How Real Estate Pros Should React to Facebook’s News Feed Change

Around the same time you were kickstarting your “2018 New Year’s Resolutions” and signing up for the gym, Facebook’s CEO Mark Zuckerberg signed into Facebook on January 4, and declared his own “New Year’s Resolution” for the social networking website:

“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.” To do so, Facebook rolled out a major change where users would see less content from business, brand and media and more content from friends and family. In his announcement, Zuckerberg assured the one billion plus active users that “—it should encourage meaningful interactions between people.”

This change in Facebook’s algorithm impacted almost every industry out there, including the world of real estate. And while most marketing experts are jumping on their digital soapbox to share how this will negatively impact all businesses, brands and media with an “Ads agenda” as their content is given a back seat – Chelsea Peitz came on Future of Real Estate’s Facebook Group to assure real estate listeners that these changes are GREAT for real estate professionals using the platform to grow their business online.

To help real estate agents understand why, she breaks down the change into 2 categories:

  1. The social organic /unpaid side
  2. The marketing/paid side

1. From the organic, unpaid side (posts you see from friends and family), real estate agents have the advantage to cut through the noise on social media and rank higher by simply taking the time to comment on posts.

“It’s about conversation and engaging, which is why you need to be intentional — you need to be going out and spending 15 minutes in the morning, 15 minutes at night doing social prospecting.”


Before, if you wanted to show up more frequently on someone’s newsfeed, clicking the “like” or “share” button would do the trick. But with these new changes, long, engaging comments trump a “social drive-by” such as a “like” or a “share.” Real estate agents can, therefore, begin to take advantage of these changes by commenting more so that their face comes up first on their sphere’s newsfeed.

As Chelsea points out in the Facebook LIVE, if a real estate agent doesn’t have a sphere or a database in real estate, they have nothing! Thank you to Facebook’s change for making that more possible by prioritizing “meaningful” content over paid advertisements and media.

2. On the marketing/paid-advertising side, Chelsea addresses another big concern all industries are addressing – the Facebook Data Breach. In a nutshell, Facebook will start to remove certain data categories that are seen as unethical, too personal or problematic. This has a direct impact on real estate agents who, in the past, have used Facebook Ads to target customers using sensitive information such as level of incomes.

Chelsea’s advice: Don’t get so caught up in this change because change is constant in marketing. Instead, focus on what matters the most – creating content that is original, personal and valuable!

“I built a brand with no ads. You don’t have to use ads, but if you are using ads, you need to make better ads. They need to be more compelling. You have to have a system, a funnel, a lead magnet, a landing page, etc.”

Like a majority reading this post, Chelsea didn’t have an iPhone 10 years ago. She also never imagined she would be buying a phone that costs more than some people’s rent! In the same respect, we are not able to predict what new Facebook Change or social platform will be influencing our lives and our careers. Chelsea’s best advice to any real estate agent tuning in – figure out new ways to adapt to this change.

Start today by creating better, more engaging content on social media.

One way to do that? Camera-first marketing. Learn more about how to improve your On-Camera performance with Chelsea Peitz + 1 Pro Video Tip you don’t want to mess up HERE.

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Written by Charlotte Waldmeir

Lead Content Marketing Manager of Future of Real Estate. Storytelling enthusiast with a focus on real estate, social media and personal branding.

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How to Improve Your On-Camera Performance with Chelsea Peitz