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Where do those Facebook ad boost dollars really go?

Social media has made a huge impact on real estate marketing and is an effective way to reach a large number of people. Most of your time and/or money goes into creating compelling Facebook posts with the intent to create useful information that will reach your target audience. Hopefully, your post will generate enough interest that it is shared.

Sometimes the organic reach is not enough and a “boost” is needed. This is where Facebook is more than happy to help- for a fee, of course.

What does the Facebook boost do?

Available to those with a business page, the boosted post feature allows users to pay a fee to have their content seen by more people. Facebook acknowledges that the organic reach for a business profile’s content is limited and has declined because they want user’s news feeds to be filled with posts from friends and family, rather than companies. The boost helps these business profiles get seen. You’ve got to pay to play!

In posts by real estate brokers/agents, a call to action can and should be included in the content. What’s the point of paying for the advertising if it doesn’t bring you leads?

How much does it cost?

You can set your budget for as little as $1 per day. The amount of money you spend will affect the number of Facebook users it reaches in a certain demographic. The reach is estimated by the target audience and goes up by dollar-spent.

Is it worth it?

Boosting a post allows for a much wider reach. It will appear on more news feeds and is not limited to those subscribing to your page. Facebook allows parameters to be set and you can target specific demographics to ensure your content is viewed by those who will be most interested or likely to engage with the content.

You can schedule the duration the boosted post will run allowing time to evaluate success. Facebook provides analytics so you can see how the boosted post is performing. Things like the number of clicks, reactions, comments, shares and overall reach are captured- letting you decide if your investment is paying off.

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