Marketing

Beyond the Facebook page: People-powered real estate

Break through the noise of the news feed by adding a personal touch
  • Facebook is always changing, which means it's hard to maintain and grow your audience.
  • Kelly Stonelake, Facebook Creative Shop's lead, helps clients tackle this issue every day with creative and engaging content that draws on the personal nature of the platform.
  • Stonelake said real estate agents must respect the intimacy of the newsfeed and create content that does so.
  • Stonelake said beautiful, well-crafted and relevant content will always rise to the top and that agents must take advantage of the tools they have, such as smartphones and photography apps to create professional-level content.

SAN FRANCISCO -- In 2015, traffic to Facebook's top publishers dropped a whopping 32 percent — that number was even greater for the platform's top publishers such as Buzzfeed, Huffington Post and Fox News that experienced drops ranging from 40 percent to 60 percent. No one has been able to pinpoint the exact cause of those drops, but some point to Facebook's ever-changing algorithm that began to favor user content in the news feed. So, what does that mean for you? How can you keep up with Facebook's changes? Kelly Stonelake, Facebook Creative Shop's lead, helps clients tackle this issue every day with creative and engaging posts that capitalize on the highly personal, people-powered nature of Facebook. "We exist because Facebook is hard. It evolves; it changes," she said. According to Stonelake, most clients use Facebook as the channel to share content that already exists, like news stories and blog posts, and place it in the news feed. But, that tactic doesn't nece...