FACEBOOK UPDATE!

Facebook_293731805Back in March, Facebook announced changes to their current algorithm that will alter who’s content you see on your feed and who sees your content. This change aims to create a more personalized and more private social setting for you. It will recognize your “inner circle’ or those that you interact with most frequently and expose users to less content created outside of that sphere. Facebook will also start placing an emphasis on groups that users belong to, putting that content as the main focus of your feed. This algorithm is not new, just updated to allow better results and get back to the social site that Facebook once was, before advertising and mass marketing became popular.

 

So, how does this affect you? When it comes to advertising, the effectiveness of mass marketing will decrease. However, agents who do target marketing to groups that have a tie-in with the listing or message will do well. All in all, with this change to Facebook’s algorithm, it is imperative that you become more strategic with your advertising goals rather than casting a wide net. Additionally, this change prompts you to become more involved in groups and engage with your local community. The more active you are with various real estate and community-centered groups, the more people your content will be put in front of.

 

Here are four strategies that REALTOR® Magazine* offers to help you stay ahead of these algorithm changes:

“Make proper use of other photo-driven platforms. Instagram and Pinterest, for example, are strong mediums for showcasing photography, which is the most critical component of your marketing. Focus on presenting listing photos and short stories about your properties on these platforms while using Facebook more for making authentic connections in groups. “If you have great photos and a knack for storytelling, [Instagram is] a platform that’s made for you,” Listanski says.

Share more video content. Facebook favors serving video content—especially Facebook Live—to its users. If your videos are compelling and informative, you’ll likely end up in more of your followers’ feeds. Betti Russo, ABR, managing broker at Realty Executives Exceptional, REALTORS®, in Oakland, N.J., began a weekly Facebook video series in January focusing on topics such as FSBOs and vacation homes. In that time, her video views have grown from only a handful to about 1,100 per video. Though she also shares her videos on Instagram, YouTube, LinkedIn, Pinterest, and Twitter, “most of my traffic comes from Facebook,” Russo says. “What’s important is to be consistent. Have a plan and a schedule, and it becomes like brushing your teeth every day.”

Join a variety of Facebook groups. In addition to real estate groups, get involved in online communities centered on other topics that are relevant to you. This will give you an opportunity to be more authentic in your interactions—instead of selling yourself as a real estate pro—which is the purpose of social media anyway, says Katie Lance, a social media consultant focusing on real estate. “Join a local group on parenting or photography—nothing to do with real estate—and connect with people over things that are personal,” Lance says. “Remember that social media is a marathon and not a sprint.”

Provide extra value to make your posts more shareable. Even if your organic reach decreases, those who do see your posts will be more likely to share them with others if they offer educational takeaways for the audience. “Real estate professionals need to think beyond the marketing copy they have posted on the MLS or on their flyer and think more like a storyteller,” Lance says. For example, instead of posting a simple announcement about a new listing, offer some information about your client’s journey to get the home prepared for market, along with some practical tips for sellers. Your followers are more likely to share such a post with friends and family who may be preparing for a move.”

 

 

 

*Freed, Stacey. “Beat Facebook at Its Own Algorithm Game.” REALTOR® Magazine, July 2019, magazine.realtor/technology/feature/article/2019/06/beat-facebook-at-its-own-algorithm-game.

 

Boosting Vs. Facebook Ads

 

 

Have a question about boosting? Visit: https://www.facebook.com/business/help/240208966080581

Have a question about advertising? Visit: https://www.facebook.com/business/help/169249477193317

IMPORTANT! Facebook Ad Updates

A few months ago, we posted about Facebook’s new Anti-Discrimination rules for their advertising. An article was just released that detailed how these changes would affect real estate agents in particular.

We already know that, by federal housing laws, you cannot discriminate against people based on their race, color, religion, national origin, gender, disability and family status. When the Department of Housing and Urban Development (HUD) sued Facebook last year, Facebook responded by removing more than 5,000 targeting options.

Recently, they announced a complete overhaul of their ad targeting options that will remove most of the options that allows housing advertisers to discriminate knowingly or accidentally.

Facebook aims to implement changes by the end of the year, creating a separate portal to limit how much advertisers for housing, employment and credit can micro-target their audience. In addition, Facebook will remove the ability to exclude interests, require location targeting to cover a minimum 15-mile geographic radius, and limit the creation of Lookalike Audiences.

New Facebook Targeting Policy Rollout Timeline:

  • July 1, 2019: Product team will start testing the flows with a very small, randomly selected sample of advertisers.
  • Aug. 1, 2019: Open enrollment begins. Advertisers interested in self-selecting can note that they are running HEC ads targeted to people in the US and will be able to use the new experience with limited targeting options.
  • Sept. 1, 2019: Enforcement begins for all advertisers targeting people in the US with HEC ads. In Ads Manager, we’ll begin pausing any campaigns in using targeting that is no longer allowed with these changes.
  • By Dec. 31, 2019: Rollout and enforcement of restricted targeting options for other ads interfaces.

Facebook teams are still discussing exactly what they are going to consider a “housing” ad. They know for sure that specific listings ads will be subject to the new changes, but they are unclear if this will also be applicable to broader “brand” ads.

As we learn more, we will share that information with you here

January Market & Tech Stat

January’s Marketing & Tech Stat focuses on the amazing success our open house ads have on social media. This would be good information to share with sellers so that they know you will help them be successful in selling their home. Share, email, or mail this to your sphere and remind them that you are here for any questions they may have.

Click the links below to access the corresponding items:

Facebook Open House Stats_2018 v2.jpg

PDF Version: If you have issues viewing the flyer, save it to your computer first. This can be printed and then mailed with your business card.

JPG Version: You could use this graphic by saving it to your phone and uploading directly to Instagram and other social media sites.

Click here to easily share this as a blog article on your social media sites (Facebook, Twitter, etc.). You’ll be redirected to AskHomesale.com where you can simply scroll to the bottom of the article and select the social network you want to share it to.

You can also access the ecard template on the Market REsource by selecting ecards and searching for “Open House Stats – Agent Template” or “Open House Stats – Team Template.”

New Facebook Anti-Discrimination Rules

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A few months ago, Facebook was hit with a lawsuit by the department of Housing and Urban Development (HUD) that claimed Facebook was engaging in housing discrimination. According to the suit, HUD accused Facebook of allowing landlords, home sellers and agents to set parameters on ads that limited which prospective buyers could view it based on race, religion, sex and disability, to name a few.

Some of these allowances included blocking ads to users based on their interests in certain topics such as “child care” or “mobility scooters.” Others gave the advertiser the ability to block ads by specific zip code.

In response to this accusation, Facebook has changed their rules for ads related to real estate. Now, advertisers can no longer set these kinds of parameters and discriminate against any person based on race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.

 

What does this mean for you?

As a Homesale Realty agent, these new rules just mean that the more general your audience, the better. When setting the target audience for your ads, choose both men and women and select as wide of a geographical range as possible. Counties tend to work very well for the geographical parameter.

If, for some reason, Facebook thinks you have set a parameter that violates these new rules, they will flag your ad and send you a notification that it has been denied. From here, you can adjust the parameters and resubmit or send the ad for a manual review if you believe it has been flagged in error.

 

For more information about these new rules, check out Facebook’s advertising policies here.