With the latest changes to Facebook’s algorithm, some experts and those close to Facebook headquarters are predicting that organic reach for Pages will reach 0%. If that’s true, what that means for your company Page is if you’re not paying to promote your content on Facebook, your content will not be seen by anyone.

Unless you are consistently producing viral content, it’s about to become almost impossible for you to reach your followers organically on Facebook.

In this episode of Real Estate Pros we discuss the latest official statement from Facebook regarding how your company Page reach will be impacted when its latest algorithm changes take affect in the coming weeks and months.

Why Facebook’s Latest Changes Are Bad News For Real Estate Agents

On the 7th of November 2007, Facebook announced Pages – providing the ability for brands and publishers to have a presence on their widely used platform.

Initially, if you posted something on your company Page, chances were many of your followers would see it. But as Facebook became more popular, they knew people wouldn’t use their platform if it were overrun by brands shouting about their products and services.

So, Facebook set about changing its algorithm to ensure people receive more content that was relevant to them personally and less of what wasn’t.

Quite simply, Facebook’s algorithm is a system of ranking that determines what a person likes to see in their News Feed and the kind of content they’re likely to want more of.

As Facebook made changes to its algorithm, it became much harder for brands and publishers to reach the people who ‘Liked’ their page.

You might have noticed in recent years, that your posts on Facebook are reaching far fewer people.

This is due to Facebook’s algorithm changes.

In an official statement by Facebook on 29 June 2016, they said:

“Facebook was built on the idea of connecting people with their friends and family. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook.”

Let me paraphrase what Facebook is saying.

Facebook was built for people, not businesses.

With the latest changes to its algorithm, some experts and those close to Facebook headquarters are predicting that organic reach for Pages will reach 0%.

Michael Stelzner, CEO Social Media Examiner – discussing the latest Facebook algorithm changes.

If that’s true, what that means for your company Page is that if you’re not paying to promote your content on Facebook, your content will not be seen by no one.

In the same official statement by Facebook just a week prior to recording this podcast, Facebook said this:

“We’ve heard from our community that people are still worried about missing important updates from the friends they care about. For people with many connections this is particularly important, as there are a lot of stories for them to see each day. So we are updating News Feed over the coming weeks so that the things posted by the friends you care about are higher up in your News Feed.”

Facebook continues:

“We anticipate that this update may cause reach and referral traffic to decline for some Pages.”

Now although Facebook are saying they expect to see a decline for some Pages, most Facebook marketing experts believe it will affect every Page.

Facebook does offer a small glimmer of hope for some company Pages in their latest statement by saying that “if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact.”

“If a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact. – Facebook, June 2016”

What this means is that if your posts on Facebook are being shared by your followers and their friends are then engaging with your content, there will be less of an impact for you.

But make no mistake, getting people to share your content and then having other people engage with it is extremely hard for most brands to achieve and unless you have a viral piece of content, it’s about to become almost impossible for you to reach your followers organically on Facebook when these latest algorithm changes take affect.

Unless you have a viral piece of content, it’s about to become almost impossible for you to reach your followers organically on Facebook when these latest algorithm changes take affect.

I truly believe that the time has now come for those of you who don’t have money to spend on Facebook to consider other platforms.

The days of being able to use Facebook in a way to get free exposure are done. In the coming weeks and months, as these latest algorithm changes come into play, you will see your organic reach decline.

It’s coming, and it’s coming fast.

Of course you should be upset that Facebook are doing this. Of course you should be scared – especially if you’ve spent a lot of time and effort in building a following organically.

But at the end of the day, Facebook is a business just like yours and they can change the rules whenever they like and if you’re not prepared to pay Facebook for the privilege to reach your followers or potential followers, it’s time to consider whether Facebook is worth your time from a business perspective.

Remember, Facebook was built for people, not businesses.

You don’t own your Facebook audience, you are renting access to it and starting now, the rent is due every day.

Good luck.

Help Us Spread the Word

If you enjoyed this episode of the Real Estate Pros podcast, please head over to iTunes, leave us a review and subscribe. If you have any feedback for us on how we can improve, we would love to hear from you because this show is all about helping you, the real estate pro. Please email us at info@stepps.com.au.