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How to Market an Open House with a Facebook Event
Creating a Facebook event for an upcoming open house will give you the ability to reach a broader audience while engaging with potential attendees and reminding them of the event. One of the biggest benefits of utilizing Facebook events it the event reminder feature which is native to Facebook and reminds anyone who selected “Interested” or “Going” that the event is coming up.
- From your News Feed, click Events in the left menu.
- Click + Create Event on the left side.
- Click to choose between a private or public event. If you’re creating a public event, you can set the event’s host as yourself or a page you manage. You’re not able to change the privacy settings once you’ve created the event.
- Fill in the event name, details, location and time. If you’re creating a public event, you can:
- Add multiple dates and times
- Select a category for your event
- Add keywords about your event
- Add a link to a ticketing website for your event
- Click Create.
- From your News Feed, click Events in the left menu.
- Click Edit next to the name of your upcoming event.
- Change the event name, location, time, description or co-hosts.
- Click Save.
What Makes a Facebook Event a Good Way to Promote an Open House?
The Facebook event feature is great for open houses for several reasons, including;
- Easily invite friends
- Set multiple dates and times
- Promote your event with Facebook ads
- Follow-up after the event
How to Manage a Facebook Event for an Open House
Start your event early
The earlier you can start your open house event on Facebook, the better. It has been my experience that Realtors® struggle with Facebook event marketing because they don’t allow enough time for promoting the event. Open houses are often done quickly after a listing or there is only a few day window for all of the preparations. In a market where inventory is low (such as ours in Bend, Oregon), we have to move quickly to host open houses and often do not have the ability to plan weeks ahead. In this case, plan as far ahead as you possibly can and work to gain as much momentum as possible in the time frame that you do have.
Invite as many of your friends as possible
(Reference, How do I invite people to my event?)
Your friends and family are your most direct sphere of influence and the most likely to advocate for you. Adding as many people to your event as possible (without being annoying or over-the-top) will increase your reach and the chances of your event being shared with others. The more people you invite, the more they’ll invite and so on. This also gives you a good base for social proof when you are trying to get more people interested in your open house event.
Contribute to the “Discussion” early and often
Facebook events have a discussion tab that can be used to share event updates, photos and interact with potential guests. Use this space to post photos, information about the house, nearby schools, access to recreation, etc. to get people excited about seeing it in person. The more information you are able to share in the discussion tab, the more engagement you are likely to receive. Also, encourage event participants to ask questions or tell you what they would like to see or know more about the home.
Promote your event with Facebook ads
You can “boost” an event to the audience of your choice. Selecting a local or zip-code based audience will help you to reach people in your local area and get your event further exposure than your immediate sphere of influence. You choose the budget, so you’ll never have to spend more than you’re comfortable with.
Incentivise people to invite their friends to your event
Do a fun giveaway or raffle on your event page, for every friend someone invites to your event, they get one entry for the prize. You can use apps such as WooBox to randomly select a winner, or do it the old-fashioned way by choosing a name out of a hat. Even better, film yourself choosing the winner live and post this to the event discussion!
Remind people about the event to get them excited
Example, “Only three days until my super awesome open house, what are you most excited to see when you come?”
Post photos and updates from the event in real-time
Hosting an open house will be a busy task if you’ve lined everything up correctly. Try to enlist the help of a friend or one of your kids to post photos and videos to your event page during the open house. As people leave feedback on the home, share this as well, it will help to build excitement around the event while it’s happening.
Follow-up after the event
Take some time after the event to post on your Open House Facebook Event. Thank the people who came by, post more photos and videos, and announce your next up-coming open house.
At first glance, this might sound like a lot of work… However, not only are you building momentum around this particular open house, you are building your brand! Everyone following your event is going to witness first-hand how well you market your open house and that makes a huge impression when they think about listing down the road. This is also a great thing to include in your listing presentation in your marketing section when you need to stand out from the competition.
Mandy Davis is the author of The Social Sell: Your DIY Guide to Utilizing Social Media for Branding, Marketing and Sales, and a social media native with a passion for helping people take the mystery out of social media marketing.