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Developing mortgage and real estate business at the community level happens in two basic ways: in person and online. Each requires an investment of time and money, but the amounts vary - just as the methods do. Below we’ve outlined a free way to digitally grow your sphere of influence, become recognized in the community, capture more leads and grow your pipeline, now and in the future.

You can use Facebook’s free feature, Facebook Preferred Audience Tags, to grow your database of leads and reach interested homebuyers in your area early in their homebuying journey.

Facebook Preferred Audience Tags is a free feature which allows you to boost the reach of your business page posts to people who have expressed interest in a particular topic.

Follow our step-by-step process to start targeting potential buyers near you and growing your lead database!

Introduction

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Facebook reports over 1 billion users daily. Each of these users is spending 20 minutes or more on the site. Correctly targeting your audience means more, high quality leads.

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Start by activating this feature on your Facebook account. Go to ‘Settings’ in the top right, and enable ‘Audience Optimization for Posts,’ then click ‘Save Changes.’

1 Activate

Access

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2To access the preference targets, create a new post like you normally would (click in the ‘Write Something’ box on your page), then click the target icon below. When you hover over this icon, it will say: ‘Choose the preferred audiences for this post.’

If you do not see the ‘Write Something’ box you may have to navigate back to your Facebook homepage: Select the Facebook symbol in the top left corner or select ‘Home’ to the right of the search bar.

A new dialogue box will open: We recommend starting In the ‘Audience Restrictions’ tab, as the choices on preference can affect what you choose in target tags. In the ‘Audience Restrictions’ tab, you can eliminate people (like 13-year-olds) who are outside your target audience.

A. Choose age range using pull-downs and save. You may wish to choose a minimum age such as 18. B. You can also narrow your audience by selecting gender.C. Set a target location by typing in the area that best describes your target market. You may use a city or

adjust the radius to include entire metro areas. If you’re targeting potential relocation clients from other areas, you may want to plug in multiple locations or states.

D. YYou can also narrow your audience by language.

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3 Audience Restrictions

In the ‘Preferred Audience’ tab, you can select interest tags. The interest tags contain specific wording and include an estimate of the potential number of people you may reach who have expressed interest in that topic. You may choose up to 16 tags – and you should choose all 16 to widen the reach of your post and because this service is free.

Below is a list of tags that work – worded exactly as they appear in selection pull-downs:

Real estate*Real estate brokerReal estate investingReal estate developmentLuxury real estate*Creative real estate investingLoft*Home [Note: Condo or condominium do not work]

GENERAL

RentingRent-to-ownRent to own your homeLeasingLandlord

RENTERS/LEASING/MANAGEMENT

Mortgage loansLoanCredit (finance)FHA insured loanFixed rate loanAdjustable rate mortgageVA loan Refinance

FINANCE

AREA-SPECIFIC

In addition to these recommended tags, you should also consider what tags would help you reach target clients in your area. Try names of neighborhoods, districts, landmarks and other known references for areas you are targeting or promoting.

After you’ve entered all 16 tags, click ‘Save’ and you’ll be back on the page to create your post! 66

4PreferredAudience

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5Write your post, and save or schedule it for the future.

Write

There’s no limit to how many of these posts you can write, so try a variety of posts and tags, track your results and make modifications to improve your results going forward!

Facebook Preferred Audience Tags can add invaluable exposure to education-based marketing like seminars for first-time buyers and real estate opportunities like investment properties and rentals.

Successfully developing a community channel of business requires a mixture of time and money for both in-person and online marketing activities – of which, this is only one piece. You must have a genuine intent to make a positive contribution to your community to be effective at marketing in that area.

Your efforts and your brand are important, but who you are and what you stand for are what will truly build and grow your business.

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Take it to the next level:Social media, and Facebook in particular, is just one part of a multi-channel marketing approach that you must take to become a recognized expert in your community. Utilizing the tactics mentioned in this guide and using a centralized system of record for all of your marketing activity, will allow you to make an immediate impact on your business.

The Total Expert Enterprise Solution:Total Expert’s marketing solution combines social, print, email and digital channels into a robust platform that is highly integrated and scale-able for the modern enterprise. Organizations using Total Expert are able to manage, track, deploy and report on all marketing activity from a centralized dashboard.

Large, complex organizations can manage content and dynamically publish scheduled posts at the user level to all major social media networks including Facebook, LinkedIn and Twitter.

• Exercise top-down control on all content permissions on social media, print and email assets at the user and team level.

• All marketing, including social media, can be pre-approved by both marketing and compliance teams to ensure proper tracking and brand control, while simultaneously allowing marketing to be deployed across individual accounts.

• Premium content comes ready, out of the box, for sales teams to deploy within clicks to their clients preferred communication channel including email, social, print, SMS and video messaging.

For more information on Total Expert or to request a free demonstration of the enterprise lender software solution, please visit TotalExpert.com.