Yes – it can be done.  Just as there are different approaches to selling real estate, there are probably just as many approaches to selling real estate on Facebook.  Social media in general can be rich a source of referrals and free buzz for your business.  How you approach it is really up to you.

Following are some tips to effectively using Facebook (and other social media) to market your business:

  1. Keep it personal.  In social circles, your mechanic and veterinarian talk more than just cars and parakeets.  Show your personal side – hobbies, vacations, the accomplishments of your children, etc.  Include the occasional smattering of information about your business, e.g. open houses, articles on interior decorating, testimonials from past clients, and stories about the joy of home ownership.  How often is really up to you – make a rule for yourself and stick to it.
  2. Keep it interesting.  You want to keep people in your social circle engaged with your real estate side.  Be selective of the content you present – make sure it’s useful and engaging to a wide range of people.  This will ensure you’re at the forefront of their minds when the need for a real estate professional arises.
  3. Consider creating a business Page.  Business Pages on Facebook allow you to post your listings, whereas it is a violation of the Terms of Service to post your listings on your Profile.  By creating a Page, you can keep the shop talk to a minimum on your personal Profile.

There’s no right or wrong way for real estate professionals to utilize social media.  With a little healthy balance of personal and professional information, it’s possible to stay in touch with friends and family while also growing your business.