| Facebook Groups are an Excellent Free Advertising Medium.
Facebook Groups are undervalued and are often misused by real estate agents. Here we show you how to get the best performance from the groups.
Perhaps, the most interesting and profitable way of all the ones we have seen so far to get potential clients on Facebook at zero cost is the use of Facebook groups to promote your real estate business.
It is certainly the way that has been most profitable for my students. Above all, to sell commercial real estate. Let’s see why.
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Facebook groups were created to share information with people interested in obtaining that information.
According to Facebook, the “Groups” have the purpose of promoting discussion around a particular topic”.
Therefore, Facebook groups are another way to encourage the participation of your audience within Facebook and should be part of your strategy on Facebook, to improve the interaction between your followers and visitors.
That is, the groups seek to unite and connect people around a hobby, a taste, a theme, a movement, a geographical location, etc. Ultimately, it is about verticalizing a horizontal social network such as Facebook through the creation of communities and interest groups.
Furthermore, unlike pages, groups may not be public and therefore have limited access upon acceptance of a prior request.
According to Facebook specialists, the future of companies lies in the creation and promotion of their own groups.
Regarding groups, Facebook offers you 2 options: join an already formed group where your target audience is located or create your own group. As a real estate agent, you must use both.
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Facebook groups were created by social demands of the people and companies that use Facebook. Facebook groups allow you to reach your target audience for free and much more personal.
Since Facebook made groups available, publications and advertising embedded in company pages has dropped by almost 60%
Take this statistic into account, because it is a clear indication, (and Facebook reminds companies of this at every opportunity), that groups are where the money is on Facebook.
Facebook Groups will help you:
- Share information and keep in touch with members who belong to the groups you are joined.
- Communicate through Group Chat with any member.
- Generate content so that members can collaborate.
- Have more visualization in your publications than with your Company Page.
- Know how your target audience is composed and get feedback from this audience.
We will first discuss how to get profitable from existing groups on Facebook and in another article, we will discuss why creating your own group on Facebook is a powerful means of obtaining leads.
When analyzing existing groups, you should understand:
- What groups are you interested in joining?
- How to join those groups to be accepted.
- How to publish in that group to attract potential customers.
| Facebook Groups that interest you.
What Facebook groups are you interested in joining as a real estate agent or agency or promoter? It is clear, that to those groups whose members are part of your target audience.
If so, how come many real estate agents join groups where all of their members are real estate agents? Of this type of groups there are more than 300 on Facebook. What can you get from these groups? Of course, you can socialize with other professionals in the sector, but from there to obtain potential clients, it goes a long way.
Offering your properties to other agents in case one of them has a client who is interested in it is an unprofitable way to sell. I am not saying that you can sell a property this way, but it is quite difficult and of course you will have to share the commission.
Some believe that attracting clients in these groups is easy since it is made up of thousands of agents, but this is not the case. For example, in Mexico there is a group that is made up of more than 21,000 real estate agents today and 90% of what is published in the group are offers after real estate offers. What a way to waste time!
As you will see, Facebook shows you all the groups on Facebook by thematic sections. Within them you will find all the groups that are local, if any, and Facebook assumes they are of interest to you. The themes appear on the left side of the screen.
The first thing you should do to get potential customers in Groups is to create a profile of your potential customers and classify them and then look for the groups where that target audience can be found.
For example, University townhas classified its clients like this to find the most interesting groups:
1.- People who live in Tijuana and belong to an association, organization or club.
2.- Mexicans living in the United States.
3.- Americans who like Mexico.
4.- Canadians who like Mexico.
5.- Entrepreneurs who live in Baja California.
6.- Entrepreneurs who Live in Mexico.
7.- Professionals of all kinds from Baja California.
8.- Professionals of all kinds from Mexico.
9.- Real Estate and Classified Portals of Mexico.
10.- Portals and Classifieds of the United States.
In total, he belongs to 117 groups today, some of which have had to request entry and explain their intentions to the administrator, so that they will be allowed to participate in that group.
It has classified these 117 groups in 8 sections according to its target audience. Some sections have 5 or 6 and some 20 – 30 groups. The person who is in charge of social networks publishes in these groups between 3-4 times a week a specific real estate product for each group.
The result has been that the real estate agency, in addition to getting more exposure inthe market, has achieved quite a few visits to its Facebook Page, (all publications have a link to its Facebook page, not to its website), some fans of these groups request information and close a sale through these groups. Getting information requests every month at zero cost is worth the effort, the time and work invested.Facebook groups, real estate group on Facebook, real estate groups on Facebook, groups to sell houses on Facebook, real estate groups on Facebook, real estate Facebook groups.
The ideal would be to publish each day in a certain number of groups per day; since Facebook doesn’t let you post to all groups on the same day. It is advisable to publish in a maximum of 5 groups a day.
Now, do your numbers:
5 groups x 5 days = 25 groups a week x 4 weeks = 100 groups a month.
The average number of members in your group is 5,000 members; therefore, you will be reaching the maximum 20% of the members of that group each week (not everyone participates or visits the group each week); that is to say:
100 groups per month x 5,000 members on average = 500,000 people per month x 20% =
100,000 members. Which you get every month at zero cost. Even if you reach 50,000 the work is already profitable.
Exposure similar to this has never been achieved in any medium until now. If you publish properly you will get many requests for information.
Once you have created the profiles of your target audiences, it is time to start looking for them in groups. The groups that interest you can be classified into 3 large “Groups”:
1.- The groups of classifieds and directories.
Today the major classifieds sites have a Facebook group and some of them have an incredible fan base. Yes, not everyone is interested in buying or renting a home, but it is interesting to appear in these groups. There are quite a few for what you are looking for and you will find.
The groups of classifieds sites are free and here you can publish your properties and your real estate service.
Depending on the place of origin of your potential clients, you will have more or less Facebook groups. In the previous example, the Tijuana real estate belongs to groups of Mexican classifieds and groups of classifieds in the United States.
NOTE: Since I mention these types of groups, look on Facebook for classified pages and real estate portals. They are not groups, but you can appear in them sometimes without paying or paying an extra to upload your ads.
Some Facebook pages of classified sites and real estate portals in Mexico, Colombia, Spain and Argentina, Peru and Bolivia have a Facebook page with more than 20,000 fans. I’m not sure where those fans will come from, but it’s an important number to keep in mind.
2.- Groups of professionals.
They are groups where all kinds of professionals from the same activity, entrepreneurs, investors, companies, people who sympathize with some NGO, etc., become members.
They are very useful groups to attract potential clients, especially if you rent properties, small investors or sell premises, offices, warehouses, lots of land … all types of property that is not residential.
3.- Local Groups
By local groups I mean groups that deal with any subject that belongs to your city, province, region or state.
These are the best groups you can belong to. Join all the local groups you can, no matter if they are cultural, musical or of general interest. You need the maximum number of people in your community to know you.
You know, relationships will take you far and sometimes a smart post, (we’ll see how they get published), one of these groups will make you stand out, bring visits to your Facebook page and get some fans.
Regarding these groups, I remember that one of my students published an Open House in all the local groups in which she was registered for 2 weeks and the Open House was a resounding success. We know, because it was the only promotional action that was done for the Open House.
No other was carried out, because the response of the groups was really good. It is also true that this success had a lot to do with the type of publication that was made to invite the Open House. We will talk about it later.
Joining local groups will give you an overview of what is happening in your communities on a daily basis. You will be able to weigh what people in your community want, need, what they like and what they don’t like. This insider knowledge is valuable if you know how to exploit it.
Knowing which Groups to post to is the first part of the strategy. The second and most important is knowing how to post to these Groups.
| How to Join a Facebook Group and Post to it.
Joining a group is quick and easy. You can find groups in many different ways, although the process for joining is the same in any case.
You must bear in mind that when you join a group, you do it personally, not as a company. Another thing is that you post information about your business in the groups.
To find these groups, enter broad keywords into the search box at the top left of Facebook and click the magnifying glass to search. When you get to the next page, narrow down the results by clicking on the “Groups” option.
Mainly, you are looking for groups with a lot of active members. A quick look at the search results will tell you how many members there are. A quick look at the group itself (if it’s open) will tell you how active these members are.
Explore the suggested groups. Facebook recommends a list of groups based on your possible interests, where you are, and what your friends are subscribed to. You can view this list by clicking on the “Find new groups” link located on the left menu of the home page of your profile page; no company.
Consider the type of group. There are two main groups that you can find without being invited: the “open” groups and the “closed” groups. Open groups do not require approval to join and you can join immediately. Closed groups require the approval of one of the group administrators and you will have to wait until they accept you before you can view and publish it.
There are also “secret” groups. These groups do not appear in searches or in people’s profiles. You must receive an invitation from the group to join.
Join the group. Open the page of the group you want to join. You will see a “Join group” button below the group’s cover image. Click to request admission to the group.
If the group is open, clicking on the “Join group” button will enroll you in the group immediately.
If the group is closed, clicking on the “Join the group” button will send an admission request to the administrators. You will need to wait until they accept you before you can interact with the group.
Other people may be able to see that you’ve joined a group in their News.
Post to the group. Although you can see the group’s posts before they accept you, you can’t create posts or comment on others until they accept your membership. Once they accept you, you can post and comment just like you would on other Facebook pages.
Just like a regular Facebook wall post, you can add images, videos, links, and more to your group posts. Make sure your posts contribute to the group.
Stay up to date with updates from the group. When you join a group, new posts will appear in your News, which means you don’t always have to visit the group’s page to stay informed. You can comment on the publications that appear in your News.
The rule of Facebook is that you can join up to a maximum of 5,000 groups. An amount that I think is impractical. Why so many groups?
| How to Post to a Facebook Group
You have joined a certain group, because you think that here is part of your target audience and because, let’s say, it has 3,000 members. Having that many members is great, but keep in mind there are 3,000 members of which around 40% post regularly and hope to catch the attention of the other members.
A group with 1,000 members has movement, quite a few publications per day, let alone a group with 5,000 or 20,000 members.
To highlight your posts within any group you need:
1.- be different.
2.- publish content in an interesting and attractive way; and
3.- interact with group members.
1.- Be different. The difference is achieved with the design of your publications. If your post doesn’t attract attention before it is read, it will go unnoticed in so many posts. The different is the unusual. For example, use images with a green, yellow, red or blue background, (different from the blue of Facebook). Use images of people smiling or expressing some kind of feeling.
Regarding the text, write it so that it is short, clear and divided into 4 parts: Title, subtitle, brief explanatory text and call to action. This is what works best.
2.- Publishing content that is attractive to a certain group is not easy at first, but everything is learned. Suppose you are in a group that is made up of industrial engineers and you want to make a publication about an industrial warehouse or warehouse that you have for sale.
One approach you can take is to ask the group about the construction of the warehouse or warehouse. For example:
DO YOU KNOW THE ANSWER TO THIS QUESTION?
What is the minimum height that an industrial warehouse must have?
I want to sell this ship and this question is important to me. I would appreciate if someone could answer me. Thank you.
1.- Share this post. Thank you
2.- Visit this link if you want to know more about this ship. (Link that will take the interested party to your Facebook page where you have published the ship; not to the website).
Accompany this publication with an image, not of the industrial warehouse; but an image with a background that stands out and in front of a person asking a typical question: or even this other, with a fortune teller.
As you can see, posting to Groups effectively takes preparation. You should look for a suggestive photo, create an image with a background that stands out, perhaps put a brief text on the photo and write the accompanying text.
All this can be done in 20 minutes and you already have a post to be published on various social networks and in various groups. I know it’s a job, but a client and a request for information can come from there.
I can assure you that posts like this stand out and are read by 15% – 25% of all people in a group in less than 2 weeks.
This is the example that I always give my students, because it closely matches reality (taking into account, of course, that it is published properly).
EXAMPLE TO CALCULATE AVERAGE NUMBER OF FANS CAPTED PER MONTH.
1.- Suppose you are a member of 20 groups and all the members add up to a total of 100,000 members.
2.- Let’s suppose that only 15% of all members see your publication when you publish it. This is = 15,000 (conservative figure)
3.- You publish 2 times a week for 1 month. Total publications 8 posts.
4.- Suppose that of 15,000 people who see your post, only 10% comment on your publication, (conservative figure). This means:
15,000 people x 8 posts = 120,000 people
12,000 people x 10% who comment = 12,000 people in 1 month.
5.- Suppose that of all the people who make some type of comment to your post, only 30% visit your Facebook page (conservative figure):
12,000 people per month x 30% = 3,600 people visit my Facebook page
6.- Suppose that of the people who visit your Facebook page, (you have won the most difficult battle), only 20% give a “Like” to your page, (quite conservative figure).
3,600 people visit Facebook page x 20% = 720 new “likes”
I can assure you that of those 720 members that you get in 1 month at zero cost, you have at least 1% who are potential clients = 7 people, who will obviously buy some of your properties in a period of 3 months if you keep in touch with them.
These numbers are just one example of what to expect when posting to groups. The reality is much better; Since belonging to more than 10 groups, the total audience will be greater than 40,000 and more than 200 new people from the groups will visit your Facebook page every month.
Posting in groups is quite profitable!
3.- Interact with group members. This means spending at least 15 minutes in each group and commenting on some posts that you think are interesting. This is done by preparing a template with a short text that you can easily modify and at the end ask a question.
This is an example of a template that we have prepared to answer the posts in a group of professionals in the city of Mexicali, Mexico:
“I like this post. I always think that this nonsense called Mexicali is the product of a collective hallucination due to heat: those of us who were born in this hole are armored. We are not afraid of the dark or the coconut. And the earth tremors do not peel it. I’m not telling you how scared Mr. Donald Trump gives us. Do you agree?
And this is the response to those people who comment on our comment above:
“I say the same as you. Surely you grew up in Mexicali if you know how indispensable a good air conditioner is. Because you are one of the few Mexicans for whom this is not a luxury, it is a necessity. Do you agree?
As you can see, what we do is encourage a brief conversation to form. These types of short conversations generate many visits to the Facebook page.
If you put the3 previous points into practice, I can assure you, (because we have already verified it), that you will get more than 1,000 new visits per month, every month, to your Facebook Page from the groups in which you are.
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Another way to publish in groups is by creating surveys and of course, inviting them to contest and sweepstakes and offering a free download of something of value. With this technique you are going to get visits to your Facebook page.
To create a poll in a group, follow these simple steps:
1. Click Create poll at the top of the group.
2. Write a question, and then click Add Answer Options to enter options for group members to choose.
3. Click Publish.
Please note that only group members can vote in polls.
To publish in the groups, I recommend that you publish at least 2 times a week (if you can better), publish specific content for every 2 or 3 groups and share in the groups what you post on your Facebook Page.
NOTE: Facebook hates multi-posting software for groups and has closed access to many people who used this software to publish their posts in groups. Facebook wants you to personally participate in the groups you are a member of and not use the group as a bulletin board.
When someone joins a group, the default option is that they will receive notifications of everything that happens in the group: when someone posts something, they will receive a notification in their personal account of Facebook.
That is something that can be really interesting, since it is a way that the participation is higher and that whatever you post has more impact.
Obviously, it is an option that users can deactivate from the group settings, but although some people will deactivate it, if you offer content and conversations of interest, many others will keep notifications active.
In addition, if you are interested, you can send private messages to all the people within your group, with the exception of those groups that have more than 5,000 members. Be careful about using this option too often, as it can tire people who are part of the group and end up unsubscribing.
There is no doubt that persistent posting to Facebook groups is highly profitable.
What do you think of this article? Has it helped you better understand how to use Facebook groups? Leave us a comment. Your opinion interests us.