Real Estate Investing Marketing 101: The 5 Step Guide To Market Your Real Estate Investing Business

As a real estate investor, your business can only grow so far by tapping into the existing network of people you already know. If you want to increase the number of cash buyers, private lenders, and motivated sellers, you need real estate investing marketing to promote and grow your business to get more seller leads and buyer leads.

Real Estate Investing Marketing

The reality is, it seems like there are a MILLION things you could be doing to promote your business, how do you do it well, do it strategically, and do it in a way that scales so you can get more leads without burning yourself out? A lot of investors get in touch and ask: “how do I market my real estate investing business? Where do I start? What should I do first?”

In this blog post, I’m going to share the first 5 real estate investing marketing steps you can take to promote your investing business. If you’re not sure where to start (and you’re feeling a little overwhelmed), or if you’ve been in the biz for a while and need to improve how you market your investing business, then here are the most important things to do.

Just follow these real estate investing marketing steps in order, put the pieces in place, then come back and revisit each step again in the future to hone and refine your market strategies.

Real Estate Investing Marketing Step 1: Identify Your Target Market

Real estate investors usually have 2 target markets: sellers and buyers. (Yes, it might vary, depending on the type of investing you do but most investors have 2 target markets.) Your marketing tactics will be different for each of these groups because they have different interests in your business.

  • Sellers generally want to know that you have the funds available to make a quick sale, that you’ll accept the property in as-is condition, and that you have their best interests at heart.
  • Buyers care about various things (depending on the kind of buyer they are) but their preferences may include location and quality of the property, or cash flow or resale potential.

Tailoring your marketing to each group’s needs and interests will help them know you’re there to help them and not just yourself, and they’ll be more likely to work with you!

But you need to move beyond the blanket attempt to market only to “cash buyers” or “motivated sellers (within a certain geographic area).” In fact, you’ll want to narrow your target market within each group of sellers and buyers to a closely defined group. In doing so, you’ll increase the effectiveness of your real estate investing marketing.

Check out this video where I share some insight and strategies on how to narrow your target market…

You should narrow your focus as much as possible, targeting demographic factors among your clients (age, location, marital status, income level, etc), and psychographic factors (personality, values, lifestyles, attitudes, etc.).

Ask yourself, “Who is most likely to be interested in what I have to offer?” And, “What can I do to appeal to their specific needs and interests?”

Note: keep in mind that being specific can be helpful, but if you get too specific you could be excluding potential clients. Finding a good balance is key. Initially, you can look at the most prominent common factors among your buyers and sellers and focus there. As your business grows, you can continue to evaluate your target market and learn whether there is more you can offer in a particular area. The point is that you need to have an idea of who you are targeting in order to successfully take the next steps in marketing your business.

Here’s How To Identify Your Target Market

Start by figuring out who you love to work with. Who are the most lucrative people to work with? Who are the easiest for you to deal with and sell to? Who do you really want to help? Who do you love getting onto the phone with? (And, to help further narrow the list, who do you dread working with? Who do you avoid talking to? Who do you hate helping?)

If you are an experienced real estate investor, one of the best steps to take is to look at all of your previous deals and see which ones were the fastest, easiest, and most fun.

If you don’t have a lot of deals under your belt yet, consider doing this instead: start with yourself and work on defining a target market that is like you, in terms of your age, gender, income, and life experience.

Real Estate Investing Marketing Step 2: Identify Your Voice

Each person has a unique voice. In a similar way, every strong brand has a voice. It should be consistent, and should help people trust and recognize your brand.

For example, compare the distinct voices of three common car insurance commercials:

  1. Progressive uses the optimistic, loud and enthusiastic voice of a young woman named Flo. They also frequently focus on the fact that they openly compare their rates to other companies.
  2. Geico’s Cockney-accented gecko is calm, friendly and informative. They prefer to point out simple ways that you can save money on insurance through their company.
  3. The Allstate man’s voice is reassuring and trustworthy, and the brand often uses commercials that are sentimental and family-focused to motivate potential clients to get insurance.

Each one has a different voice that suits its different purposes and each is easy to recognize. None is inherently better or worse than the others. They key is that they are constant and don’t flip-flop around different voices. Doing so could make your brand seem unreliable and also make it more difficult to remember.

Want to learn how this works for investors? Check out this video below, where I show the importance of having a real estate investing marketing voice and I give two examples.

Your voice doesn’t need to have a character attached to it, but the style of your writing and real estate investing marketing should be consistent, whether you want it to be more casual, in-your-face, sentimental, humorous, etc. Once you choose the voice for your brand, stick with it, and make sure all of your copy uses it consistently.

Here’s How To Develop Your Marketing Voice

First, sit down and write a letter (yes, old school!) to a friend or two. Your own natural voice will come out.

Second, consider who your target market is (see Real Estate Investing Marketing step #1, above). What do you need to adjust about your voice to connect with sellers and with buyers. (For example, you might need to tone down your voice for one group or get more in-your-face for another group… depending on who you’re working with).

Real Estate Investing Marketing Step 3: Nail Down Your USP

A USP is your Unique Selling Proposition. It’s a well-known marketing acronym that ultimately prompts you to identify what makes you unique in the marketplace.

Investors often fail to create a USP for one of two reasons:

  1. Investors may think that their business is just too similar to every other real estate investing business to be able to identify a USP to use.
  2. Investors may think they created a USP but, in reality, there’s nothing unique about it. (“I offer amazing service to my cash buyers,” one real estate investor might say. That’s not actually a USP because many other investors could argue that the service they provide to cash buyers is just as good or better.)

Neither of these are correct. You need a USP, or you’ll get lost in the crowd of investors vying for attention from sellers and buyers. And, you need to make sure that your USP is actually unique, or you’ll get lost in the crowd!

Check out this video to learn about the importance of a USP and how to create one…

Real estate investing marketing can be particularly challenging. Most people have the idea that investing is simply a continuous process of buying and selling. What else do potential clients need to know about what you do that will help them distinguish your service from another investor’s? What more do you offer that could lead potential clients to choose you over someone else from a seemingly endless list of names?

Developing a USP can be difficult. It requires you to really evaluate yourself, your business, your goals, your competition, your clientele, and needs of the market you’re working in. Even though it can be time-consuming, discovering a genuine need or gap in the market can help you develop a solid USP that will attract many new potential clients.

Here’s How To Develop A USP

Ask yourself, “What do I do as a real estate investor that no other real estate investor does?” This could be for sellers or for buyers (or you may need to create 2 USPs, one for each).

Dig really deep to brainstorm several ways that you could be unique, and combine ideas. It will be tempting to create a USP that isn’t that unique at all but you need to be able to say, “I’m the ONLY investor the world who does this.” That’s when you’re doing something unique.

Real Estate Investing Marketing Step 4: Develop Your Sales Funnel

The purpose of any funnel is to help minimize loss; likewise, a sales funnel is a marketing design that will help you to minimize the amount of clients you lose, and hopefully help them stick around to continue to do business with you in the future.

In real estate investing marketing, buyers and sellers will come through separate funnels to connect with investors. What you need to do now is to identify and develop what YOUR funnels will be for buyers and sellers.

Check this video, which reveals the often overlooked opportunity that sales funnels provide to real estate investors.

Here’s How To Develop Your Real Estate Investing Sales Funnel

You already have a sales funnel in your business (every business does). But to really take your business to the next level, you need to define your sales funnel and optimize it.

You’ll need to create multiple sales funnels — at least one for your sellers and for your buyers. If you’re in different markets or work with different types of sellers or buyers, you’ll probably want to create separate sales funnel for each one. (For example, maybe you work with sellers in foreclosure and sellers who are burned out landlords — that is 2 different sales funnels because they may need to interact with you in different ways).

Get a blank piece of paper and write out who your target market is at the top.

Then write out each step that they interact with you in.

In the video, I give the example of motivated sellers in foreclosure who go through the following funnel:

Online Search >> Website >> Form >> Phone contact >> Face-to-face >> Contract

That’s just one example; yours might look different. But it’s a good place to start.

Once you’ve developed that list, then you can start optimizing it:

  • Identify opportunities to broaden the top of your funnel with more opportunities to come in.
  • Identify opportunities in the middle of your funnel to build a deeper relationship with those in your funnel.
  • Identify opportunities at the bottom of your funnel to increase the level of commitment that the seller/buyer needs to make (through increased urgency, a higher dollar value, etc.)

I’ve listed these 3 opportunities fairly broadly. As you dig in, you’ll discover that there are MANY potential opportunities at each step.

Real Estate Investing Marketing Step 5: Start Writing Content

Now it’s time to put your plan into action! Content in marketing is essentially anything you give or send to clients that is beyond what you are directly selling to people. Some of the most common content mediums are social media, blog posts, websites, direct mail, reports, and emails, but there are many others as well.

In this video, I share with you the 5 top content pieces you should build first to deploy your real estate investing marketing…

It’s important to remember that you shouldn’t write content just for the sake of content. Content marketing should always have a specific purpose. Why are you doing that particular promotion? What good does your blog post provide readers? What function does your email newsletter have in building clientele or your credibility with them? Your audience should always benefit in some way from the content you are providing them with.

Content marketing is an essential part of marketing your real estate investing business, so start with the 5 pieces of content I shared in the video above and then slowly add more content as you grow — try new content types, try new media… test it all!

Here’s How To Start Writing Content For Your Investing Business

Work backwards through your sales funnel.

  1. Start with your emails. Create the first 5 emails and plan to deliver them over a period of 5 – 10 days. What do you want to say in the first 5 emails that will build a relationship with your audience and get them thinking about doing business with you?
  2. Next, write your website content. What do you need to say to people that will convince them to sign up to your email list? What information did you put in your emails that they will benefit from? (Don’t forget the bigger picture: you’re ultimately trying to get them to do a deal with you, so be sure to dial in content that assures them that you are the right person to do deals with.
  3. Then, write your blog posts. These are slices of information and insight that position you as an expert, and they act as landing pages for people searching for answers. So write on one idea and, at the bottom of each post, invite them to get in touch.
  4. Then, write your social posts. Think about what information you can share in your social posts that would entice people to click a link to go to your blog and/or website. The social posts should capture the attention of your audience and tease information to that audience to get them to click.
  5. Then, write your direct mail. Your letters or postcards need to capture the attention of people who have a problem that you can solve with your selling or buying service. Direct them to call you to talk further.


Real Estate Investing Marketing Will Grow Your Business!

It doesn’t matter how long you’ve been a real estate investor – whether a day or a decade – you need to be constantly building, deploying, and revisiting your real estate investor marketing.

By doing so, you’ll create a constant flow of seller leads and buyer leads into your business so you can do more deals (and do more profitable deals in a scalable way).

Use this blog post to build a real estate investing marketing plan and then schedule time to revisit this post regularly so you can adjust your real estate investing marketing, strengthen it and make it more effective, and grow your business.

Real Estate Investing Marketing — Is YOUR Marketing Ready For The Economic Apocalypse?

Folks, the news ain’t pretty out there. There’s a financial storm coming and it’s going to spank people pretty damn hard. (#mixedmetaphor)

By some accounts, it’s going to be WORSE than 2008. (This is a great article about the financial Armageddon but it’s certainly not the only article out there about it).

Mr. and Mrs. Joe and Jane Average are either worried about their financial situation or they’re oblivious to it (and their oblivion should worry them). Companies are starting to tighten up. Money is running out. Governments are at the end of their ropes. Predictions and forecasts are integrating the nuclear option into their economic models.

The headlines are all screaming that something bad is coming down the line.


It’s bad for a lot of people, and it will get WAY worse for many… but then there are the real estate investors — the good people like you and I who buy, sell, rent, flip, and wholesale properties.

Most of the real estate investors I work with aren’t worried at all about the economic apocalypse on the horizon because a lot of investing tends to be reverse correlated to the economy: the deeper the economy falls into the toilet, the better investors tend to do. (Disclaimer: I know that’s not the case for all investors… but it’s true for many of them.) Many investors get access to more motivated seller deals and, if they rent property, they get access to more renters.

So if you have nothing to worry about, why am I writing this blog post?



You need to start cranking up your real estate investing marketing right now.

By “crank it up” I mean:

  1. Get it ready
  2. Test it and refine it
  3. Start deploying

The truth is, we don’t really know when the financial collapse is coming, and most of the time (with a few exceptions) the collapse starts more like a whimper than a crash. (Recessions, for example, are technically measured through a “hindsight” metric when there are 2 consecutive quarters of negative growth).

Since we don’t know, we need to start getting ready now because some of this marketing takes time to develop.


Get your marketing ready
Start designing your real estate investing marketing to speak to people in serious financial situations. Think about what will happen when the economy crumbles: there will be more motivated sellers coming online, and there will also be more properties for rent AND more renters. But there might be fewer cash buyers and private investors.

For example prepare your seller marketing for motivated sellers who are in deep financial crisis. And, prepare your tenant marketing to renters who have a lot of rental options. And if you work with private lenders or cash buyers, you’ll want to revisit the marketing you use with them to build your credibility and establish deeper trust.

Test and refine your marketing
Once you get your marketing ready, you can take the time to test and refine it (which is why you should be doing it now instead of waiting for the storm to hit and THEN trying to figure out why your real estate investing marketing isn’t working).

Send out small tests, see what works and what doesn’t. Yes, people aren’t necessarily in dire financial straits right now but these small tests will give you a taste of what needs to happen.

Deploy your marketing
If I were you, I’d also start deploying your marketing now.

Actually, I’ll rephrase that: you should be deploying your entire real estate investing sales funnel right now. That means you should have your marketing ready to go at the push of a button AS WELL AS your employees fully trained and ready to go to handle the increase in volume and the potentially new and deeper financial conversations they’ll have.

Although you might be tempted to wait until the economy actually crumbles before your press the “START” button, you shouldn’t wait. Sure, your motivated seller marketing postcards might be okay to wait for a while but I would suggest 2 areas of your business that need to start going right now:

  1. Any website that will be relying on search engine optimization (SEO) since that can take weeks or even months to really gain the search result position you want it to.
  2. Your private investor or cash buyer marketing — there might be fewer private investors and cash buyers once the economy starts to tighten up so get them onto your list right now and start building trust with them so you’ll be ready to do more deals with them.


You may need to make other changes to your business as well. For example, if you’re selling high-end luxury homes that you’ve just refurbished, you may consider exploring rental or rent-to-own options if you can’t move those homes. Or, if you do turnkey wholesaling and you need to flip these properties faster, you might want to scale up with more contractors who can handle the work.


The whole point of my blog post is this: Start now. These things can take time to develop, test, and deploy… sometimes they can take days, weeks, even months. It makes sense to have everything in place right now. That way, some of your real estate investing marketing (such as search engine optimized websites) have time to start rising to the top of search engines, and your team gets fully trained to handle the increase in business when it happens. And perhaps most important, your cash buyer list is big and full of trusting buyers.

You need to ramp up your real estate investing marketing right now because we don’t know when the financial collapse is going to happen. A month from now? Six months from now? A year from now? Two years from now? It’s inevitable…

… so now’s the time to get ready with a strategy and a stockpile of real estate investing marketing.

Target Market: The Number One Secret To Being More Effective As A Real Estate Investor

When a real estate investor contacts me to talk about writing for them, one of the first questions I ask is, “who is your target market?

Every single real estate investor has a target market that they’re trying to reach.

Unfortunately, there’s a problem among investors that I see quite often: many investors make the mistake of thinking that “anyone” is their target market.

They’ll tell me, “hey, I’ll happily work with any cash buyer who has money.

It’s hard to say anything against that because it SOUNDS preferable, but it really isn’t preferable at all: you shouldn’t work with ANY cash buyer who has money. That’s a business-killing mistake.

That’s because a well-chosen target market will be fun, fast, and super-profitable, while a generic market that has not been targeted will be difficult, slow, and often unprofitable.

Let’s dig into this a bit more…


There are more people out there with money than you realize… and they’re not all like the people you want to work with. So among the big group of “anyone”, only a few are appropriate tow work with.

I’ll give you a few examples and you can start crossing them off your list of “everyone” as your target market…

For example, in our great big world of 7 billion people (or so), not everyone has money but even those who do have cash and want to buy real estate are not all perfect to work with you. If you’re not set up to work with anyone who doesn’t speak English then you can scratch off a whole bunch of wealthy non-English speakers. If you’re not aware of the cultural differences of an international cash buyer, you might not do a deal with them that makes sense for both of you. And there might be factors related to politics or international law and finance that you’re not intimately familiar with, so that probably scratches off a few more people from your list of “anyone”.

Okay, so you’re down to English speaking people with money who live in areas that are culturally, politically, and financially compatible with where you work. Great. But even among this group (which is still very large), you’re not going to be able to work with everyone: For example, exchange rates might play a factor into where people invest: as I write this, the Canadian dollar is quite low, which means that it can be very expensive for a Canadian cash buyer to buy American real estate (unlike the way it was a few years ago when I invested in the US). I’m talking about national exchange rates but this also works on a local level, as well: the value of currency in one area of the US is very different. Houses in Los Angeles cost hundreds of thousands more than a similar house in Columbus Ohio. Depending on the kind of investing you do, it might make sense for someone from one state to invest in another – but only under certain conditions. If you’re trying to partner with a private money lender on cash flowing properties, they might prefer to buy three or four in Columbus when they can only get one in LA. So your business might not be set up to work with investors because of where you do business or how you do business.

We’ve scratched more people off the list. Let’s keep going: the kind of deals you do will also determine who invests with you. Someone who needs cash flow will more likely invest with you if you’re a cash flow investor than someone who prefers the big (but inconsistent) hits of money that come with flipping.

The list is much smaller now but even among this group, you’re still not looking for “anyone”. That’s because on this group that’s remaining, there’s going to be people who are really happy to work with you – they know you and appreciate the value you have for them, and there’s going to be people who (frankly) don’t really like you that much or don’t appreciate the value you have for them. I can tell you from experience that you should do everything in your power to work with the first group of people and everything in your power to avoid working with the second group of people. The first group of people will make your investing fun and profitable. The second group of people will call you up every time something goes wrong or every time they have a question.

See? In just a few short paragraphs we’ve narrowed the list from potentially millions or billions of cash buyers to probably a few thousand. So you DON’T want to work with ANYONE. What you should prefer to do instead is find a group of people who you absolutely love working with and narrowly define that group, then invest in marketing efforts that reach ONLY those people (while ignoring or repulsing everyone else).

If you’ve done deals before then you probably already know who this group is, ideally. Chances are, you have a pretty good idea of who would make the perfect cash buyer or private money investor on your money list… and who would be absolutely horrible to work with.

If you’ve never done deals before then you have to take a best guess at this point and expect to refine it in the future. A good place to start is to find someone who is a lot like you, in terms of age, gender, interests, etc. (That’s not a perfect method of choosing a target market – when I was a financial advisor, for example, my target market turned out to be nothing like me at all – but if you have zero experience as an investor then this is a good starting point to build from).


When you know exactly who your target market is, you can communicate with them in a way that is authentic, enjoyable and effective. You’ll connect with them and that will build trust very rapidly. And when you’re ready to do a deal with them, they’ll want to do a deal with you.

But when you don’t know who your target market is, your communicate lacks power. You’re trying to be everything to everyone, and you end up communicating too many irrelevant messages at once. Your marketing goes from laser-focused to scattered and confusing.

… And effective marketing is profitable, while ineffective marketing is expensive.


The day I stopped trying to work with everyone is the day my investing business totally changed. And I see this time and time again with so many of my clients. I urge you to think about who your target market is and narrowly define them.

Here’s The Super-Simple (And Fun) Way To Overcome Your Lack Of Investing Experience So You Can Get More Money From Private Money Sources

In the work I do as a real estate investing copywriter, I get to meet a lot of investors at different stages of business.

Some investors are “total noobs” (as the kids say… wait… do the kids still say that?) and some investors are so advanced that they’re working and thinking at the stratospheric level. I meet them both, talk to them both, get into their heads, learn their secrets and struggles.

Along the way, I’ve discovered a painless, simple, and FUN way to start a real estate investing business that any aspiring investor can use.. even if they’re stuck in a 9-5 job, have zero cash, and don’t have any deals under contract or in the pipeline. Trust me, you’re gonna love it.

Yes, it is possible. And the best part is, anyone can do it even if you don’t see yourself quitting your job in the near future.


What do you need when you have a deal? Well, you need money and a deal.

But new investors get bogged down, especially if they have a job and don’t have any money or any deals in the pipeline: They encounter the classic catch-22 of investing — they need money to do deals but they need deals in order to get money.

The money allows them to do enough deals to quit their job and start working as an investor. However, in order to get that money, they often need to have done some deals and demonstrate enough experience for their private investors to trust them enough to lend them money.

This forces new/aspiring investors to stay in their jobs longer while they find the money and try to do the deals (but having a job doesn’t give them enough time to find the money or do deals!)

It’s a very, very difficult loop to break out of, and that’s one of the reasons why there are many more aspiring investors than there are actual investors.


What do you think your private money sources are looking for when they’re deciding whether or not to invest with you? Put another way, what qualities are they looking for in you that would allow them to invest with you?

Most investors would say that their private money sources are looking for an investor with experience.

However, that’s not actually true. Private money sources aren’t looking for experience. What they’re really looking for trust. They need to know that they can TRUST you. They need to have the CONFIDENCE in your abilities and the BELIEF that you’ll do what you say you’ll do.

Private money investors are looking for trust, not experience. It’s true that experience is part of the trust equation but it’s certainly not the only part.

Trust is built in the following ways:

  • Experience (there it is!)
  • Rapport between the investor and the private money source
  • Alignment of vision/goals between the investor and the private money source
  • A clear and detailed plan with contingencies
  • Assurances (such as guarantees, control, deal structuring, who owns the title, etc.)
  • Knowledge/education level of the investor (does the investor KNOW what they’re doing?)
  • Reputation (of the investor as a trusted person)
  • Positioning (of the investor AS an investor)
  • Confidence in your ability

As you can see, experience is part of it but only one part. There are many other factors that contribute to trust.

And here’s where it gets exciting for the new/aspiring investor: You may not be able to control your level of experience at this point in your investing business but you can control almost everything else!


You may not be able to increase your experience but you can increase almost every other trust factor.

Rapport can be established through continuous communication.

Alignment is achieved and maintained by communicating your vision/goals and building bridges between yourself and your private money sources.

A clear and detailed plan is one of the easiest things you can put together. And remember: the more detailed, the better.

Assurances seem trickier because you may not be able to offer guarantees (depending on the kind of investing you do and where you live) but you can provide other assurances, like how the deal is structured.

Knowledge/education is one of the easiest to acquire. Just keep reading, studying, learning, and getting coached, trained, and mentored. Don’t ever stop.

Reputation doesn’t require experience — you can get lots of people to share that they think you’re trustworthy, diligent, and hardworking. Find someone you’ve done business with in the past and get a testimonial from them. (Oh, and your credit score is also a form of reputation — that may play a part as well in showing your private lender just how reliable you are).

Positioning is the idea that you provide some kind of unique angle to the market. Your position as an expert in a particular type of investing (with your expertise based on education rather than experience) will help you. Branding is an important component of positioning.

Confidence may surprise you but it’s important. When you talk to your private money sources, they’re looking for someone who is confident. Your lack of confidence, rather than your lack of experience, may hurt you. In fact, I’d venture to say that more money goes to inexperienced investors with confidence than unconfident investors with experience!


Since your private money sources are looking for trust, not necessarily experience, you can control many of the factors that will contribute to trust.

Here’s why I’m talking about this: Many of those components can be built into your brand, your marketing, and your business. For example, your positioning should be evident within just a few seconds of someone encountering your brand; your reputation (via testimonials) should be peppered throughout your marketing; your knowledge and your confidence should ring through in every website page and blog post and email you write; your rapport will be evident through every interaction you have with the private money source.

Here’s what to do now: Get a piece of paper and write down those trust elements I’ve talked about above. Then, start listing what you can do for each one. Aim to create 3 to 5 ways to build up each trust element. Before you know it, you’ll have a whole bunch of trust-building tools in your toolbox.

You won’t need experience because you’ll have a ton of other reasons why private money sources should invest with you… but before long, you’ll also have the experience to go along with it!

23 Facebook Strategies For Real Estate Investors

I’ve say this often: Real estate investing is a people business. You’re ultimately the “middleman” (and “middlewoman”, of course) between a motivated seller and a cash buyer (or private lender or tenant or whatever). That means, if you want to do more deals, you have to connect with more people.

And where do you find more people? Well, you have to go where the people are!

For that reason, I love recommending Facebook to my real estate investing clients as an essential tool in their investing toolbox.

Facebook marketing for real estate investors

In this blog post, you’ll read about 23 different ways to connect with people and build relationships with them on Facebook. (There are other ways to use Facebook, and many more will be developed as Facebook continues to innovate, but if you start with these 23 different ways and just run through them like a checklist regularly, you’ll start implementing a very powerful Facebook strategy in your investing business).

One more point before you read on… Effective use of Facebook requires careful consideration of what you write. Posting on Facebook isn’t just about jamming out half-assed content and hoping people read it. Using Facebook effectively means carefully using copywriting to your real estate investor marketing on Facebook… from the words you write to the links you post to the replies you make… it’s ALL copywriting!

Facebook Real Estate Investing Strategy #1. Build A Facebook Profile And Make Friends With Other Investors

I’m talking about your own personal profile (not a business page… see Facebook Real Estate Investing Strategy #2 about that). This is the place to start. You’ll need a profile to be able to do a lot of the other things below, anyway, so start here. Chances are, you already have a Facebook profile. Now you’ll want to build it out and optimize it as an investor.

  • In the About section of your profile, add your main buyer website and your contact information
  • Clean up your pictures — it’s okay to have some personal images there but think about getting rid of those drunk college pics (or at least untagging yourself from them)
  • Make your profile public so people can find you
  • Enable the ability to have people follow you
  • Review your Interests, Movies, Books, etc. to make sure that they present you in the best light

I’m not suggesting that you create a false persona. Rather, I’m advising that you look very carefully at your profile and make sure it presents your best side. Prospective buyers will come to your Facebook profile as part of the due diligence process. They’ll check you out and see what you’re like. It’s GREAT to have some personal stuff on there to show your human side but just make sure that it doesn’t show only your worst side!

Continue to use your Facebook profile as you always have (to connect with family and friends) but be diligent about the statuses you post and about the comments and replies that your friends post. Since you do want to put your best foot forward, it’s okay to edit some of the less appropriate stuff.

Most important: build a Facebook profile that describes you accurately and authentically while also highlighting your assets and downplaying your liabilities. (It’s not really any different than what you do when you rehab a property, right?!?

Facebook Real Estate Investing Strategy #2. Build A Facebook Page To Find Buyers

Next, build a Facebook page (to clarify: these are like Business profile pages — they’re different than your personal Facebook profile).

The advantage of using a profile page is: to build up followers who might not want to connect with you personally; to use Facebook’s post-boosting and advertising tools that are not available on your personal page; to access analytical insights that you might not get on your Facebook profile, and to capture more search engine traffic through strategic search engine optimization.

You can go in a couple of different directions here, depending on your brand. However, I like using a slightly more corporate brand for a Facebook Page. I tend to prefer adding more personal content on a personal page and more formal content on a business page, although this is not a hard-and-fast rule that I follow all the time for my clients. Whatever I post on a Facebook business page ends up on my Facebook personal profile… but not always the other ways around: I might post an investing blog post on both my Facebook business page and my Facebook profile, but if I was going to the movies with my wife, I might only post that on my Facebook profile. (In my mind: Your Facebook profile is “stream” of your personal and business life; your Facebook business page is the running a “stream” of the business-only aspect of your life).

Facebook Real Estate Investing Strategy #3. Build A Facebook Page To Find Sellers

You’ll often hear me say that the best way to get motivated sellers is through direct mail, and I still believe that. But maintaining a Facebook page for sellers can help you capture some search engine traffic and drive people to your seller website; with the right ads, you may also capture some motivated seller traffic that you wouldn’t get through direct mail.

Your seller page should be set up strategically to drive traffic to your seller website. Link out to your seller website and use that link as a call to action for sellers.

When you create a Facebook page for sellers, you won’t necessarily have as much connection between your personal profile and your seller page (certainly not in the same way that you connected your personal profile and your buyer page).

Frankly, I don’t think this is done very much — or very well — on Facebook right now… but that’s not to say it’s impossible. You should do it and spend 5-10 minutes a week on it to keep it updated and relevant. Even if you get one or two deals a year out of it, it pays off.

Facebook Real Estate Investing Strategy #4. Boost Your Posts

There are two ways that I love using Facebook ads. The first way is to use Facebook’s “Boost Post” ad tool to promote readership of your posts. Write a great post on Facebook and then spend some money to boost it. You don’t have to spend a lot to get a lot of readership. It’s an effective way to get more likes to your page, more readership of a post… and if you choose your post carefully, you can drive more readership to your website.

Start by writing an AMAZING post on your Facebook page. You might consider linking out to a blog post or video that you’ve created and published elsewhere. Then click the “Boost Post” button below the post to start advertising it. Carefully select your audience and spend a bit of money to have the post read widely.

Facebook Real Estate Investing Strategy #5. Advertise On Facebook To Drive Traffic To Your Website

Along with Facebook’s post-boosting ads, you can also use advertising to drive traffic to your website. There are three components to success here:

  1. You need a great offer on your website. Set up a specific landing page with a unique report and an opt-in form.
  2. Write a great ad for Facebook (and be sure to use a compelling picture!).
  3. CAREFULLY choose your audience — don’t just blast it out to anyone but choose a group that closely matches your avatar. Facebook’s audience-selection tools are very powerful.

Facebook Real Estate Investing Strategy #6. Share Your Ideas, Thoughts, Insights, Questions

There are many things you can share on Facebook but first and foremost, I believe you should be sharing YOUR OWN ideas.

When you share your own thinking, you help to position yourself. Even if you share personal experiences of what’s going on in your life right now, it’s still positioning. More importantly, when you share things you learn, successes you’ve had, and struggles you’re overcoming, you help to position yourself as a real estate investing expert… and that’s how you want to position yourself to prospective buyers. They’re looking for a “relatable” human being who is trustworthy and who is likely to take the right actions with their money. Keep this in mind as you post, and be sure to post frequently.

Facebook Real Estate Investing Strategy #7. Share Your Links

You likely create content in other locations — Twitter (including Medium and Periscope), Instagram, LinkedIn, YouTube, BiggerPockets, your own personal blog, and elsewhere. Share it all here. Let people know that you’re not just on Facebook but that they can find you and follow you at these other places as well.

This not only helps to position you as an expert, it also gets your name and brand in front of them in other places too.

Facebook Real Estate Investing Strategy #8. Share Your Images

Of course you may upload images and share them via a site like Instagram, but you should upload and host your pictures on Facebook, too, and talk about them on your Facebook profile and Facebook page.

Share images of:

  • Your real estate successes (like a great rehab)
  • Your investing success (like a big check you got from the sale of a property)
  • Your personal life (you and your spouse on a date night)
  • Your inspirations — like images of quotes that you find inspiring

Bonus tip: Don’t just share quotes that other people have said; create your own insightful quotes and get someone on Fiverr to turn them into inspiring quotes. Upload them to your Facebook profile and page and encourage people to share them.

Facebook Real Estate Investing Strategy #9. Share Your Videos

Of course you can link to videos in other places (like YouTube and Vimeo) but Facebook is trying to gain a larger footprint in the video hosting space. They want to host videos so people don’t go offsite to view them. So record videos and upload them to Facebook.

I see this as being a HUGE area of growth for Facebook in the coming years, and I suspect that they’ll favor Facebook-hosted videos over offsite-hosted videos in their search.

Here’s another idea…

Facebook Real Estate Investing Strategy #10. Create A Podcast Or Video Show And Host It On Facebook

Podcasting and video-casting are hot right now and I think this is a huge opportunity for investors to leverage this trend, plus Facebook, plus Facebook’s video trend, plus Facebook’s audience…

Instead of creating an audio podcast show and hosting it at a site like iTunes, create a VIDEO podcast and host it regularly on Facebook.

Right now, investors are creating occasional videos and posting them, or linking out to podcasts. But I think we’re at the perfect storm of trends and technology to make this happen on Facebook right now.

Facebook Real Estate Investing Strategy #11. Share Your Discoveries

Facebook is a very “share-friendly” environment where people freely share stuff they’ve seen elsewhere. I do this all the time and perhaps you do too — you share posts and videos and images and whatnot. I’ve included it here because I think you should do it frequently; however, I’m including it as its own strategy because I think it should be only PART of a much larger content-creation effort… and I think you should create more of your own content than reposting other people’s stuff.

Facebook Real Estate Investing Strategy #12. Write Facebook Notes To Provide Another Way For People To View Your Content

Facebook notes were total crap for a long time. They had just the most basic functionality and no one used them. But lately Facebook seems to be pouring more effort into them and allowing a broader range of functionality and design… making them a lot more like Twitter’s long-form content site, Medium.

You should continue to blog elsewhere (at offsite locations like your own business blog or a site like BiggerPockets) but consider incorporating some long-form posts on Facebook through its note function.

Facebook Real Estate Investing Strategy #13. Join Facebook Groups

There are many Facebook groups out there and they are a great way to connect with like-minded people. I confess that this is an area I have not paid a lot of attention to until recently. I did belong to Facebook groups before but just never really participated all that much. But now I’ve started recently and I wish I had done it sooner.

What I like about Facebook groups is that they are self-selecting affiliations. Which means, if you join a group of investors, most of the people in that group consider themselves investors. It’s huge to get in front of an audience like that.

So join groups that are associated with the type of investing you want to do. But don’t stop there: think about how your cash buyers would most likely identify themselves and then join THOSE groups. For example, do your cash buyers identify themselves as disgruntled stock investors looking for better returns? Then join stock investing groups.

Of course you shouldn’t just join these groups and start jamming out links to your investing business. But join, learn, participate, communicate, connect, and share from time to time about what you do.

Facebook Real Estate Investing Strategy #14. Start A Facebook Group For Investors

Joining a Facebook group is good… but starting a Facebook group is better. Think of a real estate investing Facebook group like your local real estate investors’ association (REIA). Who do you see as the expert of your local REIA? Probably the person who started it.

Well, your Facebook group is like a new local REIA started by you… and the fact that you started it will help to position you as an expert to other investors.

Facebook Real Estate Investing Strategy #15. Start A Private Facebook Group For Your Team

Facebook groups have privacy settings and you can set a Facebook group to private, turning it into a hub for you to direct your team. As your team grows, add people to your private Facebook group. Give direction, invite discussion, and share links and documents with others.

Facebook groups might not always be the best choice for team management but they are a good free choice for many investing businesses. Once you get bigger, you can always switch to a site like Basecamp but for most investors, a private Facebook group is very useful.

Facebook Real Estate Investing Strategy #16. Create Events

Events are another tool on Facebook and I think they are under-utilized right now but I suspect that Facebook will figure out a way to really rock out their event functionality.

You’ll likely be putting on events, whether webinars, seminars, launches, REIA events, open houses, etc. Start using events to help position you as an expert. You probably do a lot more events than you think (and, if you put your mind to it, you can probably create more events based on what you already do).

Facebook Real Estate Investing Strategy #17. Locate (And Attend AND CONTRIBUTE!) To Events

There are already many events in Facebook. Find some that are relevant to you and start participating in them.

I searched “real estate investing” in events and the search results returned a lot… although many of them had already expired. So this is an area that I think Facebook can really improve upon but if you do a bit of searching, you’ll still find events that you can participate in.

Like groups, events are powerful because people are self-identifying as investors in events about investing… so if you want to meet investors then start going where investors are spending their time.

Facebook Real Estate Investing Strategy #18. Integrate Facebook Comments Into Your Blog Post Comments

Okay, so here’s the deal: I’m not a big fan of blog comments. I think they’re spam-heavy, and there are many other ways that people can connect with you (Twitter, Facebook, etc.). There was a time when blog comments were great but I just doing see the ROI on it right now… even with tools like Akismet or Disqus to help you better manage comments.

However, if you are thinking about adding comments to your blog, I’m intrigued by the possibility of adding Facebook comments. I don’t think it erases all the problems you have with blog comments but I think it does help to promote the conversation in a channel that people are already using, plus it helps to cut down on spam (although it doesn’t eliminate it entirely).

So I’m including this as a Facebook strategy for you to consider although, in the interest of full disclosure, it’s not something I’m using. I’m helping one of my clients make the switch over to Facebook comments.

Facebook Real Estate Investing Strategy #19. Actively Search Out Other Investors And Friend/Follow Them

So far I’ve been describing Facebook as a positioning tool (with profiles can content) and a connection tool (with friends and followers) but it’s also a search tool. Don’t just passively sit there and wait for people to find you… go out and start actively hunting down other investors and connect with them. Friend them, follow them, like their pages, etc. Get active on other investors’ pages. This will help to position you as an active investor and it will attract investors to you in reciprocation.

Facebook Real Estate Investing Strategy #20. Build Relationships With People

Creating profiles and content on Facebook is not just about writing words. It’s ultimately to connect with people. I’ve listed a whole bunch of strategies so far but all of them are useless if you skip this one. Use Facebook to connect and communicate and build relationships with other people.

Post statuses that engage other people.

Write comments on other people’s statuses.

Write replies to the comments people make.

Like things that people write.

Ask questions (as statuses and as comments).

Wish people happy birthday.

… in other words, ENGAGE with people. Build relationships. Facebook is a great big party and the only way you’ll meet other people is by sauntering over to another person at the party and striking up a conversation. Period.

Social rules apply here. Don’t always make it about yourself and how awesome you are and how much of a return you can help people earn if they invest with you. Keep it real. Be authentic. Ask other people for their ideas. Share yourself and invite others to share themselves.

And just to be clear, I’m not just saying that you should only engage people that come to your profile or your page. There’s something else you should be doing actively…

Facebook Real Estate Investing Strategy #21. Comment On Other Investors’ Posts

As you connect with other investors — whether through groups or through those who friend your profile or follow your business page — be sure to comment on things THEY post. Go to their profiles and pages and comment on things that they’re talking about.

Facebook Real Estate Investing Strategy #22. Invite People To Message You To Learn More Info

As people engage with you, they’ll eventually become interested in doing business with you. One of the easiest ways to take the conversation further is to invite them to Private Message (PM) you to discuss further. Don’t share all your details or their details in public conversation; take the discussion private.

Think of Facebook as a key part of your real estate investing sales funnel: You capture their attention through your earliest introductions, then you build a relationship with them as you connect with them, and when they’re ready to take your business relationship to the next level, then you invite them to PM you.

Facebook Real Estate Investing Strategy #23. Carefully Choose Your Facebook URLs To Help Own Your Google Top 10

People search Google when looking for help in their investing. Will they find you? One way to help increase the likelihood that they will find you is to change the URL in your Facebook profile and business pages to be relevant to the search terms that people will be using. If you want to be found when someone searches for “Invest In Columbus Real Estate”, for example, then change your Facebook profile and page domains to include those keywords.