Why Have a Facebook Business Page for Real Estate

Why agents need a Facebook Business page for their real estate business and why a personal profile is not enough.

Academy Content Team May 3, 2022Last Updated: May 3, 2022

5 minutes read

We get this question a lot: “Do I really need a Facebook business page? Isn’t my personal profile enough?” Well, to stay relevant as a business owner on Facebook, you definitely need a Facebook business page for real estate. On the other hand, personal profiles lack many features you need to run your business, no need to mention that it is actually not legal to use personal profiles for business. Read on to learn why you need to have a business page for real estate.

Facebook Personal Profile

As the name suggests, the personal profile is designed for personal purposes. It is designed to connect people to their friends and family, not customers, or clients. You can share photos or status messages or talk to your friends directly through messages. Every feature on a personal profile on Facebook is designed to be used for personal connections to your friends and family. You should have friends on your personal profile.

Facebook Business Page

A Facebook business page offers all the features you need to represent your brand and professional services in your field. You can invite and add your clients and prospects to your Facebook business page for real estate. As for your friends they can join if they wish so and if they are interested in your business.

Do Not Use Personal Profile for Business

It is quite common to see agents use their personal profile to do business or the other way around where agents post too much personal content on their business profile. This is a common mistake and should be avoided. Here is why:

Lack of Features

A Facebook personal profile is not designed for business and lacks many of the features you need to analyze your business and make modifications. Even promoting your business and brand can’t be done properly on a personal profile. On the other hand, you need to add people as friends on a personal profile so that they can see your content. That would not make sense to approve thousands of people to join your Facebook business page for real estate.

Unimpressed Friends

When you use your personal profile for business, your friends will not be impressed. In fact, they might find it annoying. How would you feel if a friend on Facebook kept posting about his business in which you are not interested and have no idea what it is? This is exactly what happens when you do the same. It does not matter how close you are to your friends on Facebook, they are not your friends to see posts about your business.

Note: You must have a personal Facebook profile to create and manage a Facebook Business Page.

Why Create a Facebook Business Page for Real Estate

A Facebook business page offers many benefits including:

Better Understanding of your Audience

Apart from the fact that people who join your business page are actually looking for business, features Facebook offers on features business pages like Insights that can help you understand your audience better. Things like age, location, interests, etc. are data offered by FB business pages and are absent on a personal profile.

More Traffic to Your Website

The “about” and other call-to-action tabs (Shop now, Click for more information, Sign up, Learn more) on your Facebook page are ideal places where you can post links that lead directly back to your website. Since many people can find you as a real estate agent on Facebook, you can easily get them to your own website and further nurture them down your marketing funnel.

Targeted Advertising

What people put into their personal profiles and what they do, look for, and like on the platforms are valuable information businesses can use to target their ideal audience through ads. Well, Facebook holds on to these data but you can pay to get your hands on them through ads. You still need to specify your criteria for the ads and pick the best audience since Facebook only provides such data. These hyper-targeted ads have a great ROI.

Facebook Business Page for Real Estate Tips

Here are some tips about managing your business on a business page:

Invite Friend but Do not Take it Personally if Rejected

As long as you make it an option for your friends and family to join your Facebook business page for real estate, it is completely ok to invite them. However, chances are many of those friends won’t be interested in your business and as a result, will reject your invitation. If that happens do not take it personally. They are still your friends, they just are not interested in being the target of your marketing.

You Can Share SOME Content from Your Business Page on Your Personal Profile

Keeping business and personal life apart is not a strict rule. in fact, there are some exceptions when it comes to social media. We always encourage real estate agents to share some personal life on their business page to let their audience know them as a person too.

On the other hand, you can also share some of your content on your business page on your personal profile if you think it will help your friends but just do not overdo it. You can even remind your friends that you might share some business content with them if you find it helpful.

Do not aggressively over-promote your business to your social circle.

Stay Away from Political or Religious Views on Your Facebook Business Page for Real Estate

Such topics have no place on your business page. These beliefs are not used as criteria to choose your customers and chances are your prospects won’t use them to pick an agent. However, they might heavily impact who you choose as a friend. Therefore, keep such discussions away from your business page. Many people, however, do so and are usually frowned upon by other professional members of social media.

Do not Overdo Business Jargon

Yes we get it, it is a business page but you do not want to bore your audience as well. If you see your Facebook business page for real estate as an outlet for great deals of data and technical jargon only you and your peers understand, not only will you not look cool, but also you will lose your audience since your page is not adding value.

Facebook Business Page for Real Estate: Final Words

You need to have a personal Facebook profile to create a business page but these two are completely different. You cant use these Facebook features interchangeably as each has its own unique features. you might get away with going against this rule but in the long term you will miss out on a lot of benefits a business page offers: Better audience, more website traffic, better ads, etc.