Jamie Biesiada
Facebook has proven to be a valuable marketing and advertising tool for agents. Now, one of its newer features, Facebook Live, a video streaming service, is growing in popularity in the agent community, too.
Oasis is one network that has begun to explore Facebook Live's potential. Kelly Bergin, the host agency's president, has been streaming supplier meetings via the service it's a more informal way for agents to get to know their suppliers around the Oasis conference table. It's also proving to be more effective at garnering views than more traditional webinars.
Facebook Live is an example of push marketing, according to Lisa Baron, Oasis' director of marketing. Instead of sending out save-the-date emails for webinars and trying to pull in viewers, broadcasts are finding their way to members' Facebook newsfeeds more organically.
"You're just doing it, and as soon as they log into their Facebook, whether it's two hours later or the next day, boom, the video's right there," Baron said. "We're pushing the information to them and we're finding that, of course, there's a lot more views than on a typical webinar."
One session only had a handful of live viewers, she said, but by the end of the same day, there were 150 views (unlike some other live streaming services, Facebook Live videos are archived and can be viewed at a later date).
Now, agents are increasingly starting to use the service to connect with their clients.
"The way I'm seeing agents use it is when they're on a ship inspection, for instance, they'll just go live and they'll show their clients what's going on with the ship," Bergin said.
Hotel property inspections are also becoming popular, Baron added: "They're starting to [embrace it]. I think it's just a great way to stay connected and really inspire people and make you feel like you're really there."
Jill LaBarre, of Orlando-based Jill's Great Escapes, is one Oasis agent who has taken Facebook Live by storm. LaBarre built her travel business by using social media to make connections and forge relationships with potential clients, and live videos are enhancing her presence on Facebook, she said.
For instance, in January, she hosted a group on a cruise on the Norwegian Epic. Instead of just posting a picture, she went live on Facebook explaining where she was and showcasing different parts of the ship.
It's proven to be a good way to give her further exposure to her Facebook followers, who are clients or potential clients.
"Being able to do a video, or now Facebook Live, is a great way for [my followers] to interact with me not just seeing a picture, but to hear me before they pick up the phone and call me," she said.
LaBarre encouraged other agents to use Facebook Live as a way to connect with potential clients. She advised they keep their videos brief, and that they work on their camera skills so they can showcase "impactful visuals."
As an example, LaBarre said she recently posted a live video from the Kimpton Seafire Resort in Grand Cayman. It features LaBarre on a balcony of the hotel, pointing out the main pool, beach and ocean just behind her. As of last week, the video had over 800 views.
"You're posting about things that will inspire people to want to travel," she said, "and hopefully you're frequent enough that you're top of mind when they say, 'Hey, you know what, I'm really interested in that what about that lady who I follow?' And then they contact you."