The Constant of Facebook = Change

Services for Real Estate Pros with Get It Done For Me Virtual Services DRE# SL641317

Facebook has made a very important announcement which should concern every marketer out there. 


  • If you are an agent who takes listings- you are a marketer. 
  • If you are a stager who networks with agents- you are a marketer. 
  • If you have any business where you use a Facebook business page,  watch Facebook evolve over the next few months. 


Facebook made a very important announcement that will impact your business if you use Facebook as a business tool and especially if you post your listings on your business page. 


Facebook says the newsfeed is getting too crowded and the people in the facebook community say they are missing posts from family and friends because business pages are in their newsfeeds. 


They are not going to get rid of FB biz page posts ( YET) going into the newsfeed BUT there are going to be some HUGE changes to HOW you will be able to get your post in the newsfeed. 


And I have been warning about this for 2 years. I keep saying over and over again: 


Do NOT automate your posts to your FB business pages. 


We have been proving that using third party software INCLUDING clicking the click to share post feature on your ActiveRain blog-  hurts your organice reach on Facebook.  


If you are using third party software of any kind to post to your business pages, those posts are not going to be shown to your audience. 

When you post to your Facebook page you need to be posting manually to your business pages.  Facebook is turning into an ad platform for businesses and they want to seperate the business posts in newsfeed from the community's personal and family stuff. 


Facebook marketing is shifting, the algorithm is shifting very quickly into a new set of rules to play by. 


What are the rest of the changes? 


It is all about the future of engagement. 


Facebook says that almost ALL business pages will see a drop in reach. 


How will you get to play? 


Facebook will ONLY be putting posts that have a lot of engagement on them into the newsfeed. 


This puts most realtors at a huge disadvantage since most of us post our listings and hope to get some organic reach especially before boosting them. 


And check this out: the kind of engagement Facebook is referring to is not someone leaving you a comment on your post but instead, you leaving a comment for one of your friends who then comments back to you, so it is a back and forth converstation between and amongst commenters. 


Those posts are considered worthy of being put into newsfeeds. 


What are some of the things we can start doing now in order to keep playing in one of the best lead generation platforms on the planet? 


  • Live Streaming video  - make sure you are giving the instruction to your live audience to like your video, share your video, comment on your video, tag friends on the video, etc. 


  • Using the free Facebook bots - set those up on your pages. You are allowed to serve up ads to those who have commented on a post on your business pages. 


  • Invest in future bots, customizable bots, and maybe even program your own bots for communicating in a very engaging way with your audience through Facebook messenger. 


  • Run very well thought out and purposeful Facebook lead ads, keep your audience on FB as long as you can and make sure you are building your CRM list with their email addressses. 


  • Get together with groups of your colleagues in your office, in the field, your clients, your customers, your friends.... tell them when you will be on your Facebook page and what time you will be posting, then start the conversation going and let them all know ahead of time what you are doing so they will help you and then you do the same for them. Kind of like the old days here in ActiveRain! You pat my back, I pat yours. 


  • Start Facebook community groups revolving around your niche market. 

We can help you revamp your social media marketing on Facebook. There are specific tactics to use on each of the social media platforms. We can help you use the right tactics on each of the platforms.


We happen to have one of the leading social media managers on our team. She is a contributor to Buzz Feed, she works with the top news agencies and she is a very effective social media activist for one of her causes. 


Our social media team understands how all the changes are taking place and what we all  need to be doing right now to get ready for all of these changes.


Text me: 561-502-1577 to learn more about how we can help you. 



Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Rebecca Gaujot, Realtor® 01/19/2018 08:57 AM
  2. David Wright 01/23/2018 08:54 PM
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Isabella Scott
Coldwell Banker Residential Real Estate - Port St Lucie, FL
South Florida & Treasure Coast Luxury Homes/Condos

Thanks for the detailed explanation, I saw a post with a link to Zuckerberg's announcement - I have to go read that again and also look at the link you left in the comments.  Sorry this got a bit lengthy .....

I have a newer 4 month old Facebook page for Port St Lucie, my ad account was shut down in the first month for about a week, so I was advised and have been doing only posts, page like ads and post engagement ads (to homeowners), and no opt-in ads, I was getting ready to do some Facebook lead ads.  

I have been posting manually and it has been very time consuming, for 3rd party you mean basically any other company doing an initial post and also the reposting of previously done articles?  like Meet Edgar or similar?  plus any shares from other platforms like Active Rain and Twitter, etc?  

I don't understand your paragraph about commenting on your friend's posts first - business pages don't have friends, if you could explain that paragraph a bit more...

Regarding your boosting posts - what do you consider a lot of reach and engagement - how much are some of the good real estate pages you know getting in this regard - organically and after boosting?  

Where is the explorer section of facebook, I don't see any other feed beside the newsfeed?

Since my ad account was shut down once, (and I think there are more of these happening because there are more new people coming in to advertise and not setting up that base of an engaged, community on your business page) ,  I don't want to rely on Facebook for leads, although I will try to work it as best I can, and do retargeting, but a big focus will be building my website :) 

I agree with your last comment above mine,  people are on facebook, and leads from there or a website both also need a lot of nurturing to get to the point of a sale.






Jan 16, 2018 07:50 PM #31
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Great stuff, Katerina, and bookmarked for reading again. There's a lot to take in. I never auto-post to Faceboook nor do I use the social media links that AR provides by post manually.

Jan 16, 2018 08:28 PM #32
Mary Jo Quay
Remax Results - Edina, MN
I Move You Home

Thank you, good info.  I noticed that they don't want you to post blogs that point to your website.  Is there a work around that one?

Jan 16, 2018 08:31 PM #33
Carolyn Roland-Historic Homes For Sale In Delaware and S. Chester County PA
Patterson-Schwartz Real Estate - Wilmington, DE
Carolyn Roland, GRI, CRS

I wondered what was going on when I tried to link an AR blog post to FB and it didn't have my headline but just a generic Active Rain  headline with no clue as to what my article was about.

Jan 16, 2018 08:41 PM #34
Rose King
David Tracy Real Estate - Friendswood, TX
Friendswood / Pearland / Houston Bay Area

This is a lot to take in, but really good information. I have noticed that I have to scroll through a ton of business posts, suggested posts, and stuff I am not interested in to get to friends' posts on my news feed. It's not as interesting to me as it used to be. I can see why this issue has come up. I am curious to know why you feel that messenger will replace texting.

Jan 16, 2018 10:01 PM #35
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Thanks for the heads up. This is great information.

Jan 17, 2018 02:52 AM #36
Pete Baranowsky Jr
The Castle Team at Maximum One Realty Greater Atlanata - Dallas, GA
Selling Good Homes, Priced Right, Quickly

Katerina Gasset thank you for keeping your eye out for us all.  I appreciate what you do

Jan 17, 2018 05:49 AM #37
Terry McCarley
REMAX Realty Team - Cape Coral FL - Cape Coral, FL

I have heard changes were coming but this change is much bigger than I realized.  I use a third party so I guess I might need to make some serious changes.

Jan 17, 2018 05:56 AM #38
Greg Mona
Faira Homes Corp - Scottsdale, AZ
Real Estate in the 21st Century!

Thanks for your explanation of the upcoming FB changes Katerina Gasset.  Coincidentally, I have been in a social media boot camp these past couple of weeks  that has a heavy emphasis on Facebook advertising! I will continue to try to learn what these proposed (and already happening) changes ultimately consist of and work around them accordingly.

Jan 17, 2018 06:58 AM #39
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

Hi Katerina Gasset - thanks for the informational post!   Facebook's business pages were a little too good to be true (completely free except for our time), so, changes are not surprising.

When you get a chance, you may want to change the postscript of your blog to reflect one person....either third person or first person.   Combining the two in one paragraph sounds a bit weird: "She understands how all the changes need to take place, what we need to be doing right now to get ready for all of these changes. Text me: 561-502-1577. "

Jan 17, 2018 10:01 AM #40
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good afternoon Katerina - I am going to need to change how I post.  I send my blogs there not from AR but from my site.

Jan 17, 2018 10:43 AM #41
Kyle Souza
RE Market Solutions - Carlsbad, CA

Great info.  Would this mean that hootsuite and such are not good to use?

Jan 17, 2018 12:01 PM #42
Randy Elliott
RE/MAX Gold - Lodi, CA
REALTOR : Lodi / Stockton, CA

Great info to know, Katerina.  Thanks for the heads up! Now I have to look into what I'm doing and was planning to do, and see where it all fits in. 

Jan 17, 2018 02:44 PM #43
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Ugh - just as competition soars, this happens.   Thankfully nothing is automated. 

Jan 17, 2018 07:28 PM #44
David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

 thank you so much for explaining Facebook's newest moves. I heard changes were coming and our business reach would be reduced once again, but not to the extent you are describing. Facebook sure has come along way since its beginnings where sharing was the norm with full audience attention. Going public changed Facebook permanently and not for the better.

I will dig deeper into your article and make those changes. I'm not sure how yet, and love more discussion on here what AR people will be doing to continue making Facebook work for business.

Jan 17, 2018 09:37 PM #45
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

Thanks for sharing this info, Katerina. I don't use automated, so that's one thing in my favor, but I'm still trying to build my FB business. Also, I noticed recently how my text messages and FB messenger is being combined. I'm not a fan, but I suppose there is no recourse?

Jan 18, 2018 02:14 PM #46
Rebecca Gaujot, Realtor®
Vision Quest Realty - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Katerina, your VA team are helping me with my FB business page...a great help. Thanks, Rebecca

Jan 19, 2018 08:53 AM #47
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Has anyone quantified the number of hours an agent has to maintain, administrate and manage their social media sites to justify the efficacy and income that's produced from these sites?

Seems like it's working for many agents but at what cost for the opportunities? Would you share your information regarding these elements and your typical earned income from the sum of hours spent on each website marketing campaign?

Would it be more cost effective to employ a TPA to manage social media websites and wait for the phone to ring? Certainly, other AR community members would appreciate knowing what the typical marketing cost could be from social media sites like FB?  

Jan 21, 2018 01:57 AM #48
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Thanks Katerina for sharing some good insights and tips for understanding the changes coming on FB.

I find the constant changes hard to keep up with. The more viewpoints we can have regarding the impact the more helpful it is to us.


Jan 22, 2018 11:38 AM #49
Anna Hatridge
Goodson Realty - Farmington, MO
Missouri Realtor with Goodson Realty

Great explanation of the changes.  For some this will be difficult, for me it will me very few changes.

Jan 23, 2018 11:47 AM #50
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