In January 2018, Mark Zuckerberg made an announcement that the algorithms within Facebook were changing. Again. Drastically. Organic posts within Facebook business pages were going to be ranked based on how meaningful the interactions were (or were not) – the more interactions that are garnered on a post, the better it would rank and the more people the post would be shown to.
Meaningful interactions = Real Engagement
Simply posting a new listing with a link out to your website is no longer a viable way to get the attention of prospective buyers. Driving traffic away from Facebook has never been something they wanted you to do, and now more than ever it will be frowned upon (by serving these types of posts to an extremely small audience).
Consistent – Valuable – Interactive
Even if Facebook paid ads are part of your social media strategy, you should consistently post content which is engaging on your Facebook Page so that if people visit, it will not look like you are no longer in business. In other words, if your last post was from 6 months ago, you’re probably giving the impression that you no longer sell real estate and will drive people away.
What’s Included
- Set up Facebook Page (if not in place)
- Audit existing Facebook Page:
- Update Page profile and cover images (if needed)
- Update About Us content to current information including:
- Custom Facebook Page url (if not already set up)
- Mission statement
- About statement
- Founding date
- Products/Services offered
- Awards received
- Hours of business
- Monthly update to post performance and adjustments being made to continually improve it.
- Contact details, including phone number, email address, website,
- Contact buttons – Messenger, Call now, etc.,
- Hiding any posts previously published surrounding new cover images or profile images.
- Create a mixture of consistent, valuable and engaging Facebook Page posts (minimum of 3 per week recommended – 5 per week is best) including:
- New listing posts with questions such as “What’s your favorite feature?”
- Video posts of listing with a call to action such as “Tell us the color of the couch and win…”
- This or That posts – “Which do you prefer?” image-based posts
- Elicit answers with question-based posts, such as “Where would you buy a second home?”
- Poll based questions