How to Create a Professional Facebook Business Page for Real Estate

Why your Facebook Business Page matters

Facebook is where many locals scroll every day. A strong page helps people find your listings, learn about you, and send you messages. A personal profile is not enough. A Business Page gives you tools that help you grow. You get ads, insights, reviews, lead forms, and messaging tools. These tools make it easier to win new listings and buyers in your area.

What you need before you start

Have these items ready so the setup is smooth.

• Business name that matches your brand and licence

• Brand logo in a square shape

• A strong cover image that shows homes in your area

• A short business description

• Website link and main contact details

• Office hours and service suburbs

• A simple privacy policy page on your website

• List of team members who will help manage the page

Step by step setup

1. Create your page

• Log in to Facebook.

• Click Create and choose Page.

• Type your Page name. Keep it simple and clear. For example Smith Real Estate Townsville.

• Choose Category. Start typing Real Estate Agent and select it.

• Add a short description. One or two lines is enough to start.

2. Add your branding

• Upload a square logo for your profile photo. Aim for a clear high quality image.

• Add a wide cover image. Use a local streetscape or a hero property. Keep text minimal and readable.

3. Set your username and URL

• Click Create username. Choose a simple handle that matches your brand. For example @SmithRealEstateTownsville.

• This makes your page link easy to share and place on signboards, flyers and emails.

4. Complete your About section

• Add your phone, email, website, and office address.

• Add your service area. Include suburbs you work in.

• Write a short About paragraph. Focus on benefits for sellers and buyers. Keep it friendly and clear.

• Add your ABN if you have one and your licence details where required.

• Paste a link to your privacy policy.

5. Choose your action button

• Click Edit Action Button.

• Pick the action that matches your main goal.

• Send Message for fast enquiries.

• Call Now for direct phone calls.

• Book Now if you use an online calendar.

• Shop or View Listings if you link to your website listings page.

6. Connect your tools

• Open Meta Business Suite. This free dashboard helps you manage posts, messages and ads.

• Connect Instagram so messages and comments come to one inbox.

• Connect WhatsApp if you use it for enquiries.

• Set up automated responses. Add a warm instant reply and after hours message.

7. Set roles and permissions

• In Settings choose Page access.

• Add your team with the right level of access.

• Use Admin for owners and Managers for trusted staff.

• Review access every quarter.

8. Turn on reviews and services

• Enable Page reviews so happy clients can rate you.

• Add Services such as Appraisals, Property Management, and Buyer Appointments with simple descriptions and typical time frames.

9. Create a pinned introduction post

• Write a welcome post that explains who you help, the suburbs you serve, and how to contact you.

• Pin it to the top so new visitors see it first.

• Add a short video tour of your office or a quick hello from the principal.

Visual standards that build trust

• Use high quality photos only. Blurry images weaken trust.

• Keep brand colours and fonts consistent with your website and print.

• Avoid busy text on the cover image.

• Refresh the cover image each season to show activity and care.

Optimise for local search

• Use local keywords in your About section and captions. Include suburb names, schools, and landmarks where relevant.

• Make sure your business category is Real Estate Agent.

• Keep your NAP details the same across your website and Google Business Profile. Name, Address, Phone.

• Encourage client reviews with location mentions. Example We sold in Kirwan and the process was easy.

Messaging and lead capture that works

• Add Frequently Asked Questions. Example How much is my home worth. How quickly can we go to market. What are your fees.

• Build simple quick replies. Save time and keep tone consistent.

• Use Meta lead forms for appraisal requests. Keep forms short. Name. Phone. Suburb. Ideal selling time frame.

• Send leads to a thank you page on your website that offers a free suburb report.

Content plan for your first 30 days

Post three to four times per week. Mix helpful posts with property posts.

• Listing spotlights with three best features

• Just sold stories with days on market and buyer profile

• Market wrap video each Friday in your key suburbs

• Behind the scenes of photo day or staging tips

• Local business shout outs and community events

• Educational tips such as how to prepare for an open home

• Buyer alerts for off market or coming soon

• Vendor testimonials with photo and suburb

• Short reels of neighbourhood streets and parks

• Lead magnets such as a free Suburb Price Guide

Sample weekly rhythm

• Monday. New listing or buyer want list

• Wednesday. Education tip or short explainer video

• Friday. Market wrap or auction update

• Sunday. Community highlight or story

Simple caption framework

• Hook. One line that speaks to a local need

• Value. Three bullet points with the key facts

• Call to action. Invite a message, call, or website click

• Hashtags. Use suburb and city tags. Keep to five to eight strong tags

Compliance and care in Australia

• Respect the Privacy Act 1988. Do not post private details without consent. Link to a privacy policy.

• Follow the Spam Act 2003. Get clear consent before adding people to email or message lists.

• Show licence and agency details where required by your state or territory.

• Use correct price information. Avoid misleading claims. If unsure check local Fair Trading guidance.

• Only use images and floor plans you have rights to use. Credit creators where needed.

• Gain written permission before posting vendor or tenant content.

Ads quick start blueprint

• Use Ads Manager inside Meta Business Suite for better control.

• Choose a simple objective like Leads or Messages.

• Target by postcode groups and radius around your service suburbs.

• Exclude existing page followers if the goal is new reach.

• Create one ad set for sellers and one for buyers.

• Use one clear offer per ad. Free suburb report or Free ten step sale plan.

• Install the Meta pixel on your website so you can retarget visitors.

• Start with a small daily budget. Test creative. Keep only the winners.

Ongoing management habits

• Reply to comments and messages the same day where possible.

• Use the Inbox in Meta Business Suite to manage all messages in one place.

• Review Insights weekly. Check which posts bring the most messages and clicks.

• Update your cover image and pinned post each quarter.

• Archive old team members from Page access as soon as they leave.

Metrics that matter

• Messages started

• Appraisal requests submitted

• Calls clicked from the action button

• Website clicks to listings and appraisal pages

• Cost per lead from ads

• Reach and watch time on market update videos

• Review count and average rating

Daily fifteen minute routine

• Check and clear messages

• Reply to comments

• Post one story or reel

• Share one local item to your story

• Invite new contacts to like your page

Monthly maintenance checklist

• Review Insights and note top three posts

• Update your Services list if needed

• Rotate cover image

• Ask three recent clients for a review

• Audit page roles and security

• Export leads from Meta and add to your CRM with consent

Copy and paste assets

About section template

We help homeowners and buyers in [your suburbs] get great results with simple plans and strong marketing. Talk to us about a free market update or a detailed sale strategy for your home. Open Monday to Saturday. Book a chat through the blue button on this page.

Instant reply template

Thanks for your message. You are in the right place. A team member will reply shortly during office hours. If this is about a property, please share the address and your best contact number so we can help faster.

After hours message template

Thanks for reaching out. Our office hours are [hours]. We will reply first thing next business day. For urgent matters please call [number]. You can also book a time using the Book Now button.

Review request message

Hello [First name]. Thank you for working with our team. Your feedback helps local families choose the right agent. Would you mind leaving a short review on our Facebook Page. It takes less than one minute. Thank you again.

Launch day checklist

• Logo and cover image uploaded

• Action button set and tested

• About section complete with suburbs and contact details

• Messaging instant reply and after hours set up

• Services added and reviews enabled

• Pinned introduction post live

• Instagram connected and inbox tested

• Team roles added and security checked

• First two weeks of posts scheduled in Meta Business Suite

• Website links and pixel tested

Final tips for strong results

• Be clear and human in every post. Write like you speak at an open home.

• Show proof often. Use sold stories, testimonials and case studies.

• Keep everything local. Names of suburbs, streets, parks and schools help you show local knowledge.

• Make it easy to contact you. Place your call to action in every post and on your cover image.

• Keep going. A steady page that replies quickly and posts helpful content will win trust and more appointments.

Your Facebook Business Page is the front door to your brand online. Set it up well once. Maintain it weekly. Use it to start real conversations that lead to appraisals, listings and sales.

Author Ken Hobson
ken@agentslibrary.com.au