Of all the tools used by real estate professionals to connect with clients and prospects, it’s safe to say that Facebook is one of the most useful. In fact, 67% of business-to-consumer marketers generated leads on Facebook last year!
Eighty percent of users prefer to connect with brands on Facebook more so than any other social network, making your Facebook page the go-to resource for clients and prospects to keep up with your business. With that said, you’ve probably noticed a significant change in the rate of traffic to your page, and if you’re like most people, it’s left you scratching your head and wondering “why?”
In December, Facebook rolled out their “new rules” that were designed to rank and display content that supports the notion of ‘people want to see more relevant news and what their friends have to say about it’ – and not the latest memes that are congesting their news feeds.
A new algorithm has been implemented by the fine folks over at Facebook to support these “new rules.” Essentially a content filter, this new algorithm decreases the number of shared links, pictures and posts that we’ve grown so used to seeing after logging in to Facebook. As a result, it will cause a noticeable change in the total reach of your content, ultimately making a “pay to play” concept the newest and most effective way to get your message heard.
Now you’re probably thinking: “This is great news; now I won’t see a picture of every meal that my friends post every day.” While this may be true, it will unfortunately make using Facebook to market your business a bit more difficult, and here’s why:
When users see and interact with your free content, it’s referred to as “organic reach.” Alternatively, when users see a post that’s been paid for to add additional exposure, it’s referred to as “paid reach.” Prior to Facebook making these unannounced changes, page administrators relied on two key metrics to gauge their performance on the site: reach and engagement. This was calculated from the number of people viewing each post and the number of likes, comments, and shares collected by each post. In short, whether your content was paid for or free, if Facebook users didn’t engage with it, then it was less likely to appear in their news feeds later.
What does all this mean for you? It means that if you really want to get your content seen with the new algorithm, paying for it will be your best option. But don’t worry! For those of you that want to save a buck or two, Homes.com has a few tips that will help improve your page organically. Luckily, they only require you to invest a little extra time, not money.
There are over a billion users on Facebook, so if you have any reasonable social strategy, there’s a pretty good chance that your content will be seen. The key to success is learning how to effectively navigate Facebook’s new landscape. In order to do this, one will need to comprehend how Facebook users interact with different pages and how the news feeds work. According to a recent press release by Facebook, there are three ways that you can effectively improve your content feed.
1) Create and Share “Likable” Content: It’s pretty simple, create and share content that receives more likes and it will show up on more of your followers’ news feeds. If your page’s reach has decreased, then you need to start creating more relevant content and forget the sales pitch! Share content that provides value to other users, downloadable resources for homeowners and homebuyers, and any local content that would be of interest to your community.
2) Improve Reactions: If your posts are being viewed but not receiving any interaction, they won’t appear in your follower’s news feeds. The key here is to focus on engagement! If you have found a tactic that generates engagement, stick with it! But don’t let that be your only strategy; always continue to search for more effective methods of generating more interaction. Finally, stop using played out memes! People are getting tired of seeing the same old thing,so get creative and come up with something unique that will help your content stick out from everyone else’s. If it’s something that your followers aren’t used to seeing, it will pique their interest and make it more worthy of a like, comment, or share.
3) Be Aware of Content Types: When a user likes a certain type of your content, such as a photo or video, the more often that type of content will appear on their news feed. Sustain that exposure by sharing valuable content, always posting at the right times and never cramming your posts with a sales pitch or marketing “schpeel.” For an agent, this means not discussing your listings. Instead, you should be sharing locally- inspired content that will spark the interests of your followers. Also, be sure to humanize your page, as it will remind other users that you are a fellow member of the community and not just a real estate professional.
The recent release of Homes.com Social presents a great opportunity for real estate professionals to take full advantage of everything that Facebook and other social networks have to offer. This innovative social media suite is designed to help you engage with more prospects, protect your online reputation, control the conversation and drive leads, despite Facebook’s “new rules.” Visit Marketing.homes.com to find out more!