Understanding the Challenges
National Averages:The statistics are sobering. On average, a post by a business on Facebook is only seen by 6.4% of the page's followers. Even more daunting is that only 3.9% of those viewers will take action because of the post. This means if you have 1,000 people following your page, only 64 will see your post, and if you're lucky, 2 of them might actually take some kind of action because of it. These figures highlight the significant challenge businesses face in leveraging Facebook to reach their audience.
Standard Solutions Fall Short:Many agents, in an effort to increase their visibility on Facebook, resort to posting more content. The logic seems sound; if each post reaches a different 6.4% of your followers, more posts should theoretically increase your overall reach. However, this strategy can backfire due to Facebook's algorithm, which is designed to limit the visibility of your posts if you share too much content, particularly if that content includes links to external websites.
Paid advertisements are another common strategy. With 150 million businesses using Facebook ads and 93% of social media marketers relying on them, the platform clearly encourages this route. However, this creates a highly competitive environment, making it challenging for real estate agents to capture the attention of their desired audience without significant investment.
A Better Way Forward
Despite these challenges, there is a more effective strategy for businesses looking to maximize their Facebook presence: the 1-10-10 strategy. Using this strategy, my clients have been able to reach up to 50,000 people per post without paying anything for Facebook ads.
The 1-10-10 Strategy Explained:The strategy is simple yet impactful:
- 1 post per week: This ensures your content is high-quality and valuable, rather than just frequent. By focusing on creating one compelling post each week, you avoid overwhelming your followers or falling foul of Facebook's algorithm. Plus, you'll be sharing this post in various groups, and most groups prefer that businesses limit their posts to just one per week.
- At least 10 photos or graphics per post: Visual content is king on Facebook. Posts that include multiple photos or graphics are more engaging and shareable, increasing the likelihood of higher visibility and interaction.
- Shared in 10 or more Facebook groups: This is where the real magic happens. By sharing your post in multiple Facebook groups, you tap into existing communities with specific interests, greatly expanding your reach beyond your page followers. This approach not only increases the visibility of your posts but also targets audiences that are more likely to engage with your content.
Implementing the Strategy
For real estate agents, implementing the 1-10-10 strategy involves a few key steps. First, identify local or niche Facebook groups where your target audience is likely to be active. These could be community groups, real estate investment groups, or local interest groups. Next, focus on creating compelling, visually-rich content that provides real value to your audience. This could be a virtual tour of a new listing, a photo collage of a recently sold property, or a series of infographics with tips for first-time homebuyers.
When sharing your post in groups, ensure you're following the group's rules and contributing positively to the community. Engagement is a two-way street, and by actively participating in discussions and providing value, you're more likely to build trust and increase interest in your services.
Conclusion
For real estate agents looking to effectively reach and engage their audience on Facebook, the 1-10-10 strategy offers a proven solution. By focusing on quality over quantity, leveraging the power of visuals, and tapping into the targeted reach of Facebook groups, agents can overcome the platform's challenges and significantly increase their visibility. In today's competitive real estate market, adopting innovative and effective digital marketing strategies like the 1-10-10 approach is essential for success.