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Maintaining a Facebook marketing strategy that produces results requires you to stay up-to-date on the newest tools and trends. But does it always seem like once you’ve mastered the art of one thing, there’s a newer and more efficient way of doing it?

Homes.com wants to make sure that you are maximizing your use of the world’s most popular social network. Here are three Facebook features that can help you turn followers into clients.

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1. Add Featured Videos to Your Profile

According to the National Association of REALTORS®, homes listed with video get four times the inquiries of homes listed without video. Furthermore, Facebook studies show that Facebook accounts for 60 percent of all video content sharing worldwide. It’s clear that users are engaging with video content on this social platform more than ever, and this is why the featured video tool can transform your Facebook page into another lead generating resource.

The featured video tool allows you to keep a specific video at the top of your profile’s video tab, so that video will be the first thing a user is exposed to when they visit that section of your Facebook profile. If you tend to have listings in the same neighborhood or community, create a video that highlights why someone would want to live in that area and add it as your featured video.

This can also be helpful for promoting new listings or re-sparking interest into a property that has been on the market for a while. In addition to driving more attention to the listing, adding it as your featured video will also show the homeowners that you are pursuing every possible angle to get their house sold.

2. Show Off Your Listings with Multi-Product Ads

Until recently, Facebook only allowed you to promote a single listing in a paid advertisement. But now you can highlight multiple listings with rotating “carousel” ads.  If you have a few properties in the same community, create a rotating ad sequence and target users who live in that area and  may be looking for a new home.

Be sure to use high quality images to spark their interest. The cool thing about this feature is that you can link each of the ads to their respective page on your website.  So even if they decide that one of the listings you are promoting is not right for them, they’ll already be on your site and they can easily search through all the other awesome properties that you have to offer.

3. Reach the Right People with Custom Audience Tools

You may have a huge following on Facebook, but how many of those people are actually ready to do business with you? Facebook’s enhanced targeting capabilities allow you to take the who, what, when and where of your website and incorporate it into your Facebook advertising strategy.

Retargeting visitors of your website through Facebook offers a subtle way to promote the listings or content they have shown an interest for in the past. Use your website analytics to monitor the behavior of visitors to your site and you’ll know exactly who to target with your Facebook advertisements. Talk about being at the right place at the right time!

There’s no denying that are plenty of business opportunities on Facebook and you can take full advantage of them using these new tools. If you’re looking for a better way to get the most out of all your social media efforts, Homes.com Social and our team of social media gurus are here to help!