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"Pay-to-Play" Advertising For Realtors: What You Need to Know

The ability to reach people organically on Facebook are long over. The algorithm is officially not playing anymore- that is, unless you’re paying. We’ve all heard this phrase: “Pay-to-Play,” but what does it actually mean? Here’s everything you need to know about Pay-to-Play advertising for your real estate business:

Reach is harder than ever
Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. What this means is your chances of something you post getting seen for longer than a minute, without an ad budget is highly limited. There is a constant wave of new content streaming on a consistent basis that makes it very easy to get lost- especially when you’re posting as or for your business.

The Algorithm Doesn’t Like You
Don’t take it personally, the algorithm doesn’t like any type of industry or business promotion. Facebook wants to stay as a friends and family platform. Therefore, it’s going to be harder for business owners to be seen on the platform over personal content. In order to compete as a business owner, you have to pay your way for a spot in the news feed.

Boosted Posts are Helpful
We know what you’re probably thinking- “Great, now I have to fork over all this money for advertising on social media.” Actually, a small budget goes a long way in the Facebook world, (well, at least for now). For example, if you boost a post that’s talking about the details on an upcoming open house, you’ll be able to add a quick target audience to boost this post to the right news feeds. If you’re in Denver, you’ll be able to choose locations relevant to the Denver crowd. You literally can reach a pretty decent size audience with a one-dollar-per-day budget. Say, what? Don’t overthink it. Create a target audience, add a small budget per day and watch what happens. Your reach will impress you.

Your Lead Providers Are Too Expensive: We’re Here to Help
Your lead providers are not only high-dollar but they’re also squeezing you out. What you pay for leads on the big real estate aggregators can be delivered from The Social Agent at a fraction of the cost. Social media is still the biggest, easiest, and cheapest way to reach your network. The Social Agent knows how to navigate the pay-to-play platform to your benefit so you can do what you’re good at doing, which is selling houses. Let the Social Agent utilize the Facebook and Instagram platforms to provide you exclusive, targeted leads in your top zip codes.

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