Jess Lenouvel

I hear it all the time from real estate agents…👇🏼

 “Facebook Ads don’t work!”

When they fail to get results with their campaigns, they shut them off completely, convinced that it’s a waste of time and money.

Many agents quickly assume the issue is technical, thinking they’ve messed something up in the setup. 

Others believe that ads used to work but have become some kind of mystery with all the recent changes, making success feel impossible.

But here’s the thing. 

It’s not that Facebook ads don’t work. It’s that you don’t have the right strategy. 

So, if you’re overwhelmed because your ads aren’t working or because you’ve never gotten results in the past, don’t give up!

You probably just need to change your approach. 

In this post, we’ll go through the 10 most common Facebook ad mistakes real estate agents make and some tips on how to fix them. 

Let’s get into it. ⬇️

Mistake #1: Neglecting Your Organic Presence

One of the most frequent mistakes agents make with Facebook ads is neglecting their organic presence. 

Many times, agents will just run ads hoping to increase their traffic.

Then, they’re disappointed when their paid traffic doesn’t perform.

Your organic presence and your ads go hand in hand. 

Without one, the other will fail. 

When you’re building your audience, it’s so important that you establish your organic presence first BEFORE spending money on ads. 

You need to have social proof – the ability to prove your knowledge and establish trust between you and your audience – when you run a Facebook ad.

Otherwise, when someone clicks through on your ad, what is there to back it up?

If your organic page doesn’t look good, doesn’t have quality content, or just isn’t set up correctly, it’s going to devalue your ad. 

But, when leads click through and see a strong, engaging social presence, they’re more likely to trust your ads and take action. 

So the reality is if you are running ads or relying on paid traffic in any way and your organic isn’t where it needs to be, you’re wasting money. 

Focus on your organic content first, then put your efforts into ads. 

Mistake #2: Focusing on Tech, Not Strategy

Once your organic content is solid, it’s time to focus on your funnel. 

But not just from a tech standpoint. 

Many real estate agents see their sales funnel only in terms of tech, such as opt-ins, webinars, email campaigns, and Facebook ad campaigns. 

Your funnel is more than that. 

Your funnel is the psychological journey that takes someone from a lead to a client. 

When you only focus on the tech aspect of building your funnel, you miss out on the key reasoning behind why you’re building a funnel in the first place:

To take someone from stranger to client. 

From not knowing who you are to trusting you as the #1 solution to their problem.

Successful funnels aren’t about having the perfect tech. 

They’re about the right messaging and understanding your audience’s needs and desires. 

Even with less-than-perfect tools, a well thought out ad strategy meant to connect with your audience will convert. 

Mistake #3: Obsessing Over Metrics Instead of People

When real estate agents start running paid ads, there’s one thing that they forget.

They’re dealing with real people. Not just numbers. 

It’s easy to get caught up in click-through rates and other data points. 

But when you reduce your audience to statistics and data, your ads lose their human touch. 

The foundation of your paid ads is to help you stand out – to get your messaging into the right hands of the right people. 

Your audience is made up of real people with real needs. 

If your focus is only on getting the metrics just right, your ads become impersonal and ineffective. 

Focus instead on creating compelling messaging and nurturing your audience from a psychological standpoint.

This way, the next time a new prospect sees your ad, they immediately feel seen and understood. 

Mistake #4: Being Too Vague with Your Targeting

Your messaging has to hit the correct pain points of the people you want to attract for your ad to be successful. 

It’s not enough to aim your ad towards only “buyers and sellers.” 

That’s too vague. 

You need to know who you’re targeting from a deeper standpoint.

It could be first-time buyers, upsizers, downsizers, first-time investors, seasoned investors, or even dog owners living in condos.

You need to get specific. 

Know who your niche is and create messaging that speaks to them. 

If your Facebook ad is aimed toward just buyers or sellers, your ads are not going to work. 

And you’ll have to spend even more money and more time to get people to click your ad and progress down your funnel.

Mistake #5: Misallocating Your Ad Budget

Are you using most of your ads budget to generate as many cold leads as possible?

Most agents do. But, spending your marketing budget only on lead gen is setting yourself up for failure.

Cold leads are just that – cold. 

They don’t know you or feel connected to your service. 

They just want the lead magnet that they put their email in for. 

Once a new lead enters your funnel, if you don’t have the systems in place to nurture them properly, you’re spending your money in the wrong place. 

For example, in The Listings Lab, we spend the majority of our marketing budget on people after they become a lead. 

Think setting up email campaigns, retargeting ads, and social media engagement.

This way, once a cold lead clicks our ad, we’re able to comfortably refocus our efforts and take that person from stranger to booked appointment. 

Mistake #6: The “Desperate Agent” Syndrome

I’ve already mentioned how important your messaging is. 

But one thing you DON’T want?

It’s for your messaging to come off as desperate. And unfortunately, this is how a LOT of agents market themselves to new leads.

Think: non-stop messages, constant follow-ups, and unsolicited offers.

Imagine it like this…

You’re just browsing in a store, and immediately a sales associate is in your face.

Your excitement to look around fades as you’re inundated with relentless contact from someone who’s more focused on closing a deal than understanding your needs.

It’s overwhelming, annoying, and makes you want to distance yourself.

It’s the same with your ads.

If your messaging feels too pushy or overeager, potential clients will react the same way—they’ll walk away.

Instead, focus on confident, value-driven messaging that shows you’re available to help when they need it, without pressuring them into making a decision.

Mistake #7: Not Connecting Your Ad with Your Target Market

When you run a Facebook ad, you have a lot of options to catch people’s attention and reel them in. 

For example, you could offer a free resource guide or a hot sheet of listings.

No matter what you choose, just remember, that the lead magnet you use matters very little as long as the messaging is right. 

For example, running traffic to a listing ad trying to sell a luxury penthouse to first-time home buyers is going to fall flat. 

The target market and messaging don’t connect with the ad offer. 

Make sure your ads align with the needs of your target market and invest time in market research to get it right. 

Mistake #8: Skipping Over Top-of-Mind Awareness

The human brain can only think about two or three names in any category at one given time.

For example, if I say running shoes, the first brand you probably think of is Nike.

So, when someone thinks real estate, you want them to think of you. 

This is top of mind awareness – breaking through the noise to become the only name a potential client associates with real estate. 

Most agents use ads to target the 3% of people who are currently buying now.

But by then, most people are past the point of hiring a real estate agent. 

And your ad doesn’t convert. 

Instead, you need to be targeting people before they’re ready to buy or sell. 

This gives you the opportunity to nurture them, share your expertise, and bring them through your customer journey.

Mistake #9: Neglecting Omnipresence 

This next mistake goes hand-in-hand with creating top of mind awareness. 

Once you’ve captured leads through your ads, the real work begins. 

This is where your nurture or your omnipresence kicks in.

Omnipresence is your ability to consistently show up wherever your audience is. 

But it’s not about constantly bombarding them with sales pitches and marketing. 

To achieve omnipresence, own your audience’s news feed. Fill them using email campaigns, retargeting campaigns, and organic content.

The goal is to make it seem like you’re everywhere they look by pushing out good quality content that’s highly relevant to them.  

Without omnipresence, your leads stop at your lead magnet. 

They might grab the resource or listing sheet you offered but then move on because they don’t know you, and you’re quickly forgotten. 

That’s why your content needs to follow them, guiding them through every stage of their journey. 

With omnipresence and relevancy, you create a seamless, natural presence that builds the familiarity and trust necessary to position you as their go-to real estate expert. 

Mistake #10: Expecting Immediate Results

Patience is crucial when it comes to Facebook advertising. 

Many agents expect immediate results.

They’ll have their ad turned on for 30 days and assume the ad isn’t working because they haven’t seen a jump in conversion. 

But the reality is everyone is at a different stage in their customer journey. 

While some leads will be ready to buy after 30 days, others may need 60 or 90 days of nurturing before they’re ready to take action. 

The key is to create a long-term strategy that constantly fills your pipeline with new leads. From there, each lead can move through the nine-point psychological journey at their own pace.

This is why nurturing is so important. 

Your goal isn’t just to generate leads. It’s to gently guide them from stranger to getting to know you and trust you to finally feeling seen by you. 

The Right Way to Approach Real Estate Facebook Ads

To avoid common mistakes and build a successful real estate Facebook ad strategy, focus on creating a cohesive approach. 

Your organic presence, targeting, and messaging should work together to nurture leads and move them along the customer journey.

The most important thing that you can do is take that cold lead and get them to a point where they know you, like you, trust you, and want to work with you.

This is where your retargeting campaigns, emails, and organic content come in, nurturing them and moving them down your funnel. 

By consistently showing up with relevant content, you’ll turn cold leads into qualified prospects who are excited to work with you.

But if your organic presence is weak, your ads will fail. 

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A successful real estate ad strategy needs a strong organic presence, effective targeting, and a clear plan for nurturing leads.

This way, you build relationships and trust, leading to better ad results and a steady pipeline of quality leads. 

At the Listings Lab, we give you everything you need to know about running effective Facebook ad campaigns. 

We teach agents exactly what type of campaigns to use, effective targeting options, and give them copy templates to attract high-quality leads. 

Are you ready to stop struggling with your real estate ads?

Book a FREE call with our team today and discover exactly what you need to improve your ad performance and turn cold leads into loyal clients who are eager to work with you.

How much time are you ACTUALLY spending on building and nurturing your email list?

If your answer is not that much, it’s time to reevaluate your approach. 

Many realtors underestimate the impact a good email marketing strategy can have on your business. 

The reality is your email marketing can be even more important than the ads you run. 

Ads might lead people to follow you, but what then?

Your email list is your direct line to past and potential clients. 

It’s the key factor to nurturing those clients into buying or selling through you – whether it’s for the first time, or as a repeat client.  

Today, I’m going to give you a complete guide to email marketing for real estate agents. I’ll cover everything you need to know – from common mistakes realtors make to expert advice on creating a successful strategy.

Let’s get into it, shall we?

Recognizing the Importance of Email Marketing

When you look at your marketing strategy as a whole, your email list is an important, critical piece to that puzzle. 

All roads in your sales funnels should lead to capturing an email. 

For example, if you offer a lead magnet, people should opt-in to receive it through an email sign-up.

And when you’re considering what to post on social media, make sure you’re thinking about how to migrate your social media followers over to your email list. You can do this by regularly mentioning your lead magnets and promoting them in your posts. 

I’ve taken this advice myself and have been very intentional with how I’ve built my online audiences. I have far more email subscribers than social media followers on any other platform. 

Why? 

Because every part of your marketing strategy across all platforms should come down to capturing emails.

Building and maintaining your email marketing is incredibly important for real estate agents. 

Here are the top three reasons why you need to start prioritizing your email marketing:

1. It’s the only list you actually own.

How many times in the past few years have Instagram and Facebook crashed?

Social media is a great way to connect and interact with your audience. However, it’s entirely unpredictable. 

You can do everything right and the algorithm can still choose to limit or ban your posts from your audience. 

Or you can get hacked and lose your following overnight. 

The people on your email lists made the decision to hear from you. 

This gives you direct access to your audience without needing to rely on an untrustworthy algorithm. 

2. It’s where people have the most attention span.

If you’ve been here a while, you’ve heard me talk about omnipresence. 

Omnipresence is maintaining and holding your audience’s attention in multiple places. It gives your audience the impression that you’re everywhere at once.

Your audience is likely to pay closer attention to emails than any other platform.

By appearing in their inbox regularly, you create that sense of omnipresence. You’re top of mind at all times with your audience. 

Then, when they open your email, they are intently focused on your message – especially compared to platforms like Instagram and TikTok where they may be aimlessly scrolling.

This focused attention makes email a powerful tool in your omnipresence strategy, giving you a direct line to your most engaged audience members.

3. It has the highest open rates.

When you consider the reach of all the marketing platforms, nothing comes close to email. 

Emails allow you to connect with a significant portion of your audience, consistently. 

If your emails contain valuable, relevant, and engaging content, your open rate should average around 40%. 

That’s considerably more than the 5-10% of people who see your content through social media. 

As real estate agents, using your email list to its full extent can have a huge impact on your business. 

Effective email marketing keeps you connected with your audience, establishing credibility and maintaining your relevance.

Common Mistakes Realtors Make with Email Marketing

In all my years mentoring agents, I’ve noticed a pattern of mistakes realtors make in their email marketing. 

Here are some common mistakes you might be making with your email marketing and tips for how you can better nurture your email list. 

Only Doing One Newsletter Per Month

One monthly newsletter isn’t nearly enough to nurture your email list effectively. 

Thirty days is plenty of time for people to forget what they last read from you. 

Plus, because newsletters are often formatted with images and graphics, they often get filtered into the promotions tab or even spam. 

Monthly newsletters are an old-school, traditional approach to email marketing that we don’t teach in The Listings Lab.

Instead, the best way to nurture your audience is to aim for 2-3 touch points per week. 

But if this feels like too much, send at least one weekly email, with some additional touch points over social media and/or texting. 

This way, you’re always top of mind for your ideal client. Frequent, consistent emails mean you’ll be the first person they think of when they’re ready to buy or sell. 

Not Changing with the Times

Many times, we do things a certain way just because it seems to be how everyone else is doing them.

This is particularly true in email marketing. You see other real estate agents sending emails and think, “I guess that’s how I should do my emails, too!”.

However, most of these strategies tend to be rooted in traditional email marketing rather than how to nurture a modern-day email list. 

Simply copying what everyone else is doing won’t cut it anymore. 

You need to be intentional about how you engage with your audience and be innovative in your approach. 

Not Including Personal Content in Your Emails

The average person moves every eight and a half years. 

If your emails only talk about real estate, you won’t be relevant to a large portion of your email list. 

And this lack of connection leads to a higher unsubscribe rate. 

By including personal content, you keep people interested and engaged. 

Your stories and updates make your emails more relatable and maintain your connection with your audience. When you add that human touch, you stay relevant to your whole audience – from the family looking to upgrade next year to the couple who just settled into their new home.

Only Doing Random Acts of Marketing

Another mistake I see realtors making in their email marketing is what I call random acts of marketing.

This is when you’ve built an email list but haven’t done anything with it in a while – or maybe even at all. 

Then, when business becomes slow, you blast your entire list with marketing emails out of the blue. 

Don’t just email them when you want something from them! Instead, you want to consistently nurture your subscribers. 

One way to do this is through an automated nurture funnel.

Set up a sequence of automated emails that go out to your list regularly to keep your audience informed, engaged, and feeling valued.

Which brings us to…

No Automation or Consistency

If you don’t have automation, you won’t have consistency. 

And without consistency, you’re missing a key step in creating omnipresence. 

When people see you regularly in their inbox – regardless of whether they open your emails or not – you’re still building that sense of omnipresence. 

You’re still forming that top-of-mind awareness. 

When your email marketing is automated, it’s easier to keep up the level of consistency you need to keep yourself at the forefront of your audience’s mind. 

Not Being Niche-Specific 

Treating your email list with generalized content is the best way to increase your audience churn. 

It’s so important to know who you’re talking to and exactly what they need to hear from you. 

By not being niche-specific, you’re sending out content that isn’t relevant to a portion of your audience. 

And not being relevant is the fastest way to turn your audience off. 

Not Segmenting Your Email Lists

The last common mistake I see real estate agents making in their email marketing is not segmenting their email lists. 

Segmenting your lists shows you have a profound understanding of your audience, their wants, their problems, and their needs. 

For example, you should always know who the active buyers in your lists are. 

These are the people who need more sales-driven content. 

However, by sending sales emails to people who aren’t buying or selling, you lose your relevance. 

Your emails become annoying and instantly get deleted, or worse, recipients unsubscribe altogether.

Instead of bombarding your entire list with sales content, segment your list based on where they are in their customer journey. 

➡️ READ: Customer Journey In Real Estate: The Secret To Having 100s Of Leads Reaching Out Each Year

How to Grow Your Email List for Real Estate Agents

Once you’ve nailed your process for email marketing, you’re ready to take it to the next level. 

It’s time to grow your email list. Here are five effective ways to do just that: 

1. Your Methodology Guide

In The Listings Lab, we teach agents to create a lead magnet that details their signature methodology.

This guide is your biggest asset. It shows exactly how you address your audience’s pain points and solve their problems with your signature system. 

By creating a landing page for your lead magnet, you’ll have one main hub to drive audience traffic to across all of your platforms. 

2. Your Facebook Lead Forms

If you’re running paid ads, everything should always lead to an email capture form. Facebook lead forms streamline the process of building your email list. They allow users to provide their email address and opt into your lead magnet directly within Facebook, without needing to visit an external website.

3. Audience Swaps

Collaborations and interview swaps are probably the fastest and easiest way to grow your email list. 

This works by finding complementary communities – people who have the same niche as you but offer different services. 

Then, you swap audiences for a day – think Instagram story takeovers, free trainings, or podcast interviews.

The goal is to share your expertise with an audience similar to yours to grow your own following. 

And, of course, capture those valuable emails along the way!

4. Open House Opt-ins

Although I wouldn’t expect much growth from this tactic, gathering email addresses during your open houses is still a valid way to grow your email list when done right. 

5. Website Registrations

While websites don’t convert as high as they once did, it’s still valuable to have email sign-up forms on your website. 

Your email list should be your largest audience. It takes priority over any of your social media followings.

Make sure you’re consistently making time to grow and nurture it. 

Email Marketing for Realtors FAQs

Even knowing common mistakes to avoid and tips to grow your email lists, email marketing for realtors can be tricky. 

Here are some of the most common questions real estate agents have about email marketing to help you clear up any lingering confusion.

How do you deal with unsubscribes?

Unsubscribes are a part of email marketing. There’s no avoiding them. 

When your list is small, a few unsubscribes can feel like a drastic change. However, as you grow your list, those numbers will feel less significant. 

The main point to remember is unsubscribes happen because of a lack of relevancy. 

If your email content doesn’t resonate with your audience, they’re going to leave. 

Your messaging needs to constantly be evolving. Understand your niche, stay on top of your market and the buying cycle, and adapt your content accordingly.

This helps keep your emails relevant which keeps YOU relevant to the people reading them. 

Writing emails takes so long. How can you save time?

The easiest way to save time when writing emails is to repurpose your content. 

Your top-performing content – particularly when it’s long-form – makes the best emails.

Don’t worry about your audience seeing the same content twice. People consume so much content on a daily basis that they won’t notice.

Pull from content you’ve posted to your Facebook group, Instagram, or blog. Think of anything that has generated high engagement. 

Once you’ve chosen your content, the majority of it is already written for you. 

It’s just a matter of rewording existing content into email format. 

Put it all together to form a greatest hits collection of your best work to form your email nurture sequence. 

Just remember to keep updating your sequence with fresh, high-performing content. 

This way, your emails stay relevant and keep your audience engaged. 

What’s The Difference Between a Database and an Email List?

Your database is made up of your past clients and leads you know personally.

Your marketing email list consists of people who have opted in to receive your emails. These are usually cold to warm leads who need more nurturing.

The way you interact with each of these lists will differ. 

For your database, you can be more casual and more intimate as you slowly nurture them towards repeats and referrals.

But, with your email list, you need to take the time to slowly take them through the nine-point psychological journey – i.e. your real estate sales funnel.  

Again, this is where relevancy comes into play. 

You have to be intentional with what you choose to put in front of each group. 

And if you don’t currently have an email list, this is your sign to start building one now. 

Your database will churn 20% conversion every eight and a half years. Meanwhile, your email list brings new people into your following every day. 

This is why bringing in new people and being omnipresent in front of new people becomes so important. 

The Ultimate Goal of Email Marketing

The main goal of email marketing for real estate agents is to build a strong foundation of deals through organic marketing. 

Then, when you’re closing enough deals you can start running paid ads. 

Paid traffic will help your email list grow even faster while boosting your organic social media following, too. 

Sometimes we’re limited to the size and quality of our audiences. 

For example, someone with a complimentary audience of 100,000 followers isn’t necessarily going to want to collaborate with you if your audience is too small. 

It won’t be an equal exchange. 

People will ask about your email list size, how often you clean it, and your open rate.

These are the metrics people will want to know before even considering collaborating with you. 

But with a larger following, you’ll gain access to bigger complimentary audiences to collaborate with and expand your reach even more. 

The more you grow your email list, the more your audience growth compounds across all platforms. You open doors to bigger opportunities. You’ll start bringing in more deals as your momentum multiplies. 

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By maintaining and nurturing an intentional email list you will always be top of mind and relevant – both to past clients and potential prospects.

In The Listings Lab, we give our members an 12-month email marketing sequence. These templates are proven to maintain your omnipresence and make it easier to turn prospects into loyal clients.

Ready to master digital marketing so you can turn strangers into clients?

Join the thousands of agents who have taken control of their lead generation with our proven marketing strategy.

Click here to book a FREE call with our team and let’s chat about how The Listings Lab can help you dominate your local market and consistently land high-value listings.

So you’re a real estate agent who wants to start using Facebook to get more business…

But you’re not sure if you need a Facebook Business Page or if you should just stick to using your Facebook personal profile?

I’ve been asked this question thousands of times by members of The Listings Lab, so I’ve got answers!

Stick around to keep reading about how you should be using your Facebook personal profile and Facebook business page for optimal results.

If you haven’t been getting any leads on Facebook, don’t worry…

I’ll also be giving you some tips on how to optimize your Facebook profile to turn it into a conversion machine.

Let’s go!

Facebook Business Page For Real Estate Agents

When many real estate agents decide they want to use Facebook to market their services, they go ahead and create a Facebook Business Page.

They start posting content there, but quickly realize it’s very difficult to gain traction.

Their posts are getting next to no reach or engagement.

They start to wonder…

Is Facebook even worth it for real estate?

Here’s the deal…👇🏼

Out of all of the social platforms, your Facebook Business Page is always going to have the lowest reach.

This doesn’t necessarily mean your content is bad. It might perform very well on a platform like Instagram or even your Facebook personal profile.

Most people are using their Facebook Business Pages to run paid ads. Therefore, organic content doesn’t do very well there. It’s very much a “pay to play” game when it comes to your Facebook page.

Facebook Personal Profile For Real Estate Agents

Your Facebook Personal Profile, on the other hand, is usually going to have much better reach.

Because personal profiles aren’t aimed at businesses (who Facebook wants to run ads!) you’re able to have your community see your posts, without being restricted by low reach.

You might be thinking:

But won’t only my FB friends see my posts, rather than other people from my audience/newsfeed?

And yes – that’s right.

But here’s what you need to remember.👇🏼

You can add up to 5,000 Facebook friends.

That’s a lot of people! You can build a solid network on Facebook with the right strategies.

For example, if you’re active in different neighborhood Facebook groups, you can network there and then add friends with members once you’ve built up some rapport.

I talk about this strategy in my post: 5 Unique Real Estate Marketing Ideas To Grow Your Audience. 

So…Should Realtors Use A Facebook Business Page Or Personal Profile?

Now you might be wondering:

If reach is so low on my Facebook Business page, is it even worth having one? Or should I just stick to using my Facebook personal profile?

Even though you shouldn’t expect to get much traction on your Facebook Business page, I still recommend having one.

It’s not a question of whether you should have a Facebook Business page or a Facebook personal profile. You should have BOTH. However, the way you use these two marketing channels is very different.

Think of your Facebook Business page as more of a website. It should house all of your important information and be optimized in case someone searches for it.

It’s also important to set this up as you’ll need it when you decide to run Facebook ads for your real estate business.

Even if you don’t plan on running ads now, you want to have this set up for when you decide to run them in the future.

Your Facebook personal profile should also be optimized, and it’s the place where you want to focus on posting organic content.

You can then use your Facebook personal profile as a networking tool. You can add friends who seem like they would be in your target market, whether that’s from Facebook Groups or local searches.

When they accept your friend request, they’ll then begin seeing your content, nurturing them , nurturing them into potential leads, and building your real estate network organically.

How To Optimize Your Facebook Personal Profile For Conversions

You want to start thinking of your Facebook Personal profile as a mini sales funnel.

Start asking yourself:

What do my ideal clients need to see in order to be ready to hire me?

Most agents don’t do this.

In fact, their social profiles are actually set up to attract other agents.

Remember how I said you can add up to 5,000 friends on Facebook?

If you have 1,000 friends who are other agents, you’re using up precious space that could be reserved for other potemtial clients.

You need to switch your mindset and start viewing your Facebook personal profile as a place to attract and convert CLIENTS – not share memes and get laughs from other agents.

So how do you do that?

It starts with optimizing your profile.

Here are the three elements a perfectly-optimized profile must have.

1. Niche-focused cover photo of you (relaxed and personable) that’s not a headshot
2. Value Proposition statement clearly displayed
3. Value-driven call-to-action

Let’s take a look at an example from one of our successful members of The Listings Lab! 

Niche-focused cover photo of you

As you can see, Ashley’s cover photo is perfectly optimized for her ideal client.  Rather than choosing a stuffy, corporate headshot, she’s chosen one where she appears friendly and approachable. She’s relaxed and smiling, inviting her ideal client in to learn more.

Value Proposition statement clearly displayed

Ashley’s value proposition is clearly displayed on the right side of her cover photo. In one simple sentence, she shares *exactly* how she helps her ideal client. She also showcases her signature system – the Alignment method.

READ MORE: How To Craft A Real Estate Value Proposition That Secures Listings

Value-driven call-to-action

Ashley’s call to action is one of the first things you see when you land on her profile. Her CTA directs us to download her free guide, which serves as a valuable lead magnet to attract and engage potential clients while showcasing her expertise.

BONUS: Your Location

This might seem obvious, but you’d be surprised how many agents forget to include their location in their Facebook personal profile or Instagram bio.

This is a key piece of information that tells ideal clients whether or not you can help them. Don’t overlook it!

Together, all of these pieces tell your ideal clients whether or not they should follow you.

Remember, you only have three seconds for someone to decide whether or not you’re from them. With these three elements optimized, your ideal clients will decide you’re worth the follow and then begin consuming your content.

Your content will then nurture them into becoming potential clients, building trust and establishing your expertise in their minds over time.

Leveraging Facebook effectively as a real estate agent requires a strategic approach using both your personal profile and business page. While your business page serves as an information hub and a platform for future ad campaigns, your personal profile is your primary tool for organic reach and networking.

By implementing these strategies, you can transform your Facebook presence into a powerful lead-generation tool. It’s not about choosing between a personal profile or a business page – it’s about using both effectively to grow your real estate business.

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