How to Set Up a Real Estate Agent Facebook Page to Get More Leads

Bangkok,,Thailand,-,March,6:,Facebook,Business,Page,Closeup,WithIn today’s digital age, the question of whether to use your personal Facebook page or create a dedicated business page for your real estate endeavors is a common dilemma. Navigating this decision and effectively leveraging Facebook to generate leads and engage with potential clients can significantly impact your success in the industry. In this article, we’ll delve into the best practices for setting up and using a Facebook business page to achieve your real estate goals.

Choosing Between Personal and Business Pages

The first step in establishing a solid presence on Facebook is determining whether to utilize your personal profile or create a dedicated business page. Given the prominence of Facebook as a communication channel, it’s recommended that every real estate agent opts for a Facebook business page. This approach ensures a clear separation between your personal and professional activities, lending a level of professionalism to your real estate brand.

Creating a Facebook business page is straightforward. You can select from various prebuilt templates, customized for different industries, including real estate. When naming your page, consider either using your name followed by “Realtor” or branding yourself as an area expert, such as “San Diego Area Expert” or “Rochester Real Estate Specialist.”

Content Strategy: Balancing Professionalism and Authenticity

Bangkok,,Thailand,-,March,17,,2018,:,Facebook,User,TouchBuilding an engaging Facebook presence requires striking a balance between professional content and personal authenticity. While it’s crucial to showcase your real estate expertise, don’t limit your content solely to property listings and sales pitches. Share your personal experiences, highlight local establishments, and provide insights into your community. This approach demonstrates your genuine interest in the area you serve, making you more relatable to potential clients.

Imagine your Facebook page as a platform for storytelling and entertainment. Post diverse content, such as advice for homebuyers, local school spotlights, behind-the-scenes glimpses of your work, and community events. Remember that people visit Facebook to be entertained and informed, so make your content engaging and enjoyable.

Harnessing the Power of Video Content

Video content has become a cornerstone of effective social media marketing. Leverage Facebook’s video features to showcase your expertise and establish a deeper connection with your audience. Consider creating a variety of video content, such as quick tips for homebuyers, virtual tours of properties, interviews with local business owners, and informative discussions on common real estate questions. Videos not only capture attention but also enable you to convey your personality and expertise more effectively.

Strategic Approach to Growing Your Audience

Konskie,,Poland,-,August,18,,2019:,Facebook,Ads,Logo,DisplayedWhile organic growth on Facebook can be slow, utilizing targeted advertising can significantly enhance your page’s visibility. Allocate a modest budget to boost posts, increasing their reach and engagement. The Facebook algorithm favors content that receives engagement, so even a small investment can yield substantial returns.

Additionally, develop a content schedule to maintain consistency in your posting. Thematic days, such as “Teaching Tuesdays” or “First-Time Homebuyer Fridays,” provide structure and help diversify your content. As your engagement and followers grow, consider creating video playlists to categorize and organize your content, making it easier for visitors to navigate and discover valuable information.

Measuring Your Impact and Gathering Testimonials

Regularly monitor your Facebook page’s performance using Page Insights, a feature that provides valuable metrics on post reach and engagement. Analyze the data to identify trends and understand what types of content resonate most with your audience. Use this information to refine your content strategy and consistently improve your engagement rates.

Lastly, don’t underestimate the power of client testimonials. Encourage satisfied clients to leave reviews on your Facebook business page. Positive reviews build credibility and serve as social proof of your expertise and customer satisfaction.

To Recap

Hilversum,,Netherlands,-,Februari,06,,2017:,Social,Media,Are,TrendingSetting up a real estate agent Facebook page that effectively generates leads requires a strategic approach. By crafting a professional profile, developing engaging content, actively interacting with your audience, and leveraging Facebook’s advertising capabilities, you can create a compelling online presence that resonates with potential clients and establishes you as a trusted authority in the real estate industry.

Step 1: Choose the Right Page Type

When setting up your Facebook presence, you’ll need to create a business page. Avoid using your personal profile for professional purposes to maintain a clear separation between your personal life and your real estate endeavors. By creating a business page, you present a more polished and professional image to potential clients.

Step 2: Optimize Your Page Name and Profile

Select a page name that reflects your identity as a real estate agent. You have the choice of using your name followed by “Realtor” or creating a page with a broader community focus, such as “Miami Real Estate Expert.” Choose a profile picture, ideally your professional headshot, to enhance recognition and credibility.

Step 3: Craft a Captivating Cover Photo

Young,Woman,Using,Smart,Phone,social,Media,Concept.Your cover photo serves as a visual centerpiece for your Facebook page. Opt for a high-quality image that encapsulates your area of expertise. It could be a striking image of a property you’ve sold, a picturesque local landmark, or even a combination of these elements. Make sure it aligns with your branding and showcases your commitment to real estate.

Step 4: Provide Essential Contact Information

Ensure that your contact information is easily accessible. Include your business phone number, email address, and website link. This makes it convenient for potential clients to reach out to you directly or explore more about your services.

Step 5: Craft an Engaging Bio

Your page’s “About” section is where you introduce yourself to visitors. Craft a concise yet informative bio that highlights your experience, areas of expertise, and your dedication to serving your clients. Use clear and compelling language to capture the essence of your real estate journey.

Step 6: Develop a Content Strategy

Content is the backbone of a successful Facebook page. Tailor your content to resonate with your target audience—potential homebuyers and sellers. Share a mix of informative articles, property listings, market insights, and advice for navigating the real estate process. Remember to maintain a balance between professional content and personal insights to connect with your audience on a more relatable level.

Step 7: Leverage Visual Content

Social,Media,Communication,Networking,Online,ConceptVisual content is incredibly powerful in the real estate industry. Use high-quality images and videos to showcase properties, provide virtual tours, and share behind-the-scenes glimpses of your work. Visuals not only capture attention but also convey the unique features of each property.

Step 8: Engage with Your Audience

Actively engage with your followers to foster relationships and build trust. Respond promptly to comments, messages, and inquiries. Establish yourself as a reliable source of information by offering helpful responses to questions related to real estate.

Step 9: Utilize Facebook Ads

To boost your reach and generate more leads, consider investing in Facebook ads. You can target specific demographics, interests, and behaviors to ensure your ads are seen by individuals most likely to be interested in your services. Whether you’re promoting a property listing, a helpful guide, or a lead capture form, Facebook ads offer a powerful way to expand your audience.

Step 10: Encourage Reviews and Testimonials

Positive reviews and testimonials from satisfied clients can significantly boost your credibility. Encourage clients to leave reviews on your Facebook page, highlighting their positive experiences working with you. Social proof is a potent tool for attracting new clients.


In the dynamic world of real estate, a robust Facebook presence can set you apart from the competition and attract potential clients. By creating a dedicated Facebook business page, developing a diverse content strategy, leveraging video content, strategically boosting posts, and measuring your impact, you can establish a compelling online presence that engages your target audience and converts leads into clients. Remember, the key is to strike a balance between professionalism and authenticity, building a trustworthy and approachable brand that resonates with your audience.

Other resources: We have guides on the ins and outs of the topics you need to know to be a successful estate agent (like circle prospectingreal estate website buildersreal estate lead generation companies, or a well designed real estate CRM). If you’re looking for more advanced topics like the best probate lead sellersmortgage leadsreal estate adsbuilding your own real estate lead generation website, which real estate marketing tools you’ll need,  how to build a successful social media strategy, or even just real estate marketing ideas in general, you can try looking for a real estate mentor or an answering service that can help show you the way.

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About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 12/14/2023