social media giant actually knows who their consumers are from the behavioral data sets they collect. The most relevant sets to real estate sales is two specific targeting options: interests and behaviors. To dig even further down to micro-level, Facebook has a behavioral category entitled “people likely to move.” Learn how to navigate this platform, and you’ll be swimming in leads! Once you have mastered the Facebook learning curve, set up a specific Facebook page dedicated to your open house. Add pictures of the exterior, including the front of the house, the backyard, gardens, etc. Interior shots should include full pictures of each room, staircases, front hall, etc. You can take the pictures yourself, but hiring a photographer for this event is worth the investment since they know exactly what it takes to create great pictures that are artful, elegant, and persuasive. Create a Facebook photo album using only the best photos. Ensure that the description is easy to read. Separate paragraphs and use clear, concise words. Be absolutely certain there are no errors in grammar or spelling in describing every detail of the house. Nothing will tarnish your credibility faster than “sloppy copy.” Have a couple of people review your post for eye appeal, content, and errors before it goes live on your page. Add a map and directions to your page. Point out any nearby points of interest. Create a “virtual open house” with a short “teaser” video to take your viewer on a quick tour of your home in advance of the open house. This shouldn’t be a lengthy video. It should only be long enough to catch a potential buyer’s eye and create interest in attending the open house to see more. For the cover and profile photos, choose great, never-before- posted shots of the front of your home that are crystal clear, well lit, and capture the beauty of your house, complete with a manicured lawn and colorful plants or flowers. These pictures are your first impression on the buyer as the Facebook page loads. 87
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