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How to Use Facebook (for Home Builder & Developer Marketing)

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4 min 15 sec read
Take advantage of Facebook and its tools, paid advertising, and their brand’s awareness for a successful campaign.

There are more than 2 billion people who use Facebook, and yes that’s billion with a B! Home builders need to make good use of these incredible numbers by building a successful marketing strategy. They can do this by using Facebook’s tools, investing in paid advertising, and increasing brand awareness.

Doing so can add value to your business, judge the competition more accurately, and track your changes systematically. After all, Facebook is a free platform to build a long-term relationship with your target audience. Building relationships can be an excellent resource to obtain testimonials and positive reviews.

“Facebook is in a very different place than Apple, Google, Amazon, Samsung, and Microsoft. We are trying to build a community.” -Mark Zuckerberg, founder of Facebook.

It would be a mistake for home builders to not use the Facebook community for their marketing efforts.


Here are three ways your firm needs to use Facebook:


1. Facebook Tools

Firstly, each aspect of Facebook has its own purpose. It’s a platform built for the consumer. In other words, it makes it easy for the individual user to find businesses, communicate their concerns or questions, and to learn more about what your company has to offer. Facebook has several tools to assist with your marketing needs.

All Posts, for instance, have different levels of frequency and attention by the target audience. The posts generating the most attention should be noted by home builders to create similar posts to gain even more attention on future posts. There’s no use in repeating posts either, your followers and Facebook friends will notice.


Below are more Facebook tools and how home builders should utilize them:


  • For the About Section

Completely fill out this section for your business and have it correlate exactly to your website. Your audience cannot be led astray if the website does not match the Facebook profile. Information to include are phone numbers, addresses, home building awards and anything else that your target audience might find useful.

  • Call-to-Action

The call-to-action tool is front and center on your profile. This is where you tell your audience exactly what you’d like them to do. Facebook gives you options such as: “Sign Up”, “Shop Now”, “Contact Us”, “Book Now”, “Use App”, “Watch Video” and links the button to any website you want. The “Contact Us” option is good for home builders for scheduling appointments and open house or office space tours.

  • Current Analytics

This tool measures how many likes you have, how many fans and total audience engagement rate. Make it a goal for your business to increase likes, followers and reviews every 6 months in order to continually build your followers.


2. Paid Advertising

Did you know you can pay Facebook to advertise directly to your target audience? This means that after you input certain demographic information about your ideal market and consumers, Facebook then develops an algorithm to specifically target those people. With billions of people logging in each and every day, it is bound to help increase your sales.


So, how do you use Facebook’s paid advertising?

  • Create an objective depending on the goals of your marketing campaign

Do you want more visits to your website? Do you want more likes? Or do you want to sell more houses or office leases?

  • Select the target audience

You can select the region where your business covers. You can even be more specific and select the city where most houses are sold. Or offices are leased.

  • Set a timeline and budget

How long do you want your ad to run? What is the duration of the home building marketing campaign? How much are you willing to spend?

    • Tip: the more you spend, the greater your reach and potentially more successful the paid advertising will be.


3. Brand Awareness

It takes an average person approximately seven instances to recognize a brand. With hundreds to thousands of advertisements a day, Facebook can easily become one or even more of those seven times. Before you know it, home builders will be receiving more and more recognition from Facebook and Google.


Lastly, you can build brand awareness on Facebook by…

  • Run a Facebook audit

This will not only provide you a baseline, but it will also make it easier to track your progress and will give you useful information to increase your brand awareness and exposure.

  • Collaborate with influencers

Social media influencers take on a big online role. If an influencer buys one of your homes leases an office or retail space, you might get a shout out on Facebook. As a result, your brand will gain more exposure to their followers.

  • Ask for reviews from past clients

One of the most effective ways to get your business’s name promoted is by getting feedback from customers. For instance, attach a snippet of “Review us on Facebook!” in your newsletters and other marketing materials.

  • Post unique statuses and images

Many businesses find it hard to stand out on Facebook. Facebook allows for little individuality and a small opportunity to really stand out. Make compelling posts and always keep it relevant to your target audience.

  • Use the events page

Is your business planning an event in the near future? What about an open house , office, or retail space tour? Take advantage of Facebook events. It will set reminders for those who express interest and increase the number of attendees.

While all social media networks have a different number of users, Facebook is definitely the most popular. Above all, if your home builder firm devotes time to building a marketing strategy by using these steps, there is no telling the amount of success that could come your way.


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Terry Zelen

About Terry Zelen

Creative Director | Consultant | Author | President of Zelen Communications

Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.

He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.


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