PM director Dave Skow shares his tips on harnessing the power of Facebook to build business and brand awareness.
Dave Skow built his successful property management business, Wagga Property Management, from the ground up. He told RPM that one of the biggest drivers of new business for him is social media. Facebook, he believes, is “immensely powerful” for lead generation and building brand awareness and reputation.
“It is a cost effective online presence for your company that is easily accessible to all and has the ability to make or break a business' reputation,” Mr Skow told RPM. “Keep it simple, professional, success-driven, and you shouldn’t have a problem.”
RPM picked Mr Skow’s brain on how PM businesses can make their mark in the fickle world of social media.
How often should a business post on Facebook?
Mr Skow describes over-posting as one of his “biggest bugbears”. As a liker of numerous real estate Facebook pages, he sees a lot of agencies getting it wrong.
“I think seeing a post every day or even every second day is just too much for the average punter to stomach,” he said. “We have made sure that we post every seven to ten days, and have found that’s just enough to keep WPM in people's minds, whilst not turning them off and making them hit the ‘unlike’ button.”
What content should a business focus on?
Mr Skow said one thing potential followers don’t want to see is every single listing an agency puts on the books.
“They are there asking the question, 'What’s in it for me?' You need to be able to pique their interest and engage them fully by sharing good news, sharing the business' successes, giving away information, and even giving away freebies.”
Should you pay for advertising on Facebook?
Mr Skow’s business has an ongoing sponsored ad for the company page itself that pops up in the feeds of their target demographic.
“Paid advertising via Facebook can be great, provided you get the budget and target audience correct,” he said. “There is no point having 100,000 likers if they will never, ever have anything to do with your business.
“We also pay to promote specific posts, particularly those that really highlight our points of difference or when we achieve an absolutely stellar result for a client.”
What type of post garners the most likes?
“Mainly the good news stories about our team and our success,” Mr Skow revealed. “I genuinely believe the majority of people love hearing about other businesses’ successes, and are quick to offer words of encouragement and congratulations.
“To date, our most seen and interacted-with posts have been about new staff appointments, and no BS information about how we operate and our points of difference.”
Are pictures necessary?
“Pictures are vital!” Mr Skow said. “It is so easy to scroll past pages and pages of text, but a picture gives an opportunity to grab the reader’s attention.
“Pictures of the subject property when posting about a cracking result are obvious, but think about including pictures of staff and their good news stories/successes.
“I have also seen a few agency pages that tread a very fine line between keeping a page fun-yet-professional and fun-yet-over-the-top. Pictures of the staff boozed-up at the Christmas party or a function don’t need to make an appearance on the public forum that is your company Facebook page.”