Strategy is key to a successful Facebook page

Strategy is the most important element to growing a successful Facebook page, according to Katie Lance, social media director for Inman News.

Lance, who recently conducted a webinar for Inman on how to build a successful Facebook page, says the strategy is knowing how to bring a page to life in an authentic, compelling and personal way.

“Know your brand and core audience and what is important to them,” said Lance. “Find out who your supporters are and what content will engage them.”

Lance says one of the biggest mistakes agents make when trying to engage their audience is only posting their listings.

“Posting your listings is a big no-no,” she added. “Try posting a photo of a unique home instead and say a few sentences about it. This is an easy way to post a listing and not be annoying about it.”

Lance offers her top strategies for growing a successful Facebook page.

Know your audience: Find your core audience by targeting neighborhoods, people of a certain age and employees of a certain company.  Ask yourself what kind of relationship you want to have with the people connecting with your page.

Suggest people become fans: Send out a special e-mail inviting people to like your page but don’t do it every day. Give them a reason to like your page such as offering a contest for a free giveaway or gift card.  Be sure to add a link to your page in your e-mail signature block.

Brainstorm content: Create a list of content you want to put on your page and build a grid. This is a simple way to organize the content you want to put out and gives you topics to post about each month. Content could include a story about a past client, economic updates, community news or personal interests such as a favorite restaurant in the community.

Engage your audience: Most agents don’t work in one neighborhood. Ask engaging questions to an audience about what they like most in their neighborhood. Post two photos of two different homes of the same value and ask which one your followers like better. Once your audience is engaged, be interactive and nurture your relationships.

Post once a day: Once a day is ideal. Your post may not show up in a feed if you do it more than once and it may irritate your audience.

“Build a strategy, create an authentic brand, make it interactive, nurture your relationships and keep learning,” she said. “Just by doing this you will be ahead of the game.”