There are over 550 “365 things to do in (Insert Town)” Facebook Pages.
Many saw the success of people like Maura, Dale, Stacie and Kristy- thought to themselves, I could do that.
They were wrong.
What we are left with is a graveyard of abandoned Facebook Pages.
Finding Inspiration
In my guide, 7 Awesome Facebook Pages, I profiled a Canadian Bank that takes an unorthodox approach to marketing.
They Surprise their Fans.
They ask questions that a Bank wouldn’t normally ask:
They Solve Problems
They make a personal connection with their fans in a video series.
They have a Cause
Inspiring a new savings movement, helping Canadians obtain financial security.
Why do 99.9% of Realtors struggle to realize any significant returns from there Facebook Page?
Because they don’t know WHY they are on Facebook.
They started a Facebook Page because their competitor started a Facebook Page.
They syndicate their listings to Facebook because their competitor syndicates their listings to Facebook.
If we want remarkable results, we must do remarkable things. (Tweet This)
Copying the competition is just another example of “better sameness.” (doing the same thing as the “other guy” just a little bit better)
Ask yourself
- Why spend your time on Facebook?
- Why does your Facebook page exist?
- Why should anyone care?
Take the time to answer these questions before you invest another minute into marketing yourself on Facebook.
September 6, 2011 at 10:53 am
Jimmy,
Thank you for your great advice. After reading all of your points-I think I am going to stand back to see how I can be unique in a way that serves a useful purpose to my customer base
September 6, 2011 at 2:02 pm
Thanks Laurie.
I would look outside our industry for inspiration – see how other companies that have a cult following are engaging their fan base.
I always find that to be helpful.
September 6, 2011 at 11:20 am
Wow this came right on time! I was setting up my FB business page yesterday and got distracted by something and decided to leave it to do today. Now I will wait until I can provide unique characteristics to my page. Thank you
September 6, 2011 at 2:01 pm
Let me know how it turns out Latisha!
September 6, 2011 at 12:46 pm
Yup – copying others doesn’t do much good if you can’t execute and you don’t care.
Passion goes a long way in life and business..if you have it? You’ll succeed. If you don’t? You’ll fail. http://www.drewmeyersinsights.com/2007/06/09/why-those-that-arent-passionate-fail/
September 6, 2011 at 1:24 pm
It’s also wrong to promise results from a facebook page. There are many bad realtors who have great facebook pages and get zero results. If they don’t have good phone skills, good qualifying skills, or good closing skills their facebook campaigns won’t matter.
There are many good agents who have great facebook pages and sell 150 homes per year. Facebook supports their marketing instead of being their marketing.
September 6, 2011 at 2:01 pm
Hi Jarred,
It would be helpful if you could provide some examples of a bad Realtor, who has a great facebook page, and gets zero results.
I do agree that FB is just one piece of the puzzle. If you are not skilled at your job, FB will not help.
September 6, 2011 at 1:34 pm
I encourage my real estate clients to think of Facebook (even if it’s an official “Page”, not just a profile) as more networking and less marketing. Worked with one client around spotlighting “quirky and fun” things in his territory. Why? Because he’s quirky and fun. It’s an extension of his own personality. Facebook is a great way to stay on top of people’s mind, but you want to make sure it’s in a good way!
Diane Danielson
DKD New Media Strategies
September 6, 2011 at 1:48 pm
It does seem to be the tendency for the real estate industry to grab a strategy, and emulate it. With so many individual agents, it means that good tactics get replicated. I do wonder though at the overall condemnation, Looking through your screenshot I found that a number of them actually did post within the past 2 weeks.
In fact, digging a little deeper I found that a publisher built out a network of 200 plus pages….
“City365 is a new publishing company that exists to help people rediscover the city. We run a network of over 200 city-focused pages that produce a daily suggestion on awesome things to do in the city.”
So it might seem that this one wasn’t realtor’s jumping on a strategy, but a single company Going Big, by creating a massive network of Facebook pages.
September 6, 2011 at 1:58 pm
Hi Jeremy,
I’m not condemning starting a 365 page, rather I’m condemning doing it just for the sake of “doing it.”
Without drive, passion and a purpose – it’s unlikely that any of these pages will realize any results.
That’s an interesting point about a company running hundreds of pages – something I did not think about.
Thanks for dropping by and commenting!
September 6, 2011 at 3:06 pm
This is interesting…
Hosting report about City365.org. City365.org is currently hosted at SIX APART. The IP 204.9.177.195 links to a server in San Francisco, United States. The company behind this all is SIX APART.
An easy lead generation strategy is to create FB pages for schools and towns and create an “editorial” schedule with a variety of types of posts i.e. School Menu, Calendar, Trending Twitter topics, local news post of the day, newest listing, etc… to be published through Hootsuite by the same inexpensive VA that collects them for you daily. $5/hour * 1 hour/day max.
Then run FB ads that say, “Click Like if you Love Wallingford Elementary School” etc…targeting people in the local town. They are MUCH MUCH more likely to click Like than an “agent ad” and the costs will be inexpensive…a lot less than Google.
That subscribes them to the Fan Page and then the content is pushed to them. Pretty soon you’ve positioned yourself as the local agent…and you can ramp up your involvement if there is a lot of engagement.
Super networking through technology.
It’s actually a very nice way to make a lot of friends.
September 6, 2011 at 2:06 pm
Of course, I always love your writing, and always check out when you post new “stuff”.
I of course agree with you though, it shouldn’t be done just for the sake of doing it.
I look forward to your webinar tomorrow on transforming your facebook page
September 6, 2011 at 2:13 pm
Thanks Jeremy – looking forward to having you on the call my friend.
September 11, 2011 at 2:25 pm
You mentioned a webinar on transforming you facebook page. How do I sign up for future webinars?
September 12, 2011 at 7:03 am
Hi Zune – you can simply visit our page at JimmyMackin.net to learn of upcoming webinars.
September 6, 2011 at 3:48 pm
Straight up, this is where Re-invention and innovation clash.
It’s when success leaves clues, and failure leaves “scars”. How often do these failed pages lead to lessons learned, that build better future pages? It’s worth a thought.
Thanks for provoking it.
September 7, 2011 at 5:13 am
Great article – it really makes you think! Thanks for the advice
)
September 7, 2011 at 8:25 am
Thanks Jimmy. I appreciate the post and its intent but I want to state that when we began our page ( its a 52 Weeks Page- similar to a 365 page) it was done at the suggestion of the gurus at the time, a well known page and its followers who many met on Facebook, were all told to do this so we did. I understand that thinking changes and yet I also know that some who start a page abandon it or are too lazy to keep it going. What troubles me is the way you say we were all wrong. If we don’t listen to those we trust at the time and take their advice, then how do we then believe anyone later on including you? I don’t mean to say you’re not well versed and give great advice, nor do I mean to say you don’t give good advice, I merely ask is your article really a reflection of new thinking? Or were we really given bad advice at the time?
September 7, 2011 at 9:19 am
Good advice. I’m trying to use our Business Fan Page to share things about home ownership, goings-on in our community, and I put on new listings and Open Houses. I’ve had great feedback and referrals trying to not just sell, sell, sell! I’m focusing on bringing info my followers are interested in, not what I want them to be interested in.
September 9, 2011 at 7:03 am
Great post as usual Jimmy. Though I’ll say that you should revisit your so-called successful “365 pages” as one of them hasn’t posted since July and another is posting sparsely at best. I’ve been trying to come up with ideas to connect with my customers through FB and it’s tough. My customers/clients are business owners. I’ve noticed that the overwhelming majority of people that like RE Facebook fan pages/Business pages are other RE professionals. I’d rather not do anything at this point that try and do something that won’t be seen by my target customers/clients.
September 11, 2011 at 8:11 am
Thank you Rob. If you have a chance, I would check out Jack Attridge’s All Marblehead Page and Linda Davis’ Ledyard, CT page.
September 10, 2011 at 1:21 pm
Simply put…its called “Incest Marketing” where everyone in the business is copying everyone else! Its easier to stand out in this environment if you simply do things different!
In the land of the blind, the one eyed man is king!
September 11, 2011 at 8:09 am
I may have to use that Chris!
September 13, 2011 at 6:08 am
Jimmy, you did it again. Your creativity in the posts you make and the questions you ask are what keeps the Social Media magic in the air. Thanks for setting such a wonderful example for all of us.
September 15, 2011 at 2:12 pm
Thank you Mike – I really appreciate it!
September 14, 2011 at 7:45 pm
I think the most important things you have to consider before starting a FB page are why are you starting a Facebook page, what do you hope to accomplish with it and how much time do you have to devote to it. Most people get into trouble with FB by not doing this first.
September 15, 2011 at 2:12 pm
Agreed Tom.
September 22, 2011 at 8:05 pm
I agree with you…….
I have been posting and mentioning my top 10 Social Media DON’TS
1- If you have a twitter account and you have zero post and 4 friends, and no activity in 6 months. DELETE it or Figure it out.
2- REALTORS or other Sales people DONT put your political view on your FB Page.
3- REALTORS dont promote sales and closings, cause you have other clients that have not and are waiting on you to do your job.
4- REALTORS if you go out and take part in adult beverages, DO NOT POST.
5- REALTORS your post about Real Estate should be less than 10% of your post
6- REALTORS make post to engage or create dialog with your friends
7- Make a Social Media Goal
8- REALTORS if you cant post high quality pictures dont post anything, nothing says I am not a professional like a blured picture
9- REALTORS if you want a business page, USE it, if you are going to USE it dont get it or delete it.
10- REALTORS Engage and have fun
I consult with realtors and they follow thease rules and have sucess.
Edwin Gerace
November 29, 2011 at 2:03 am
Thank you,
This questions make me reconsider my strategy. I’m an italian marketing specialist in a RE based in south italy.
There’s lot to do here ..:)