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When I started in real estate, I didn't have 50 dollars in the bank. I knew digital marketing cold - I'd run a 100-person company - but nobody was showing me how to make it work in real estate. Once someone did, I built a Facebook group with 55,000 members, where agents share their listings and open houses. I watch thousands of posts go up every week. This guide is what I'd hand you if you called me tonight. It's yours.
James Jestes · eXp Realty
"Everyone deserves someone in their corner."
It's Tuesday. You've got a listing you're proud of. You took the photos, wrote the post, and shared it in three groups. Then you checked your phone between showings. Three likes. No comments. No messages. So you boost it, and pay for the same silence. The house is good. The post just reads like every other post in the feed - and the feed moves fast. You don't need more groups or a bigger ad budget. You need a post people stop for, and a plan for every reply. Here's what I do instead.
WRITE THE POST THAT GETS SEEN
- Never open with "Just Listed." Open with the lifestyle detail a buyer can picture.
- Add the address with a pin, then one paragraph of facts: beds, baths, square feet, what's included.
- Add one line on the amenities.
- Leave the price and HOA fees out. Point people to the photos, then the pinned comment - it links to your website, where the price is.
- End with a question, then sign it: name, direct phone and brokerage, each on its own line.
My opener on a Daytona Beach condo: "A screened balcony for your morning coffee. A riverfront dock for sunset." My closing question: "What would you like to know about this condo?"
The #1 mistake I see isn't a group rule - it's a Florida rule: every real estate ad must make clear you're a licensed agent and show your brokerage's name.
PICK YOUR GROUPS AND POST
- Post in two kinds of groups: real estate and open house groups, where people browse for property, and local buy/sell/trade, swap and yard sale groups, where your neighbors scroll every day.
- Read each group's rules first - only post where listings are allowed.
- Post 6 photos: your best lifestyle or amenity shot first (captioned as a community feature if it's shared), then living space, kitchen, balcony, bedroom, bath.
- Right away, post your squeeze-page short link as the first comment. Pin it if the group allows.
Most agents only post where other agents compete. Local yard sale and buy-sell groups are full of residents who aren't on Zillow today - but a clean local home in their feed sparks a conversation.
The three rules agents break most in my group: posting non-local homes, blind ads, and vague "list of homes" posts instead of a real listing.
LIST IT ON MARKETPLACE
- Write it the same way as your group post: short description, clean photos, lifestyle shot first.
- Marketplace requires a price - enter the real one and choose the true category.
- Share it to groups you've joined - up to 20 at a time, as many rounds as you need. Only relevant groups that allow real estate listings.
- Note which groups require an address or a price, and adjust your post for each one.
Start on Marketplace and it asks for the price. Share your post straight to a group and it doesn't - unless that group's rules require it. I note which groups do, so my post gets approved.
A fake price like $1 or $1,234 just for clicks - it's misleading, and Florida's advertising rule bans misleading ads.
ANSWER EVERY COMMENT AND DM
- Reply to every comment the same day.
- Answer in one public line, then move the details to a DM.
- In the DM, send your squeeze-page link and ask one question about what they're looking for.
- Move anyone serious to a call or text.
My reply: "Great question - I just sent you a message with the details!" The details go in the DM, with the link to my website.
Posting the price in the comments - it skips your website, so you never get the lead.
CAPTURE EVERY LEAD
- Before you post, build a single-property squeeze page for the listing in your CRM. I use kvCORE / BoldTrail.
- Set the source - FB Groups or FB Marketplace - and add hashtags.
- Use its short link in your pinned comment. Visitors are asked to register after 2 property views and land in your CRM already tagged.
- Add commenters and DMs with the same tags, then add everyone to your monthly newsletter.
My squeeze page for 144 S Halifax #26: source "FB Groups," hashtags FB, FB_Groups and Condo, 2 property views before registration. It gives me a short link for the pinned comment.
One reply and no follow-up - if they never hear from you again, the conversation dies.
Get Your Listing Seen on Facebook
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This is Module 1 of Get Seen, Get Steady.
You now have the exact post I use and the steps that turn a comment into a conversation. This is Module 1 of Get Seen, Get Steady. There are 3 more. Here's what happened for me: I've sold 20+ homes from YouTube and Facebook. Partnering means joining me at eXp Realty. You'd get Agent Wolf Pack's training and live calls, a monthly AI session with me, and me one-on-one - in person if you're in Volusia or Flagler. It's all included when you partner. If you'd like to talk it through, book a call: https://realwolfpack.com/bookacall
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On a computer? Scan to book a call.James Jestes · 386-315-4744