The changes from Facebook continue to come thick and fast – but if you’ve been paying attention, they shouldn’t really be surprising.

Facebook’s goal from the outset has been to connect individuals and communities and while businesses have been able to hijack the Facebook algorithm to enhance their own marketing in an organic fashion, those days are fast coming to an end.

The latest changes to the Facebook algorithm are going to mean that businesses will need to pay to play to really see any sort of profitable results.

These changes come in response to “….feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.” As stated by Mark Zuckerberg in a Facebook post on January 12th 2018

As a result Facebook’s newsfeed algorithm is going to prioritize content that comes from your friends, family and communities and will limit the public (aka business, brand and media) content filling up your feed.

So what does this mean for real estate agents who’ve begun to use Facebook to reach their market with greater frequency and engagement than ever before?

It means we’re all going to have to pay to play to get decent results and reach – but that should come as no surprise, it’s been on the cards for a very long time and we all knew (or at least should have known) the honeymoon wouldn’t last.

But there will be princes and paupers when it comes to paying to play as well.

Those who are still producing ads and content that are all about them, that are focused on self serving goals rather than connecting with the community and creating authentic connections with their market are going to lose out. Facebook’s relevance algorithm will limit your reach even when you’re paying for it.

So what does this all come back to? Authenticity – being a real human being, even on your business page and in your ads, in your content.

Remember, it’s the number 1 rule of advertising on Facebook……

Make sure you’re creating content that encourages community and connection.

Facebook Lives are a wonderful way to do this as when you’re doing live video, you’re authentic, warts and all and you’ll also get a helping hand from Facebook as Live receives a bit of a boost to help reach more of your audience and engage them.

It’s now more important than ever to be a real human being on Facebook – not only will it increase your reach, by being human, you’ll create connection and engagement, create community and in so doing you’ll increase your results and your return on investment.

It’s time to be real.