12 people reached. 4 people reached. 9 people reached. Do these stats look familiar? Typically these are the number of people that see a post on an average Facebook page on any given day. Facebook can be a difficult animal to work with, especially when it comes to getting your posts from your real estate page in front of people that have actually liked your page. When you see little to no engagement on your posts, do you wonder if you have missed the Facebook page boat?
You have not missed the boat, but it is definitely much harder to get your posts seen than it was in the early days of Facebook pages. The powers that be will say this is because they only want to show users the things they really want to see in their news feeds. I think this is partially the reason. Facebook can’t afford to go the way of MySpace that quickly fizzled out after its peak. So yes, Facebook has to keep their 1.3 billion users engaged in their platform and one way to do that is to show their users what they want.
The other reason I think Facebook is making it harder for people to see your posts is they want your money. Plain and simple they want you to spend money on their ads. If you are making any kind of money from your page off of their platform, they want a piece of it. It’s their rules, their platform and you have to play the game in order to gain any kind of traction on your Facebook page.
Do you want more engagement from your real estate Facebook page but aren’t sure where to start? Here are my 6 suggestions to help you play the game and get more engagement (and potentially business) from your Facebook page:
1. Get Educated
As I mentioned it is getting harder and harder to understand how to get your posts in the news feeds of your followers. To gain a better understanding of how to do this I highly recommend getting educated on the best practices for Facebook. It is not as simple as it used to be and you can’t just put up a post everyday and expect for it to get shown in news feeds. Also as of November 5th, you can’t create contests or offerings asking people to like your page. Then throw in the complexities of Facebook ads and it’s a wonder that colleges haven’t started offering a degree in Facebook marketing. It is just that complex.
For these reasons, I suggest looking at outside sources to help you up your Facebook marketing game. One big player in this arena is Amy Porterfield.
Amy offers a full blown Facebook marketing course. With Amy’s course you get 4 training modules which includes:
- Module 1: The Foundation for Facebook Success
- Module 2: Growing a Lucrative Fan Base
- Module 3: Building your Authority and Becoming the Go-To Source
- Module 4: Turning Fans into Loyal Customers
Plus Amy’s course offers these bonuses:
- Bonus 1: Content Marketing Power Plays: 50 Strategic Facebook Posts You Can Model to Boost Your Overall Engagement
- Bonus 2: 3 Ways to Use Facebook Groups to Attract and Keep Customers
- Bonus 3: 50 Stunning, Ready-Made Image Quotes To Increase Your Engagement
- Bonus 4: The 3-Step Lead Generating Facebook Blueprint
- Bonus 5: New “Members-Only” Training Workshops Each Time Facebook Makes a Major Change or Update
- Bonus 6: Full Access Member Support with our Private FBinfluence Facebook Group
I am personally in the middle of Amy’s course and I love it! Amy worked for Harley Davidson and Tony Robbins helping them develop their marketing campaigns and content marketing strategies. She has also worked with the Social Media Examiner and helped to co-write the book Facebook Marketing All-in-One For Dummies. Amy knows content marketing and Amy knows Facebook!
Another expert with Facebook and specifically Facebook ads is Jon Loomer. Facebook ads are complex to say the very least. So many of us, myself included, fall into the trap of hitting “boost post” after posting something on a page. (I especially fall into this trap when I feel like I have written an epic blog post!) Yet boosting a post is rarely a cost effective way to get new traffic or engagement to your page. You would be better served to pay for a Facebook ad that will not only cost you less but give you more clicks to your page. Facebook ads are incredibly complex. Enter Jon Loomer. Jon has written extensively on how to navigate Facebook ads and create successful ads. He experiments with everything and writes about the results.
Jon offers one-on-one Facebook marketing coaching as well as a couple of courses for Facebook ads.
Course #1: Become POWERFUL with Power Editor (Check out the course here)
Power Editor is THE TOOL used by advanced Facebook marketers to create profitable advertising campaigns. It’s also intimidating and frustrating for beginner and intermediate marketers alike. These three SELF-PACED AND RECORDED courses will give aspiring advanced Facebook marketers a thorough understanding of all features and functions found within the world’s most powerful advertising platform.
Course #2: Master Facebook Website Retargeting (Check out the course here)
- Get members-only access to the webinar replay, relevant links and exclusive content generated for this event.
- Increase Sales: Create ads that target those who showed interest in your product but never converted.
- Increase Website Traffic: Target those who have read your articles before while excluding those who already read the post you’re promoting.
- Increase Facebook Page Likes: Target those who are closest to you instead of guessing with interest targeting.
- Build Your Email List: Entice regular visitors of your blog to subscribe to your email list.
- Learn about what Facebook Website Custom Audiences are and why they are the most powerful tool the top advertisers are using.
- Jon will guide you along to build a list of all of the Website Custom Audiences you need to create.
- Learn when and why you should create a Website Custom Audience based on URL, Domain or Path. Learn how to use “contains any,” “doesn’t contain,” “is equal to” and “is not equal to” when creating your WCAs.
- Learn how to install your pixel pain-free!
If you are serious about Facebook and more importantly Facebook Ads, Jon Loomer is where you should get your education.
2. Make a Plan and Stick to It
Sure you can throw up a Facebook post on a whim and you should, but you also need to have a plan. Create a posting calendar with topics to post about each day. For example you could lay out a plan like this:
Monday: Quote, Question, DIY Home Project
Tuesday: Quote, Question, Interesting Article from the Web (doesn’t have to be real estate)
Wednesday: Quote, Question, Highlight local business with a discount
Thursday: Quote, Question, Buyer’s or Seller’s Tip
Friday: Quote, Question, Local Weekend Events, Your Open Houses
Saturday: Quote, Question, Valuable Video
When you have a posting calendar you never have to ask yourself the question “What should I post about?” You have a format all laid out, all you have to do is plug in ideas. I recommend setting up a spreadsheet and keeping a tab for each topic. Then as you start to research ideas for each topic, you can add them to your spreadsheet. I also find when I lay out a posting calendar, ideas just pop into my head all the time or I am consistently running across articles I want to share.
I want to add that if you lay out a posting calendar like this, please also include some personal things in your posts. Let people know what you are up to with your kids or any events you are participating in or personal things along these lines. People want to connect with you the person, not just you the Realtor.
3. Consistency is Key
Create a plan to post at the very minimum once a day, earlier in the morning or mid-to-late morning. All the experts recommend posting at least 2-3 times a day. I used to think this was very excessive posting, but I don’t anymore. The chance that any one person is going to see all of your posts in a day is rare. Spread out the posting times to once in the morning, once around lunchtime and once before the end of the workday. People usually check Facebook at these times and posting at these times does help increase your chances that people will see your posts. Not every post has to be an over the top wow post either. I personally love posting quotes to lift people up or asking questions to find out more about what people have been up to. By preparing a posting calendar well in advance you should be able to consistently post. Once you are consistently posting, people will expect to hear from you, they will get drawn into your page and start to build an engaging community on your page.
4. Be Engaging
There is no greater real estate sin than only posting on your Facebook page when you have a new listing or an open house or a closing. If you are only posting about these 3 events, please shut your Facebook page down because you are not only wasting your time, but I can promise you, you are bugging people. Sorry to be harsh, but someone has to tell you the truth. Social media is ALL about engagement. Engaging with family that lives across the country, engaging with college friends that you don’t live close to or even engaging with your friends that live in your city that you don’t see that often. Social media is a conversation, not an event so please stop posting just events.
Now, I am not saying never post about real estate or open houses, closings, etc. Yes, you are a Real Estate Agent and you should be posting about these things but please don’t just post about real estate. Let people get to know you. Have a conversation with them, ask them questions and respond in kind. Social media conversations should flow just like conversations in real life and in real life you wouldn’t make the conversation one sided would you? Please don’t do it on social media either. Be real, be you and be engaging. Build that community and you will be rewarded for it.
5. Be Careful with the Sales
Always be selling right? Nope, not on Facebook or any social media for that matter. Do you want to be sold to all of the time? Nope, me either. Nothing makes me unfollow a page faster than someone trying to sell me something with every post. Absolutely you can and should ask for referrals and new clients in your Facebook posts. But there is a time and a place and it isn’t every other post. People will naturally refer people to you and to your Facebook page if you are following rule number 4 and being engaging. Also take note that starting in January 2015, Facebook will start penalizing pages that are always asking for a sale. Their research has shown that their users don’t like this, so they are going to start penalizing companies that do it.
6. Get Your Followers Off Your Facebook Page
Now you probably think I’m crazy because haven’t I been spending all this time talking about getting people to engage with you on your Facebook page? Yup I have, but once you get them there, get them off of your Facebook page and onto your email list. Even though social media is incredibly popular and powerful, email marketing is still king when it comes to converting prospects into actual clients. Plus you own your own email list whereas Facebook owns your Facebook page and can do whatever it wishes with it. What if Facebook started charging you for every follower you have on your page? That would be terrible if you relied solely on your Facebook page to generate leads. But if you have all of those followers on an email list, you would be just fine because you own your list!
Create a great opt-in offer as a tab on your Facebook page asking people to join your email list and post about it every once and awhile. Be careful with your wording though and make sure you aren’t trying to sell them something so Facebook doesn’t penalize you.
Opt-In Offers Could Include:
- Coupons or discounts to local businesses and restaurants– great way to support local businesses too!
- Checklist for Moving
- Checklist for Finding Your Dream House
- 10 Tips to Increase the Value of Your Home
- 5 Things You Must Do Before Buying a House
Make the opt-in offer something really, really valuable, something people would almost pay for and they will then trust you with their email address. Then you need awesome email marketing for follow up but that’s another post for another day!
Facebook is a force to be reckoned with and is not going away anytime soon. I do believe it is possible for Real Estate Agents to get business from Facebook, but you have to be smarter about it than ever before. The good news? Many Agents aren’t willing to invest the time to do it right so if you do, you will be ahead of the curve and be one of the few in your area really capitalizing on getting business from Facebook!
Please note that this post contains affiliate links which means I am paid a small commission if you purchase any of the items. It does not cost you more to purchase using these links!
What is your Facebook marketing strategy? Have you ever gotten a deal by doing marketing on Facebook? Please share your thoughts with me in the comments below!