Facebook: the bread and butter of social media marketing. Or is it? In case you missed the news, the social giant changed its news feed prioritization algorithms. Now our personal feeds feature more content from family and friends (yay!) but less content from business pages and organizations (boo!). What’s a real estate professional to do?
Accept that to make the most of Facebook advertising that you will have to devote some marketing cash to paid promotion, especially if you are a newer user that missed the boat on organically building an audience. Once you have budgeted funds, leverage how you market to improve Facebook marketing.
Using your clients
Let’s start with organic strategies. Name the last time you tagged a client in a Facebook post. If you haven’t, try it. You don’t have to tag their property (unwise) but say on a day showing potential homebuyers properties you make a lunch stop. Take a photo, announce how much fun you’re having, and tag them. Share photos of happy, smiling clients that just closed on a property. Most agents use their business page to promote listings. Tell your clients when the listing post is scheduled and ask them to share on their news feed to boost likes and engagement.
Invite your client list to follow
At least four times a year, in an email campaign invite your clients to follow your business page. This holds true of any social account you own. Why four times a year? As your business grows, so does your client base. Quarterly reminders help expand your follower count, and as they are people already engaged with your brand, they’re quality followers! They could see a property that appeals to one of their friends and forward to them.
Video engagement is higher than text-only or photo-driven posts. This is true on Facebook, too, which receives billions of video views a day. Right now Facebook is prioritizing video content. That may change in the near future as more users become accustomed to Facebook Live! and video viewing on the platform. Use your tour videos or Facebook’s slideshow feature to create your own. Interestingly, most videos are watched without sound. If possible, add captions to the video.
Paid Ad vs Boosted Post?
Now we’re into spending money. Facebook offers multiple advertising options. Spend a little time exploring what you can do. Options range from boosted posts to paid advertising. Personally, I prefer creating paid, targeted ad campaigns over boosting posts for real estate clients. The reason is simple: you can’t target the audience on a boosted post. You can promote it, but it may reach audience members that don’t match your ideal customer. By using targeted campaigns, I narrow who sees the listing by income, area, and other demographic information. This increases my client’s chances of sourcing a qualified lead and boosts return on investment. The campaign can be optimized by driving traffic to the website or video views.
Optimize your settings!
Check out your business page. Provide as much information as you can in the profile settings to make your page more searchable. This includes a business location, operating hours, an attractive header with your photo, and the right call to action button.
Be smart about promotions and use best practices to improve Facebook marketing. Real estate agents should not shy away because of the platform changes. Facebook remains an essential marketing tool.