Lead generation on Facebook is about to get harder.

[Richard D.]

Facebook is moving away from sponsored posts in news feeds order to keep and attract more users. There is an article on CNet about their new algorithms Thoughts?

[Richard D.]

What most real estate professionals don't seem to get is the engagement part of social media. I would say 85% of the professionals I deal with, say that they are on Facebook. So I look at their pages. They are constantly providing recycled content, listings, and the obligatory "Hey, I am an agent who can help you."  They completely miss the point of social media.

It is much greater than "Hey, I am an agent who can help you."

Social media is meant to be engaging. Your current friends and future clients are on social media to share their lives. Yes you need to become the Martha Stewart of Facebook to garner the leads most professionals desire. You need to know the name of the pet duck of your prospects 4H club. Ok that may be a bit excessive, but it is the direction you need to take your marketing on social media.

You can build value all day long; but if you do not engage the prospective client in a manner that they want to be engaged, then you lose! Straight up, you lose. There is a reason that the real estate industry has the lowest engagement percentage on Facebook of all industries, including janitorial services and city waste workers. Most professionals believe that by just posting content that is something akin to "5 tips for hiring a great home inspector;" that they are engaging their prospective clients and adding value. In truth, there is no one responding to the posts.

I am not trying to call industry professionals, losers (I know that it reads as if I just did). The professionals have just strung themselves out so far and don't have the ability to be  truly engaging with their potential clients. I know of a man who built a $200,000,000 per year in revenue company just by engaging his clients on social media. Did it happen over night? NO. He will tell you that he would spend 17-19-20 hours a day engaging others on their social media platforms for ten plus years. It was all about what his customers wanted, not what he wanted.