First National Cleveland sales manager Ryan McCann said the agency has won appraisals and listings from its Facebook page even though it posts a maximum of three times per week.
Mr McCann told REB that the agency doesn't pay Facebook to promote posts, although it does pay First National head office for some content.
The agency’s most successful campaign used a banner with the text ‘YOLO: You Only List Once when you list with First National Cleveland’.
“We did it in bright colours and put it in a professional format so it looked good and the response that we got was just awesome,” Mr McCann said.
“Head office said it was one of the top engagements they had on their entire Facebook page and we got two appraisals off it in the first week.”
According to a recent REB poll, 36.4 per cent of respondents get a lot of business from their Facebook marketing.
Another 14.8 per cent said they get some business from their Facebook marketing and 20.4 per cent said they get no business from their Facebook marketing, while 28.4 per cent said they don’t do Facebook marketing.
Mr McCann said his office’s Facebook content is split between information focused on real estate and fun stories about the community and the business.
“We get content that comes from head office, which includes the bank rates and things like that,” he said.
“We also try to include some novelty things, a bit of humour and things like that so it’s not too mundane.”
Mr McCann noted that spending a bit of money on the look of the office and then uploading photos of the office has also helped boost the agency’s profile.
“We use our office to be a visual stimulant for people and they automatically engage with us and tell us the office looks great, which then became a gateway for us to contact people we didn't know about, and create listings from that,” he said.
Console marketing manager Fiona McEachran told REB that while agencies don’t need to post frequently, they won’t succeed on Facebook unless they post consistently.
“If you can only post on Facebook twice a week, then do it twice a week – but make sure it’s every week,” she said.
“It’s the same as personal relationships where you go out on a date and another and another, and then you don’t contact the person for a long time and they think you've died. Consistency is key.”