Does attracting a lot of fans really generate business?

According to data compiled by PageLever, the average Facebook Business Page is only reaching 3-7.5% of its fan base on any given post.

With so few people actually seeing the content we share on Facebook, is it worth the effort?


Get more fans, get more results … Right?
Many Realtors® use a mass marketing approach to promoting their services on Facebook.

They focus on attracting as many fans as possible to increase the likelihood of converting one of those fans into a client.

Here’s a typical Facebook Marketing model

This model uses the logic that the more fans we attract and the more times we post about our services, the more likely it is that someone will see that post and be compelled to act.

This is a flawed approach.

Because there is so much information being shared every second on Facebook, low-quality promotional content is largely ignored.

A perfect example of the fan obsession phenomenon is the “25 Fans” epidemic spreading through Facebook.

There is nothing wrong with promoting your page to attract 25 fans to get your vanity URL — the problem is that this approach often results in Realtors® focusing all of their efforts on “getting more fans.”

When we visit the page, there have been four posts in the last seven months.

There is a problem here.

Simply getting someone to “like” your page isn’t enough.

Rather than obsessing over attract more fans, I recommend using Facebook to connect with people and build meaningful relationships.

I know this may sound obvious, but I find that most people are too obsessed with the numbers.

5 Simple Ways to Build Relationships with your Fans

Establish a Fan Policy
Reach out to your fans by sending them personal messages through Facebook or via email.

Tell them why your page exists, encourage them to ask questions, and let them know what type of information you are going to provide on a regular basis.

Most importantly…thank them.

Give Early & Give Often
Sharing, giving and educating are the foundations upon which great Facebook relationships are built.

Start the relationship by giving first, not selling.

A great way to gain a competitive edge and get noticed on Facebook is to out-teach your competition.

Provide valuable information that helps solve your customers’ problems as often as you can.

Talk about other People
I love the simplicity of Chris Brogan’s 12 to 1 rule.

Talk about other people 12 times more than you talk about yourself.

Make a list of local businesses in your area that are active on Facebook.

Write about them, link to their page, and then tag them in the post.

This is a great way provide value to your fan base and network with other local business owners.

Showcase your fans’ awesomeness
Small gestures can have a big impact.

Every week displays a fan’s photo on their pages logo.

I can guarantee you that fan is telling all of their friends to go check out Zappos’ Facebook Page to see their photo.

Having your fans spread your brand’s message is a very powerful form of Word of Mouth Marketing.

Be Responsive
Have you ever seen a fan write on a page’s wall and get no response?

It really makes me cringe!

It isn’t just about answer that fan’s question, it also shows all the other people who may read that post that you care enough about your fans that you will respond in a timely fashion.

Responsiveness matters.

I recommend setting a free account with to monitor the activity on your Facebook Page.

Key Takeaway
My advice is to start your marketing off on the right foot.

Avoid getting caught up in the race to get more fans.

Whatever time you dedicate to Facebook, I recommend that you spend it proactively building real relationships with your fans.

This will yield the best results.

IMG Source

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription