Today we unpack the numbers for Facebook. But before we do that, it’s important to remind you that choosing a social media platform or two on which to market your real estate business is vastly different from choosing where to meet up with friends and family and post photos of the pets and where you had dinner last night.
As we mentioned in the last post: “The platform should be used heavily by those in your target demographic. If that includes both buyers and sellers, you’ll want to hang out where baby boomers do.”
This is because older folks comprise the majority of both the buyer and seller pools at this time. They also make the ideal clients because most of them have a home to sell before buying the new one.
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Let’s take a look at Facebook for real estate agents
Facebook appeals to a broad age range. In the U.S., Millennials dominate, with nearly 24% of them hanging out there. In second place are baby boomers, with 22.2% using the platform.
Older millennials and Gen Z round it out, with 18.4% and 18.1%, respectively, on Facebook. (Statista.com) Here are some additional stats to ponder:
- A “… Google study showed that there are more Facebook users 65 and above than users in the 13 – 17 range.” (ComingofAge.com)
- Boomers are more likely to share posts than other generations, according to a Pew study.
- Why do baby boomers use Facebook? For leisure and entertainment. Go light on the marketing. Make it entertaining and not overtly self-promotional.
What else to post?
Posts with photos draw the most engagement, according to the folks at Hootsuite.com. This doesn’t mean you should go overboard posting photos of your listings and open houses.
Use local photos of landmarks, parks, and popular neighborhoods.
Check back soon when we’ll take a deep dive into LinkedIn.
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