Many builders are now using Facebook to advertise their communities, homes, and plans, but fail to see the increase in leads they're looking for. As a result, they scale back on the Facebook budget, post less and less, and ultimately miss out on what is arguably the most valuable online asset for the business beyond the website. The secret to unlocking Facebook as a lead-generating tool lies within a holistic strategy developed carefully day by day over a period of at least six months. For some this sounds too laborious and uncertain, but for those who invest in Facebook and stick with it, the rewards will multiply. Here are some of the key strategies for getting the most out of Facebook in 2016.   1. Be attentive and engaging. Simply put, Facebook will not work for a builder that is unable to devote resources to maintaining the page at least during business hours throughout the week. Facebook users understand the signs of a business that is only on Facebook as a means to an end. If they notice it's been a few days since your last post, they won't bother leaving you a comment, message, or review (unless they want to publicly complain about you, in which case you REALLY don't want to leave their post unanswered for days). Facebook is a tool for creating and maintaining client relationships. Your presence on Facebook will speak volumes about your business, and for many people it will be their first impression of your brand. As you use Facebook to maintain relationships with previous clients, you can expect to see some of them become "brand promoters" who will share your posts, leave positive reviews in the comments of your ads, and even refer friends to your company by tagging them on your inventory posts.   2. Build a Brand This is probably the biggest piece of the Facebook puzzle and sadly most builders are missing it. Every post, comment reply, photo, and message is part of the larger picture that is your brand reputation and your brand promise. When someone leaves you a bad review in April and you don't respond until July (or ever), all that says to your client and everyone who views your page is that you don't have good customer service. We actually came across an example where a builder received several negative reviews on their Facebook page. Months after the reviews were posted, two separate homebuyers came along who were interested in the builder and were doing 100% of their research online since they were moving from another state. The homebuyers commented on the negative reviews asking questions about the reviewer's experience, if it ever got resolved. These reviewers actually commented back and engaged the prospects in a discussion about the builder right there on the builder's Facebook page. The builder never responded to any of these comments to become part of the conversation. Speaking of negative reviews...   3. Reply to EVERY review, especially negative ones. Show clients that you value their feedback by replying to their reviews, either with a sincere thank-you or an invitation to contact you directly to resolve their issues. By showing responsiveness to reviews, other clients will be encouraged to throw in their own experiences, which is extremely valuable to the success of your Facebook page. Negative reviews are wonderful opportunities to publicly display evidence of your level of customer service. By showing genuine concern for negative reviewers and willingness to resolve their issues, you're showing all of your prospects how you deal with common issues that inevitably arise during the homebuilding process. Imagine what a relief it would be to a prospect who is worried about all that could go wrong with an expensive build project for their first new home to see that no matter what issues arise, you're happy to fix them quickly without leaving your homebuyers hanging out to dry.   4. Earn the Facebook Messenger Icon In order to get the Facebook messenger icon that shows prospects how quickly you reply to messages, you have to reply to every message your page receives within the same day someone messages you. If you've never seen someone message you on Facebook, it's a sure sign you're not being engaging enough. Try posting at least once a day Monday-Friday, boosting posts so that more people see them, and then "liking" and replying to comments on your posts throughout the day. If you're already doing these things and still not getting messages, try posting more fun/personal photos of your team and what it's like to build homes. Invest more in boosted posts and ads. Eventually, people will get the impression that you're available on social media and will feel more comfortable contacting you there. We have seen many instances of homebuyers engaging builders via their Facebook pages all the way through to setting appointments. This is where Facebook really starts becoming a lead-generating tool.   A holistic strategy will be the key to unlocking Facebook as a lead-generating tool in 2016. Don't simply set up shop on Facebook because it's "the place to be"--really have a strategy behind what you're doing and be attentive to the page daily. Imagine two coffee shops that open on the same busy street--do you go into the one that is empty and appears to be unstaffed most days of the week, or do you visit the one where you can always find a smiling face to talk to no matter when you show up? This is the difference between an active and inactive builder's Facebook page. Don't just phone it in--if you need help, hire someone who knows how to do it right!