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Facebook Crash: Why You Must Own Your Marketing Platform

By
Services for Real Estate Pros with www.PrinterBees.com BRE# 01392374

Where do you do your real estate marketing? Do you have your own website, or rely entirely on social media platforms?

It may seem like using existing platforms like Facebook, instead of having your own site, is easier and more cost-effective. You don’t have to spend time drawing people away from Facebook, you can just meet them there.

Unfortunately, that’s a very bad idea. We’ve talked before about how important it is to own your real estate marketing home, rather than rent from Facebook or others.

Now the ax has fallen, and folks who don’t own their marketing platform are about to suffer.

What Happened?

Very simply, Facebook changed the rules.

Mark Zuckerberg announced that the news feed in Facebook is going to be completely revamped. It will now prioritize posts by friends and family, and push down posts from publishers and businesses.

Many Facebook users will love this change. But businesses who are solely Facebook-based are going to struggle big time.

Facebook-focused marketing will see a dramatic decline in reach and it will take a lot more money to reach the same people. If you don’t have a balanced source of traffic for your business, you could see your number of leads drop dramatically.

What Can You Do?

If you don’t already own your real estate marketing platform, now is the time. Get set up with a website based on your real estate company. Get a professional email address, update your business cards, and start bringing people to your site!

If you have a website that’s been long-neglected, it’s time to start using it. There are so many great things you can post, including giveaways, recently listed or sold properties, and even a blog.

If you’re really stuck for how to get traffic to your website, consider starting a community information page! They are easy to create using knowledge you already have, and people really need the material you share.

Having a website isn’t the only way to own your marketing platform. You also have yourself! When you go to community events, volunteer, and do drop-bys, you are building your brand and helping people find you as well.

You can also send physical mail, such as farming postcards, to help folks get to know you. Of course, if you can link these back to your website, it’s even better!

Do You Own Your Marketing Platform?

Today, it’s Facebook clamping down on businesses reaching prospective clients. Tomorrow it could be Instagram, Pinterest, or another platform.

We’re not saying not to use social media for marketing! We’re just saying not to build your castle in someone else’s sandbox.

What steps can you take to own your marketing platform? Share in the comments below, and start today!

 

Previously published on the Printerbees Real Estate Marketing Magazine.

Comments (12)

David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

 excellent and timely article! We all hate when Facebook changes the rules, and they do this every year making it harder as you stated for us business owners. The importance of having one's own real estate website cannot be overstated. Just the inbound links (backlinks) to one's website from blogging on ActiveRain is more than worth the effort while growing a domain name - ranking higher on Google, Bing etc search engines through search engine optimization or SEO.

Jan 16, 2018 10:44 AM
Nadine Larder

Absolutely! You never know who will change the rules and when they will be changed. Having your own loyal audience is essential!

Jan 16, 2018 10:52 PM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

I was raised not to put all my eggs in one basket from the word go.  Never have, never will.  And honestly even as soon as you get great SEO on the site you own google changes things up and that changes things for you as well.  It's a moving target, move with it or get left behind.

Jan 16, 2018 12:43 PM
Nadine Larder

SEO is just one way to build an audience. The whole goal is to have a loyal following who will come to your page on purpose - which is why a community page can be so powerful!

Jan 16, 2018 10:54 PM
Dorothy Liu
Alain Pinel Realtors - Los Altos, CA
Broker Associate, Silicon Valley Area,650-492-0859

Thanks for the information on Facebook.  I've started to hear more and more about this and it's more and more reason to focus on our own website.

Jan 17, 2018 08:34 PM
Nadine Larder

Yes it is! Thanks for your comment, Dorothy!

Jan 23, 2018 10:05 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I was thinking the exact same thing when Zukerburg make the annoucement.  Ads will be pushed way down when checking the site. I do have my own website and agree with hyou--it's all part of the marketing package.

Jan 18, 2018 08:41 AM
Nadine Larder

Yep. But that's why diversifying your approach is so important!

Jan 23, 2018 10:05 AM
Margaret Goss
@Properties - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Honestly Nadine, I have not been a fan of Facebook for a while. I'm on it everyday, posting things, running ads, etc. But the return (for me) is worthless and hate the way the feed comes through. Who knows, maybe I'll like it better with the change.

Jan 18, 2018 03:34 PM
Nadine Larder

Personally, you probably will! I'm sorry it hasn't worked for your business. Have you tried different strategies?

Jan 23, 2018 10:06 AM
Anita Clark
Coldwell Banker Access Realty ~ 478.960.8055 - Warner Robins, GA
Realtor - Homes for Sale in Warner Robins GA

Nadine: Social media should augment our main online efforts, never be our sole source (to avoid issues related to platforms changing their rules). Hopefully this will be a wakeup call to those who are ONLY using FB as their online biz model.

Jan 18, 2018 03:49 PM
Nadine Larder

100%! I think it will be a wake up call - hopefully not too painful of one, though.

Jan 23, 2018 10:06 AM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Great post Nadine Larder  old story never put your eggs in one basket .  Learn to blog + the old fashion mailing out cards just listed and sold cards has always worked .  So glad this was Featured

Jan 18, 2018 04:05 PM
Nadine Larder

You got it Hannah! Thanks!

Jan 23, 2018 10:06 AM
XEORGE REALTY - GEORGE/ Jorge
Equity Real Estate - Orem, UT
Utah

I agree completely with you.  It is good to diversify your marketing so you are not completely dependent on just one source of leads

Jan 18, 2018 04:57 PM
Nadine Larder

Couldn't agree more Jorge. :-) Thanks for your comment!

Jan 23, 2018 10:07 AM
Francine Viola
Coldwell Banker Evergreen Olympic Realty, Olympia WA - Olympia, WA
REALTOR®, In Tune with your Real Estate Needs

Great point - and so glad you wrote this.  It wasn't until several years ago that I learned owning my own real estate platform was so important.  

Jan 18, 2018 07:00 PM
Nadine Larder

It is so vital. I'm glad you learned it - others are likely learning it now! 

Jan 23, 2018 10:07 AM
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Great points, Nadine.  Thankfully, FB is a very small portion of my marketing efforts and I use groups more.  I love having my own website.  As Anita Clark mentioned, this should be a wake up call for those solely or mainly using FB.  But, it should also be a wake up call for those mainly using Active Rain.  As many have mentioned, having a home base (i.e your site) and diversifying your marketing efforts is key.

Jan 19, 2018 04:39 AM
Nadine Larder

That is awesome! Agree about using only Active Rain as well. Never put everything in one basket! :-)

Jan 23, 2018 10:07 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Social media is always in change mode. Facebook has just announced a major change that will have an impact on businesses. I read that after the change announcement, Zuckerburg stocks went down $3.3 billion.

Your advice is really important to deal with these changes.

Thanks

Jan 19, 2018 05:32 PM
Nadine Larder

Wow! Yes, it's always changing. I'm glad you enjoyed the advice, John! 

Jan 23, 2018 10:08 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Super important to be aware of what brings an audience online and you've clearly shown the right path given FB's change.  

Jan 20, 2018 05:27 PM
Nadine Larder

Thank you for your kind words, Jan! I'm glad this was helpful. :-)

Jan 23, 2018 10:08 AM