Facebook Live has emerged as one of the best new tools to reach target audiences online. In a matter of seconds, teams across the country can connect to prospective homebuyers and show of a home, a design, or some team fun.

Ali Peters, Account Supervisor, Group Two
Group Two Ali Peters, Account Supervisor, Group Two

A few companies have pioneered the way, and home builder-focused marketing firm Group Two has learned a few best practices along the way. Here, BUILDER speaks with account supervisor Ali Peters to find out a few tricks for a great live feed.

How are your clients approaching Facebook Live?

Most of our clients have tried Facebook Live, usually a little bit hesitantly at first. The most popular approach is for model home tours or spec home tours. They do it in a two-person team, where one person is walking the video through the home while someone else is filming it, just like a typical sales pitch with a prospective buyer walking through the model. They take you through the home, tell you the features. If they’re walking through the kitchen they might point out something like the pantry can turn into a wet bar. That’s gone over really well.

The other thing some people use it for is team activities like an office event, or they want to do intros to team members. They’ll do construction updates if windows are going in or walls are going up. They’ll showcase a community amenity tour. We also have a builder who gets buyers from all over the country, and they’re planning a Facebook Live Q+A session for those people coming from out of state.

What are the most successful tactics you suggest when they’re on the camera?

We definitely recommend the two-person team so one person is holding the camera and watching the engagement. We’ve seen some builders try to do a tour holding the phone like a selfie, and that doesn’t turn out well. We recommend holding the phone horizontally because vertical images don’t register to Facebook correctly. And then there’s knowing when to cut the feed based off the level of engagement you’re getting. The nice thing about Facebook Live is that the person managing the camera can see how many people are viewing it, so if you see people starting to drop off or there aren’t any comments, you can shorten the video.

How can builders improve their video?

Some builders have bought glide cams, which are under $100, and it’s essentially a selfie stick, but it allows you to turn [the camera] and swivel it without messing up the video quality. That’s useful if they start doing a lot of tours.

What kind of audience does Facebook Live reach?

It’s easy for a user to engage with. You’re more likely to get views from them with this than a traditional video on Facebook. When you go live it notifies your followers that you’re streaming. There’s not a big learning curve. The 55-plus crowd continues to grow the most on Facebook, and Facebook Live has worked well with our 55-plus clients.