In this module we'll review best practice for setting up your Facebook Fan Page for real estate - this is likely the page that you're going to be using in conjunction with all of your Facebook ads - so keep that in mind! First some best practice.
Choosing a Name
Something important to keep in mind when creating your Facebook business page is that this is this page that is likely going to be shown in conjunction with. I say 'likely' because you may end up creating more fan pages to try to better attack individual niches. Here's an example of what this is going to look like when users see your advertisements.
See how the information for your Facebook business page is shown on the top left of the advertisement? This will affect clickthrough into your ad and so this needs to be your first consideration before creating your business page.
If you specialize in a specific niche - and you know that your ads are going to focus on said niche - you may want to consider creating a business page that is branded to your niche instead of one that is branded to your name or the name of your real estate brokerage.
For example using the above ad - which is an ad promoting Starter Homes within the Colorado Springs area - what if we created a business page with the following title?
A bit more relevant no? So just something to consider ahead of creating your business page. Our personal recommendation is to start with a single business page titled after your website, or the specific niche that you want to tackle - long term if you decide it to be worth it, you can and should then create individual business pages for the specific niche's that you'll be creating ads for.
In this tutorial, we're going to be creating a niche real estate business page targeting Colorado Springs Rentals :)
Creating The Page: First Steps
First navigate to https://www.facebook.com/pages/create/. From here, select 'Local Busines or Place' and enter in any relevant contact information and click the 'Get Started' Button
Your page should now be created, but it will be completely empty! Let's go step by step with recommended best practice.
1. The Cover Photo
My recommendation here is always to use a relevant photo from your website - you've probably got some great photos there and you always want to be as consistent as possible when it comes to your online presence. Even though we're creating a 'niche' page here, we're still going to make sure that all of our branding is as consistent as possible. More on that in a minute...
For now what we'll do here is use the same background image being used on one of the landing pages that we plan on driving a lot of traffic to - for the Facebook Cover Photo:
2. The Cover Photo: Advanced
Now for advanced users - if you've got some photoshop chops what you may even want to do is resize the photo a bit, and add a 'powered by [your company name]' to the bottom corner of the photo.
Here's a helpful graphic to show the cover photo dimensions. While the overall dimensions are 820x340, the actual dimensions you should design in are 1640x680 to make sure that your cover photos are optimized for Retina displays.
For 2018, Facebook now places your business page CTA's directly onto your cover photo (the bottom 75px) - so you should factor that into your design as well.
All I'm going to do here for now is simply add the website / brokerage logo to the image like so:
If you don't know how to do this - it's not ultra important so my recommendation would be to not go out of your way and continue with this tutorial :) Again - the cover photo is less important since it won't be shown directly with your advertisements.
New: New for 2018, Facebook now allows for video cover photos - see below for an example!
3. Adding a Profile Picture
The profile photo is very important, as it will be shown with all of your Facebook ads. Our generally recommended best practice for your profile photo is as follows:
- If you have a logo with an icon, you should use the icon
- If you have a text based logo, it should ideally be either the first letter of the logo, or some combination of letters that work to 'summarize' the logo
- It is ok to use your actual photo if you're a single agent or even a small team
- If you don't have or don't want to use any of the above, make sure to use some sort of 'real estate' type icon or graphic
Here are some examples so that you can get an idea for how your profile photo is going to look with your advertisements:
For the fan page we're creating, we actually reached out to the original designer of the logo and asked that they create a version using the first letter that we could use for the profile photo of our Facebook Real Estate Business page:
4. Short Description & Username
We've only got a few steps left now - when you first create your business page Facebook will actuall list out all of the immediate steps that need to be completed - if you were following that list you should see that what's left is to create a Short Description and Username
You should be able to complete this part on your own :) For our page we went with a simple "problem -> solve" type description, and our username is the same as our page name.
5. Set Business Hours
If you've got a physical location - make sure to set your business hours!