Facebook, Twitter, Instagram, LinkedIn – there is no dearth of social media platforms (There are many more but these are the biggies). There is one for every mood and every need. Most of these platforms have significant differentiators but one of the things they have in common is their focus on content consumption.
Think about it, how do these platforms make money? While their revenue streams may be quite complex, it is largely dependent on the number of active users on the platform. It is in the platforms’ best interest to provide great user experience so as to grow and retain their user base. What this unfortunately means is that ads about you being the best agent in town, or that the housing market in your area is going up, will not be entertained on these platforms anymore. Why, you ask?
The last thing a Facebook user wants to see is their timeline filled with ads from real estate agents and loan officers saying “ work with me”. The platforms have caught on to this and are making changes.
Early last year, Facebook announced that it would prioritize posts that have gotten engagement. There is a higher probability of reaching more people if your post has been clicked on a lot, liked, shared or commented as Facebook’s algorithm will flag the post as being interesting/helpful for its audience. Posts that are all about self-promotion will not get this boost.
You can also put an ad budget behind your ads, but if the copy is not compelling, you will find that your cost per click will be higher. So how do you combat this? Does this mean you stop doing ads on Facebook completely? Or should you maintain the status quo and hope everything works out?
Facebook remains a great means to reaching more people in your market so don’t abandon it. But doing the same old song and dance routine when it does not work anymore is a waste of time, energy and money. Instead, pivot your message.
Post content that shows you are a good agent instead of just saying that you are. Closed on a deal recently? Take a picture with your customer and post it congratulating them on their new home.
Setting up for an open house? Take pictures of it or do a quick walk-through video, you don’t even need to be in the frame! Heard that a new dog park is coming to the neighborhood? Post how excited you are being a dog owner that a new park will soon open in the area.
These kinds of posts have been known to get more engagement since they are either personal, interesting or have helpful information. Following these techniques will help you bypass Facebook’s new policies regarding content and come out on top.
At WikiRealty, we provide unique hyper-local content that your audience will find both interesting and helpful. The posts we do get great engagement due to which they also get good organic reach on Facebook. A Zillow study showed that a majority of home-buyers regretted their buying decision due to lack of neighborhood-fit. Buyers now look for information about the area that they are moving to before they even consider the house. Being the source for this hyper-local information is a great initial touch point with potential home-buyers. If you feel like you don’t have the time to be online, we can do it for you. We will get you to the 5-yard line and you can then score the touchdown!