Recently, I was in a two-day managing broker course. During the session one agent mentioned that other real estate agents were marketing to her friends and family. She asked, “Why does Facebook allow other agents to market to her network?” Well, why wouldn’t they allow it? Facebook might be free, however, if you want to reach more than your network you have to Pay to Play. Facebook’s goal is to help companies leverage their business pages with paid advertisement in our news feeds. The social media site gathers real time information on everything we say, click on and share. If I talk about an awesome pair of shoes, you can best believe I’ll see ads on the right-hand side of my feed. Paid advertising on Facebook is a must if you want your content to be viewed, reach a new audience and market your listings. Facebook’s algorithm is constantly changing. When you post on your personal page or a business page it’s no longer guaranteed that your post will sit at the top of your networks News Feeds.
Here’s the scoop, Facebook provides options for advertising. The ADS Manager provides more options for advertising on Facebook. The Boost option allows the agent to push their post or posts to a specific audience. Agents should consider both options when advertising. This is a great way to build your brand share market research, reach potential buyers, sellers and provide specific information about the areas we serve. However, most agents have no idea what happens when we LIKE real estate agent’s business pages.
If an agent decides to boost one of their posts, that agent has choices when building a target audience.
- Edit your current audience
- Target People who like your page
- People who like your page and their friends
- Create your own audience
- Run the AD on Instagram – if you connect Facebook page to your Instagram account to a business account.
Yes, you guessed it. You gave me access to your Facebook friends. If you like my real estate business page I can target you and your friends. I’m not saying you shouldn’t like my page, other real estate agent’s pages or your company pages. But if you do, your conversation must change. As a part of your initial client meeting have the “Social Media Talk” with your clients. When I started in real estate my managing broker told me to explain for sale by owner properties to your buyers. If you see a FSBO, call me first, I will exclusively represent you and your interests. That conversation must change to the online arena. If your clients see an AD on social media, tell your clients to call you first. Explain designated agency. If you aren’t explaining it then expect your buyer to call the listing agent. It’s up to you to protect your client and your business . Not the agent that is marketing their listings to your buyers.
Do I really have access to your friends? No, but if you like my real estate page I have the option to market to your network. Not sure what to say? Let me help you have “The Social Media Talk” with your network. I’ve created two sample scripts to help when speaking with your clients at the initial meeting. Click here for a sample script on the “The Social Media Talk”. And don’t worry, If you liked my real estate page, I never choose the Friends of Friends option when advertising on Facebook.