How to increase your Facebook organic reach for real estate success

Social media is a powerful tool for real estate businesses, but with ever-changing algorithms, getting your content seen can be a challenge. Facebook organic reach — how many people see your posts without paid promotions — has declined over the years. 

Janice Manikam, Social Media Specialist at Prop Data, says it’s all about strategy. “The algorithm isn’t the enemy, it just rewards meaningful engagement,” she explains. “The more you post with purpose, the more likely Facebook is to show your content to the right people.”

Here’s how to boost your Facebook organic reach and maximise your online presence:

1. Post high-quality, engaging content

Content is king when it comes to Facebook organic reach. To keep your audience engaged, mix up your content types. Share high-resolution property photos, virtual tours, client testimonials, and behind-the-scenes glimpses of your daily real estate activities. Free real estate images can be sourced from Unsplash, Freepik, and Pixabay. Storytelling also works wonders. By highlighting a homeowner’s journey or showcasing the transformation of a newly renovated property, you can make your posts more relatable and shareable.

2. Know the best times to post

Timing plays a crucial role in Facebook post reach. “Think about when people are winding down and scrolling through their phones,” Manikam advises. “That’s your window of opportunity.” Posting when your audience is most active increases the chances of engagement. Use Facebook Insights to analyse your page’s activity and determine peak hours. Generally, real estate professionals find success posting in the evenings or at weekends when potential buyers and sellers are scrolling through their feeds.

3. Boost your reach with engaging video content

Facebook’s algorithm favours video content, making it a powerful tool for increasing organic reach. “Video makes your content feel more human,” says Manikam. “It invites people in and helps them imagine themselves in the space.” Live videos, such as Q&A sessions and virtual open houses, create real-time engagement, while Facebook Reels offer short, high-visibility clips perfect for showcasing properties and quick real estate tips. Native video uploads autoplay in feeds, grabbing attention instantly. While original videos are preferred, easy-to-edit free videos can be found on sites like Pexels. 

360-degree videos provide immersive virtual tours, and Story videos, which disappear after 24 hours, are great for behind-the-scenes moments and time-sensitive updates. By incorporating a mix of these video formats, you can maximise visibility, boost engagement, and attract more potential buyers and sellers.

4. Encourage interaction with questions and polls

Facebook rewards posts that receive likes, comments, and shares. Increase engagement by asking thought-provoking questions, running interactive polls, or encouraging users to share their opinions. “Ask your followers things they care about,” Manikam suggests. “Something as simple as ‘what’s your dream kitchen style?’ can go a long way in creating engagement.”

5. Use Facebook Stories for short-form engagement

Stories appear at the top of users’ feeds and disappear after 24 hours, making them an excellent tool for real-time updates and behind-the-scenes content. Share sneak peeks of upcoming listings, client success stories, or even quick real estate tips to keep your audience engaged.

6. Optimise your posts with hashtags and keywords

Using relevant hashtags and keywords can make your posts more discoverable. Include terms like #DreamHome, #RealEstateTips, and #NewListing to attract potential buyers and sellers. Additionally, optimise your captions with real estate Facebook page marketing tips to make your posts more search-friendly.

7. Engage with comments and messages

Your Facebook business page should be a two-way communication channel. Responding to comments, answering enquiries, and engaging with followers increases visibility. The more interactions your post gets, the more Facebook’s algorithm prioritises it. “Don’t just post and ghost,” Manikam says. “If someone comments, reply. If they message you, respond quickly. It shows you’re present and professional.”

8. Share user-generated content and testimonials

Happy clients are your best advocates. Encourage satisfied buyers and sellers to share their experiences and tag your business. Reposting their testimonials or photos of their new homes adds authenticity and expands your reach. Running a hashtag campaign can also boost visibility and build trust with potential clients.

9. Cross-promote on other platforms

If you’re active on Instagram, LinkedIn, or TikTok, share your Facebook posts there. Directing traffic from different platforms to your real estate Facebook page benefits your organic reach by increasing visibility and engagement.

10. Get active on Facebook groups

Join and participate in local community groups, real estate investment forums, and homebuyer groups. Share valuable insights without being overly promotional, and establish yourself as an expert in the field. When people recognise your expertise, they are more likely to follow your page and engage with your content.

11. Post consistently

Consistency is key. Posting regularly keeps your page active and signals to Facebook’s algorithm that your content is valuable. Aim for at least three to five high-quality posts per week to maintain visibility without overwhelming your audience.

12. Analyse and adjust your strategy

Manikam explains, "Your data tells a story. If you’re paying attention, it’ll guide you to better results." To access these insights, use Facebook Insights, a powerful tool that reveals which posts perform best, when your audience is most active, and how they engage with your content. By analysing this data, you can refine your strategy and continuously improve your results.

Maximise your Facebook organic reach today

Increasing Facebook organic reach requires time and expertise, but you don’t have to do it alone. Prop Data’s Facebook page feed maintenance service instantly syncs listings to your page, making social media management even more stress-free. Contact us today to take your social media presence to the next level.