Facebook Likes Don’t Matter Anymore – Here’s Why

Facebook business pages real estate
Facebook Likes Don’t Matter Anymore

I just got another one. Another person asking me to LIKE their Facebook page. Is there anything more pathetic? OK, maybe that was a little harsh but really – is there? “Please, I know I don’t really know you too well, and you have never worked with me professionally but will you please like my page?”

It’s all for not anyway. Facebook likes don’t matter anymore.

Facebook Likes Used To Matter

They used to. Matter that is. Facebook likes.  But they don’t anymore. Back in the day, when I was still a sales exec for a title company, I used to teach social media classes here in Phoenix. Back then Facebook likes mattered. Back then, Facebook’s algorithm was different. Back then, if someone liked your business page, essentially OPTING IN to your content, they would see your business updates. This was priceless – FREE – marketing. In a world where real estate agents spend BIG $$$ on mailers and printing to reach people they don’t know, being able to engage with those that like your page for FREE is very appealing. Well it was anyway because Facebook Likes don’t matter anymore.

Facebook Organic Reach Declining

Before Facebook went public LIKES mattered. Those were the good old days when Facebook cared more about us, the user, than Wallstreet. But not that Facebook is a publicly traded company, they have to create revenue. And how do you do that? Well, you target the very people that would be most likely to pay for their service – businesses. They make us pay to reach the very people that opted in to receive updates from us.

In the good old days. I could reach around 15% of my “followers” or “fans” for FREE. 15% may sound like a little but it’s actually significant – what’s the rate of return on direct mail? (less than 1/2 of 1%). But now, I’m lucky if 2% of my fans and followers see my content. 2 PERCENT!

It’s NOT FREE

So, what should you do? Well you need to understand that Facebook, the free platform, we helped build, is NOT FREE. Yes, you can use it to post what you had for dinner. You can use it to tell us how much you love your kids. You can use it to tell us about this amazing place or that one. You can use it to rant about Obama or Clinton, Romney or Trump. But when you want to use it for business, when you want to be in front of your ideal client – you need to pay.

You can pay in many different ways. It can be as simple as boosting a post or as elaborate as a full on Facebook ads campaign with landing pages and squeeze pages and such. But whether you boost a post or create an ad, don’t do it with the goal of building up your Facebook likes because (say it with me) Facebook likes don’t matter anymore.

I get the feeling many real estate agents want likes for the wrong reasons any way. I can understand if they want the likes because they think Facebook likes matter (which they don’t) to reach their ideal client. But I don’t think thats it. I think many real estate agents want more likes so they can appear to be more LIKE-ABLE. Folks, we are way past the days of social proof relative to Facebook. If you really want to show the consumer how likable you are, how competent you are. How professional, experienced, educated etc – do it on your real estate website.

Your Website Matters

Your website IS your storefront. Not Facebook. Your website is where most consumers are accustomed to learning more about a business anyway – not necessarily Facebook. Your website is intentional whereas Facebook is by accident. Facebook is where consumers discover content but Google, YouTube, Bing, Yahoo etc is where they seek it out.

So, if Facebook likes don’t matter anymore, what should you do? Well, you should still engage. You should still post things on your Facebook page that show your personality. Speak to who you are. What you like, What you don’t. But that should be on your PERSONAL Facebook page. There should be a healthy mix of PERSONAL updates and BUSINESS updates. I recommend 80/20. For every 10 updates you make, 2 of them should be business. But the goal of Facebook is still the same – ENGAGE. DRIVE. CONVERT. Engage the viewer by talking about something they care about. Drive them to your website, sales or squeeze pages with a compelling offer. Convert them using your IDX or by prompting them for an email address, phone number etc, add them to a drip or CRM. But don’t worry about Facebook likes because – well, you know.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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Why Liking Your Facebook Business Page Don’t Mean Jack

Facebook business pages real estate
It’s not about “LIKES”

It seems like every time I check my email or log in to Facebook I see it. It is ANOTHER request from someone I don’t know, or don’t know well – to LIKE their Facebook page.

To say it’s annoying would be an understatement. In fact, it’s not only annoying and sometimes pathetic – it doesn’t mean jack.

I’m hoping this post will change how real estate professionals look at Facebook, specifically their Facebook business pages.

It never fails. I meet a real estate agent casually, and later that day “bing” – so and so invited you to LIKE their Facebook page. Really? Well thank you! How can I possibly thank you? I know you must have chosen me from hundreds or even thousands of people, how did I win this lottery? Wait a minute, no I didn’t win anything you invited everyone you met that day. Of course you did.

It’s not your fault. You were invited to like another real estate agents page and you thought – “hey, that’s a great idea!”. It’s probably not. In the real estate space it’s called “modeling”. And the real estate space is full of it. It’s great when the agent you are modeling knows what they are doing but what if they don’t? By the way when it comes to Facebook – they likely don’t.

Real estate agents want peeps to LIKE their Facebook page for multiple reasons. The main reasons are lead generation and social proof. Many real estate agents think if they could only get more people on their Facebook business page it would turn into leads. Others believe they need to have a certain number of LIKES to be credible, to show others like and trust them – that’s called Social Proof. Here’s the deal, neither of those are true. Not necessarily any way. I’ll explain.

Facebook or “failbook” as I like to call it sometimes can be a HUGE time suck. It can be a fantastic tool for real estate agents IF they use it correctly. Most don’t. You see, what does it matter how many LIKES you have if they 1) are other real estate agents in your market 2) aren’t going to engage with you 3) have no desire to buy, sell, invest? Answer – it doesn’t. Facebook LIKES are all about engagement. Engagement is what CAN get you leads. LIKES likely won’t.

I see Facebook pages that have 1,000 LIKES. And it’s a ghost town. I see questions from the page owners like “what’s everyone doing this weekend?” CRICKETS. Why is this? Because they are not engaged. They were invited to LIKE a page and some did. They never said they would engage though. I would rather have 3 likes on my business page from 3 people that would do business with me, that would engage with me, that care about my product and would share it if asked – than 1,000 LIKES from people that couldn’t give a damn.

Some real estate professionals believe they will get leads if they could only get more LIKES on their pages. This used to be the case. Not so much any more though.

BEFORE Facebook went public, the number of likes did matter. The more likes you had the more likely it was your updates would show up in the newsfeed of those that liked your page. Not so much any more though. Why? Because now that Facebook is public they went from trying to make their users happy (us), to trying to make their share holders happy (them). And how do you keep share holders happy? Money. How do you create money? Well if you’re Facebook you sell ads. You also create “promoted posts” and “boost post”. Facebook has openly stated they are dropping organic reach . Traffic used to be free. It used to be the people that legitimately liked your page would be alerted when you posted something they essentially “opted in” for. Not any more. Now Facebook wants you to pay to reach the very people that liked your page. Crazy huh.

It went downhill fast. When Facebook went public in May 2012 traffic to business pages started dropping. I’ve seen estimates above 70% LESS engagement. Less traffic. It’s a business, I get it. Can’t legitimately complain about something that is FREE.

The true benefit in utilizing Facebook in your real estate business (beyond Facebook ads which can be awesome) is in driving traffic. The best marketers use Facebook to drive traffic (consumers) away from Facebook and to their sales pages and real estate websites. It is their websites where they have IDX feeds, white papers, sales stats, videos, testimonials, local area information and more.  This is where savvy real estate pros engage with their audiences. Even better, unlike Facebook, you own your website. Do you own Facebook? When I teach classes I drill one thing home – you should never rely on something you don’t own. Period. Terms Of Service change.

 

So what should you do? Well, stop inviting peeps like me to like your Facebook page. I will like your Facebook page, THEY will like your Facebook page if you are creating VALUE for me. For us. If I see you as the expert I will like your page. If you are educating and informing me about things I care about I will like your page. If you are saving me money I will like your page. If you are posting why you are the best agent in the universe, why your brokerage is better than another, awkward pictures of your past clients cringing as you congratulate them on their new home, thank you’s from you to your team for being awesome – I won’t and neither will they.

A social media strategy is imperative today in real estate. This is where your target audience is. But before you can have an effective social media strategy you need to have an effective content marketing strategy. People won’t go to your real estate website because you ask them to. But they will go for VALUE. Value is information. Homes for sale, subdivision info, market and sales trends, things to do, local restaurant reviews and coupons.  Value makes me smarter. The best medium is VIDEO. Not only because consumers prefer video, but because Facebook’s Algorithm does too. Direct uploads to Facebook is a sure fire way to get more organic traffic to your pages. But unless you are willing to do these things, please don’t ask me to like your Facebook page because even if they do, it won’t mean JACK.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

 

Stephen Garner

Hub Media Company is one of the few media companies dedicated to real estate video marketing. We create beautiful cinematic real estate video tours, lifestyle, community/subdivision as well as green screen video. We have over 13 years experience in the real estate space working with some of the top agents in the Phoenix Metro area.

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