Virtual Views is starting a new column titled, “Friday Five,” which is an informative quick read that gives you the top five points on a particular real estate-related topic – including trends, neighborhoods, industry changes and more.  We’d appreciate your feedback.  What topics would you like to hear more about? E-mail us and we’ll include it in a future Friday Five.

By: Brad Horner

Of Facebook’s 300 million users (making it the largest social network on the Web), an estimated 175 million of them log onto Facebook each day.  And that staggering number doesn’t even include those using Facebook Connect.

Builders and developers cannot afford not to have a presence on Facebook, especially considering that 90% of homebuyers start their home search online.  Facebook provides an unprecedented marketing opportunity to share information about your development on a social network where your potential buyers are already congregating.

But there are clear rules by which you need to abide in order to be seen as a trusted source of useful information and not an annoying spammer.  Here are our top five hints about how to utilize Facebook as part of your development’s comprehensive marketing program:

1. Facebook and corporate Web sites have very different rules and languages.  While it’s expected that a company’s Web site will contain very sales-y language, that type of language is not used – or tolerated – on Facebook.  Instead, use an entertaining conversational-style tone on Facebook and offer compelling information.  Do not – I repeat – do not solely promote your brand or product.  Consumers don’t want the same door-to-door salesman knocking on their doors every single day pushing company messages, and they don’t want to see companies doing the same on Facebook.  Instead, offer a mix of fun information about the neighborhood, informative updates about the real estate market and links to articles of interest, in addition to information about your development’s latest offerings.  Truly engage with your fans.
2. Facebook’s advertising opportunities provide a way to share your message with an extremely targeted audience for a very reasonable price.  Unlike most advertising vehicles, Facebook allows you to target your exact demographic by identifying the age range, location, interests, employment status and more.  Use these ads to promote limited-time deals, special events and the community’s unique amenities.
3. Take advantage of the many ways you can tailor the company’s Facebook page.  Of course, include links to your Web site and blog and upload photos of model homes and events.  But there are also applications that will allow you to post virtual tours, collect contact information for future communication, automatically upload new blog posts and post presentations.
4. Fully promote your events on Facebook by including photos, videos, directions and links to helpful information.  And when fans RSVP via Facebook to an event, it shows up on their wall, thereby exposing the event to additional networks.
5. Take advantage of Facebook’s Insights.  Regularly monitor your fanbase and page interactions.  How quickly is your fanbase growing and what is the demographic breakdown?  Are you losing fans?  What links/photos are being clicked the most and how can you use that information to tailor future posts?  What type of updates prompt the most feedback?