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Inman Connect NY: Facebook & Instagram Data

I recently attended and spoke at Inman Connect New York, where more than 4,000 CEOs, tech entrepreneurs, marketing experts, top-producing agents and brokers, and financial services executives converge. It is the “Super Bowl” or Real Estate conferences.

One speaker that everyone was looking forward to was Scott Shapiro. Scott is the Client Partner and Industry Relations for Real Estate at Facebook, meaning that Real Estate & Facebook is his jam.  His session centered around the “Inside Scoop” of Facebook & Instagram Data along with best practices to hone your strategy on their platform. I have listed the key information from his talk below.

The Data:

1 of every 5 mobile minutes are spent in Facebook and Instagram

3 Hours per day are spent on mobile

>2 Billion users on Facebook per month

>800 million users on Instagram per month

>300 million users on Instagram Stories per month (keep an eye on this growth)

In the US, 194 million users access Facebook monthly via mobile / 93% of Monthly Active Users are on mobile.


Mobile & Facebook usage increases around the time people move:

58% of new movers solely have a mobile phone / 16% People 18+ check in on Facebook 16% more than they normally do.

Also top of mind content: real estate agents, moving day, a new address, installations, furniture and housewarmings.

Here are Scott’s 5 Steps to a Successful Facebook Ad Strategy

Step 1 – Choose the right ad objective

Acquire leads by using lead ads – Lead Generation is the only ad objective on Facebook and Instagram that allows you to add content forms to your ads. Within these contact forms, you can request names, emails, address or other relevant contact information for those that click on your ads.

Step 2 – Choose the right audience

There are many ad targeting options you can use to help generate online demand for your products or services.

Reach people similar to your most valuable customers. You can reach people who look like your best customers using Lookalike Audiences.

Keep in mind that you can create Custom Audiences from customer lists, people who’ve filled out a lead form from a lead ad, and more.

Note: People who meet any of your criteria can be included or excluded from a Custom Audience. For example, you can include people who visited a page selling dresses on a mobile device, and exclude those who have purchased one of those dresses in the last 30 days.

Step 3 – Reach more people more effectively

When creating your Lead Generation, website conversions or click to website ad, it’s recommended that you select the following placements:

  • Lead Generation
  • Conversions
  • Traffic

Step 4 – Capture your audiences attention

Your #1 content strategy should be to make “thumb stopping” visuals.

Now that you have the tools to create the right audience for your ad, here are best practices for running ads to get new leads.

Give potential customers enough information to take action. When creating a lead ad you need to provide enough context about your product or service.

Don’t overwhelm people with questions. The fewer questions you ask, the more likely potential customers are to complete your form.

Make it easy for people to answer your questions. You can add a maximum of 3 custom questions to your lead ad.


Step 5 – Create a great experience for potential customers

How to send people to your lead form – To gather leads for your business, we recommend using the Lead Generation objective and sending people to your lead form when they click on your ad.

How to send people to you website – If you want to capture information from potential customers but can’t use the Lead Generation objective, then try the Conversions or Traffic objectives and drive people to the section of your website where you can gather information.

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Facebook Changes 2018

The latest installment of our Onion Juice Podcast partnership is back this week with: Episode 123 – 2018’s Facebook Changes


Have you heard that Facebook changes are on the way? It’s understandable and lots of people love the things that Facebook is going to do.

Facebook has become less of an enjoyable place for many people to spend time, and that means the people we want to engage with aren’t spending as much time there either.

Why has it become so unattractive?

It’s because of all the clickbait and irrelevant posts that wind up in Facebook feeds. But the changes Facebook is making here at the beginning of 2018 are going to help us be more effective in reaching the very people we want to connect with.

On this episode, Jason Frazier and Neil Mathweg explain why.


Facebook’s changes are aimed people, not brands. But that’s a good thing for us “media companies”

It may sound funny to say it this way but the changes Facebook is making and its algorithm are focused more on people than they are on Brands.

Yes, Facebook is still an advertising platform and they will still sell advertisements and enable you to target their audience, but it looks like they are tired of user’s Facebook feeds being crammed full of junk.

On this episode, Jason Frazier and I clarify exactly what Facebook is doing, why the changes are happening, and the impact it should have on us media companies who happen to sell real estate.


Engagement bait won’t work anymore. Pay attention to this change.

If you have been using Facebook as a place to post clickbait type content, you are about to receive a big wake-up call.

Those kinds of posts will no longer even show up on Facebook feeds because Facebook has changed its algorithms. The post that will be highlighted the most are the ones that get engagement, actual comments and conversations going on.

That means as a media company that happens to sell real estate, you need to rethink your strategy and build relationships through Facebook, which is what you should have been doing all along.

On this episode, Jason Frazier and I highlight the ways we can approach these changes that will be beneficial to us and to those we’re trying to reach.


These changes are WONDERFUL for relationship marketing.

If you’ve been using Facebook and social media in general for that matter to build relationships with people so that you can serve them better, you’ll be happy about the changes that are coming to Facebook in 2018.

It’s wonderful to know that all the junk that is aimed at getting people to click, share, and take some sort of action to purchase the product, are going to go away. Facebook’s plan is to highlight engaging content that truly connects people.

Isn’t that the purpose of social media in the first place?

I love it, and on this episode, Jason Frazier and I are going to discuss how you should think about these changes in why you should consider it to be a good thing.


Live videos will be even more important!

If you have already been doing live videos you know the power they have when it comes to engaging with people.

That is exactly the kind of results that Facebook’s changes are aimed at producing. That means that live video is going to rank much higher and be more noticeable in Facebook feeds than ever before.

So if you are not doing live video, you need to start. Figure out a way to focus on a cause or a topic that will engage the audience you’re trying to reach.

That’s going to make your posts rank higher, give you the opportunity to build authentic relationships so that you can be known, liked, and trusted, and eventually wind up with new customers because of that engagement.

This episode highlights everything we know so far about the Facebook changes coming down the pike.


Listen to the episode


Episode Outline

  • [7:33] Facebook changes are freaking people out – Jason’s going to run it down
  • [8:06] A new focus on relationships with people
  • [8:48] How the Facebook changes are being implemented and what it means for you
  • [12:15] People who’ve been doing this wrong (non personal) are going to be hit
  • [18:04] Why you should never hire another company to post on your behalf
  • [22:45] We aren’t sure what tactics are going to work – but be personal most of all
  • [25:20] Working to adapt to the changes can be an exciting thing
  • [30:20] Why Jason has stopped making jokes about LinkedIn


Resources & Links


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