Facebook just made a BIG announcement and it has people FREAKING OUT!
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” – Mark Zuckerberg
“My Facebook plan is coming undone”
“The END to modern life marketing for real estate agents”
Is this really the end for Facebook Marketing?
I have good news…. ABSOLUTELY NOT! The juicy headlines are getting our attention but this obstacle can actually create new opportunities for your business. All you have to do is learn how to take advantage of the changes so that you can stay ahead of the curve.
In the words of Ross Gellar: PIVOT!
“We built Facebook to help people stay connected and bring us closer together with the people that matter to us.” – Mark Zuckerberg
So what are these changes anyways?
Facebook is prioritizing family and friends over businesses and brands. First of all, this really isn’t THAT new. Facebook has been doing this for years. If you currently have a Facebook business page, you have most likely realized how little of reach you already have. Second, this can be a good thing! Aren’t we all getting tired of seeing so much advertising and spam? More from our family and friends can mean more chances for us to engage with them. After all, Real Estate has always been a relationship business. We want to be forming connections and growing relationships with our family and friends. Facebook is one of the best and easiest tools for us real estate agents to do that.
“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.” – Mark Zuckerberg
Despite all of these changes, I do still think it is important to have a Facebook business page. Why? A few things…
1. Prospective clients are still going to be searching for you online. Having an active Facebook page will help give your business a foundation online. They will be able to see the content you have shared and be able to get an idea of what it would be like to work with you. (Time to attract those ideal clients)!
2. Real Estate is a relationship business. You can build relationships by continuously engaging with and showing interest in your past clients, family and friends.
3. The bottom line is it’s still an important platform to post your listings, run ads, post videos, original content, resources for potential buyers and sellers and a big one – regularly using Facebook Live. I think it is going to be more crucial than ever to incorporate a consistent Facebook Live strategy into your business plan.
“Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.” (This information came straight from Facebook’s News Release)
So you’ve got 2 choices, which one will it be?
1 – Embrace Facebook’s latest changes, dig deep and make it work for your business. This means putting a creative strategy into action!
2 – Give up on Facebook as part of your business plan and stick with the old school methods of door knocking and cold calling.
If you pick #1, then keep on reading, my friend! I am going to tell you the top things you can do to make the most of these changes!
-Get a plan in place for showing up on Facebook Live. Build it into your schedule and pick a new topic every week sharing tips, home hacks, community info, most asked questions, market updates, etc. Be THE go-to resource so that when someone is ready to buy or sell in your community, you are hands down the first person they think of! Bonus Tip: Be YOU in these videos. Show your personality, it doesn’t have to be 100% professional because that will get boring real quick!
-Spend 20 minutes every day engaging on Facebook. Comment on posts that speak to you, share relevant and exciting content from others, and SHOW UP! Don’t just “like” anything you come across. Try to make your engagement more meaningful.
-Be intentional with your clients. Put past clients into a Facebook List. Whenever you close a transaction, add those clients on Facebook and to that list. Be sure to congratulate them, thank them, and let them know you want to stay connected! Then add them to the past client list as well. Tell them Happy Birthday, Happy One Year Home Anniversary, and take advantage of whatever opportunity you have to interact with them!
-Be a RESOURCE before a Realtor. Share GOOD content that would be relevant to your following and your community. On top of sharing articles in your feed, you can make it personal too! If you come across a great article that would be perfect for that first time home buyer who just closed on their home, send it to them! Always be visible (this goes for your personal page too). Don’t disappear after that closing. Facebook is the easiest way for you to stay in touch and share YOU!
-Build a strategy for Facebook Ads – You can build ads specifically targeting the people who already follow you or have engaged with you. You don’t have to spend a lot of money or create ads for every post. However, by consistently generating ad campaigns, you will increase the reach and engagement for your page. One of the best methods is to post on your business page after you go live and then boost that post to generate more traffic.
-Don’t forget to share your personality! Stand out from the crowd by sharing things that make YOU different. What is something people know you for above and beyond real estate? Whether you are obsessed with macaroni and cheese, the color yellow, or you are a beer enthusiast – share it over and over in different ways. People will come to know this about you so much that eventually when they see something yellow – you are going to come to their mind. That’s the whole goal, right?! There you have it, the NOT-SO-SCARY-AFTER ALL Latest Facebook Algorithm update and how to make it work in your favor so you can GROW that amazing business of yours!