How to Adapt Your Real Estate Marketing to Facebook’s Algorithm Changes
By Maggie Wilson @ Real Estate Daily
May 10, 2018

At the beginning of the New Year, Mark Zuckerberg announced Facebook is making significant changes. Zuckerberg committed to “making sure the time we all spend on Facebook is time well spent.” He followed through on that promise when the social media giant released major changes to its news feed algorithms.

In layman’s terms, Facebook users will see less advertising content and more content from friends and family.

These changes to Facebook’s news feed has spooked a lot of real estate professionals. While some agents dwell on the changes, others understand that they could be a blessing in disguise. Real estate agents often get their best leads from personal referrals and relationships. Now, Facebook rewards agents with more visibility if they engage in meaningful discussion.

Key Takeaways

  • Facebook changed its news feed algorithms, so users see less advertising content
  • Real estate agents now have more opportunities to increase their visibility through genuine interaction
  • Focus on creating better ads and improving your sales funnel to make up changes to paid-advertising on Facebook

Excerpt

The change in Facebook’s algorithm impacted almost every industry out there, including the world of real estate. And while most marketing experts are jumping on their digital soapbox to share how this will negatively impact all businesses, brands and media with an “Ads agenda” as their content is given a back seat – Chelsea Peitz came on Future of Real Estate’s Facebook Group to assure real estate listeners that these changes are GREAT for real estate professionals using the platform to grow their business online.

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09 - Facebook's Algorithm Changes and their Impact on Real Estate

To help real estate agents understand why, she breaks down the change into 2 categories:

  1. The social organic /unpaid side
  2. The marketing/paid side

From the organic, unpaid side (posts you see from friends and family), real estate agents have the advantage to cut through the noise on social media and rank higher by simply taking the time to comment on posts.

“It’s about conversation and engaging, which is why you need to be intentional — you need to be going out and spending 15 minutes in the morning, 15 minutes at night doing social prospecting.”

Before, if you wanted to show up more frequently on someone’s newsfeed, clicking the “like” or “share” button would do the trick. But with these new changes, long, engaging comments trump a “social drive-by” such as a “like” or a “share.” Real estate agents can, therefore, begin to take advantage of these changes by commenting more so that their face comes up first on their sphere’s newsfeed.

On the marketing/paid-advertising side, Chelsea addresses another big concern all industries are addressing – the Facebook Data Breach. In a nutshell, Facebook will start to remove certain data categories that are seen as unethical, too personal or problematic. This has a direct impact on real estate agents who, in the past, have used Facebook Ads to target customers using sensitive information such as level of incomes.

Chelsea’s advice: Don’t get so caught up in this change because change is constant in marketing. Instead, focus on what matters the most – creating content that is original, personal and valuable!

View the original article at Property Simple