The Boost button. It stares you in the face after every post. The pop-up hits you every time after you hit submit, “Do you want to Boost this post now and reach thousands more people?”
Like many realtors looking to grow your online presence, you’re probably like “Yeah for a few bucks, why not have my post seen by a thousand more people?? That means so many more people will see me and want to call me up to work with them! Yay more clients!”
Here’s the skinny about the almighty Boost button: It probably isn’t doing for you what you think is or want it to do. I’m not here to bash the Boost button. It has its functionality and place in your Facebook marketing strategy, but in order for it to be of benefit to you, you need to optimize its use to fit your end goal.
Realtors and brokers usually have two goals when it comes to advertising on Facebook: Get more buyer/seller leads (that are WARM) and build their brand authority in the area. The key to the above sentence is “advertising.”
Let’s be clear: Boosting is NOT Facebook advertising. Boosting is taking an organic post and showing it to more people based on the amount you want to spend. While this may get you “seen” by a few more people, it does not give you the chance to collect any leads.
Boosting posts without any kind of supporting Facebook Ad campaign is akin to burning your money.
As we discussed in the previous post, Facebook advertising gives you the ability to actually collect information submitted by the user, aka WARM lead via the “conversion” or “lead generation” campaign type. Boosting does not offer this ability because it essentially is the “engagement” campaign type without you really knowing. Sure you might get some people interacting with your post, but no way to convert them into a lead.
This isn’t to say boosting is useless for a realtor. Boosting is a great way to supplement a solid Facebook ad campaign.
For example, let’s say you’re running a great listing ad campaign alongside a buyer leads ad campaign. If your budget allows, running a Boosted post that promotes a recently sold listing is a great way for people to see your recent successes while they’re also being served your current listing ads. It’s a superb way to help build your successful brand.
Don’t be fooled into thinking you’re Facebook advertising if you’re just Boosting your posts. Put your budget into the real deal; Facebook ads.
So go forth and utilize the Boost correctly!
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