Do you use social media to promote your Real Estate business? If you don’t, you are missing an amazing way to potentially reach a lot of people. Cold calls and sitting in open houses can have a positive effect but neither can be as efficient and as far reaching as a strong social media presence. Most active Homeadnet users do utilize social media because we make it easy to share your messaging across multiple networks at once. However, just sharing content to social media isn’t enough. And now, with recently announced changes to the Facebook News Feed it’s going to become even more important to understand how to make social media an effective promotional tool for your business.
In a recent Facebook post, Mark Zuckerberg wrote:
“recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments [from friends and family] that lead us to connect more with each other.”
He went on to say that “video and other public content have exploded on Facebook … since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do — help us connect with each other.”
So what does this mean? It means that Facebook has recognized that ALL business are forcing their content into their followers’ news feeds and it is degrading the Facebook experience for most users. Facebook is actively taking steps to fix this problem. Ultimately, this will mean every personal news feed will be focused on what is most important for each user and less on “public” messaging from businesses and brands.
So does this mean Facebook is now dead as a promotional platform for Real Estate agents? To answer that you need to understand what is most important to you. For anyone who has had the chance to speak with me personally, attended one of my workshops or read any of my blogs will know where I stand on defining what is important. Our life is filled with different relationships. And our actions day-to-day are defined by what what we deem as important to us. The effort you make in marketing your business sits at the centre of this logic. And so do the people you try to network with. The connections you make on Facebook HAVE to form the basis of some kind of meaningful relationship or people will simply tune you out. And now, Facebook has recognized that users are tuning out information they don’t want so the algorithm will be tweaked to do that for them. So is Facebook now a closed marketing opportunity for you? I would argue empha
tically, NO! Read on to understand why.
Since day one, I have been preaching content, content and more content. Your content is the number one thing that separates you from all of the other agents. If all you post and share on social media is listings then you are contributing to the mindless flow of promotional content that most users are tuning out. And now Facebook will tune you out. You probably don’t get a ton of engagements on these types of posts so chances are not a lot of people are paying attention to them anyways. So really, this shift on Facebook will have no effect on you because there probably have been few benefits anyways. If your content has been meaningful and drives engagements by your followers then Facebook deems your posts more “important” thus displaying your content more often in your followers’ news feeds. If your aim is to be interesting by delivering resourceful information then this shift in Facebook could be a great opportunity for you. Facebook is not tuning out content its users like. They are tuning out the content they don’t even notice. So, if your content drives likes and comments Facebook weighs this in your favour on the “important” meter. This keeps your content flowing.
So from where I sit, Facebook is VERY much alive for Real Estate agents. It’s just forcing you all to bebetter and more focused. Lazy posting probably rarely worked and will definitely not work now. However, creating and curating meaningful content, while building and developing strong relationships can have a huge impact on your business. If it is truly important to you, your followers will feel that way too.
Please feel free to contact me directly here: http://dan.kaminsky.homeadnet.com/contact if you’d like to discuss this topic or to discover some solutions that might work well for your business.
As always, thanks for reading!