I write for a monthly real estate newsletter on topics relevant to small real estate agencies. My blog isn’t targeted at SME web development, though I thought I would repurpose my articles in any event.
I was asked by a real estate client last week if Facebook was an option for marketing his Northern Queensland properties. My client had read about Facebook– over one million Australians are members of Facebook – and particularly, of how some businesses had successfully utilised Facebook to market and communicate with customers. The viral nature of Facebook – friends referring friends – means that relevant or entertaining content can reach a very large audient, very quickly.
Facebook reflects the growth in online communities, and the marked shift in the nature and sophistication of how we are now using the Internet; as users, we can now participate in, and shape our websites, versus the very unidirectional relationship we had with websites only a few years ago where all we could do was read and download. Some refer to this as the “one-to-one” web.
So is Facebook the next marketing channel for my real estate client?
For the time being, the answer is no.
The issue is that while Facebook can wield remarkable marketing results for businesses that understand how to effectively utilise Facebook, Facebook should be a low priority when compared to the other online activities and investments businesses should make.
If I had to order these priorities, number one would be ensuring that the business’ website was the best it could be, number two would be optimising the website for search engines and pretty much last would be tackling Facebook.
The point being that it makes no sense to dabble in any marketing activities – Facebook, MySpace, Email Marketing or Google Adwords – if the website isn’t in the best position to manage and process customers (traffic). It’s a bit like advertising a store, but when customers arrive, they find it difficult to enter the store, difficult to find products and impossible to buy. Horse before the cart, and a terrible waste of money.
Determining that the website is ready is easy; does it clearly achieve your business objectives – sales, leads, downloads or whatever.
If it’s not, then that should be the focus, not marketing or Facebook.
Don’t get me wrong – we have a number of clients that have had great success on Facebook – though first steps first, and the results will be so much more gratifying.