Facebook, probably the most famous social media platform on the planet, has made some changes to their privacy settings in an effort to regain the trust of their users. After plenty of scrutiny for how users’ data may be collected, their latest announcement includes a change that favors consumers while having the potential to negatively impact businesses.
With the introduction of a new “clear history” tool that allows users to delete or limit off-site activity that can be useful for a business’s ads, Facebook hopes to ensure that if there are concerns over privacy, there is a way users can control how data is used for ads. This means that if you’re targeting users who are searching for homes in your area, they can opt-out of seeing your ads. To make sure that you’re still using your advertising power in the best way, here are three tips to help you navigate this change.
1. Content Is Key.
Although targeted ads are an easy way to get in front of users, there are many who find it strange that an ad would appear on Facebook, especially if it is something that the person was just looking for on Google. With the announcement that Facebook made, users will need to opt into this program. This means that you shouldn’t stop your advertising plan now, but focus on content that is meaningful and will be seen as such by your followers.
If you already have a decent social media presence and a number of followers, ask previous clients to write reviews on your page. Word-of-mouth and referrals are the top ways many agents are found. In fact, according to the National Association of REALTORS, 74% of buyers would use their agent again or recommend their agent to others. Use this untapped potential to your advantage.
On the other hand, if you are working on gaining followers, you have some options. You can join a local Facebook group to establish yourself in your community and showcase some hotspots or businesses around town. By doing this, you are able to build relationships with prospective clients and be at the forefront of the competition when it comes time for a social follower to buy a home.
2. Don’t Keep All of Your Marketing Plans on One Social Channel.
Yes, we all know that Facebook is huge, but you should invest in brand exposure on other channels such as Instagram, Twitter, or Pinterest. By keeping your options broad, you have a greater opportunity to share your business and what you do.
Aside from social media, you can try to find more advertising options as well. Try Google Adwords for example. This is different from Facebook because it allows you to target potential consumers based on the intent of the consumer. To be more specific, you are able to engage with consumers based on where they are in the process of buying or selling a home. It’s also important to tailor ads to fit the way people will search for you or they won’t be able to find you. Consider who you want your ads to attract and then make sure they connect.
3. Connections that Matter…
It seems like the best way to engage with consumers is advertising. However, there are more options that have been proven to build a connection. Blogs and email campaigns are effective ways to connect with consumers online. Be transparent with your approach and look for ways to help potential clients. You can do this by featuring a piece on local activities in the area or showcase a local business. By doing this, you have the opportunity to build trust with consumers which may help you build a positive relationship.
If you’re looking to build your social presence, let Homes.com help! Our team of social media experts can help you find and engage with your audience. Learn more about Homes.com Social Fuel at Marketing.Homes.com.