A few years ago, Facebook shifted focus to “meaningful interactions.” The company is focusing on creating a platform that will help people connect with each other based on shared interests and values.

While there are some criticisms of how Facebook operates, it can still be a helpful tool for businesses. Without Facebook, real estate social media marketing would be impossible.

Facebook is an effective way to generate leads for real estate sales, and Facebook groups are a less well-known but equally effective way for buyers and sellers to connect. In this post, we will be discussing how Facebook groups can be a very useful, less crowded marketing venue.

Facebook Group Marketing

While social media marketing does involve making posts on your own channels and pages, there is much more to it than that. There are some extra features that businesses sometimes forget about when using social media.

One of them is Facebook group marketing. Real estate agencies should have their own business page on Facebook in order to connect with potential customers. But, you are not limited to posting only there.

Facebook interest groups are used as a primary source of information by many people. People are joining Facebook groups to stay up-to-date with what’s happening in their areas of interest.

Many people use Facebook groups to find recommendations for real estate agents or good properties to buy.

The reason many businesses create both a VIP Facebook group and an official page is so they can reach more people. In groups like these, you can learn about exclusive deals and the latest sales. These groups can also be used to build community and brand loyalty.

On the other hand, there are groups that specialize in a particular aspect of real estate services. This means that real estate agents create posts which target specific groups and present elements of their offer which are relevant to that group.

You can, for example, share all your listings on your official Facebook page. You can post your rental properties in a group whose members are looking for places to rent.

The Benefits Of Facebook Groups for Real Estate Agents

Facebook groups are a great way to connect with more people and get them engaged with your content.

Here’s how being active in different interest groups, or in your own VIP group can help grow your real estate business.

It Is Cost-Effective

Groups on Facebook are a great way to cheaply advertise your services. Use this opportunity to share real estate flyers with a large audience at no cost.

You Can Boost Efficiency

Facebook groups offer a more updated and improved take on online forums. Adding social media buttons to your website is an easy way to reach new people and expand your contact list.

It Is Authentic

Facebook groups give you direct access to people.

There can be many reasons why someone might not reply when cold called. The person you are trying to reach either has you on their “do not call” list, is not replying to unknown numbers, or is simply unavailable.

That doesn’t happen on Facebook. It is more likely that people will read a message and engage with it, than in the case of SMS or a missed phone call.

The Challenges

There are some risks associated with Facebook groups, but there are also some benefits.

There are always going to be users who complain about something. Some people will try to bring you down by posting negative comments about your price or property. They may also lash out at your goals.

This is something that is commonly seen on social media. The most important thing is not to panic and stay calm. If someone says something offensive to you, there is no need to reply. If you do reply, make sure that you do so in a professional and calm manner.

Furthermore, politics always finds its way on social media. You might be accused of being involved with local issues, such as infrastructure problems or corrupt government officials. Some of the users could try to involve you in their arguments with each other.

There is no one-size-fits-all solution to getting out of these situations, but the key is to remain calm.

Also, it can be time-consuming. When you’re promoting your offer on Facebook groups, you can easily find yourself sitting by a laptop for hours, getting distracted by unimportant details. Therefore, hiring a real estate virtual assistant can help you save time. There are many social media managers that can help you with your content posting and campaign support.

Check out our blog, 15 Tasks You Can Outsource To A Real Estate Virtual Assistant To Grow Your Business.

How To Get Started With a Local Real Estate Facebook Group

As previously mentioned, you have two options. You can create your own Real Estate group and develop a following by posting useful content. Although it is free and easy, it can take some time for people to realize the value in your content.

An alternative is to participate in various existing groups by posting content. To find real estate groups in your local area, search online and ask for permission to join them. Before posting in a group, be sure to read the group’s rules so that you understand how that particular community operates.

Both of these approaches can be combined to increase your audience.

Remember to follow the general Facebook posting rules to get as much attention as possible:

  • post between 1 and 3 pm
  • the best days for posting are Thursdays and Fridays
  • don’t post on Sundays

How Can Real Estate Agents Use Facebook Groups?

Create Leads

The number of Facebook groups dedicated to real estate is astounding. There are online communities of people moving to different cities and regions who are looking for places to stay.

There are also groups of people who are interested in real estate investing. No matter how big or small you are, if you’re an investor you probably have some valuable insights on industry news, podcasts, ideas, and events that you can share with others.

There are also groups that are specifically dedicated to giving referrals and recommendations for real estate agents. It is possible to look for and exchange leads with some of these groups.

Appointment scheduling software makes it easy for potential customers to connect with you. You should make it easy for your Facebook leads to take the next step immediately.

Enjoy Your Profession

Because social media is so informal, there’s always some good humor involved. Facebook is a social networking site that allows users to connect with friends and family. It can also be used for business purposes. You can communicate more informally and personally with your colleagues and customers. At the end of the day, most people enjoy reading or watching something funny and entertaining.

If you want to make your posts more appealing to leads and get more attention, try adding some humor and engaging videos.

Top Tips and Best Practices

You can use Facebook groups to harvest ideas and useful tips, except for selling. If you need help with anything related to your business, you can ask for advice. There will always be a member of staff willing to help you out.

In addition to that, reading about other people’s concerns and solutions can give you important and valuable insights. You can learn about practices that you were previously unaware of. You can also get ideas for content and marketing from other agents who have similar issues to you.

Connect With a Community

Working as a real estate agent can sometimes feel isolating. If you’re looking for a way to change up your routine, joining a Facebook group of people with similar interests could be a great option. It’s a great way to hear different perspectives and get some motivation from others who are working towards similar goals.

You might have information that other members find extremely valuable. Being able to help feels great.

Online communities can help you just like you can help others. You can ask specific questions on this forum that cannot be answered elsewhere, and you will receive a personalized reply from members who have had a similar experience.


The final point to make is that joining a real estate Facebook group can help you connect with experienced people who can teach you new things in your career.

Many real estate agents have found mentors and partners through Facebook groups.

Examples of Real Estate Facebook Engagement

1. Address customer pain points

Make it known that you understand the customer’s main concerns and worries, and engage with your audience about these issues. By doing so, you are able to create more effective engagement that resonates with your target audience.

Acknowledging the pain points of potential customers is an effective way to sell real estate. In order to be successful, you need to have a thorough understanding of your target customer. By understanding them, you will be able to answer questions such as:

  • What problems do they face when searching for a home to buy?
  • Why would they want to sell their current home?
  • What are their interests and key features they’re looking for?

Asking these questions and using the answers to create interesting real estate commentary will result in more people being interested in what you’re offering.

While some people use Facebook to kill time, others are using it to find solutions to their housing problems. Talking about the pain points that your audience is experiencing will make your reputation more relatable and increase the chances that they will connect with you.

2. Use satisfied customers’ testimonials

While it’s great to tell people about your real estate services and how good they are, it’s even better to let your past or current customers advertise for you. This strategy relies on social proof to make your brand more credible. People are more likely to use a service if they have heard positive reviews from other people who have used it.

You can use your customers’ positive experiences to create effective Facebook posts for real estate that will increase brand recognition and trust. It is an effective way to address any objections your potential customers might have.

3. Use Facebook Live to create a virtual tour of a property

Facebook Live helps build trust between the realtor and the audience, which is surprisingly effective.

As a real estate agent, you could use Facebook Live to create a virtual tour of a house or live stream an open house while you talk to your potential customers. You can also use it as promotional content.


Facebook groups offer real estate agents a variety of benefits. They can help you reach new audiences and place your offers more effectively. You can use social media platforms to connect with the real estate community and gain important insights that will help you improve your business operations.