How often should real estate agents post to their Facebook business page? Oh boy.
People have definite opinions on this subject. The thing is, they are opinions. Opinions based on personal biases. Opinions based on personal preferences. Opinions based on statistical evidence? In at least half of the cases, no.
I’m seeing “experts” spouting advice on posting frequency from all over the spectrum, including:
- no more than once a week
- no more than three days a week
- multiple times a day
Frankly, in my opinion (you knew you’d get it from me, right?), real estate agents should stick to statistical facts, not individual preferences, when it comes to posting frequency. And honestly, real estate agents think they overcontact people when, in fact, they grossly undercontact people.
The thing is, when it comes to Facebook posting frequency, there are multiple elements involved.
How often Facebook puts your posts into your followers news feeds
First and foremost, on average, less than 16 percent of your Facebook fans (the people who have liked your page) will see your post. For most pages, it’s less than 5 percent. On insanely successful pages it can be as high as 48 percent.
The less activity you have on your page, the lower that percentage is. The less you post on your page, the lower that percentage is.
Posting when your fans are online is paramount to your success
Second, when you post is important. Not everyone is online at the same time. Posting multiple times per day catches people when they are mostly like to see it (especially if you monitor your Facebook Insights and post when your fans are online). Posting on weekends and in the evenings, and on weekdays and in the mornings, is important.
Variety is the spice of life
Third, you need to post a variety of types of posts. While I realize that everyone is still saying photo posts get seen the most, the thing is, text posts get the most engagement, with photo posts coming up second. Food for thought: Should you do a photo post, which is more likely to be seen? Or should you do a text post, which is more likely to get an interaction?
Do you want to be seen or be contacted? Facebook wants interaction. Facebook ranks you based on interaction with your fans. Interaction gets you leads.
The idea is to offer up a variety of posts so that how a person likes to see and engage with you is how they see and engage with you — from text to photo to video to links to polls.
Valuable is the name of the game
Posting often (to master Facebook’s algorithm and encourage engagement) is important. Posting valuable and engaging content is the cream of the crop.
Posting the same thing over and over again defeats the purpose, annoys your fans, and gets you negative feedback on Facebook, which ultimately lowers your viewer percentage.
Posting new, fresh and valuable content a couple times each day is superb. What does this mean for you? It means that as a real estate agent, you should be posting on your Facebook business page daily, at minimum.
Looking back over the last 30 days, how often have you been posting on your Facebook business page?
Christina Ethridge is the founder of LeadsAndLeverage.com, helping real estate agents capture, convert and close Facebook leads.