Facebook Changes for Real Estate Agents Are Coming: What You Need to Know About the New “Professional Mode”

As a real estate agent, you likely are on Facebook to connect with clients, customers and prospects. But Facebook is making a significant change that could affect how you reach your community, your people and engage with clients. Here’s what you need to know about the upcoming update, and how it can work to your advantage.

What’s Changing on Facebook?

Facebook is removing the option to have public followers on personal profiles. This change means that if you don’t allow public followers on your profile, Facebook will keep you in “Classic Mode.” In Classic Mode, only friends can see your posts, and anyone who wants to follow you has to send a friend request.

For agents who connect with clients and leads through their personal profile, this could add a layer of friction, requiring potential clients to formally “friend” you just to follow your updates. It’s a small extra step, but in today’s fast-paced world, any added friction can be a barrier to engagement.

Introducing “Professional Mode” for Personal Profiles

If you currently have public followers enabled, Facebook will automatically convert your profile into a new setting called “Professional Mode.” This shift opens up powerful new options for agents who want to maximize their reach and keep their profile accessible to clients and leads. Here’s what Professional Mode offers and why it’s a valuable tool for you as a real estate agent:

1. Engage with Both Friends and Followers in One Place

In Professional Mode, your profile allows you to connect with both your friends and public followers in one space. This means that clients and prospects can follow your content without needing to send a friend request, making it easier for them to stay up-to-date with your listings, market insights, and personal brand.

By keeping your profile public, you remove a potential barrier to client engagement and make it easier for anyone interested in your services to follow your updates with one click.

2. Access Audience Insights for Your Profile

Professional Mode also unlocks audience insights, a powerful tool to understand your followers and what content resonates with them. This data allows you to see who’s engaging with your posts, helping you fine-tune your content strategy and focus on the topics that matter most to your audience.

Knowing which types of posts—market updates, property tours, or client testimonials - get the most engagement is invaluable. With this data, you can craft a more effective social media strategy that speaks directly to your target audience.

3. Boost Posts Directly from Your Profile

Another big benefit of Professional Mode is the ability to boost posts directly from your profile. We would not recommend it just yet, but you can turn high-performing posts into ads, reaching a larger audience of potential clients and staying top-of-mind with your local market. This feature is perfect for showcasing listings, promoting open houses, or sharing client success stories to build credibility and attract new leads.

Why Professional Mode is a Game-Changer for Real Estate Agents

This shift to Professional Mode offers a powerful way to connect with your audience without forcing them through unnecessary steps to engage. By eliminating the need for friend requests, you’re creating a more streamlined experience for your clients and leads, making it easy for them to stay connected to you and your updates.

In today’s competitive real estate market, every touchpoint matters. Professional Mode equips you with tools that not only expand your reach but also provide the data and flexibility to refine your marketing strategy over time. The real estate world is all about visibility, and by embracing these new features, you can continue to build your brand, connect with your audience, and stay a step ahead in the digital space.

How to Prepare for the Change

If you want to make the most of Facebook’s new features, here are a few quick steps to get ready for Professional Mode:

1. Enable Public Followers: Make sure your profile allows public followers. This will ensure your account is converted to Professional Mode.

2. Evaluate Your Content: Think about the type of content that resonates most with your audience and how you can use these insights to attract and engage followers.

Thank for reading!

🧡 Annett