Planning a real estate strategy on Facebook is a very important action and measuring its impact is essential in order to get positive results.
Objective data obtained through different tools allow the Community Manager to plan a strategy of real estate social media in a more effective way.
On the previous posts we analyzed the importance of the Facebook page for a real estate in Spain and we analyzed also the negative aspects of that social media platform.
Anyways, a Facebook page is a very important communication channel and it should be taken into consideration at the moment of planning a social media strategy for the real estate.
This is an effective site to promote the articles of the real estate blog and to advertise the properties for sale of the real estate.
Statistics of a real estate on Facebook.
Before analyzing the external tools for measuring the impact of the real estate page on Facebook, we must mention the platform´s own tool.
The administrator of the page (role taken by the real estate Community Manager) can access a complete data report which allows the measuring of the page´s impact.
These are the statistics offered by Facebook for measuring the impact of a page:
– Analysis of the page´s users:
- Number of followers.
- Quantity of active users .
- Demographic characteristics.
- Geographic segmentation.
– Analysis of the users interactions on the page:
- Interaction segmented by specific contents.
- Comments by post.
- Daily level of activity of the page.
- Tags made by the users.
Basic metric system offered by Facebook.
– Likes obtained on the page.
It is important to measure the quantity of followers of the page, but it is also essential to analyze different variables, such as if the increase of the followers is anyhow linked to a part of the implemented strategy, the major frequency of the posts, the use of a spreading tool or any other type of variable introduced or implemented as part of the strategy.
“net likes” shown by Facebook are the new likes minus the number of “dislikes”. The graphic shows also the obtained likes, both the organic as the paid ones.
The site where the likes occurred indicates the number of the times the action was made divided by the specific place.
– Reach of the posts.
The reach represents the number of persons to whom the shared content was visible, without any link to eventual future actions. Reach on Facebook can be organic or paid.
The contents of the real estate blog and web will get a specific reach, which will underline the perfect moment of sharing and the type of content with a major reach.
By analyzing the trends linked to the reach of each post, we can define the best time to make updates and shares and so, we can segment them according to the shared content.
– Spreading the shared contents.
The level of spreading of a real estate web on Facebook is determined by two variables: the percentage of people that have read the shared content and the number of actions made on each post by the users.
Analyzing the level of spreading obtained is very important for the implemented strategy, because it eases the defining of the contents with a higher reach of the users.
The statistics generated by the main system of Facebook can be downloaded on Excel which allows us to make an intense analysis of the generated data.
The administrator of the real estate page on Facebook can make other separate actions, as the system offered by the platform only allows us to analyze the data generated by the page.
The real estate Community Manager can make the following actions from the control panel:
Visualize news posted on other pages.
Define property and the authorship of the site.
Invite contact to like the page.
- Include a direct link to the real estate blog or real estate web.
Modify the info linked to the page.
Mark an unmark the pots in order to keep them on the superior level.
Create a call to action on the header of the page.
Edit the update posts (change dates, eliminate and hide posts, deactivate the translation system, etc.).
Link the third parties apps in order to manage the page in a better way and implement other functions.
Schedule posts, set the deadline or mark them as drafts.
Manage the real estate video library.
Create advertisement forms.
Create other pages on Facebook for a real estate.
Measure the impact of the real estate on Facebook with LikeAlyzer.
LikeAlyzer is a very complex online tool for measuring the impact of the page on Facebook. In order to get a report on the stats we need to write the address of the page on Facebook. In this way, a complex report is generated in order to analyze the impact of the implemented strategy on that platform.
The system reflects the general position of the real estate page and it shows some useful recommendations in order to strengthen it, such: how to answer the requests in a faster way, interact with the audience in a more constant way, share a higher number of images, etc.
The position of the Facebook page is analyzed by comparison dividing it into categories. This shows the importance of linking the correct category to the real estate page on that social media platform.
The info of the real estate page is shown in a segmented but ordered way, making easier the analyzing and the interpretation of the data in a more effective way. Generally speaking, this is the data showed by this service:
Number of likes.
Average percentage of the dislikes.
PTAT (People Talking About This).
Average obtained comments by each post.
Page engagement (percentage).
Analysis of the hastags linked to the posts.
Average of the updates made by day.
Daily percentage of the contents published by category (articles of the real estate blog, videos, images, texts, etc.).
Measure the impact of the real estate on Facebook with FanpageKarma.
The measuring system of the real estate page performance on Facebook of FanpageKarma is very effective, precise and showed as a graphic.
Although we need to take one of the paid memberships in order to use the main characteristics of FanpageKarma, the free version is also well-oriented in general terms.
These are the main characteristics of FanpageKarma:
Global performance showed in percentage.
General and segmented engagement.
- The place where the page is most popular (example: Spain).
Advertisement value and possibility to exploit it.
Level of service quality offered by the users.
Number of daily shared posts.
Average level of activity.
Total reach obtained per day.
Reach of each post.
Comparative with other pages
KPIs (Key Performance Indicators).
Exportable reports in Excel.
Instantaneous alerts of activities.
Detector of similar pages (by category, followers, etc).
Measuring of the posts´ extension.
Most effective hashtags.
Most visible updates.
Best moments to publish.
Types of published contents with a higher impact.
Apart from these functions, the system offers the possibility to enter on one of the four user rankings which are divided by: obtained increase, activity percentage, number of posts and level of the offered service.
FanpageKarma offers also a tool to analyze the reach of the brand on different social media platforms. Real estate can use this tool for free having a maximum of 100 mentions linked to a specific keyword.
*PTAT: is the obtained percentage as a result of the average between the number of posts, comments, likes and the ties the content has been shared.
We must define a determinate period of time and that would eventually be divided into the number of posts on the real estate page and again divided into the total number of followers received in that period of time.
To finish and get the PTAT percentage, the result must be multiplied by 100. Although this is not a similar formula as the one used by Facebook, it is illustrative at least.
PTAT includes also all types of interactions made by the users, which can be measured by the platform, but not by the real estate. Anyways, this formula brings an approximate percentage of the PTAT obtained by the real estate on its Facebook page.