It is a violation of Facebook's Terms of Use to represent anything other than an individual as a profile (including businesses). That means that if you are going to use Facebook for business, you must create a Facebook Business Page and post all your business-related content there as opposed to your Personal Profile.


When you sign up for Facebook, you will create what is known as a Personal Profile. You must have a Personal Profile in order to use Facebook. Personal Profiles are:


Good For:
Not Good For:
  • Representing an individual
  • Connecting with people you know, including your clients
  • Maintaining personal relationships
  • Following what's happening in people's lives
  • Updating people on what's happening in your own life
  • Marketing your business
  • Building a business database
  • Keeping customers aware of your business


A Facebook Business Page, on the other hand, is:


Good For:
Not Good For:
  • Building a professional reputation
  • Marketing your business
  • Building a business database
  • Keeping customers aware of your business
  • Updates and news about your business
  • Maintaining personal relationships
  • Following what's happening in people's lives
  • Updating people on what's happening in your personal life


Importantly, you must have a Facebook Business Page in order to run Facebook Ad Campaigns. 


All this being said, your real estate business is an integral part of your life, so of course there will be some overlap in content. For both your business page and your personal profile, use the 80-20 principle. Eighty percent of your Business Page posts should be business-related, and 20% should show some of your personal life. This should be flipped on your personal profile: 80% of your posts there should be personal, and only about 20% should be business-related. 


Ready to get started with your own Facebook Business Page? Download our "How to Create Your Facebook Business Page" guide here, and please note that you must be logged into your Paperless Agent account in order for the download to be successful.