has a unique sales cycle with multiple players. As part of our Phoenix escrow services; Driggs Title Agency has marketing tools that help agents better engage their clients and increase home sales.

Please contact our real estate agent marketing team at 480-237-4527 for tips to implement your own review strategy.