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Broker Finds Success with Facebook Advertising

Says DIY approach and "pimping" your listings are essential.

(Boonton, NJ, March 1, 2016) — After using Facebook ads to generate dozens of closed deals, Las Vegas agent Joe Herrera says he has learned two simple lessons about social media marketing.

  • First, it works better if you do it yourself.
  • And second, don’t be afraid to pimp your listings.

Herrera is co-founder of the Joe Taylor Group, a team that’s part of Simply Vegas Real Estate. He says the team spends $2,000 a month on Facebook ads, an investment that yielded 30 closed deals in 2015 and could generate 60 sales in 2016.

Joe Taylor Group once tried outsourcing its social media strategy, paying a consultant to author its posts. Herrera says the relationship ended when the company posted this question: "How much do homes in Vegas sell for?"

The query wasn’t posed as part of a quiz or poll. It was an attempt to engage consumers.

"It was the dumbest thing I’ve ever seen," Herrera says. "It would be like a dentist asking the best way to remove a molar."

So Herrera took control of Joe Taylor Group’s Facebook campaign. He advertises a property a day, and he says the aim is to reach potential buyers when they’re not thinking about buying a house.

"We’re catching people in a casual moment," Herrera says. "They’re sitting on their couch surfing Facebook, and they happen to see one of our listings that grabs their attention."

Follow-up is crucial, Herrera says. If someone alerts a Facebook friend to the post, Herrera sends a message to that person asking if they want more information. About 20 percent of the time, that prospect will respond.

More Facebook tips from Joe Herrera appear in the March issue of Real Estate Broker’s Insider.

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