The horror, the horror!!
Have you heard about the new Facebook News Feed changes?
If not, you need to tune in to this post. We are going to cover what these changes mean for real estate professionals, and what you can do now to ensure your marketing strategy continues to get results.
If you are actively marketing on Facebook, these updates WILL impact you.
If you aren’t, well that’s a whole other conversation.
We are here to breakdown what you need to change in your strategy to avoid being left in the dust.
On January 11th, Mark Zuckerberg said that Facebook’s mission is to bring people closer together. He went on to say, “but recently we’ve gotten feedback from our community that public content–posts from businesses, brands, and media–is crowding out the personal moments.”
Mark then dropped the bombshell, “Based on this, we’re making a major change to how we build Facebook.”
Facebook’s Head of News Feed (Adam Mosseri) outlined the coming changes. Some refer to this change as Facebook Apocalypse and others as Facebook Zero.
Below are the facts, as presented by Adam:
Fact 1: Space in News Feed is limited.
Fact 2: Facebook will show less public content, including videos and other posts from publishers or businesses
Fact 3: Pages may see their reach, video watch time, and referral traffic decrease
Fact 4: Over the next few months, Facebook will be making updates to ranking
Mark specified that the first changes you’ll see will be in News Feed.
Here is what we know so far:
#1: Video will get less watch time. Inference: you’ll see less video in the News Feed.
#2: Links to external pages will get less visibility. Thus, they won’t be showing as many links to blog posts, news, and so on.
#3: ALL posts from people and pages will be impacted. In Facebook’s News, Media, & Publishing group, Adam said, “The update applies to all post types, from pages and people.”
So if you’ve been thinking, “I use my personal profile,this doesn’t apply to me.” Think again.
If you’re considering starting a group and hoping that will allow your posts to be seen, that’s not the solution. Those are still posts from people and the content itself is still subject to the News Feed algorithm.
So, what are the important ranking factors?
Facebook will “prioritize posts that spark conversations and meaningful interactions between people,” said Adam.
In a recent Wired Magazine exclusive interview, Adam said, “we’re going to be (weighing) long comments more than short comments,” and that “comments are more valuable than likes.”
So, actual “meaty” dialog between people (not pages and people, see the language distinction) is critical for News Feed exposure.
Now to video. Adam said, “video is, primarily, a passive experience. You tend to just sit back and watch it. And while you’re watching it, you’re not usually liking, or commenting, or speaking with friends.”
At this point it should be very clear that your strategy has got to change.
What Should You Do Now?
Now that we’ve provided the background details, here are some immediate actions you can take to make sure you are marketing effectively on Facebook:
Step 1: Scale back your frequency of posts.
Less is more here. When you do post, make it be about a conversation related topic. Something like “We are collecting top tips from homeowners, what are some of your best kept secrets?”.
Step 2: Figure out how to create content that will get people talking to EACH OTHER, not just you.
Again, reference example in step #1.
Step 3: Up your live video.
Instead of posting pre-recorded home tours. Try a fun, live one!
Step 4: Avoid engagement bait.
These are posts that encourage people to comment. Adam said Facebook will “demote these posts in News Feed.” This means avoid writing things like “comment below” in your post. You need to ask questions that will result in a comment, not tell people that they should comment.
Step 5: Master Facebook ads:
This will be one of the only reliable ways you’ll be able to drive traffic off Facebook. If you’re not experienced with running and managing Facebook Ad campaigns, working with a company like Mega Agent Pro will ensure that your ads are following best practices and bringing in the most leads.
Step 6: Learn Messenger Chatbots:
Moving conversations into Messenger and using bots will be a huge trend that will allow you to nurture leads and sell.
We realize that many of the steps above will require a complete shift in your current Facebook marketing strategy. That is why many real estate professionals are turning to hiring companies like Mega Agent Pro – that specialize in generating leads through Facebook Ads – to be sure they know how to still be effective within this new anti-business environment.
So, get out there and get ahead of the game! We hope this insight will help you to flourish in 2018 and attract/convert the most leads possible.
(Source: Mike Stelzner, Social MediaExaminer)