Facebook has become an essential marketing tool for many realtors. Home listings, slideshows, and video walkthroughs are commonplace techniques for driving traffic to home listings. But, Facebook has changed the way that it populates your newsfeed and this could impact the results that you get. Should you be worried?
Facebook recently knocked posts that link to external websites in the newsfeed rankings showing a strong preference for those that link internally to Facebook content. The solution? Experts are suggesting that instead of driving traffic to your posts via Facebook ads, it could be more effective to use a lead generation ad that keeps people on Facebook.
- Facebook will continue after a pay-to-play strategy by knocking posts with external link in the newsfeed.
- Boring videos will also be knocked, requiring videos to drive interactions before they can rank high.
- Clickbait will also be penalized to increase the focus on storytelling.
You’ve undoubtedly heard some of the doom and gloom about Facebook’s latest newsfeed changes. It’s not the social media storm of the century it’s made out to be. I’ve been analyzing the changes from a real estate business perspective, and I’ve found that the social media best practices I’ve been teaching seem to be standing the test of time. Keep following these rules, and you’ll continue to have a powerful presence on Facebook.
External Links = Bad News
Facebook ads have been the prince of Facebook marketing, and now they’re becoming king as the platform moves further toward a “pay-to-play” strategy. But if you are paying a service to post article links that direct people to a site outside Facebook, you may likely find yourself throwing money at a broken process. The key is to run a lead generation ad (not simply a boosted post) that allows you to capture contact information without people going to external links. If you are linking them to another page or video on Facebook, those may not negatively affect your positioning since it stays “in the family.”
If you don’t have time to manage this, I recommend hiring a savvy virtual assistant (or, perhaps, a family member or friend who is a social media maven). Some virtual assistants have made Facebook their forte, and you can often spend as little as $10 to $20 per week while maintaining a personal touch that does not feel automated or generic. Having a thriving social media presence without lifting a finger is worth skipping a latte or two in order to afford the extra help. Check out my previous article to help you identify when it’s time to grow your sales squad.
View the original article at Realtor Magazine