Where do you do your real estate marketing? Do you have your own website, or rely entirely on social media platforms?
It may seem like using existing platforms like Facebook, instead of having your own site, is easier and more cost-effective. You don’t have to spend time drawing people away from Facebook, you can just meet them there.
Unfortunately, that’s a very bad idea. We’ve talked before about how important it is to own your real estate marketing home, rather than rent from Facebook or others.
Now the ax has fallen, and folks who don’t own their marketing platform are about to suffer.
Very simply, Facebook changed the rules.
Mark Zuckerberg announced that the news feed in Facebook is going to be completely revamped. It will now prioritize posts by friends and family, and push down posts from publishers and businesses.
Many Facebook users will love this change. But businesses who are solely Facebook-based are going to struggle big time.
Facebook-focused marketing will see a dramatic decline in reach and it will take a lot more money to reach the same people. If you don’t have a balanced source of traffic for your business, you could see your number of leads drop dramatically.
What Can You Do?
If you don’t already own your real estate marketing platform, now is the time. Get set up with a website based on your real estate company. Get a professional email address, update your business cards, and start bringing people to your site!
If you have a website that’s been long-neglected, it’s time to start using it. There are so many great things you can post, including giveaways, recently listed or sold properties, and even a blog.
If you’re really stuck for how to get traffic to your website, consider starting a community information page! They are easy to create using knowledge you already have, and people really need the material you share.
Having a website isn’t the only way to own your marketing platform. You also have yourself! When you go to community events, volunteer, and do drop-bys, you are building your brand and helping people find you as well.
You can also send physical mail, such as farming postcards, to help folks get to know you. Of course, if you can link these back to your website, it’s even better!
Do You Own Your Marketing Platform?
Today, it’s Facebook clamping down on businesses reaching prospective clients. Tomorrow it could be Instagram, Pinterest, or another platform.
We’re not saying not to use social media for marketing! We’re just saying not to build your castle in someone else’s sandbox.
What steps can you take to own your marketing platform? Share in the comments below, and start today!