Facebook for Agents? Change your Perspective

Why agents should have a Facebook business page

If you've been paying attention, you have probably heard that it's important for your business to utilize social media - especially Facebook, right? Well, if you're like most agents, you have most likely brushed this idea off and looked to more traditional marketing strategies, like direct mail or phone calls.

The ROI from Facebook can be difficult to measure, but it's usually one's mindset or perception of Facebook and Facebook marketing that can make all the difference. If you only look at Facebook as a lead generation tool, you will find yourself disappointed when you do not have the success you were looking for.

Before deciding if Facebook marketing is right for you, try changing the way you think about it as a concept. Think of it, for a moment, as "Facebook networking," rather than "Facebook marketing." While the long-term goal is to generate customers and make sales, it's important to focus on short-term goals, such as:

  • Make connections
  • Engage in conversations
  • Get to know current/past/prospective clients better and learn what is important to them

Consider the aforementioned mindset adjustment and talk to others who do and who do not use Facebook in their marketing strategies. Find out why each of them has made those choices. Think about those reasons with your new mindset.

Here are a few benefits/outcomes to consider:

  • Generate and reward referrals
  • Get your contact and general information online (especially if you do not have a website)
  • Generate client reviews
  • Connect with clients and prospects
  • Build a sense of community
  • In many businesses, Facebook is beginning to replace having a website.
    • As an independent agent, having your own website may be expensive; a Facebook business page is free
  • You decide how much time you put into it
    • While it is (of course) good to stay on top of it, you don't have to spend a ton of time like you may think (and there are tools to help you save time)
    • Think about it this way: a decent amount of the time you spend on your Facebook business page is "market research," aka TALKING TO YOUR CLIENTS!
    • You will spend some time thinking of what you want to post - again, you can use your client experiences to come up with ideas... Think FAQs, tips, local information, etc.
    • Post articles or insights about insurance - just don't only do that