Using Facebook to Create Community
Chance Brown··4 min read
Photo by Shane Dawson on Unsplash
From the archive. I first wrote this in October 2014 on my old blog. Some of the tools, names, and numbers have changed since, but most of it holds up.
Social media has, without question, made an indelible mark on real estate. Debates rage over whether social media has a ROI on an agent's business. A multitude of blog posts and articles have been written ranging from calling social media the greatest marketing tool an agent ever had to calling social media the greatest distraction from productivity that an agent ever encountered. Yes, there have even been a few posts on the matter on this blog.
Whatever your personal belief is on the impact social media has on agents, one thing is sure: social media has changed the face of communication, the sense of belonging, and the way that we ingest media, news, and stories from all around the world. I believe that you, as a savvy agent, can use that to your benefit. What if there was a simple, free, and easy way to create your own network, your own community, from people who already know and like you?
A closed Facebook group of your past clients might be the answer you have been looking for
Think about it. How much time, money and effort do you invest (or should you be investing) in staying in touch with your past clients in the hope that they will refer business to you? You send notes and postcards, pop by with treats, call, email, and anything else you can think of to keep your name in front of them. The big question, of course, is how much of that is being noticed by the client? So, why not use the very vehicle they are spending so much time on to get your message in front of them. Depending on who you believe, the average American spends between 20 and 40 minutes every day on Facebook. If your clients are already there, why not be there with them?
Now, you can always go the traditional route and do the Facebook business page. I think we can all agree that they just don't work like they used to. The algorithms for what people see and don't see change too rapidly and unless you're paying for it, chances are that nobody is seeing your posts. Enter the Facebook group. The group can be configured to your liking, moderated to your liking, and has the added benefit of popping up one of those addicting little red notifications when someone posts (unless they change their settings).
Like with anything else in your business, you have to have a plan. Remember, the idea behind this group is to create a community in the same way you might try to by having client appreciation parties. You want your clients, the members of the group, to be part of this growing community and feel comfortable in it. The group can not only be a place where you post information you feel would be useful but also where they could ask questions, seek referrals on things like day cares, painters, or even a mechanic in an area.
Here are some tips on creating your group:
Make it a "Closed" group - There are several types of groups you can create. Choose closed. That means only the members can interact, post, etc. You want it to seem like an exclusive club.
Post the rules of the group - There should be rules, but they should not be too limiting. The main one should be that everyone is welcome to post but that this is a place for people to share info, get referrals for services, ask questions, but not sell anything! That includes you.
Plan your posts and post regularly - Not obsessively though. Unlike your business page on Facebook, this is going to potentially email your client that something has been posted and pop up a notification. What you don't want is to annoy people. 3 posts a week from you, MAX.
Encourage members to communicate - Tell them at closing that you will be adding them and that it should be a go-to place for questions about their new home or community.
Engage those who are using the group - Make sure that you like posts from members, answer questions, etc., as members use the group.
Communicate more casually - This is not your monthly newsletter or a marketing piece. Communicate more like you would in person than you would in a professional setting. Remember, this is more of a "friendly" environment. The same should be true of content you post.
Post useful, but not always serious content - Holiday posts, seasonal to-do lists, DIY or decorating tips, and recipes are great examples of posts for a group like this. Stay away from market updates, financing info, etc. that you can send via traditional methods.
Fly your flag - Don't be afraid to inject your personality into the group. They already know you, after all. Have some fun with it. Post some humor.
Be a resource - You're creating a group to serve your clients after the sale. If you come across a particularly useful day care, or painter, or mechanic, post it out there for everyone. The more trusted a resource you are, the more likely the client will be to refer you.
Kill trolls - Despite posting the rules, you will have someone break them. One of your clients will be peddling Plexus or Nerium or Advocare or whatever the latest MLM product is and you need to put an end to that. Posts that do not serve the intended purpose of the group need to be deleted.
There you have it. Create a community, have fun with it, and make it resourceful. Now you have a powerful tool to maintain communication with past clients.
Written by
Chance Brown
Broker/Owner of CB&A, Realtors, Commissioner on the Texas Real Estate Commission, and host of Top 5. He writes about the real work of building a real estate business. More about Chance → Work with Chance at CB&A →
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