This article is part of a larger series on Real Estate Lead Generation and Marketing.
Facebook real estate cover photos serve as the first impression and introduction to your business and brand. An effective and strategic cover image will showcase your services, draw visitors into the rest of your profile, define your brand, and generate leads for your business. We’ve identified 16 tips for real estate Facebook cover photos with examples to help you choose the best cover photo for your profile.
Pro tip: If you’re just learning how to set up your real estate Facebook page, consider reading through how to set up a real estate Facebook Page in nine steps before optimizing your cover photo.
For assistance in creating real estate Facebook cover photos, agents can outsource the project to freelance graphic designers through Fiverr. It’s an online marketplace for freelance services for as little as $5. The site has a special social media design category to connect you with designers with various levels of design experience.
1. Use Your Logo & Brand Colors
Using your logo and brand’s color palette as the main focal point of your cover photo creates long-term brand recognition. Matching the design to other marketing materials and social platforms will increase the overall success of your marketing strategy. Visitors will know exactly whose page they’ve landed on and what services you provide.
Display contact information front and center to encourage prospective clients to pick up the phone rather than send Facebook messages or leave comments on your page. It’ll also ensure they don’t have to work too hard to find your contact information.
As calls and leads are received, agents should enter that information into a customer relationship management (CRM) system like Market Leader. There, you’ll be able to leverage those leads in automated workflows that will send newsletters, direct mail, and emails to assist with lead re-engagement. The platform also has listing marketing tools to create easy-to-launch Facebook posts for lead generation.
2. Showcase Your Service Area
If you service an easily recognizable area, like New York City, then using the Manhattan skyline will easily convey that area of expertise to visitors. Include brokerage branding, your name, and contact information like the example above to guarantee clients who you are and how to contact you.
The example above uses a black and white image with contrasting text color and logo to make the contact information pop out from the busy background.
3. Include a Short Biography
Including a short biography in your cover photo will give visitors a preview of your business without having to read the rest of your profile. Real estate agents and brokerages can also use a portion of their mission or vision statements in their Facebook cover photo. These statements will showcase the value you provide to prospective clients from Facebook.
This cover photo example includes a logo to identify their real estate business and create brand recognition and easily visible contact information so visitors know how to contact the brokerage. A downtown Cleveland skyline photo used as a backdrop will be recognizable for those currently living or looking to move to the area. Also, the biography has insight into what they do, how long they’ve been in business, and the city they serve without being too visually busy.
4. Highlight Your Successes
Highlighting an accolade on realtor Facebook cover photos can help pique visitors’ interest, allowing you to boast about your real estate accomplishments to attract quality clients. The example below keeps the accolade front and center without any other branding or contact information to distract.
It also uses a high-quality photo representing the Montana area in which they’re located. As you continue to receive awards and accolades, you can use them in other creative ways to draw attention, such as social media posts or Facebook ads to drive more traffic.
For help creating Facebook ads to drive additional traffic to your page, Artur’In is a full-service marketing agency that can automate your Facebook ads. They’ll manage all aspects of your social media marketing strategy with personalized customer service through a digital coach. In addition to launching the ads, it provides agents with a special dashboard to view ad analytics and activity, so they can continue and improve on their success.
5. Write a Personalized Message
Adding a personalized message can help you connect with your visitors, set the tone for the rest of your page, and showcase your personality. It makes visitors feel like you’re already speaking to them without having had any previous contact.
A good touch is to have the note in your personal handwriting, similar to the Facebook cover photo above. Using a personal note is especially powerful when your business is named after you, like in this example.
6. Showcase Your Properties
The strategy of using your properties as your cover photo helps visitors understand the types of properties you represent. This example uses a large suburban home with plenty of yard space located in the Raleigh/Durham, North Carolina, vicinity. Visitors attracted to the property in the photo—along with the designated service area—will continue to look for other possible listings on your page or website.
In addition to the image and location, Denise Fowler includes her brokerage name, social media handle, headshot, and 5-star reviews. This is an effective way to encourage prospective clients to reach out to you and reinforce your brand.
While real estate agents with exclusive property listings should market those listings on their Facebook page, they should also include links to their other listing websites from their Facebook profiles. Consider adding a link directly to your Zillow page so that prospective clients can see all of your listings in one place. When you claim your listings on Zillow, your profile will be advertised next to that listing so you can generate qualified leads who are interested in your properties and ready to move forward with a home purchase.
7. Have a Strong Call to Action on Your Real Estate Facebook Cover Photo
At first glance, the Facebook cover photo below is a bit busy. However, what stands out is the call to action (CTA) to “Make the Smart Move.” This messaging keeps you looking at the cover photo a bit longer to take in the other information that is listed. Visitors may initially think this cover photo is geared toward buyers and sellers, but it’s a call to action for brokerage recruiting.
The language used in the cover photo is speaking to real estate agents to have them join the firm. They mention important items like commission percentages, full-time support from staff, and weekly training to entice potential real estate agent candidates. Brokerages looking to hire may want to leverage the same recruiting strategy as this example from HomeSmart.
8. Use Your Headshot to Showcase Your Personality
It’s easier to recognize your face than your name, and you may already be using your headshots as part of your overall marketing strategy for direct mail, social ads, and social posts. If so, you should continue to use that in your realtor Facebook cover photo for overall brand recognition. If you use the two concurrently, then you’ll increase your overall branding power.
The example above uses a headshot and contact information, along with a CTA, to draw attention to his Facebook profile. It also includes the team’s logo to draw recognition from the team’s branding.
9. Display Your Contact Information & Location
You may serve a demographic that may not be the most technologically savvy or would prefer in-person attention. If you do, you must include your office location in addition to other contact information to help draw in foot traffic. Not only will you cater to more walk-in clients, but your address helps specify the area you service. You could also use photos of your space to produce more original content.
For example, someone who is looking for a real estate agent in Florida would see the above Facebook cover photo and see you’re located in Tennessee. Rather than inquire from you about Florida real estate, they can move on to a more qualified agent in that area. If they are relocating to Tennessee or know someone who is, they can easily see you are qualified to help them in that location.
Agents with a location-based niche can generate seller leads in their service area with platforms like SmartZip. The Smart Targeting tool helps agents locate prospective clients with a high probability of selling using predictive analytics, so that agents focus only on qualified leads. SmartZip will launch targeted marketing campaigns through landing pages, online ad campaigns, email marketing, and direct mail to convert leads into clients and help you increase your authority within a demographic area.
10. Incorporate Your Business Tagline
This example is from a real estate agent located in San Francisco, and she uses the tagline “CP Sells! CITY TO THE SEA.” The tagline indicates she is an expert in several different markets, and it also does not limit her just to downtown or waterfront properties.
She also uses this tagline repeatedly on her website, Facebook posts, and as a watermark on her photos. Unique taglines help you differentiate yourself from the competition, and it becomes part of your brand’s identity. Clients will tend to remember taglines better than your company name. About 47% of people say a company’s slogan is instrumental to their buying decision.
Creating a logo including a tagline can be assisted by 99designs. The platform connects agents with creative graphic designers to build custom logos among other design options like web design and flyers. The designers can assist with creating your logo and provide you with art to use in your future marketing materials and social posts.
11. Emphasize Your Team’s Name
If you work at a large and reputable brokerage, it’s important to harness the power and brand your brokerage wields. However, you also need to stand out from the immediate competitors who work with your brokerage. Although this is a fine line, this example from Team Daniele does an effective job of capturing both their own brand as well as their brokerage brand.
Team Daniele does not only display their team name front and center to draw attention, but also displays their brokerage branding to let prospective clients know they are associated with a reputable company. By using this tactic, when a client calls HomeSmart, they know to ask for Team Daniele directly. In addition, the logo uses the term “Luxury Collection” to identify the types of property they specialize in.
12. Target a Niche Property Type
If you serve both residential and commercial clients, include commercial real estate language in your marketing materials like this Facebook cover photo. In this cover photo example, there is minimal information except for the company logo and the real estate services provided on top of colorful images. It keeps the photo simple yet highlights the most important pieces of information about the brokerage.
Real estate agents with defined real estate niches should include their niche in the cover photo so that Facebook visitors know exactly what the agent specializes in. It’s also a beneficial strategy for agents so they only focus on clients who fit within their niches, like location, property types, rental properties, or situational properties.
13. Highlight Your Team Size & Reach
Nest Seekers, an international brokerage that originally launched its first office in New York City, has over 20 offices serving multiple cities in America, Europe, and Asia. It also has affiliate offices in Latin America and the Middle East. Listing their office locations on the cover photo speaks to their growth and reputation over the years. This makes their Facebook visitors feel that they have an opportunity to work with a real estate powerhouse that has extensive expertise and international exposure.
Clients will be drawn to the established brokerage due to its brand power and ability to be affiliated with such a high-growth team. Although this cover photo does not contain much contact information, they have enough pull to drive visitors to their website, where there are various calls to action for the different offices worldwide.
When you’re able to drive traffic to your website, you can utilize landing pages to collect visitor information. Website builders like Real Geeks provide customizable landing pages for available properties, market reports, and home valuation reports. These landing pages will capture contact information in return for these informational reports and automatically input contact information into the customer relationship manager (CRM) so it can be distributed among your team or nurtured through the sales cycle.
14. Showcase Your Team
If you are part of a strong team that works together on real estate transactions, use that to your advantage and post your team on your Facebook page. It will stand out from individual agents and reinforce the power of your team as a resource for prospective clients.
Also, if your team members have a large social following or may be recognizable from other endeavors, using photos that include them helps draw in visitors. The Oppenheim Group, in this example, participates in a Netflix reality TV show, so using images of the team can increase brand awareness and encourage visitors to use the team’s services.
15. Include Your Social Media Handle
Real estate professionals who want to build out their social media following on other platforms in addition to Facebook should post their social media handles on their realtor Facebook cover photo to drive traffic to social platforms. For example, if you get more engagement through Instagram versus Facebook, then it would be helpful to make sure anyone who visits your Facebook page gets redirected.
The Facebook page still exists as a placeholder and provides necessary information. There is also a tagline that encourages clients to engage with the page.
There are services to help agents create real estate Facebook cover photos. Platforms like Canva provide a drag-and-drop design experience to create customizable cover photos. There is also a stock photo library with images, graphics, and illustrations to make yours stand out from other competitors. You can easily make sure your cover photos are changed and updated regularly with the multiple templates available.
16. Use Eye-catching Imagery
Real estate is an extremely visual industry, so having well-curated photos can draw clients in and help convert them to leads. This cover photo example uses a gorgeous property for the cover photo with no text overlay that can distract the visitor. This is a great strategy because it creates curiosity about the other listings available from the agent.
It includes a simple call to action, “Send message,” so visitors can inquire about the services, properties, and value that Jade Mills Estates has to offer. In addition, the picture is accompanied by a simple and elegant logo to complete the luxury feel of the Facebook cover photo.
Tips for Choosing Your Facebook Real Estate Cover Photo
The image and strategy you choose to deploy with your Facebook cover photos will ensure clients know who you are, what you do, and how to contact you. After analyzing multiple Facebook cover photos, there are a few best practices when it comes to your cover photo to help make sure you continue to stay ahead of your competitors and increase engagement from visitors.
- Optimize photo size: Ideal cover photos should be 851×315 pixels at a minimum. This size will showcase exactly what the photo will look like on your cover. If you cannot meet the ideal photo size, photos should at minimum be 400×150 pixels, but Facebook will automatically size your photo to fit the cover photo slot. Agents can use various social tools to create cover photos of this exact size.
- Photo quality: PNG photo files are the highest-quality photos to use to make your logo, copy, and photos stand out.
- Update frequency: Make sure to update your Facebook cover photo approximately every four months to keep it interesting and show that you’ve continuously put time into making sure your visitors are given information in different ways. Consider using it as an opportunity to announce business news as well.
- Incorporate your brand: Whether it’s your logo, brand colors, or headshots, your branding is an important part of marketing and making your business easily recognizable.
- Consider using photo slideshows: Instead of a static cover photo, Facebook allows you to create slideshows to help engage your customers and provide much more information without going to the rest of your page.
Did you know? As of spring 2021, the option of having a Facebook cover video has been removed. You can still have a static image or a slideshow with multiple images as your Facebook cover.
The Facebook cover photo slideshow option is another way to create an engaging page to draw in page visitors. Because it sits on top of your profile, the visuals are the first thing people see, providing multiple opportunities to capture your audience’s attention through a series of photos. It allows you more space to tell a longer story about your business instead of having to fit multiple pieces of information in one singular cover photo. Visitors can quickly cycle through the photos to determine if they want to continue to the rest of the page.
Real estate Facebook cover photos provide an introduction to you and your services. Keeping the photos fresh and inviting allows you to showcase your brand and help you increase your lead generation. These cover photos can be changed as often as you’d like, and you can see what works best for your business. Agents should leverage these cover photo strategies to help generate leads from Facebook, drive visitors to your website, and highlight your social media platforms.