5 Reasons Agents Should Dump Their Facebook Business Pages

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If you're a celebrity real estate agent this article is NOT for you. If you have a team of agents and you sell hundreds of homes a year this article is NOT for you. If you have a big social media marketing budget and 20 hours per week to dedicate or delegate to Social Media marketing this article is NOT for you. You can move along, nothing to see here. Now for the rest of us--keep reading.

Reading that headline probably made you do one of two things. You either let out a sigh of relief or you're blood pressure jumped up a notch. If you're a Social Media Expert you probably just punched your screen! Or maybe you're just curious about Facebook marketing and this peeked your interest. First things first, be sure you understand the distinction between business pages and personal pages. I'm not telling you to leave Facebook. I'm telling 95 percent of you to close your business page or, don't start one in the future. I'll spare you my opinions about some of the social media experts and their complete lack of understanding when it comes to the daily business life of being a REALTOR. They have absolutely no clue. Their advice is awesome for about 2 percent of agents and for the rest of us it makes zero sense. I guess I forgot to spare you the opinions. Let's just get down to it.

1. Getting "Likes" or Fans on Business Pages

Give me one reason someone would want to "Like" your REALTOR page? Here's one, it's your mom! Here's another, they know you, like you, and trust you. In both cases wouldn't you just want to have them as a normal friend on your personal page? The reality is, getting page Likes is a brutal challenge and it's the first in a long line of challenges. Until you have page likes the other brutal challenges below don't even matter. It's difficult to articulate this point but those of you who have business pages are nodding your head right now. You know how difficult this is. Ask yourself this. Do you have time to build a fan base? Do you know what you'll do with that fan base once you have it? Are you ready to face the challenges listed below.

2. Organic Reach

Facebook has drastically changed the way they display status updates or "Posts" from business pages. This means when a business or brand posts only 1-2 percent of the Fan base will see the post. That means if you have a fan base of 200, which would be pretty darn good for a Realtor page based on my research, a whopping 2-4 people will see that update. Facebook decided recently there wasn't enough space in the news feed for the business pages. They want you to pay to be seen and who could blame em', they are a for profit business.

3. Sponsoring Posts and Bogus Likes

Great news, you can get that post in front of your fans, you just have to shell out some cash. Now I will admit, Facebook advertising has a good ROI in my opinion. For a few bucks you can get that post in front of all your fans. They may not click, like, or comment, but they will see it. This achieves a very important top-of-mind function. This is great if you have a few thousand fans, as it's a numbers game for bigger brands with bigger fan bases. But for the average agent you're gonna need to spend a few bucks on every post every day. I know agents, and the fact is most of you aren't willing to do this. There are a few tricky caveats to sponsoring a post. There is some confusion, but in my research you need to have at least 100 fans for the "boost post" feature to even be available. Also, the advertising module on Facebook has an array of options. The most basic will promote your post to your fans and their friends. So if you're okay with shamelessly promoting yourself to the friends of your fans, then cool. If not, you can go the highly-sophisticated route of using their ad module, which is a little like taking apart your cell phone and putting it back together. VERY COMPLICATED. Here is a quote from a recent Inman News article about social media marketing for Realtors.

"Run a highly targeted ad, using Facebook’s Power Editor, focused on website conversions. The ad should have a strong call to action and drops the lead right into a sign-up form on your website."

HA! Yeah okay, I'm also going to hop in my time machine with Emmett "Doc" Brown and race back to 1955 where I'll invent Facebook and skip being a REALTOR altogether!

When you do run ads be prepared to get lots of bogus post likes and new fans who do not live in your market and may not even be real people. By the way, you'll be paying for both those likes and the new fans.

4. Time

As agents, you could argue our most valuable commodity is time. If social media is a part of your marketing plan you've got a decision to make. Will you focus your time being a great Facebook friend to your hundreds, maybe thousands of friends on your personal page? Or will you invest that time on a business page? Remember, saying yes to one thing usually means saying no to another. You could work on staying top of mind with all those people whom you already know, or you could bang your head against the wall with a business page.

5. Perception

In this digital world we are often judged and interviewed without ever knowing it. Prospective clients and friends have the opportunity to form a perception of you based exclusively from what they see online. What will their perception of your Facebook business page be? Will they see 23 fans, maybe a post from 6 months ago, and a blank "About me" section? This is just one more reason I steer 95 percent of agents away from using business pages. They simply don't have the resources to do it properly.

Something is nagging you. As you read this, you just can't get comfortable with the idea of promoting yourself on Facebook. You're terrified you'll be seen as the cheesy car salesman. This is easy, don't be that person. Whether you're cheesy on your personal page or your business page, do you think people really make any distinction? The No.1 best way to avoid being the cheesy person is simple. Before you post anything, ask yourself, "Would I share this information in real life talking to someone at a BBQ or a wedding?" Would you walk up to someone and say, "Hey Steve, I just listed 3234 West Walker Street today?" Probably not.

On the other hand, would you say, "Have you seen that hilarious video of the monkey pulling the news lady's hair?" Totally. I'd say that to lighten the mood and whip out my phone for a laugh. Would you show someone pictures of your family? I would. Would you tell them that you love your career as a REALTOR? Absolutely! Your career is part of your life, it's okay to share both and in doing so people will remember you, relate to you, and think of you as a real estate agent!


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Comments (201)

Richard Woodward NMLS#217454
Nexa Mortgage, NMLS #1660690 - Plano, TX
Service Beyond Expectations! Your Texas Lender

I have a face book business page with almost 4000 fans.  It is a lot of work to post information but I do get some business from the page.  Over the last couple of years I have spent several thousand of dollars promoting bost and the page.  

I started focusing a more on my google+ business page. https://plus.google.com/+Mortgageprosus  It does seem to drive more traffic to my

website which is the main focus of social media, driving traffice to lead producing websites or 

squeeze pages.

Sep 07, 2014 10:21 PM
Silvia Dukes PA, Broker Associate, CRS, CIPS, SRES
Tropic Shores Realty - Ich spreche Deutsch! - Spring Hill, FL
Florida Waterfront and Country Club Living

Nathan, I just read your post again and still like your ideas and reasoning.  Thanks!

Sep 13, 2014 09:26 PM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

I have two business pages: one is the name of a location, one is my name. The first one gets organic likes without me doing a thing, the page with my name is......slow, even I update and share it all the time.

You are right, unless you are a 'Big shot', no need you waste time for FB page, but keep it as an online baseness card( one of many), keep it basic.

Oct 28, 2014 01:00 PM
Jeff Fisher
PureWest Real Estate - Whitefish, MT

I have both pages and enjoy the engagement and leads I've received from my business page.  Maybe its not for everyone but the good leads I've received off MORE than justify the time and expense put into it.

Oct 29, 2014 10:06 AM
Scott Gleason, CRS
Coldwell Banker Realty - Westfield, NJ
Westfield NJ New Homes Specialist

Facebook is a good place to build community.  And, it can be used to our professional benefit.  It takes time, though, which a lot of us seem to be short of.

Oct 30, 2014 06:58 AM
Devin Veith
Amp Realty - Louisville, KY

I think having a business page is a good idea, but I agree it's not for everyone.  It can give you the chance to build relationships and snag a lead or two if you get lucky.

Oct 31, 2014 04:12 AM
Chris Webb
Nova Home Loans - Tucson, AZ
Tucson's Social Media Expert

Facebook is about communicating with other people, not about business. We often forget this when we create a business page. great article and thanks for sharing Nathan Froelich.

Oct 31, 2014 05:14 AM
Nathan Froelich
breakthroughBroker.com - Fort Collins, CO
Sharer of Ideas

I'm so greatful for all the feedback and comments. One thing I really like about the personal page is "Lists". I just did a little tutorial on how I think they can be leveraged. Again this pushes me to beleive the personal page is where the gold is. Here is that tip: http://actvra.in/4qs8

Oct 31, 2014 05:30 AM
Mark Wagner Jr.
Zion Realty - Gilbert, AZ

Like severals have said I think you get out of it what you put into it.  Our team uses it to post fun things like little realtor memes and then a new listing when they come up. Our goal is just to have people recognize our brand and remind oh hey Zion Realty does great work on their listings.  Just another avenue to kee engaged with the public but I definitely see where you are coming from

Oct 31, 2014 08:52 AM
Ann Marie Clements
Remax Realty Group - Gaithersburg, MD
Montgomery County & Frederick County

Great post! I spend alot of time on Facebook. I believe it is time well spent. I enjoy it and it does help me to build my business. I do not believe in fan pages/business pages. You are right...only  a mom truly loves your page. I also believe in posting different things to different people and do use lists.

Oct 31, 2014 01:32 PM
Katina Hargrove 352-551-0308
Stake Your Land Realty, Inc. - Eustis, FL
Broker/Owner, GRI,SFR, REALTOR®

Good morning Nathan,

It is a business card, like every other business card we give away, some throw away and some keep. It is free, I keep to post my listings, post some good things once in a while. It will work for some and not others. For me, it is having the presence in Internet world.

Nov 23, 2014 10:29 PM
PRG Real Estate - San Jose, CA
VA Home Loan Specialist - SF Bay Area

Never even looked at it that way. Now you have me thinking..Should I keep it??

Dec 12, 2014 08:07 AM
Michael Anderson
Anderson Real Estate Investments, LLC - Nashville, TN
Real Estate

I haven't looked at it like this before, I might have to rethink the facebook posts.

Feb 12, 2015 04:22 PM
Michael Anderson
Anderson Real Estate Investments, LLC - Nashville, TN
Real Estate

I just got 20 likes on my page...now what? This is too funny of an article, Thanks!

Mar 03, 2015 05:08 AM
Winston Heverly
Winston Realty, Inc. - Atlantis, FL

Nathan,  what a great read I came across today, keep them coming for all of us active Rainers.

Mar 16, 2015 11:25 AM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Nathan, just came here from Debbie's post and glad to read it. I agree with Business Pages on our names that they are very difficult to really do anything with and that's why I have never created one, even though it nags me sometimes that I haven't. We have a couple with place names which I think is a much more productive page.

Mar 22, 2015 03:05 PM
David Shamansky
US Mortgages - David Shamansky - Highlands Ranch, CO
Creative, Aggressive & 560 FICO - OK, Colorado Mtg

Hey Nathan great post and I hate fb so this was an easy read for me. I caught this from Winston's reblog for you!

Congrats and keep it coming

Apr 20, 2015 01:00 PM
Fred Griffin Florida Real Estate
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

I dropped Facebook a long time ago.  Thanks for reminding me that I did the right thing.

Apr 20, 2015 01:14 PM
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

I find that my Facebook business page doesn't take much time and it does offer a good location to place backlinks to my blog posts

Apr 20, 2015 04:49 PM
Sandy Padula and Norm Padula, JD, GRI
HomeSmart Realty West - Carlsbad, CA
Presence, Persistence & Perseverance

Nathan Froelich I believe ever media circus has its place and should only be used in moderation with attention to verifiable positive results. If it falls short, then move on to the next venue and try again. I must agree with you that FB has been a deep swirling 'Black Hole' for us, yet I know many other agents who can track business increases directly to their FB activity.

Feb 25, 2016 07:58 PM