Is your real estate investing business on FaceBook? Great! It should be. FaceBook for real estate investors is one of the best ways to get your business in front of potential leads. However, there has been a recent change to FaceBook’s algorithm that might spell disaster for your organic reach.
Ever wondered how often you see business pages and ads in your newsfeed? Yeah, so has FaceBook. That’s why Zuckerberg announced a change to the newsfeed algorithm in early January of this year. Let’s talk about the change and what it means when it comes to FaceBook for real estate investors like yourself.
FaceBook is Going Friend-Focused
The new FaceBook algorithm basically boils down to newsfeeds showing more of your friend’s content instead of business pages or advertisements. All in all, that means a better user experience for the casual user, but not such a good experience for businesses.
Why would FaceBook make this change, though? Because FaceBook is a free platform for users, a lot of the money generated by the business was in ad revenue and businesses paying for certain privileges. If that’s the case, what sense does it make to have businesses appear less in front of potential customers? You would think that would alienate a hefty part of FaceBook’s own clients.
Zuckerberg put it like this:
“By making these changes, I expect the time people spend on FaceBook and some measures of engagement will go down…But I also expect the time you do spend on FaceBook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.”
So, ok, it looks like Zuckerberg wants to make FaceBook all about the content that people originally used FaceBook for back in the early 2000’s. That sounds awesome for general users! Who wouldn’t want to see more of their friend’s pictures and stories. But what does that mean for your real estate investing business?
How This Change Effects Your Business
There’s two ways to get engagement from followers on FaceBook:
- Organic reach
- Paid reach
With this new algorithm being rolled out, the type of content that’s going to appear in front of users will be from their friends and followers. Brands are going to suffer from this change. Meaning your organic posts are most likely not going to be shown in front of your followers as often as it’s been shown in the past. That’s…not great.
Organic reach will go down for brands, but paid reach shouldn’t take the same hit. AdWeek put it like this:
“While Facebook’s move to prioritize friends’ content over ‘passive’ publisher and news outlet content may shock many marketers and agencies, we should fear not. In addition to not impacting the ad algorithm (for now), Facebook is striving to make its News Feed a place for meaningful and relevant connections.”
Even though your organic reach won’t get in front of as many viewers, your paid advertisements on FaceBook won’t be affected. It looks like FaceBook for real estate investors won’t be too different from what it is now. Basically, if you’re running paid ads, keep it up.
New Strategies on FaceBook for Real Estate Investors
True, the things you casually post won’t be seen as frequently. That sucks. We know. We’re hurt by it too. However, the silver lining is that your real estate investing business now has the chance to connect much better with the wants and needs of your target audience.
FaceBook’s real issue was people leaving the site after mindlessly scrolling “without interacting with the stuff that they see [and] walking away feeling crummy” (quoted from Recoded).
This means that the posts you do make that get engagement is exactly what your target audience is interested in. Treat FaceBook like a new way of gathering your target audience’s information so that you can make your marketing strategy even better. After all, FaceBook used to be one big marketing platform for your real estate investing business, there’s no reason that has to change.
Other than just improving how you understand your target audience, your FaceBook ad strategy will largely remain the same. However you’re running your paid ads, keep it up. For now, until there’s another change to the algorithm, FaceBook’s paid reach won’t change.
If you’re not advertising on FaceBook yet, you need to be. We have an article that goes over the best Facebook ad strategy for real estate investors that you should take a look at!
What Does This Change Really Mean?
The main point to take away from this change in the FaceBook algorithm is that your real estate investing business will lose organic engagement, but not the whole platform as a way to market your services. Ultimately, FaceBook is still worth it. It’s just not a free form of brand building anymore. Now, the best way for a business to get engagement on FaceBook is to pay for it.
That’s a bummer, but at the end of the day it’s no different from short term marketing on Google. Just like PPC, though, there’s a lot to learn before you start paying for advertisements on FaceBook. You don’t want to be throwing away money on an ad platform that you don’t understand. FaceBook for real estate investors has become another pay-to-play platform that can end up costing you if you do it wrong.
That’s why LeadPropeller has FaceBook advertising professionals that will manage your ad account for you. You won’t have to worry about learning a new ad platform, or wasting your money on an ad that doesn’t reach your target audience. Our FaceBook advertising experts are ready to work one-on-one with you to make sure your real estate investing business doesn’t lose out from this change in FaceBook’s algorithm. Give us a call today at (210) 999 – 5187, or check out our FaceBook service page to get your campaign started.