Even though it might appear old-fashioned in comparison to TikTok, your real estate agent Facebook page is still one of the most vital parts of your online presence. Although Facebook usage has decreased slightly recently, one group still uses it more than any other platform—Baby Boomers—the very demographic who are statistically most likely to buy and sell real estate.

This guide provides a step-by-step process for creating a real estate agent Facebook page, as well as expert tips for targeted advertising, maximizing engagement and lead capture.

1. Set Up a Facebook Business Page

You need to have a personal Facebook page to set up a business page. If you don’t have one, sign up for one. You can keep your business page and personal Facebook page separate if you want to.

To create a new page, go to “Pages” and click on “Create new Page.”

Next, add your business name, phone number, email, and address. Don’t just use your first and last name for your business name. Instead, add something like “Realtor” or “Real Estate Agent.” This helps people differentiate between your personal and business pages.

Choose “Real Estate Agent” as your category when creating a page for your business. You could also choose “Real Estate Company,” “Commercial Real Estate Agency,” or “Real Estate Developer” if one of these applies to your business.

After you have given your real estate agent Facebook page a name and description, click “Create page.” Then you can edit the page and add more details. You may also get a pop-up that offers to connect your page to WhatsApp.

2. Upload Your Profile Picture

Your real estate Facebook page is now set up with your name and contact information. To personalize it, upload a headshot by clicking on the camera icon on the circle.

When designing your profile picture, don’t worry too much about making it high resolution. We recommend a resolution of at least 72 ppi. The picture should be at least 250×250 pixels. On desktop computers, the profile picture will be 170×170 pixels, but on phones it will be only 128×128 pixels. Make sure your head is centered properly in the picture and that your eyes are visible, even on small screens.

3. Upload Your Cover Image

It’s a good idea to upload a cover image to your profile page. A good cover image is one that is attractive and complimentary to your profile picture. It’s also helpful if the cover image gives some indication of what you do.

If you want to market your farm properties in the Carolina Piedmont region, choosing a photo with a beautiful landscape would be a great idea. If you have oceanfront properties in Hawaii that you want to sell, make sure to take a photo that highlights a stunning view. You have a great opportunity to capture your target market with visuals.

Ideally, all your cover photos would be at least 851 pixels wide by 315 pixels tall and have a resolution of at least 100 ppi so they are clear on both computers and retina displays. Your cover image should be a minimum of 820x312px, with a resolution of at least 72ppi. If you upload an image that is too small, Facebook will stretch it to fit the 820x312px dimensions, which can result in a blurry and distorted image. For best results, aim for an 851x315px image with a resolution of at least 100ppi.

Get High-quality Professional Cover Images

If you’re looking for free, high-quality stock photos, Unsplash is a great option. They offer a wide selection of images that are much better than what you’ll find on free sites like Shutterstock.

Adobe Stock is an affordable option for downloading images. For only $30 per month, you can download up to 10 images.

Adding Text or Your Logo to Your Cover Image

The example above shows that text should be centered on the cover image, and not too close to the side edges, as Facebook will cut off 90 pixels on the left and right side on mobile devices.

If you want to add a logo, slogan, or other text to your cover image, there are a few options. Create a design using a app like Canva, or hire someone from Fiverr to make a professional cover image starting at $5.

Adding a Slideshow Cover Image

Slideshows are a simple way to post a collection of images on your Facebook page. To create a slideshow, add the images you want to include in a separate folder, then click on the camera icon in the corner of your cover image. In the next window, upload your pictures in the order you’d like them to appear in the slideshow.

Unfortunately, users will have to click on arrows to scroll through a series of photos on Facebook, rather than the photos automatically scrolling as the name “slideshow” might suggest.

After you have given your page a name, added a description, headshot, and cover image, click “Save.”

4. Add Call-to-Action Buttons to Your Real Estate Agent Facebook Page

Now that we have your basic information, we can start to add some more details about your business.

Let’s add a call-to-action (CTA) button to the page so that visitors can easily contact you. There are many different kinds of CTA buttons to choose from, so pick the one that will work best for you!

Click on the “Add a button” button to get started.

Walk through the steps for whatever call to action you’d like to include. For example, if you want to let visitors contact you, you’ll get this prompt:

If you would like to collect your visitors’ contact information, you can add a call-to-action button to your website that encourages them to enter their email address.

5. Create an Easy-to-Remember @Username

You should now give your page a name. Go back to your Facebook homepage and click on “Pages.” Next, click on your newly created business page. After that, click on “Create @username” below your page name.

There’s no need to worry about coming up with something original; just choose something easy to remember that represents your business. Some agents just use their business name, like “SansaStarkRealty,” while others get a bit more creative with their Facebook Page handle, like @SansaSellsManhattan.

6. Preview How Your Page Will Look to Visitors on Desktop & Mobile

Once you have your CTA buttons set up and you’ve named your page, click on the “View as Visitor” button to see how your page appears to someone who is not logged in.

To see how your page will look to visitors, click the ‘preview’ button.Check your page on desktop and mobile devices to make sure it looks good on both.

If everything checks out, then congratulations! Here’s what our test page looks like so far:

7. Set Up a Facebook Messenger Auto-reply

Facebook Messenger can be used to market yourself effectively. Automated messages and chatbots can be set up to answer commonly asked questions, and Facebook offers a piece of code to allow you to use Messenger on your own website.

Although we cannot touch on every single aspect of Facebook Messenger marketing in this article, have no fear. We have an additional article that is solely dedicated to Facebook Messenger marketing which you can access via the link below.

We’ll just go over how to set up an automatic response on Facebook Messenger for your page today. Facebook (now known as Meta) offers a range of integrated business solutions that work together as part of a broader marketing strategy.

To get started, simply click on “Inbox” in the “Manage Page” column on the left. This takes you to your Meta dashboard:

Select “Messenger” at the top.

You can set up an automatic response to messages received from your Facebook page.

Click on the “instant reply” option and type your message into the box. You can see what your message will look like on a phone by checking the preview on the right side of the screen.

You can also set an Away Message.

8. Set Notifications to Push Notification

Instant response time is expected on social media platforms like Facebook, so you’re going to want to get notified as soon as someone “Likes” your page, comments on a post, or reaches out to you with a question. Here’s how to set that up:

To set up notifications for your page, go to the “Manage Page” bar on the left, click on “Settings”, and then click on “Notifications”. Make sure that the box next to “Get a notification each time there is activity on your Page or an important Page update” is checked.

Scroll down and turn on text messages to get notifications of activity on your page. This way, you can stay responsive and engaged with potential leads.

9. Create Your First Boosted Post

You are unlikely to have your Facebook real estate agent page posts seen regularly, regardless of how many people like your page. Your everyday posts may have difficulty getting views, likes, and comments.

Boosted posts allow you to spend a few dollars to make your post more visible on Facebook. This is not a full-blown Facebook ad, but can still be effective.

To create a Facebook event for your open house: 1. Go to your Facebook business page. 2. Click on “Event.” 3. Fill in the required information about your event, such as the name, date, time, location, and description. 4. Choose whether you want the event to be open to the public or just for invited guests. 5. Click on “Create.” 6. Once the event is created, you can start inviting people to it.

Add the date, time, and location for your open house to your listing. Next, add pictures or videos of the property. You can create one or hire someone on Fiverr to create it for you (starting at $5—hence the name of the platform).

To make your event live, click on “Create Event.”

OK, now your post is published, but you won’t get many people to see it without boosting it. Here’s what our published open house post looks like:

To promote your post, click on the “Boost Event” option on the right side of the page, next to the megaphone graphic.

After clicking “format,” you have the option to choose between one image or multiple images in a slideshow. We just want one image for our ad, so we’re going to select the single image option.

After clicking on “Audience,” you will only be able to choose basic categories, such as age and location. For the open house, choose 25-65 as the age and “People in your local area” as the audience.

Facebook ads allow you to laser-target your audience, which is essential. You can segment your audience based on their location, age, gender, education, job title, interests, consumer behavior, and Facebook connections.

First, decide how long you want your ad to run. For example, you could set it for five days. Then, set your budget. Maybe you could budget $20. After you’ve done that, Facebook will give you an estimate of the audience you’ll reach based on your budget. You can change your budget later if you need to. Finally, choose your payment option and agree to Facebook’s terms of service. Then, click “Boost” to boost your post.

Your boosted post on Facebook is now live. This is a great way to increase traffic to your open house.

Learn the best days and times to post your real estate Facebook content.

Examine your social media marketing editorial calendar for real estate in comparison to those of 100 other agents.

If you took the time to compare and contrast each Facebook page, you would notice that none of them look exactly the same. This is because every brand and professional’s Facebook presence is unique.

(Referring to Facebook Insights and Google Analytics) These tools can give you accurate data on which posts perform best, as well as the days and times when they tend to get the most engagement.

Would it be more effective to post that blog each week on the same day at the same time, or would it be better to mix it up and post it at different times on different days? It is more effective to post a blog on the same day at the same time.

If you want to see how successful your articles are, you can publish them on different days and times over the course of a few months and then use data from the aforementioned services.

There may not always be big differences in the traction of your status updates depending on when you post them, but if you’re consistently publishing original content, there are bound to be at least some pieces that get a lot more traffic than others.

You can improve your website’s engagement and lead generation every month by making even the smallest changes to your real estate marketing plans. Remember to include links to your site in your content.

Optimize your Facebook real estate page’s multimedia — especially listing photos.

You can’t just post a picture of your latest listing on your Facebook for Business page. You should include beautiful real estate photos that highlight the most attractive areas of the homes you’re representing, as well as details about those listings. This could include information like the asking price, square footage, room totals, and noteworthy features.

If you were searching for a new home online, wouldn’t you be more interested in seeing a photo collage that includes multiple attractive elements of the listing, along with a brief but informative description of the property, rather than just a single photo with no details?

The videos you create to promote your real estate business on Facebook need to be engaging and visually appealing. This means adding things like graphics, music, and high-quality video. Even if you’re just featuring one of your listings, it’s important to create a story around it.

For example, if you are selling a house that is located in an area with historic buildings and structures, you should emphasize those aspects of the area to make your property more appealing. If your most expensive listing has a lot of amenities, such as a swimming pool and tennis court, you should highlight those features to make it more attractive to potential buyers.

People who have in-ground pools can lounge around in them and people who like to play tennis can hits balls back and forth.

Focusing on creating appealing visuals for online marketing efforts has been shown to be beneficial for professionals and brands in just about every industry. So, invest extra time and effort into creating great images and videos, or hire someone to do it for you.