Algorithm, Shmalgorithm: How agents can dominate on Facebook in 2018

Real Estate Technology with SmartZip

Were you, like most agents, shocked and scared when you heard that Facebook promises to minimize the reach of business pages and reward organic, one-to-one engagement?


If so, you’re not alone. But as Eric Sachs, with Breakthrough Broker recently discussed in a webinar we sponsored, you don’t have to lie awake at night wondering if your business will tank as the result of one silly algorithm shift.


Here are seven unique ways you can beat Facebook at its own game and continue to win business via the biggest online network in the world.


To watch the webinar, head to Breakthrough Broker’s site.


1. Focus on comments, shares and reactions

As social media guru Katie Lance says, “Social media is not a one-way street. You have to give to get!”


Rather than focusing on how you can get more comments and shares, try first to offer them to the people you engage with online. If something makes you laugh out loud, think, smile or fist pump, be sure to tell the person who originally posted it. The more you chat with your friends, family and sphere of influence online, the more likely they are to remember you when it's time to buy or sell a house.


2. Use storytelling in your posts

When you meet people in person, you hope to keep them engaged and interactive for as long as possible. The same thing goes with online engagement — you aren’t hoping for a cursory like and for them to move on.


To get more meaningful engagement, your posts need to be more meaningful. Start by focusing on telling stories that will delight, inform or entertain. And remember, you’re aiming for comments and real-life engagement, not a cursory like or two.


Rather than posting a simple photo of your buyers or sellers at closing, post the whole story of how the closing went down. Tag the inspector who came through with a last-minute assist, the title agent who was able to fix a minor issue to ensure the close could happen on time, the agent on the other side who helped you to keep all parties calm even as the deal seemed less than solid.


Not only is a story more compelling, it also gives you the ability to tag other vendors who will surely come through with a “thank you” in your comments. It can also be a great way to ask your sphere if they have a story about something similar occurring. Give everyone a chance to relate to you and you’ll stop hearing crickets on your posts.


3. Start a local group

Facebook also mentioned they will be putting a larger emphasis on their group feature. This makes sense because groups are often viewed as a “safe space” where people can share ideas, ask questions and get to know one another without bombarding their entire network.


Now that you know Facebook will boost group posts, what type of group could you create? You can consider a group for your local market area, but it may be difficult to “beat out” an existing group that has the exact same intention (and hundreds of active members who are already a part of it).


If there’s already a large, active group for your area, don't be afraid to get more granular.


Perhaps you can start a group about the best places to meet fellow dog owners for that Saturday hike you love so much, or the best resources for local parents. Just remember that you don’t want to start a group for a topic you’re not naturally interested in. The more likely you are to enjoy posting and engaging in the group, the more likely you are to spend time there and develop relationships over time.


4. Don't be afraid to use Facebook live

Large tech companies love to reward their own technology features, and Facebook is no different. Just as you were rewarded for using Google Plus in 2011, you'll now be greatly benefit from using Facebook Live to post updates.


We know that not every agent will find this to be a tempting option, but there are ways to make live streaming more natural and less like you're trying to become the next local news anchor. Here are some easy “Dos” and “Don’ts” you can follow as you live stream for the first time.


And remember, your audience isn’t as averse to this technology as you are — they expect it!


“It’s not about ego or fame, it’s simply about connecting in the most human way possible — showing your face through the camera on your smartphone. Luckily, as real estate professionals, we have an advantage of being able to share our personal brand stories as a relatable human being, not an anonymous logo. 2018 is more about the agent than the house; start marketing that way.” -- Chelsea Peitz, Author, Speaker, Social Media Coach


5. Ask questions to build engagement

Storytelling is a great way to get engagement, but you may not always have time to write out a long, plot-driven post. On days like this, consider asking simple questions that anyone in your network can answer.


On Super Bowl Sunday, ask what everyone's favorite appetizer is to share. During the Olympics, ask what events people still dream they had mastered. When the snow melts in your northeastern town, ask where everyone plans to congregate that day to celebrate — and mention that you’re out delivering treats to those who respond and are within ten miles of you.


There are infinite ways to engage people online, and millions of questions you can ask to get them to respond. Again, the point isn't to win business by asking an unrelated question — it’s to prove to Facebook that you are a local influencer and they should show your posts to more people in your network in the future.


7. Spend money to boost posts and get more exposure

Facebook Live isn't the only product feature the company wants you to use. Facebook's profits are dependent on the use of ads, and as they prioritize real-life engagement, they’ll also have to double down on pay-for-play ads in order to keep growing their earnings.


While organic reach is the key to building a consistent, engaged audience on Facebook, ads are still the best way to grow your audience and reach new local prospects.


Need automated Facebook ads that match your brand and market area?

Wish you could spend your time on the fun stuff, like storytelling and live streaming, instead designing, budgeting, deploying and measuring the success of Facebook ads?


Let us help you do just that. Reach out now to learn more about SmartTargeting’s automated marketing platform, which targets your top prospects or sphere via online and Facebook ads.


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Michael J. Perry 02/23/2018 06:59 AM
Real Estate Sales and Marketing
real estate marketing
facebook marketing
eric sachs
breakthrough broker

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Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning SmartZip Analytics ,

Thank you for the advice..good points to evaluate and start using on Facebook! Thank you.

Feb 23, 2018 04:12 AM #1
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

It's not a silly little algorithm change.... none of them are and you adjust your "sales" or find that you are steady as she goes. Because you are on the right course. The changes more often than not are designed to help the UX which saves everyone precious time in the search for information, for goods or services. Upload your video renders on FB gets rewarded. Don't just get them up in the clouds on YT only!

Feb 23, 2018 06:23 AM #2
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Liked , BOOKMARKED ,emailed to 2 team members and now Reblogged !!!

Feb 23, 2018 06:56 AM #3
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Thanks for sharing this valuable information.

Feb 23, 2018 10:42 AM #4
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

Some good suggestions here to implement moving forward.

Feb 23, 2018 11:54 AM #5
SmartZip Analytics
SmartZip - Pleasanton, CA
Adam Long, Director of Sales and Marketing

Thanks, Nick & Trudy Vandekar, 610-203-4543.  Have a great weekend.

Feb 23, 2018 02:58 PM #6
Lesley Wilson-VanGoethem
Innovative Realty Solutions Group - Winter Springs, FL
Residential Real Estate Broker Associate

Great suggestions..  We need to always remember that FB is about interacting  and engaging!

Feb 23, 2018 03:00 PM #7
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Really great information here... Facebook has worked pretty well for us but I know we could do better and your post can help.... Bookmarked!! 

Feb 24, 2018 12:37 AM #8
Deborah Spence
Home Smart Realty Advisors - Philadelphia, PA
Awesome Realtor serving Philadelphia and suburbs!

Great tips. Thanks

Feb 25, 2018 01:45 AM #9
Mike Cooper
Cornerstone Business Group Inc - Winchester, VA
Your Winchester, VA Real Estate Sales Pro

Adam, thanks for the great information. I'm sure a lot of it will show up on Facebook soon. 

Feb 25, 2018 05:42 AM #10
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

very good advice, my fav is FB live if its done with quality since people get bored quickly

Feb 25, 2018 06:38 AM #11
Carolyn Roland-Historic Homes For Sale In Delaware and S. Chester County PA
Patterson-Schwartz Real Estate - Wilmington, DE
Carolyn Roland, GRI, CRS

Thanks for all the hints. I did try and boost a post the other day and got turned down. Have no idea why FB does what they do!

Feb 25, 2018 12:09 PM #12
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

Thanks for a well-thought-out post that's both timely and informative.   Bookmarked!

Feb 26, 2018 11:01 AM #13
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

The question keeps coming up: do we please the search engines or do we please the consumer.

Your tips are great for engaging the consumer.

Feb 26, 2018 06:31 PM #14
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It all comes down to being resourceful with what resources you do you have at your disposal and use. And also you should always be yourself, of course!

Mar 08, 2018 10:08 PM #15
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

John Wiley I would ideally like to do both by pleasing the algorithm and the customer exactly at the same time. That would be pretty sweet!

Mar 08, 2018 10:11 PM #16
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

They seem to be changing up quite a lot but a lot of it seems to be getting easier to the point you were making.

Mar 19, 2018 11:38 PM #17
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