real estate facebook business page

What Should You Do When Your Real Estate Facebook Business Page LOSES Likes?

Your real estate Facebook business page is losing likes – what should you do? Should you throw in the towel and delete the page? Blow it all up and get a job at your local Wells  Fargo office?

NAH! Don’t do any of that. Jeez, no need to be a mega drama queen!

When your Facebook business page loses likes, there are a few different reasons why. And, you can find out why under your business page insights. Let’s review:

Real Estate Facebook Business Page

Deactivated Accounts Removals

You probably see people on your Facebook feed say they’re giving up Facebook for the next 30 days or leaving altogether (forever this time!!) – these are deactivated accounts. If/when they come back to reactivate their personal Facebook account, then that like will be back. Only active accounts will count toward your likes.

Memorialized Accounts Removals

Perhaps you’ve known someone who has passed away and their Facebook account was left in limbo. Facebook has made some changes so that the account owner can determine what will happen when they pass away.

They can assign a legacy contact to manage their page. Or, they can request Facebook shut their account down after they pass. (Although, that is set up by the user BEFORE they pass. Not from purgatory or beyond…) And, the family can also request their page be deleted.

Some users might report an account as having passed away and if they don’t have a legacy contact Facebook might delete it. My point is that memorialized accounts have potential to contribute to your business page losing likes if they’re deleted.

Underage Fan Removal

If you’ve enabled age restrictions on your page then Facebook might delete likes that are under age. For example, a celebrity comedian page that uses strong language might have an age restriction set. Real estate agent pages are probably not as colorful ?

Unlikes from Page, Posts, or News Feed

Maybe someone just doesn’t want to see your posts anymore. Don’t take offense – there’s a lot of noise out there! If you see a big drop in likes you can probably track it down to a specific post. You might want to evaluate the content of the post that’s causing such negative reaction. Did you take a religious stand, political stance or curse (people really hate the F word)?

Polarizing content of any kind will often cause your audience to react. And, not always positively.


Everything else that doesn’t have a specific category. For example, if you change your Page’s name, Facebook will ask the people that like your page if they still want to like your page. If they don’t, those might appear in “other” unlikes. Or, if Facebook removed a page or profile for policy reasons – that might fall under other. It’s a melting pot, but likely out of your control.

There might be more reasons for unlikes, but these are the most popular (at the time this post was written).

Let’s go back to the Unlikes from Page, Posts, or News Feed – in number 4.

One or two unlikes here or there aren’t really anything to worry about. But, let’s say you get 20 unlikes in one day??? Now that’s something to question.

Perhaps you voiced a strong personal opinion about politics, a social hot button issue, or something that is simply disliked by your fans. You can delete that post and go back to holding your opinions to yourself. In many cases, this is good advice.

However, there is something to be said about being true to you.

This method is sure to lose you likes. You’ve heard the saying “You can’t please everyone”? That applies here to. So, you do you – and what you think is best for your business. If you only want to work with people that believe the same as you, this can work. But, you have potential to alienate people (albeit with differing beliefs from yours).

Similarly, if your content doesn’t take enough of a stance, is super vanilla or sucks in general, people are going to be so bored they unlike your page.

You might want to punch it up with INTERESTING content. So, what is interesting content? That depends on your audience. Who is following your business page and what interests them? You can test different subjects and different types of content (pictures, links, gifs, video, etc) and see what your audience resonates with.

Not sure what your audience is interested in? You should download our audience profile worksheet that will help you get specific with your followers.


Want more business building tools, tech trainings and more? 

Savvy Agent Goes to CRS Sell-a-Bration 2018

Savvy Agent Goes to CRS Sell-a-Bration 2018

Read more for the full review of that time when Savvy Agent goes to

CRS Sell-a-bration 2018! 

In this video (from a Facebook live) I share what I learned at CRS Sell-a-bration 2018, what I was astounded at, and what I was surprised wasn’t mentioned by anyone. Since I sell real estate, and of course I support real estate agents, so I went to the CRS Sell-a-bration 2018 convention. CRS stands for Certified Residential Specialist, although they’ve been re-branding to Residential Real Estate Council.  

About the Event

CRS Sell-a-bration is a small event that happens annually around the end of January, beginning of February. The location varies but in 2018 it was in Dallas, TX, at a nice resort. I’ve been to several Sell-a-bration events and this was the largest. There were maybe 1,500 or so people there (this is my guess, I don’t recall actual statistics). I like this event because it’s not so big that you get lost in a sea of agents. It’s small enough that you recognize familiar faces from past events and have the opportunity to network and create new relationships. 

Daily Schedule

Each day begins with a keynote speaker. And, each day ends with a general session open to everyone.

In between there are several breakout sessions to choose from. During each session time slot you get your choice of four breakout sessions, all with varying topics. Some of the more popular sessions are repeated but most times they’re not. So, choose your session wisely!

The popular session topics

In each one of those breakout sessions, there was almost always a speaker on Facebook live or incorporating video into your business. Those were really trendy topics. Then, a lot of the other stuff was just general social media stuff. I agree, these are all important to growing our real estate businesses. 

What I’m calling BS on

In one breakout session, the man teaching mentioned, “Yeah, you should post six times a day on your Facebook business page.”

What? What is he talking about? Six times a day? Are you kidding me? Who gives a shit to hear from a real estate agent six times a day? Maybe there’s a method to his madness, but it is not anything that I am aware of and that’s going to be an exhausting strategy.

What I didn’t hear talked about at all

The one thing that I didn’t hear people talking about was connection. So, let’s say you’re a believer in six posts a day. What are you posting about? Are you posting about yourself? Are you posting about your newest, greatest listing? Are you posting about mortgage rates? I mean, things that don’t necessarily apply all the time to your audience, right? So, it’s hard for your audience to connect with that. Those types of posts probably don’t get a lot of likes. They don’t get a lot of loves. They don’t probably get a lot of reaction at all from your audience because they can’t connect with things they don’t personally relate to.

But if you do a Facebook live and your insert your own personality…

That’s something that people can connect with. When you give them something on a more personal level, they can connect with you. That’s where they’re going to like and/or love  your posts.

If you ask your audience a question like, “Hey, what do you think about oak? I have an oak closet door behind me that I do not love. But, what do you think about it?” it’s something simple that they likely have an opinion on and they’ll hopefully willing to engage with your post.

If your audience is super COLD (meaning there hasn’t been any engagement for a long time) then you might need to ask even simpler questions to start getting engagement. For example, “I’m thinking about replacing my oak door. I’m trying to decide between (A) a white door and (B) a stained door. Which do you like better?”

Facebook Algorithm

You probably heard a bazillion times already about all of the Facebook algorithm changes. The main thing to that is that Facebook is going to serve your content that’s GOOD to more of your audience.

So, posting six times a day isn’t going to beat the Facebook algorithm because it’s hard to connect with people that many times a day. You’re going to exhaust your audience because they’ll be tired of seeing your posts six times a day. (Not to mention exhausting yourself curating that much content.)

And, having six posts a day that are high quality content that CONNECT with people? Unlikely. 

The moral of this story is actually post on social media less.

Definitely use video and use Facebook live, like they were teaching at at the CRS event.

But when somebody tells you, “Oh my gosh, the key to social media is to post all day long,” they don’t know what they’re talking about. If that crazy strategy somehow works for them, they are a real life unicorn. Seriously, that’s not what Facebook recommends. It is not any social media manager recommends.

I’m passing that tip onto you because I know it to be true, and it wasn’t really talked about at this convention.

Don’t post more, but rather post LESS and of higher quality.

When it comes to quality, think about connection. What is your audience going to engage with? What can you include in your post so that your audience CONNECTS with it by liking, loving, commenting and even sharing it. Those are all signs that the post was good which will help you beat the Facebook algorithm and have your post served to more of your audience. And that’s just going to help you grow your audience, therefore, grow your real estate business, right?

So, that’s what I know after Savvy Agent goes to CRS Sell-a-bration 2018. 

Are you In Savvy Agent Club?

Savvy Agent Time Management Tip

Savvy Agent Time Management Tip

Real Estate agents can combat the common “not enough time in the day” problem with this Savvy Agent Time Management tip. 

Time management is something every real estate agent struggles with. In this video (from a Facebook live) I’m sharing a tip I recently learned and implemented – it might help you dial down some of the craziness in your work life!

If you’ve listened to Calls with Chris Smith, then you’ve possibly heard this tip. But, it’s a good one and worth repeating!

The BEST time management tip for real estate agents – TURN OFF YOUR TEXT MESSAGE NOTIFICATIONS.

Seriously. Turn them off.

It’s possible you think this advice is scary, but I promise you – you’re not going to miss anything. Let’s face some facts – you’re already connected to that phone 24/7 anyway, aren’t you? So, if you’re constantly ON the phone, why not just answer those text messages when you have time to deal with them? If something is on fire, they’ll CALL you.

If you’re not ready to take the leap into turning off your text message notifications:

Then you should at least turn off your Facebook notifications. Baby steps into getting your time back!

Then, once you’ve adapted to life without constant Facebook notifications, you should try turning off ALL app notifications. Say goodbye to the little red dots that just increase your stress level anyway!

Finally, when you’re ready to graduate to full time management freedom (well, from your phone anyway) then turn off the text message notifications. Personally, I’ve had my text notifications turned off for about a year. It’s glorious. Never one regret. Not one.

Try it and let me know what you think!

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relevance score

Do You Know Your Relevance Score?

Do You Know Your Relevance Score?

Do you run ads on Facebook? How do you judge if they work or not? What about boosts? How do you know if they were effective? One quick way to grade an ad is to check the relevance score that Facebook assigns it.

But first, what is a relevance score?

You can read in detail about it here.

The short explanation is that FB will grade your ad based on consumer response. If your ad gets a lot of interaction with likes, loves, and click throughs, that’s going to be a good relevance score.

However, if your ad is causing people to hit the HIDE button, that’s going to hurt your relevance score.

In my experience with Savvy Agent, the posts that are more fun and social in nature, with no clear call to action, get a higher relevance score. This makes perfect sense since Facebook is a social media platform and people like to have fun so responding to a fun post is natural.

Facebook ranks your relevance score on a scale of 1-10.

On this scale, a 10 is the best and 1 is the worst. Ideally, you want your ads to rank at a 7 or higher. Let’s look at some Savvy Agent examples.

This is one of my favorite Savvy Agent posts and it’s relevance score is a 10.

It’s really fun, most agents can relate (although, how gross to put wine in your coffee, ew!) and it got lots of likes, loves and laugh emojis.

But, the posts advertising Savvy Agent Club, for example – those usually have a mid-range relevance score. Which makes sense because those posts are going to be relevant to a smaller portion of the whole audience. Here’s an example:

The cost per acquisition on this ad was good, but the relevance score was a 4, which is low. But, it was a pitch. And, people just don’t love sales pitches! There are some things I can do to improve the ad – stay tuned for that when we open Savvy Agent Club again.

So, why should you care about this?

Having a high relevance score should be important to you because

  • Your cost will be lower
  • Your audience is happier
  • Your ad will do better

Having a low relevance score is basically the opposite. You’ll pay more to reach your audience. Your audience isn’t going to care much for your ad, and your ad is probably going to be a big fat flop.

How do you find your relevance score?

Go to your Ads Manager or Power Editor.

Click on the Ads tab.

Make sure your columns are set to either Performance (Default) or Performance and Clicks.

And, you’ll want to make sure the time frame is set to a time when your ad was running. Often when I go into ads manager, it’s default setting is Today and none of my ads have a relevance score. If you switch that to Lifetime, or any other time frame, your score will appear.

Search for the Relevance score column:

And start evaluating your ads!


Want more savvy agent tips?

Are You a Secret Agent?

This post is about finding out if you’re a secret agent or not (and how to fix it!). But, I’ve got a story first, so stick with me here…

Sometimes we get likes we don’t want on the Savvy Agent Facebook page. Don’t get me wrong, I’m pumped that people like our page! But, I want to make sure the Facebook algorithm doesn’t get confused about who my target audience is. So, sometimes I will go through the likes and delete any that aren’t real estate agents. (Click here for a refresher on how to do this.

So there I was, cleaning up my audience and I noticed more “secret” agents than normal. When you’re in Settings/People and Other Pages and you hover over the name of one of your likes – usually a pop up box with some high level info will appear.

Here’s an example:

secret agent


This lovely woman, Tatyana, has liked the Savvy Agent Facebook page. Awesome! But, when I hover over her name, the window that pops up doesn’t tell me anything about her. She has a lovely profile picture, but I don’t know if she’s a real estate agent or not. And, if she’s not a real estate agent then she’s not my target market. For example, if Tatyana works in insurance, I don’t want Facebook to get confused and think that my target audience is insurance. (And in case you didn’t know, Facebook likes to make assumptions, allllllll the time.)

So, I creeped her Facebook page.

Which, isn’t really all that creepy because you know buyers and sellers are doing that for YOU (and the buyers/sellers opposite them in a transaction…but that’s a blog for another day!).

I couldn’t really tell from her page if she was an agent. Her public posts aren’t real estate related. But, that doesn’t necessarily mean she’s not IN real estate, right?

My final test is to search by the person’s name and add “realtor” after in the Facebook search box.

Sure enough, there she is!

My message to Tatyana and all Realtors across the land is simple:


Here’s how:



And then, you can even add a phone number like Lauren:

secret agent

Wouldn’t that be great to let people call you off of your Facebook profile??

The moral of this story is that if you’re a real estate agent on social media, you should at least let your audience find you. That doesn’t mean that your entire profile has to be public. You can keep your privacy settings if you really need them. But, you should be open and advertise that you sell real estate. People like to be able to check these things out online before they call, so make sure they can find you.

Want more savvy agent tips?

STOP: Using the Holiday to Generate Business

STOP: Using the Holiday to Generate Business

This year, I noticed a LOT of real estate agents getting swept away in the social media sea of opportunities and using the holiday to generate business. It seemed like a decent idea, and I even jumped on the bandwagon myself.

But then, I realized that we’re all doing it wrong.

When you try to combine a sincere message “Have a Happy Thanksgiving” with “and remember I’m your Realtor” or some similar sentence, you’re missing the mark. By adding a sales pitch, you’re negating any and all sincerity of the message.

Here’s a couple examples.


On this example, the person posting the image didn’t include a message of their own – it was just the image. And, you can see that the image is more about the agent than it is about Happy Thanksgiving wishes.


This image is a little better because they included a personal message that wasn’t asking for business. But, the image mentions “and search for your dream home”. What does that really have to do with a Happy Thanksgiving? Nothing – it’s the inserted sales message that ruins the holiday greeting.

I share these examples for just that reason: as examples. There’s absolutely NO judgement to these agents – it happens to the best of us. Speaking of which, here’s the mistake I made:

Using the Holiday to Generate Business

See, I jumped on the holiday bandwagon too! If the message had ended after the first sentence, it would have been just fine. But, it’s ruined with the second sentence – asking for business on a holiday greeting. Oops!

Now, you might be thinking that we’re salespeople so this is totally OK. In fact, you might think it’s necessary for us to remind our audience at every turn that we can help them buy or sell a house.

Some of that is true. We are sales people. And, staying top of mind for real estate needs is certainly a marketing priority.

But, we can do better.

If you’re really, truly thankful for someone – just say that. Don’t make it about you.

When you take a heartfelt message and turn it around to being about you or your business – it’s just another sales message that people will ignore.




So, what can you do instead?

Just deliver the message. That’s the best thing you can do. For example:

Today I’m giving thanks for all the wonderful people in my life. And, I hope you and your family have a Happy Thanksgiving.




The holidays always make me think about what really matters. I have so much gratitude for my family, my friends, my business – my cup overflows and I’m grateful for you.

(See, that one did mention business, but not in a yucky way!)

It’s ok to make light and joke that all you want from Santa is another 3 closings. But, ON the holiday – just keep it sincere.

You can’t go wrong with sincerity. When you offer a heartfelt message that’s totally sincere, then people are going to remember that you’re a lovely person. The goal is to endear yourself to them – and you do that with sincerity.

So, I’m reminding myself of this lesson and sharing it with you. The next time you have heartfelt holiday sentiments to share – don’t add on anything tacky about your business.

Want more savvy agent tips?

Are You Making this Facebook Mistake?

Do you ever see a cool post on Facebook and then share it to either your business page or your personal profile? Our Savvy Agent best practice tip is to always (always, always, always!) write something about the share.

Are you making this Facebook mistake?

If you’re sharing content without a comment – it’s not going to perform well in the Facebook algorithm. The newsfeed moves SO fast with everyone’s posts that Facebook has to figure out which posts are going better than others – and they serve those winners to more people. But the posts that don’t do well – will potentially hurt your business page from reaching people organically.

So, if you’re not sure what to write in your post here’s some things to consider:

Why should your friends/audience care about what you’re sharing?

Is it important to your local community, for example? Are you sharing an article that gave you an extreme emotional response and that’s why you’re sharing? How is it relevant to you and/or your audience?

Be specific and tell them why they should care. But, be fun and social. No one wants to follow someone wagging their finger at them.

making this facebook mistake


What’s your goal with sharing?

Do you want them to DO something? Then write that in your post. Not all Call to Actions have to be salesy. Are you asking them to choose a favorite between multiple images? Or, comment about their best/worst experience? Do you want their opinion on the article you’re sharing? Ask for it.

If people don’t know how to respond, they won’t respond at all.

Be engaging!

Remember that the people following your page either know you, or they already like you, probably trust you and have intentionally clicked that LIKE button on the page so they’re welcoming content from you. Don’t be afraid to share some of your personality. Having an opinion is a GOOD thing – you’ll attract people that agree with you. Or, you’ll invite those that don’t agree with you into a spirited conversation. (Unless it’s about politics, then it’s probably going to be a shouting match. Maybe avoid political posts?)

Choose quality over quantity.

If you’re sharing because someone, somewhere, said you need to post X number of times a day/week and you just want to show up in their news feed, don’t bother. It’s more than just posting. You need people to ENGAGE with what you’re posting (with a like, comment, or link click), or you’re going to get on the bad side of the Facebook algorithm as one that doesn’t serve worthy content and it’s going to make it more difficult for future posts to be seen.

Not sure what to post? Join Savvy Agent Club and choose from our library of social media conversation starters or be inspired to make your own post with an image for our graphics library.


No One Cares About Your Listings

No One Cares About Your Listings

No One Cares About Your Listings

Posting your listings on Facebook is one way to get the word out that you’re a real estate agent. But, how does your audience respond to those posts? Do they like them? Comment? Share?

Is it possible they don’t care? Gulp.

In addition to boring listings, links in your post are a whole other problem. Facebook, for example, prioritizes posts based on how your audience responds. (Hint - you should too!) A link to your listing is probably going to take your audience off of Facebook, right? So, Facebook’s algorithm is going to take into account how your audience responds.

Let’s look at some examples:

On one of our local real estate pages, we posted a fairly vanilla post on Facebook for an open house on an average house. And, it was a SNORE-FEST. (Hey, it happens to the best of us!)

This ad was 100% organic, we didn’t boost or run it as a paid/sponsored ad. About 15% of our audience was reached, which is pretty good for a boring post with a link taking people off Facebook.

No comments.

No likes.

Because no one really reacted to this post, Facebook determined it wasn’t content that our audience “wanted” so they didn’t continue to serve it organically.

And, I don’t blame them. Honestly, an average house on open house. Whoopty-do-dah.

On the flip side, we posted the most expensive house in our area which included a link to take them off Facebook to our website.

Now, most of our target audience can’t afford the most expensive house. And, they probably wouldn’t want to pay the ridiculous taxes either! We said just as much in the post and guess what??

This post performed much better!

Almost 100% of our small Facebook audience was reached. Again, this ad was 100% organic - no paid boost or paid/sponsored ad. And, we got 107 post clicks. 48 went to the link and the other 59 clicks were on the post.



So, while the comments/likes aren’t off the charts, there were enough people clicking through the link that Facebook decided this post was worth serving to more of our target audience. This particular page has a small following but getting almost 100% organic reach is awesome.

Facebook LOVES when you have an engaged audience. They measure engagement based on actions taken on the page. If you can keep the audience ON Facebook - they love that even more. That’s why videos ON Facebook do so much better than YouTube video links. And, if you’ve done Facebook live, you know that reaches more of your organic audience than an uploaded video.

The same is true on the Savvy Agent page.

On Friday the 13th, I did a FB live promoting our free Halloween images. Here’s the link to that post:

Originally, I put the link to the page in the original post. Several hours after completing the FB live, I noticed that the organic reach was really low. Weird.

I made 2 changes:

  1. Revised the copy of the post to remove the word “FREE”. Even though the images are FREE, Facebook hates that word and if it’s in your post it might be a culprit for getting poor organic reach.

  2. Removed the link and put it in the comments.

1 day later and our organic reach is back in line with what it normally would have been.

So, what’s the point of all this?? If you’re going to post your listings, do it in a way that isn’t average, vanilla, or boring.


Because, believe it or not, people aren’t on social media to be bombarded by the thousands of real estate agents trying to get attention to their boring listings. But instead, people like to be entertained and engage in content that is interesting.

And, a follow up point - if you think the content should be interesting, perhaps you need to re-arrange your post so that you’re not firing off Facebook red flags. (Like I might have done with the word FREE.)

delete unwanted likes

How to Delete Unwanted Likes (or Ban People) From Your Facebook Business Page

How to Delete Unwanted Like (or Ban People) From Your Facebook Business Page

A Savvy Agent knows that they need to keep their Facebook audience tight. Meaning, don't let other agents like your page! (We wrote about this here if you need to brush up on the topic.) So, if you find yourself wondering how to delete unwanted likes from your page - you're in the right spot. 

In Review:

On your FB Business page, go to Settings in the upper right corner.

Select People and Other Pages on the left hand menu. 

Select the person, or people, you want to remove. Then, go to the settings wheel: 

And select "Remove from Page Likes" or "Ban from Page"

Remember, if you Remove from Page Likes - the user can always re-like your page and will certainly be able to visit your page to check out your content. 

But, if you Ban from Page - then that person will not be able to see or comment or engage with your page at all. Use this feature for the trolls. 

That's it! Now you can cleanup your FB page so that only your target audience remains. Not sure who your target audience is? 

We've got you covered.

Check out our Audience Profile Worksheet and you'll be clear as a bell! 

fake likes

Fake likes + fake reviews = fake

Fake Likes + Fake Reviews = FAKE

Today, I saw a post go up in a FB group. The agent suggested that we all help each other get more likes and 5 star reviews. So, she offered that anyone that liked her business page and gave a 5 star review, she would return the favor.

Great idea, right?


WRONG. So wrong.


First – inviting people that aren’t truly your target audience to LIKE your page is going to kill your reach.

Second – fake 5 star reviews? Come on.

So, let’s back up to that “great” idea of inviting other agents to like your business page. For the record, this is a terrible idea!

You have to ask yourself – are these agents really my target audience? Are they likely going to move to your market and then use you as their agent? Probably not. Are they really interested in your town, your neighborhoods and issues specific to you locally? Doubtful. 

It is entirely possible that you could get referrals from agents in FB groups – but that’s going to be based on your interaction with them in that group. NOT on your page.

Real estate agents consume content that is dramatically different than your target audience. Think about it – that agent probably only liked your page so they could get a like in return. You’re not even in the same state, let alone city – so nothing they say makes sense to you and vice versa.

So, when you’re talking about a super cool neighborhood in your local area – local people will “get it” and engage with your post. (Ideally!) But, those real estate agents from other towns/states/etc – they have no idea what you’re talking about and will just cruise right by that post.


Which kills your reach.


Facebook tests each post you create by serving it to just a small portion of your page audience. If it gets engagement (comments, likes, loves, etc) then the algorithm will favor that post and serve it to even MORE people, organically. (Organic=free)

But, if the people on your business page aren’t actually interested in you, your business, or even your town/area/whatever-you-post-about – then they’re not going to engage with comments, likes, etc. And the algorithm will not favor your awesome post because the wrong people saw it, and they didn’t engage.

It takes time but you’ll be better off if you build a truly engaged audience. An audience of real people – not real estate agents. If you’re not quite sure who you should be targeting, or what to post, click here to get our worksheet to help you get clarity.

Now, let’s go back to that second bit about giving each other 5 star reviews so our pages look even better than they are?




You don’t need fake reviews. Frankly, I don’t think the review section on Facebook means much of anything so I would encourage you to turn it off.

Collect your REAL reviews on Zillow, where real buyers/sellers are looking for an agent.

But, do NOT encourage people to leave you FAKE reviews. If you need a reason, let’s just go with ethics. Because fake=bad.