As a Social Media Marketer focused on organic reach, I have noticed significant drops in engagement for Facebook Business Pages for some time.
So, I wasn't surprised to read recent findings by Buzzsumo that show a 20% drop in engagement for posts by brands and publishers this year.
So, I wasn't surprised to read recent findings by Buzzsumo that show a 20% drop in engagement for posts by brands and publishers this year.
The kinds of posts that experienced the biggest fall were image and link posts, but video posts on Facebook had the lowest drop in engagement.
Again, not surprising when we remember that social media platforms tend to favor their latest and greatest features. For Facebook, this is video, and they are clearly favoring video posts (for now).
Why Facebook Engagement Is Dropping
Why is this happening? SOOO many brands are posting to Facebook now, but Facebook's priority is user experience, not your brand's engagement. It comes down to Facebook's algorithm and the fact that there's only so much space for posts.
Facebook Marketers have to get creative about what and how they share on Facebook, and they have to be smart about how they utilize paid advertising on Facebook.
Facebook Marketers have to get creative about what and how they share on Facebook, and they have to be smart about how they utilize paid advertising on Facebook.
What Does Declining Facebook Engagement Mean For Realtors?
Social media is ever-changing, so we must be nimble to succeed in Social Marketing. This applies to real estate marketing as much, if not more, than any other industry.
Gone are the days when the average agent can share their latest blog post or listing and have hundreds or even thousands of people see it without any additional effort.
Even boosting posts isn't always enough anymore, since there is just so much competition for the limited real estate in news feeds.
Gone are the days when the average agent can share their latest blog post or listing and have hundreds or even thousands of people see it without any additional effort.
Even boosting posts isn't always enough anymore, since there is just so much competition for the limited real estate in news feeds.
5 Ways for Realtors to Organically Increase Engagement & Reach
Facebook engagement is clearly down, but it's still where the people are. Nearly everyone in your SOI probably has a Facebook profile, so don't throw in the towel on Facebook marketing.
Use these tips to stay ahead of the engagement game on Facebook.
Use these tips to stay ahead of the engagement game on Facebook.
1. Use Video!
Seriously, use video. Instead of a boring post about your listing with a link to your website, create a slideshow video with Facebook's tools. Facebook will favor this and show it to more people. I've been doing this for my clients with great success. Bonus, it will also WOW your sellers ;)
Check out this Facebook video I created for my client's latest new listing. This home went under contract within 7 days of hitting the market!
Check out this Facebook video I created for my client's latest new listing. This home went under contract within 7 days of hitting the market!
Another way to feature videos Facebook will love is with Facebook Live. Use Facebook Live to create posts you might otherwise simply write about. A few ideas are a market update (be creative and make it interesting, though), a home tour at the beginning of an Open House, an interview with a local leader (politician, school principle, business person, etc), or a tour of a neighborhood park.
I realize live video is scary, but if you can use it you will be rewarded. If you're nervous about doing video, try finding ways to use video that are less about you and more about community. For instance, if you do a park tour, you will be showing the park rather than yourself.
Pro tip: Save the Facebook Live videos you create. Then you can post them elsewhere online and get more use out of the content you already created.
I realize live video is scary, but if you can use it you will be rewarded. If you're nervous about doing video, try finding ways to use video that are less about you and more about community. For instance, if you do a park tour, you will be showing the park rather than yourself.
Pro tip: Save the Facebook Live videos you create. Then you can post them elsewhere online and get more use out of the content you already created.
2. Use your team!
One of the ways I organically increase reach and engagement for my clients on Facebook is by liking and sharing posts as each team member's page that I manage.
For instance, below is a screenshot of the above video post shared on a colleagues Facebook page. Note that I tag the page of the listing agent to give them due credit.
For instance, below is a screenshot of the above video post shared on a colleagues Facebook page. Note that I tag the page of the listing agent to give them due credit.
Below is another example of how colleagues can share each other's Facebook posts.
Note, the condo promoted below with a video organically reached thousands of people, and it was under contract in four days.
Note, the condo promoted below with a video organically reached thousands of people, and it was under contract in four days.
Teams and colleagues can do this by simply liking and sharing each others posts. When you share listings, tag each other's pages and say something like, "I would love to show you this home!"
You can also use this strategy with a lender or other real estate industry professionals.
If you can get a small group of people to consistently cross promote, you will see significant organic reach.
You can also use this strategy with a lender or other real estate industry professionals.
If you can get a small group of people to consistently cross promote, you will see significant organic reach.
3. Utilize Facebook Groups
Warning: This doesn't mean spam your local groups with your one listing's weekly open house.
Join local Facebook Groups, read their rules, and simply be a member of the community. People will ask real estate related questions, and that's your chance to respectfully answer their questions. Make friends with people in your community to help with tip #4.
You can also use local Facebook Buy/Sell groups and Facebook Marketplace to promote your listings. Again, respect group rules, and don't be spammy. Depending on the group, you should see significant reach and engagement for your listings using this tip.
When you post listings to Facebook Buy/Sell groups, be sure to tag your Facebook page. This will increase your page views, thereby increasing overall engagement with your page.
Check out examples of homes for sale posted to buy/sell groups I manage for clients:
Eastern Wake NC Homes For Sale/Rent
Central Ohio Real Estate Marketplace
Join local Facebook Groups, read their rules, and simply be a member of the community. People will ask real estate related questions, and that's your chance to respectfully answer their questions. Make friends with people in your community to help with tip #4.
You can also use local Facebook Buy/Sell groups and Facebook Marketplace to promote your listings. Again, respect group rules, and don't be spammy. Depending on the group, you should see significant reach and engagement for your listings using this tip.
When you post listings to Facebook Buy/Sell groups, be sure to tag your Facebook page. This will increase your page views, thereby increasing overall engagement with your page.
Check out examples of homes for sale posted to buy/sell groups I manage for clients:
Eastern Wake NC Homes For Sale/Rent
Central Ohio Real Estate Marketplace
4. Check-in to Your Facebook Page
This one is sooo simple, but hard to remember if it's not a habit.
From your profile, check-in to your page (just like you would any other business), and share something about what you're doing. For instance, maybe you spent the day showing homes to first-time buyers and now you're putting together an offer. Or, maybe you just got a listing and you're working on marketing it for your sellers. Or, maybe you just need a cup of coffee.
From your profile, check-in to your page (just like you would any other business), and share something about what you're doing. For instance, maybe you spent the day showing homes to first-time buyers and now you're putting together an offer. Or, maybe you just got a listing and you're working on marketing it for your sellers. Or, maybe you just need a cup of coffee.
Whatever you're doing, every time you check in to your page from your profile, your friends and family get a gentle reminder that you're a hard working realtor, without you having to constantly share your listings.
That brings me to the next tip...
That brings me to the next tip...
5. Share Your Page Updates On Your Profile
Since Facebook's algorithm favors personal profile updates over business page posts, things you share on your profile are more likely to show up in your friends' feeds.
Use your page to share interesting and relevant articles, then share your page's post on your profile. You can automate this by using Facebook's own scheduling tool to post things on your page. When your page posts, share it on your profile.
Use your page to share interesting and relevant articles, then share your page's post on your profile. You can automate this by using Facebook's own scheduling tool to post things on your page. When your page posts, share it on your profile.
Want More Social Media Marketing Tips?
I've been doing this a long time, so I've got a lot more tips and tricks I use to help my clients shine on Facebook.
If you would like more ways to increase your reach and engagement on Facebook, Contact me today. I love helping Realtors grow their brand!
If you would like more ways to increase your reach and engagement on Facebook, Contact me today. I love helping Realtors grow their brand!