While her Business Page is all about her real estate business, Nikki’s Facebook Group is about the community she serves - moms in Boca Raton.
And that’s the key to Groups. Facebook Groups are about the community - not your business.
Successful Groups like Nikki’s make it a hard rule of thumb to only post about their business when necessary - which is rarely. Rather they rely on building organic relationships with Group members and just like relationships made apart from the Internet, members in turn learn to know, like and trust first.
Unlike with a Page where people think they’re going to continuously get pitched to, Groups are much more unassuming which leads to people more inclined to join.
Remember: Groups are all about the community behind your topic, not promoting your business.
// Why should I start a Facebook Group?
The benefits of adding a Facebook Group to your online real estate presence are well worth the effort. Let’s quickly list out a few:
Community - Groups put you in contact with your direct community, expanding your reach to people you might not have met otherwise
Credibility & authority - Groups are a great way to showcase your expertise without coming off as bragging
Learning - You get more than you receive. You’ll learn a wealth of information about your audience that in turn improves your content, communications and sales tactics
A fun way to market - You get to choose the topic of your group. Many agents find this gives them more incentive to interact and honestly enjoy fostering relationships because it doesn’t feel like a job
Endless leads - A well chosen group topic can spell endless leads for you to put your self in front of
Referrals & WOM - People in your Group community truly get to know you. This is a chance to build those relationships into your biggest fans
Network - Fortune has it that the people in your group are part of amazing businesses themselves and are open to networking
Website traffic - With a captive audience at your finger tips, groups can spell out tremendous traffic for your website
Facebook Groups open the door to interacting with your online local community. You get to meet amazing people centered around an interest you enjoy. But as the Group owner, you have center stage.
So while you’re busy working, sleeping, watching your kid’s soccer game or taking that overdue trip to Paris, your Facebook Group is networking on your behalf.
// Knowing when to get started with Groups
Before starting a Group of your own, I highly encourage you to join a few first. Seeing how a group runs will not only give you an idea of how they run but gift you with ideas on how you might want to format yours.
You’ll also see if this is even a good option for you.
While Groups are one of the more fun ways to market, they take time and effort to build. They also take a thick skin - as with anything on social media - Groups leaves you exposed to trolls and the nasty sides of the web.
Sit down with your calendar and schedule in a couple hours a week to posting content and interacting with members.
A good way to work in Facebook Groups is to replace one or two hours a week you would have otherwise spent prospecting and instead dedicate that time building your Group.
Remember Nikki with the mom Group in Boca? She has closed $14million in sales thanks to her Facebook Group.
With numbers like that I would say Groups are worth the time investment.
Getting Started with Facebook Groups
Getting started with Groups is free to do. All you need is a Facebook profile to begin the process.
// How to choose a Facebook Group topic
First things first, what will your Group be about?
What I like about Groups is the endless possibility of topics. From exercise groups to community events and local interests, your Group can be about anything.
Choosing a topic can be a bit difficult. While we want to choose something fun and interesting, we also need to make sure the audience numbers are there to support the Group towards growth.
Otherwise you risk capping the group out at only a few dozen or hundred members. We want to ensure the topic is one that can grow.
We also don’t want to make our group too broad where we’re pulling in people from all over the world. While it’s great to have a group with thousands of followers are, it doesn’t do anything to help your real estate business.
Here’s the winning topic formula:
YOUR CITY/GEO-FARM + YOUR INTEREST/HOBBY/TOPIC
The possibilities are endless with this formula along. For example, I live in South Florida and I love to scuba dive. I could make the Facebook Group ‘South Florida scuba divers’.
I fully support and encourage using your favorite hobby or interest as a great place to start a topic brainstorm.
Why? Because you’re going to voluntarily show up to perform that hobby anyway. Being able to consistently show up for your audience is where quality marketing takes hold.
Your day is full as it is. The last thing you want to do is add one more work task to it. So don’t. Instead engage in that activity you love. Not only will you meet new people within your community to join you on these leisurely pursuits, but you’re doing something good for your business in the process.
Here are a few ideas to get your brain going:
Your assignment right now is to make a list of at least five Facebook Group topic ideas.
// Think of a name
Don’t underestimate the power of a name. It can mean the difference between being found and disappearing into Internet limbo.
If you follow the formula above of [YOUR CITY] + [HOBBY] and can get the name to a T, stick with it. This will be a dead ringer for organic search results within Google and plainly spells out what your group is all about.
If it’s taken, you may want to either narrow your topic down even more, add a personal take or rethink the topic all-together.
For example, if ‘Boise Mom Meetups’ is taken maybe narrow in more by focusing on working moms. Group names such as ‘Boise Working Mom Meetups’ or ‘Boise Mompreneurs Unite’ not only capture the audience but also connect more powerfully with the target audience.
// Create the group
Alright, let’s get into the nitty-gritty of setting up a group.
Login to your Facebook dashboard. In the top navigation bar you’ll see ‘Create’. Click on ‘Create’ and then click on ‘Group’ in the dropdown bar.