$22 Million From a Facebook Group: How Laura Griffin Built a Hyper-Local Community & Lead Machine

The gift of real estate is that we can generate leads the way we want, as long as we systematize it. Not everyone in real estate wants to cold call, door knock and have a business that relies on speed-to-lead. Some agents don’t want to do open houses because they treasure weekends with their kids. Laura Griffin found herself in this predicament, and the perfect solution presented itself - starting a Facebook group for moms. 

6 years later, that group has 10,000 members, Laura does $22 million in volume and 90% of that business comes from the group. Many agents would love to have a lead generation method that fits their personality and lifestyle, but turning it into a real system is the challenge. 

There is a way to grow a community and nurture people without jamming real estate down their throats. Laura found the perfect balance. She shares how she runs her group, the kind of content she posts, and how she’s successfully grown an engaged, hyper-local community. 

Key Points  

Balancing community with marketing 

If you’re an agent running a Facebook group, no one wants to have real estate jammed down their throats all the time. At the same time, you don’t want to be a secret agent. A blend of value-add content, questions and less overt real estate content works really well. 

Protecting your community 

When you build a large Facebook Group, you’re always at risk of the platform changing something on you or locking you out entirely. Putting the members of your group into your database and emailing them monthly helps you protect your community.

Make it evidently hyper-local 

When you create your group make sure a town, city or county is attached to its name. You can’t be hyper-local if people don’t know what locale you serve. Having a location that people know and recognize allows you to also pull in the relocation crowd, and that will bring in a lot of leads. 

How to get found 

You need to have a good description of what the group is, where it’s located, who you are and a freebie at the bottom like a relocation guide. If you don’t have those pieces in place, it’s going to be hard for people to find you and for you to grow your group. 

One question, many leads

One post Laura constantly uses is the question “what’s the one thing you’d change about your house?” Of course, some people will talk about minor decorative things, but others will share that their yard is too small, or that they wish their house was bigger. You can take those people’s names down and start marketing to them because you know the wheels are starting to turn. You’ll learn things about your members and be able to identify clients before they know they’re ready to buy or sell. 

To find out more about Laura’s coaching and to watch her free webinar, go to https://groupstoleads.com/webinar/. 

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