Remember the days when real estate marketing relied on bus benches, billboards, or printed magazines? Let’s not forget the heavy price tags that came with those advertising tactics. Luckily, today’s agents can leverage advertising tactics that are more targeted, with Facebook playing a major role in this evolution. With over 1.75 billion users worldwide and 60 million business pages, Facebook can be viewed as the one of the greatest advertising vehicles available to just about any business, including real estate. Don’t limit yourself to traditional advertising methods, when you can target homebuyers and sellers based on what they are looking for and when they are looking for it. In this four-part series, “Facebook Ads Made Easy,” we will be walking real estate pros through setting up a business page, creating an ad campaign, targeting an audience, and digging through Facebook Insights so that you can finally start reaping the benefits of this advertising giant.
5 Ways to Make Your Facebook Page Beat Facebook’s Algorithm
As a real estate agent, conducting business on your personal Facebook profile limits the opportunities to market your business; creating a Facebook Business Page allows you to open doors to reach your target market without hassle. With that said, Facebook Business Pages are more competitive than ever.
Since 2014, businesses have seen a steady decline in organic reach for content posted on their business pages, dropping from reaching an average of 16 percent of fans in 2012 to 6.5 percent of fans in 2014 to about 2 percent of fans in 2016. Trends suggest that organic reach will continue falling—a prediction that is confirmed by Brian Bolland, former VP of Advertising Technology for Facebook.
We are living in an increasingly digital world, and searching for a home is no different. Buyers now have easy access to apps that let them search by location and neighborhoods. Online searching maximizes the ability to compare and contrast homes on the market by selected features, and many times this is done before a potential homebuyer connects with a real estate agent.
In its Real Estate in a Digital Age report, the National Association of REALTORS® (NAR) examines how real estate professionals utilize technology in their everyday business practices.