Do you ever feel like once you manage to learn how to use Facebook, everything changes and now you’re back at square one? Yeah, it happens a lot and you’re not alone. It doesn’t matter what kind of outstanding content you’re posting if no one is seeing it. Luckily, REALTOR® Magazine has some tips for beating the Facebook algorithm at its own game.
Facebook wants to become your “digital living room” and wants to condense your networks and make them smaller. This is both good and bad, especially if you want to market yourself to potential clients. The switch to this type of interaction happened in March and gives priority for posts sent via private messaging and posts on private Facebook groups. The idea is to limit users’ exposure to posts coming from outside their inner circles.
What that means is you can’t rely on Facebook to drive organic traffic to your page unless you’re utilizing private groups and private messages. Your goal with social media is to make yourself visible to a wide variety of people Here are some simple things you can do to boost your social media visibility:
Become more engaged in Facebook groups – Did you know of the 2.4 billion Facebook users; more than 400 million users engage with private groups daily? There are a lot of opportunities to get your information to potential clients through local groups. Think outside the box as you search for groups to be a part of. Join a parenting group or a photography group. This will give you an opportunity to have more authentic interactions that allow you to connect with people on a personal level, which in turn could help your business in the long run.
Reexamine your marketing budget and consider using Facebook ads – With organic reach at an all-time low, many agents are turning to Facebook ads to target a specific audience. This marketing approach isn’t for everyone and it can get expensive, fast. But if you’re careful with the amount of money you spend and target specific demographics, you could find success. Facebook ads allow you to set your budget and then bases the amount of reach off that amount. Of course, the larger the budget, the broader the reach.
Diversify your social media presence and look beyond Facebook – Photo-driven platforms such as Instagram and Pinterest are perfect for real estate agents since high quality listing photos are essential to selling a home. Use photographs that highlight a remarkable aspect of the property. Maybe it has an amazing master suite or a beautifully landscaped yard. Pair these photos with a short story. Amazing pictures + compelling stories = real estate marketing success.
Share more video content – Facebook loves it when you post videos, especially if you’re doing a Facebook Live. Compelling videos that are informative and energetic, you’ll see your followers growing. Don’t limit yourself to just Facebook videos; consider posting to Instagram, YouTube, LinkedIn, Twitter, and Pinterest. Be consistent, come up with a plan that includes relevant content and create a schedule. It will take time to start out but once you have the initial work done, you’ll start seeing the rewards.
Create content that is relatable and shareable – If you’re posting information that people want to share, you’ll have a better chance of your post being shared outside your circle. Skip the usual listing post and instead, offer up some home buyer or seller tips or a touching personal story. Maybe your clients overcame huge odds to buy their first home. Everyone has a story to tell and something that makes them unique. Those are the stories people like to share.
The social media race is definitely a marathon and not a sprint. Your hard work now may not pay off for a while, but if you keep at it, it will eventually work in your favor. Since the real estate business is built on referrals, creating stronger relationships with people in your community that share common interests will make your business grow in the long term.