Do you remember the days when you could post whatever you wanted to your Facebook business page and a million people would see it, like it, share it, and then buy a house from you? Okay, me neither. But there was a time, in the not so distant past, when you could post or share something on Facebook, and the people who’d liked your page would actually see it. These days, you’re lucky if even one percent of your followers see your posts. The given reason behind the change a few years ago makes sense when you think about it. Facebook algorithms make sure people see the things (and people) they interact with. If no one is liking, sharing, or commenting on the things you post, eventually they won’t see them anymore. The assumption is that either you’re not posting good stuff or your followers don’t care about what you post. Of course, the change also came at about the same time Facebook made paid advertising an option for business pages, too. (I’ll let you connect the dots on that one.) Instead of Facebook remaining free advertising for every business in the world, it should now be treated like most other marketing tools – you get a little for free, and you get more when you pay for it. With a few tricks, you can get a lot and only pay a little.
Boosting a Post Without Spending Too MuchOne of the most effective ways to reach people on Facebook is to pay to boost a post through your Facebook business page. Sure, Facebook will give you options to pay anywhere from $20 up to $1500, but with a few tricks, you don’t have to spend that much money. For less than the price of a cup of coffee, you can get eyes on your Facebook page and the content you’re share – listings, blog posts, neighborhood information, you name it. Full disclosure: I found this trick while researching marketing options for authors. Create a post. Make it a listing with a great picture or a blog post from your site. Tip: If you upload an image, make sure only 20 percent of it includes text. Click “Boost Post.” Remember, this only works from a business page – not your personal profile. Choose “People you choose through targeting.” You have other options, but if you want to get eyes on a listing or find new followers, this is the best one. Click “Create New Audience.” This is where you’ll set the parameters of who will see your post. The next time you boost a post, you can use the same audience and edit it a little or create a whole new audience.
- Name your audience (Sellers, Buyers, Real Estate Leads, whatever you choose)
- Choose a country. Depending on your marketing plan and who you want to attract to your page, this may change – especially if you’re branching out into international real estate.
- Pick an age range. For this, consider your ideal customer. Do you work with older clients, boomers, millennials? It’s okay to pick a broad range, too.
- Choose gender. Your choices are all, men, or women. Again, think about your target and the post you’re boosting.
- Fill in “Interests.” Basically, this is a keyword search. As you begin typing, options will become available that you can click on or reject.
- Click “Save” when you’re done.