Social media offers real estate agencies a huge network of potential clients. Websites like Facebook and Instagram can be used to build brand awareness, drive traffic to your website and generate leads. However, many agencies find it’s hard to do any of this. They post quality content on their social media channels only to find it gets little to no reach or engagement. This is because there have been big changes over the years in how social media algorithms work.
When Facebook pages first launched, businesses, public figures and organisations could create a profile and market themselves for free. This provided an easy way to reach every single person who had expressed interest by following the page. However, pages don’t have as much reach as they once did. Gone are the days where you can simply post something and have your followers see it.
Social Media is No Longer a Free Advertising Market
Facebook claims the changes it made to the algorithm were aimed at prioritising content from loved ones. But in truth, it was aimed at monetising the platform. In 2012, five years after launching Facebook Pages, there was a decline in organic reach to just 16 per cent of page fans on average. In 2014, it dropped to just 6.5 per cent on average.
This means the vast majority of people who follow you won’t see your posts. The only way to ensure your content gets in front of the right audience today is to invest money. The paid advertising options on Facebook can seem complicated and overwhelming at first, but they feature some powerful tools that can help you grow your business when used effectively.
Using Boosted Posts
A sponsored or boosted post is a type of Facebook advertisement where you promote an existing post on your brand’s page. This can be a blog post, a photo, a video or a regular text post. A boosted post amplifies the reach of your content to a wider range of people who you can target based on information like location, age, sex and interests. The more you invest, the more people you can potentially reach.
It’s important to be strategic when boosting posts to make the most of your marketing budget. This means targeting relevant audiences with relevant content to increase the likelihood they’ll click through or engage with the post in some other way. For example, you should target a blog about sale prices in a specific suburb to people who live in that area.
Understanding Facebook Metrics
To use Facebook advertising effectively, you need to be able to understand the metrics used to measure the results of the ad. This way, you can adjust your marketing strategy based on what works and what doesn’t.
- Reach and Impressions – Reach refers to the number of individual people who saw the post while impressions refer to the number of times the post was viewed. The latter will be higher as the same people can see a boosted post multiple times.
- Ad relevance diagnostics – This measures how appropriate your ad was for your targeted audience based on 3 metrics with a focus on how many people click through vs ignoring or responding negatively (ie. clicking “hide this ad”) and also compares how well you are doing compared others competing to the same audiences. If you score high on all three metrics, Facebook’s algorithm displays your content more often to your audiences.
- CTR – Click through rate (CTR) measures how many people clicked on your post compared to how many people saw it. A high CTR indicates your ad is relevant to people who see it.
- CPC and CPR – Cost per click (CPC) and cost per result (CPR) are two ways to pay for advertising on Facebook. CPC is the budget allocated divided by the amount of clicks on the post. CPR measures the average cost per result. A result is an objective you set, such as a conversion.Keep in mind that competition affects CPC. For example, if other businesses are trying to get their content in front of the same people as you, the CPC will be higher. This means the cost of Facebook ad campaigns fluctuate from week to week.
With the right strategy, agencies can use Facebook to effectively generate leads and build their brand with minimal marketing spend. However, succeeding takes using the right tools and having the know-how.
Plezzel Can Help You With Your Social Media Marketing
At Plezzel, we’re digital marketing experts specialising in real estate. We can help you develop high quality content and optimise your social media marketing strategy. For more information, please get in touch with the Plezzel team.