This post is all about Facebook Page Engagement.
Remember that Facebook Page you created titled something like
“Mike Mueller Sells Sunny Acres! (555) 555-1234“
You know the one. You invited all your ‘friends‘ to LIKE it? Turns out the only ones who liked it were other real estate agents (and your Mom). It’s up to 127 Likes and yet somehow hasn’t created a single lead for you.
Why did you create that page in the first place? Did you just see other agents doing the same thing? Did a ‘webinar coach’ tell you that it was the way to riches? He’s taking you down the wrong path.
It’s a jungle out there. Let me lead you down the right path.
When it comes to engagement, the Facebook Truth is that your Profile is going to have a far better reach than a Page. Yeah, that’s right. You’ll get much much much better engagement from posts on your Profile than anywhere else on Facebook.
Wait! Come back. Not so fast. You see, Profiles also have a few drawbacks.
- You can’t run a FB Ad Campaign to a Profile
- Profiles can only get to 5,000 “friends”
- Profiles have privacy issues for you – who can see your family pics? What happens when weird Uncle Hal tags me again in his latest pro nudist post? How’s that going to look to my clients?
- Profiles have privacy issues with your potential clients – they are wondering the same about their family pictures.
- Profiles are dual opt in (you have to send a friend request, they have to accept it)
- What happens on your profile doesn’t always show up on others. Profiles won’t get you to the friends of friends (think NEW CLIENTS)
In Support of Pages
Pages are like the World Wide Web, they are open to anyone who visits them. There’s no connection to the page owners Profile (unless you want there to be) so there’s no privacy concern there. For the visitor, they don’t have to LIKE the page – to see the page and even if they did they have the same level of privacy with their Profile. Pages can run very effective ad campaigns, Pages can have an unlimited number of “friends” and there’s no dual opt in.
Back to your Spammy Page… Delete it or just ignore it and let’s do it better. Here’s how.
Create a Facebook Page for your neighborhood, “Living the Sunny Acres Lifestyle!”. See how that sounds completely different? Something you might like to know more about? (as opposed to your other page that makes me want to take a shower after getting the invite, yet again).
Once you’ve created the Page, STOP!
Resist your temptation to upload all your listings, forget about posting your open house this weekend. Just stop it.
Instead, start by promoting all the local events, garage sales, swim team, etc. Talk about the restaurants, the parks, the schools. What is it like to live there? Populate your page with that kind of stuff. Do that for a while and then once in a while you can slip in something about your business.
Does that work?
That other page you have has how many likes? One Hundred? How many people engaged with it? Zero?
I manage a few Facebook Pages – here’s a real view into the backend of a typical Sales Page (that I don’t manage).
Does that look like yours? This page is flat, it’s dead. Nobody is listening to it, nobody is reading it. Of course they are not getting leads from it. Why are they wasting their time? You might guess that it’s been abandoned right? It’s not! It has at least 3 updates a day posted to it’s wall! Every Single Day!
Compare that to a “Lifestyle” Page I manage…
You can see the difference. Just 1 Post a day – but 1 post done right!
So far this week it has gained 875 new followers just from engagement (and this was just Tuesday).
Moral of the story: You want more engagement – stop talking about you.
Read the complete series as it builds…
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He's an avid hockey fan, rides a mountain bike, sometimes rides a road bike, has a few motorcycles (he had a really fast one, bought a cool orange one, rode a really slow one, and wants a really small one). If that isn't enough, he makes cheese and sourdough bread, loves strong beer and good red wine, and poorly plays the Mandolin.