5 Awesome Facebook Tools for Realtors

Facebook for Realtors is a time and cost-efficient way for real estate professionals to reach exactly who they want. However, many agents are not aware of the Facebook tools that make this possible or the value it offers. This includes demographic targeting by place, income, interests and a slew of filters to find qualified buyers or interested sellers. List targeting is another tool to find who from your database is on Facebook and target them with strategic posts. I actually found a realtor on facebook and thats how I found out about a Ranch and Farm Land in Liberty Hill.

Facebook for Real Estate
Facebook Tools for Real Estate

What happens when you reach qualified buyers or sellers? Yes, there are best practices to structure Facebook posts for real estate agents. Whether a Page Like from a qualified buyer, a home analysis lead in your target subdivision, or driving traffic to an Open House; how and what you say affects your success with Facebook marketing.

So, how can Arizona real estate agents jump-start their Facebook pages?

Here are 5 Facebook Tools for success:

*Short on time or attention to read? Simply attend  ‘Facebook Marketing for Realtors’ classes by Driggs Title Agency across Phoenix, Scottsdale and Valley-wide. Check Class Schedule.

Facebook Demographic Targeting

Facebook Demographic Targeting
Reach Who You Want

Accurate data is hard to collect and expensive to buy. Secondly, internet users are tight-lipped about their personal lives and/or less than completely honest.

Thankfully, Facebook does the data mining for you by tracking the internet behavior of it’s users. Most FB users are always logged into the social platform. Test this yourself by typing in facebook.com, does your page automatically pop up?

How does it work? Through the use of ‘internet cookies’; Facebook creates a demographic profile of users based on what they do online. This includes what websites they recently visited, what they’re buying online, who they’re friends with, the FB pages they LIKE and countless other actions.

 For instance, the below behaviors may suggest a qualified Buyer lead:

·         Recently searched homes on Zillow

·         Liked the Lending Tree Facebook page

·         Shopped for Baby Strollers on Amazon

·         Visited the Lexus website

 Our popular class: ‘Use Facebook’s New Tools like a PRO’ shows how to target the above and other demographics to capture more qualified leads.

Increase Client Retention with List Targeting

Has your past buyer listed that home with another Realtor? Have you spent lots of time with a buyer only to have them purchase with another agent?

Each of these scenarios is partly a function of your DRIP system.

Real estate is a long sales cycle. Years can pass between transactions, which makes it difficult to consistently engage your clients  While postcards, emails and newsletters have a place; these tools are mostly geared to shorter sales cycles, such as restaurants, retail or similar services.

Meanwhile, Facebook is an engaging platform where users spend large shares of their personal time.

 Is Facebook a part of your client retention strategy?

Client Retention for Realtors
Increase Client Retention

Using FB Ad tools you can:

  • Upload a list of emails to determine who has a Facebook page
  • Target Posts to Your Page Likes and Friends of those who’ve liked your page

Whether page likes or action-oriented posts to past buyers and sellers; Facebook list targeting is a powerful tool that takes minutes to implement.

How do you do this? What do you click on? Attend Driggs Title Agency marketing classes to learn more .

Facebook Lead Pages: Increase Conversions.

Facebook for Realtors
Facebook Lead Pages Increase Conversions

Have you submitted your name, email or phone# to get something? This was done through a lead page/squeeze page.

A Squeeze/Lead Page is simply where your potential leads enter their information to receive a ‘hook’. This hook may be a FREE Buyer’s Guide, Scottsdale Home Analysis or any other material in exchange for name, email or phone#. This sounds simple in theory, however, most leads are reluctant to submit this data.

Even a user-friendly lead page that reaffirms the value of your offer can suffer high bounce rates; where a lead visits but leaves without submitting.

Thankfully, Facebook has unveiled ‘auto fill’ Lead Pages that populate with the user’s name, email and phone# from their Facebook account. This feature overcomes the barriers of doubt and time that undermine many squeeze page conversions.

Note: Using Facebook Lead Pages requires you to follow a certain format using the FB ad platform.

Driggs Title Agency shows real estate agents across Phoenix and Scottsdale how to use Facebook Lead Pages with success.

Attend our online marketing classes held across the Valley.

Facebook Live Video : Increase Engagement

Videos have higher engagement rates than text or even photos, which translates to clicks, likes, shares or comments, etc.

Why? That ‘Click to Play’ arrow is tough to resist! Secondly, videos simply require less energy of the audience, which matches the feel of Facebook where users come to relax and visit friends.

With Facebook Live Video; you can engage target audiences with content that does not require much time or energy. Visitors may type in questions and ask comments as you show a listing or do a neighborhood tour. 

Here’s an example of a Realtor who attended our class putting Facebook LIVE for real estate to work. Check out the great engagement!

 Examples of Facebook Live for Real Estate Agents include:

  • Video Listing Presentation
  • Video Open House
  • Office Tour Video and Team Intro
  • Q+A Session with a Lenders/other Partners
  • Client Testimonials

Re-purposing your Facebook Live Video after it’s been shot often has the most benefit. Your Live audience is affected by who is on Facebook at the time and the video length, among other factors.

Once completed, the Video is on your timeline and can be boosted using the demographic and list targeting strategies covered earlier. For instance, a Gilbert Real Estate Agent could boost her Video Listing presentation to homeowners in target zip codes.

How do you access FB Live Video? What should you name the video?

Get answers at Driggs Title Agency ‘Facebook for Realtors’ classes across Chandler, Scottsdale, Phoenix, Glendale and more.

Post Structure: Connect with your Audience

It’s important to remember WHY people are on Facebook. They’re posting fun pics, connecting with friends or chatting with family.

First time buyers or homeowners interested in selling are on Facebook but that’s not WHY they’re on FB.  Your job as a marketer is to capture their attention and show the value of your post.

Below is an outline to do just that:

  • Speak to Your Audience/Headline: ‘STOP Renting and START Owning’ or ‘Affordable Golf Course Condos in Scottsdale. Leave the Winters Behind.
  • Value Proposition: What’s in it for your audience? What problems does your post solve or how does it make their lives better/easier?
  • Call to Action: LIKE to ….GET Your….DOWNLOAD Your…
  • Hook: What will they get if they take your call to action? ‘FREE Phoenix Buyers’ Guide or ‘Scottsdale Home Analysis‘ are examples.

Learn how to put these concepts into actions. The Driggs Title Agency teams looks forward to meeting you at class.

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.


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.