Real estate agents have flocked to social media in recent years. Social media marketing allows agents to appeal to younger audiences, reach more people at little or no cost, and interact with clients on a personal level. Now social media platforms offer live-streaming video options, opening a new world to Realtors. Many agents are now using Facebook Live for real estate marketing, virtual tours, chat sessions, and more.
How Facebook Live Works
Facebook Live allows users to live-stream video, then saves the video to your profile so others can watch it later. It’s as simple as installing the Facebook app on your smartphone or tablet, pressing the “live” button under your status update box, and talking to the camera. That’s it!
During the live feed, viewers can ask questions or make comments, which you’ll be able to see and answer in real time. It’s a great way to communicate directly with current and potential clients. Plus, going live helps you appear more relatable and knowledgeable. And the best part? It’s totally free. Anyone who has a Facebook account can use Facebook Live.
How to Use Facebook Live as a Marketing Tool
How can Realtors use Facebook Live most effectively? Here are seven ways to boost your business using Facebook Live.
1. Live Virtual Tours
Marketing studies found that 70% of homebuyers watch real estate videos to see the inside of a home. Agents can use Facebook Live to give “exclusive tours” of upcoming properties or showcase homes currently on the market. Live-streaming tours reach multiple viewers at the same time – both active buyers and casual lookers alike.
The difference between traditional filmed virtual tours and a Facebook Live virtual tour is the ability to interact with the viewer during the walkthrough. Those who watch the video in real-time might ask to see specific parts of the house or ask questions that you can answer immediately. The result is greater interest, a sense of urgency among viewers, and the possibility of turning a casual looker into an interested buyer in a matter of minutes.
2. Walkthroughs to Demonstrate Perfect Staging
Here’s an idea that will help both you and your clients. If your sellers hired a professional staging company – or they’ve just done an exceptional job staging their home themselves – ask if you can shoot a Facebook Live video to demonstrate what great staging looks like. Not only will this showcase the property you and your clients are hoping to sell, but you can share the video with other clients to help them understand why staging is important.
3. Behind the Scenes of a Home Inspection
Clients love to see the buying and selling process in action. You’ll have to get permission from all parties involved, but once everyone agrees, the video will be a valuable experience for all viewers.
Many home buyers know nothing about the inspection process purchasing their first home. A Facebook Live video can show the inspection process in action and help your clients understand the process before inspection day.
4. Educational Videos with Experts
Want to create a larger social media following? Create Facebook Live videos that are entertaining, engaging, and informative. Brainstorm topics that affect your clients and seek out experts who are willing to answer questions in a live-streaming video. Interview a local lender to talk about loan programs, find a contractor to talk about easy DIY improvement projects, or interview a title agency employee about closing procedures. When viewers find value in your live posts, they’re more likely to come back again and again.
5. Question and Answer Sessions
One advantage of Facebook Live over pre-recorded videos is the option to interact with viewers in real time. Consider hosting a live Q&A session with your social media followers to answer commonly asked real estate questions. Perhaps it’s connecting with potential first-time buyers, or with those looking to downsize for retirement. Identify an audience and start planning to go live.
Advertise your Facebook Live session on social media in the days and weeks prior. Ask for advanced questions and topic ideas from your network. By identifying what issues matter to your clients, you’ll be better prepared with relevant answers and information for your viewers.
6. Neighborhood Tours
As a Realtor, you’re probably an expert on your local area, so show your viewers what is so special about your town! Go live and showcase unique shopping districts, restaurants, award-winning schools, local open space or parks, and family-friendly neighborhoods. Not only will these live tours help boost your credibility, but they’ll also introduce potential buyers to cities they may not have considered otherwise.
Social media offers real estate agents endless opportunities for marketing to and connecting with clients. The recent uptick in live streaming video apps allows brokers to reach an even greater audience in a more personal way.
Have you used Facebook Live for real estate marketing? Tell us your thoughts in the comments, or connect with other Realtors in the Real Estate Agent Forum on our website.