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.
Why Facebook Engagement Is Dropping
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?
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
Use these tips to stay ahead of the engagement game on Facebook.
1. Use Video!
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!
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!
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.
Note, the condo promoted below with a video organically reached thousands of people, and it was under contract in four days.
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
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
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.
That brings me to the next tip...
5. Share Your Page Updates 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?
If you would like more ways to increase your reach and engagement on Facebook, Contact me today. I love helping Realtors grow their brand!