Categories: Internet Marketing for Home Builders | Posted: April 22, 2016 | By: Abby Hill
Facebook is becoming its own lead-generating platform working in-sync with your website in some ways, and independent of your website in other ways. If you get an inquiry on Facebook either through a comment on a post or in a private message, employ some of these strategies to work those leads into appointments:
1. Limit your contact to the Facebook platform
Until your prospect provides you with their contact information, converse with them on Facebook. Don’t reply to their message or comment with your company phone number–it’s listed on your Facebook profile and your website, two things your prospect already has access to. The reason they’re contacting you on Facebook is because they don’t feel comfortable using your phone number or lead form. Telling them to call you to get answers to their questions will likely result in their frustration, causing you to lose them as a prospect.
2. Move them to Facebook Messenger ASAP
If someone has commented on one of your posts with a question, go ahead and answer them, but also invite them to send you a message if they have additional questions. Doing so lets them know that you’re willing to engage them further on Facebook, which is comforting and encouraging to a lot of homebuyers.
Another scenario you may find yourself in is when a current homeowner comments on your post with a question or complaint about their home/community. In these situations, you should go to their Facebook page and send them a message letting them know you’re there to help. Next, reply to their comment on your page letting them know that you have reached out to them via message and will help them in any way you can. Doing this serves a double purpose of alerting your homeowner to check their messages and also showing the rest of your audience that you’re willing to address their issue.
3. Reply to Everything…Within Reason
Replying to someone’s comment is so much more engaging than a gratuitous “like,” and doing so will increase the engagement on your page, opening up more opportunities for leads, reviews, and overall relationship building. Reply to any comment that’s directed at your company or product–for example, if someone comments “Beautiful!” on one of your home photos, reply with your sincere thanks and “tag” the person by using the @ symbol immediately followed by their name. This will add a personal touch and notify the user that you have replied to them.
Sometimes people will tag their friends in their comment to draw their attention to your post. No need to like or comment in these situations–doing so might give off a creepy vibe.
4. Ease Into the Appointment
Once you’ve messaged with your prospect back and forth a couple of times, don’t be afraid to softly suggest moving off the Facebook platform with a simple “Would you like me to have one of our sales agents reach out to you to set up an appointment?” Most of the interested leads we have seen come in on Facebook will quickly move into the appointment phase. These prospects are usually more interested than you would assume and are typically ready to make an appointment, but have come to Facebook to get their last lingering questions answered in a way that doesn’t require commitment from them. If you play into this desire, chances are you’ll be showing them around one of your model homes in no time.
Have a story about an appointment or home sale you closed on Facebook? We’d love to hear it! Send your stories to firstname.lastname@example.org and we may feature you in a future BuilderIQ post!