MAP 097: Why You Should Never Use the Boost Post Button on Facebook

They hear that they work well, and so the easiest thing for them to do is to click that little boost post button that's on each Facebook page post because it's easy. It's like, Ooh , I'm going to boost this. I'm going to spend some money and I'm doing a Facebook ad. Yes, technically you are doing a Facebook ad, but there's so many reasons why you should not ever do it that way. And so I'll go over that today.

It's going to save you a lot of money even though I'm sure Facebook has been appreciating the donations you've been making to its cause . It seems to be doing fairly well thanks to our industry. So that's nice. So anyhow, welcome to the massive agent podcast. A . Like I mentioned, episode 97 I'm still trying to think of what to do for episode 100 and I'm pretty stoked about that. Um, doesn't need to be fancy or crazy, but I have a couple ideas.

If you have anything that you think we should do for our 100th episode, shoot me a message on Instagram at massive agent and I'd be happy to entertain the idea as long as it's a good one. I mean, if the idea sucks, I'm not going to do it. So, you know, that's fair. Right? If you send me an idea that sucks, I just want to do it. I might, I'm gonna be like, Oh thanks you . Yeah , I appreciate it and so if I do that and just know it probably sucks, but that's okay. I appreciate the effort.

It's the thought that counts. Love you. Anyways, if you are new to the massive agent podcast, my name is Dustin brome , your host. I'm a real estate agent in salt Lake city, Utah with exp Realty. I've been an agent for about nine years or so and I host another podcast and video show every Friday afternoon called industry connected. I'm also the co founder of real estate's first and only media network called the industry syndicate.

We just launched the first podcasting app for the real estate industry made by real estate and mortgage pros for real estate and mortgage pros and you can get it right now for free and discover some amazing new podcasts and video shows and flash briefings and get exclusive content that you're only going to get on the app from the show hosts. Just go right now to whichever app store you have, Android or iPhone and search industry syndicate and get the app 100% free. Super cool. Enjoy.

Before I jump into the Facebook ads wisdom and the Facebook ads pontification really I'm going to be pontificating and bloviating there was a, there was a third word that was a big word, big word over my head that I have no business using that I'm trying to remember, but I can't remember. Yeah, I'll be, I'll be bloviating pontificating and uh , opining while it's all really fact. So it's not really opinion, but yeah, there'll be some opinion in there, so I'll be opining as well. There you go.

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Cool, I'm going to get leads, I'm going to get a bunch of leads. Now I'm doing my first Facebook ad cause you click boost post. I'm raising my hand, I've done it, I've done it many times. And I'll actually tell you there is one very specific use for the boost post button. Uh, so I'm, even though the title of the show is never use it, I want that to sink in. I , I really want you to just get in the habit of never using it.

But there is one very specific use for it, but you don't need to use the boost post button to do it. So that's why I say never. What happens when you click on boost post is Oh , and first off, that's only with something that you've already posted. If you want to do a special ad or promote something that you haven't posted yet and you only want certain people to see it, you can't do that through boost post. You have to do that in Facebook ads manager.

So spoiler alert, the whole point of this is you need to be using Facebook ads manager because that's how you can be highly targeted and do very specific things in very specific ways and , and tell the Facebook algorithm exactly what you want it to do for you. That's what you, that's why you need the ads manager. Boost post does not do that. So what happens you , you click boost post, first off, that only shows up on an existing post . So it's content that already exists on your page.

If something is performing extremely well, you're going to start getting notifications from Facebook. Oh, this post is performing 60% better than everything else or this is performing 80% better, boost it. Now they do that because they want your money. They want you to click the thing and then spend 20, 30, 50 bucks , uh , and try it out. Okay? It's for, it's for people who don't know what they're doing.

I don't mean that , uh, like I'm not insulting you, but like if you don't know what you're doing, you, you're not using ads manager using ads manager. You know what you're doing. So Facebook knows this and so you're not going to get optimal results. Uh , the only, the only thing that the boost post button is good for is you have a post that's performing extremely well and you just want more people to see it. That's it.

Okay. Now you can and should, once you click boost post, you can specify the audience. You want to see it. You have to already have the audiences set up though too , to really maximize it. You have to have the audience already created and saved. Uh , if you want all the targeting options available, very, very big deal. If you don't have a saved audience already, you're, you're limited in the audience, you can choose. So, but luckily you can choose an audience.

If you, if you do a blog post for example, or a video and you're just like, Oh cool, people are liking this. It's performing well. I just want more people to see it. You could click boost and select that. Friends of friends or friends of followers of the page, see it. You can do that. If that's literally your only objective, cool. Go spend 20 bucks, click boost post and do it. But there's a better way to do it through ads manager. Uh , also you have to look .

The biggest thing here is you just don't have any options. When you click boost post, you select an audience which is stripped down. And then , um , you selected budget and you're like, Oh, I'll do $5 a day for four days, whatever. Boom. And it's just getting more people to see it. Now, are they the right people? Are they in the area that you want? Um , are they, you know, are they, what if you only want people on a mobile device to see that?

What if you only want people , uh, whatever, you know, fill in the blank. You can't do those things with boost posts. There's a , a running joke out there that, you know, anytime you , you click the boost post button is basically like a donate button. Like you're donating money to Facebook because it's just not effective unless you specifically are saying, I want more people to see this post. I don't really care on pinpointing it perfectly. I just want more people in my area to see it.

That's it. Cool. That's not a very highly targeted, effective way to run a Facebook ad. But technically it is one and it's, you know, it's better than nothing I guess. But why not just take the time to learn as manager to set up, set up a Facebook ad right from the get you. So right at the very beginning when you're setting up a Facebook ad , an ads manager, you select the objective. Do not overlook this.

The objective is right off the, right off the bat you're telling the Facebook algorithm, which is extremely advanced. You're telling it, Hey, I want you to get me leads or I want you to find me people more likely to watch this video. Find people more likely to engage with this post and leave comments and all that. Find me more people to, you know, fill in the blank. So like download an app or whatever. So you're choosing the objective right off the bat.

Um , for retargeting, you're going to need to learn about the objective, which just reaches as many people as possible within the audience. Um , it doesn't optimize for a specific action. It's just meant to reach as many people in the audience as possible for retargeting. When you have a custom audience of people you know you want to reach, the reach objective is great.

But for the vast majority of you guys who are just running an ad, promoting a piece of content or trying to get leads with the lead generation objective, you're going to choose one of those. So , uh , let's say you , you have a video that you just did. It's a great walk , like a neighborhood walk through video and you want more people in your area to see it. Well, first off, since you're not offering housing in that ad , uh, make sure that you're not okay . So there's the disclaimer.

You have to actually make sure you're not. But if you're not offering housing or credit or employment, you do not have to check the new special category box. The Facebook ad does not meet this special category, which, which is what strips down. Um, a lot of the targeting options like age, gender , um, you know, you can't get tighter than a 15 mile radius. You can't exclude, you can only use interest , uh, interests and all that.

Uh, if it's, if it's just about a neighborhood, you're not offering housing, you don't need to check this special category box. Awesome. So you, you just want more video views. So do you choose the post engagement objective or the video views objective? This is where you need to know what your goal is. If you want more people to watch select video views, it's gonna find people most likely to watch at least three to 15 seconds of your video. Okay ? If that's what you want, awesome.

If you want to get a bunch of likes and wows and Hawes and comments and stuff, you want to choose post engagement. And because you're telling the algorithm, find people most likely to do this to do this thing, if you want, if you've created a landing page for yourself to play that video or to capture somebody's email address or to schedule a showing for a property or whatever.

Again, if it's offering housing or anything like that, you need to check this special category box at the campaign level and uh , and then it reduces and make sure that all makes , excuse me, makes sure that all the targeting options are compliant with , uh , Facebook's new rules for housing credit and employment based ads.

But if you have a landing page or an article that you're sending somebody to or you want them to go see whatever, some other web page, then you want to choose the traffic objective clicks . In other words, if you want somebody to click a link, then you must tell Facebook right off the bat, my objective is clicks. Traffic, okay , I want people to click. So they're going to find people more likely to click the button.

What's nice about , uh, what , what Facebook has done over the, over the last couple of years is you can then even specify further in the ad process. Once you click on a , once you choose the traffic objective, you can actually specify, you don't just want clicks. You want someone to click and wait until the , the landing page loads. You want someone to actually see the landing page, not just click the Lincoln bounce. So you can actually specify that, which is great.

But if you want leads, if you, if you want to capture leads using Facebook's lead form, which pops up within Facebook, they never leave Facebook, it auto populates the contact info that a Facebook user has on their profile. Then you need to choose the lead generation objective and Facebook will find people more likely to fill out the lead form and submit it. So that's powerful stuff.

As you can see, the goal here, even all the way back to the boost post button, you need to know what you're trying to do. If you're just throwing, throwing something at the wall to see what sticks and you're just like, I don't care, I'll spend 20 bucks. I just want more people to see this. Sure. I mean, I guess you tell me if that's better than nothing. I dunno. Maybe , uh , but there's a better way to do it.

If you're going to spend 20 or 50 bucks, why not do it in the best possible way and dramatically increase your chances of doing what you want to happen or of achieving what you want to happen with the ad. So , uh , having it , just knowing the distinction between the boost post button and the Facebook ads manager is a big deal. Okay, so quick refresher. The boost post button, you can only select, it's only available on an existing post, something you've already posted on your business page.

If you haven't posted it yet, there's nothing to boost. If you have something you haven't posted yet and you don't want everyone to see it in the timeline, you just want specific people to see it. Or maybe you're going to do four different versions of a certain ad to, to test the audience or, or you want different audiences to see different versions. You can't just post that to your timeline and then boost of all, Nope, you gotta go to the ads manager and go through that process that way.

That is the correct way to do it. Then your timeline isn't cluttered and you're pinpointing who you want to see it and where and how. The last week I was up in Madison, Wisconsin with Neil math wag the host of the , uh , I want to call it the onion rise, formerly the onion juice podcast. Now with the agent rise podcast, much better name Neil by the way. But he did the agent rise summit and I was honored to speak at it and to attend it and to hang out with everyone who was there.

And uh, I talked a lot about Facebook ads. A lot of people were interested in Facebook ads and how to get more traction from their content and how to get more people to see their listings and their open houses. So Facebook advertising was a huge focus of conversation and, and quite a few people.

And again, I don't mean this insulting, like this is just what it is because Facebook ads, it takes a commitment to learn, Hey, it's not S if anyone could do a Facebook ad correctly and efficiently and effectively, then it wouldn't even be, wouldn't even be special anymore. Like they wouldn't even work as well because everyone would fricking do it and they'd ruin it. So it's hard.

So there were a lot of people that they're like, Hey, I boosted this one post, I spent $30 and um, I didn't get any leads. And I said, okay, cool. Tell me about the ad. And they posted a link to a bunch of open houses for the weekend on their website. Like, okay, cool. Tell me about your website. Their website either didn't have any ability to capture leads or uh , just terrible calls to action on the website or whatever.

Um, but when you boost a post, you're just telling Facebook, show this to more people. So of course you're not going to get leads. I mean, maybe magically, but a , if you want, in that situation, if you want to post about an open house list, offer an open house list in exchange for somebody's contact info to where they have to register to get access to the list, you need to do the lead generation objective. So you're offering the list of open houses.

Once they , uh , they click on it, it populates the lead form. You say, you know, register here to get the list or whatever, fill out this form to get the list they do. As soon as they click submit, now you have the leads contact info, which should automat . You should automatically have it set up to go to your CRM, to go to your ISA, to go to agent tautology to go to , um, whatever system you have set up so that you responding instantly.

But then as soon as they submit, boom, it pops up the open house list that you promised them. That's, that's the way to do that. If you want leads, if you just want people to see it, cool boost post. But again, I might be B , I might be beating this dead horse multiple times, even still even more by the end of the episode because I want you to understand that distinction. Boost post is not good. It's, it's the lazy way of doing it.

It's for people who don't know what they're doing, people who have no idea what they're trying to do. All right. So if you're one of those people, cool. I've been one of those people. I was like, Ooh , I'm running a Facebook ad. More people are seeing this. And then I start learning about the ads manager and I'm like, Ooh . So I could have been doing this much, much, much better, much more effectively this whole time. Dammit.

But you know, I'm one of those people that learned the hard way or, or not necessarily the hard way, but I learned by doing and I learned through experience. So sometimes you have to boost a bunch of posts to realize how ineffective it is. Uh, you know, to what your goal is. And then you're like, okay, how do I accomplish my goal and how do I even define my goal?

So first off, guys, no matter what you're doing in marketing now , whether it's just a post on Instagram or you're setting up an ad campaign with landing pages and all this fancy stuff and everything in between, no, what you're trying to accomplish with it, know what the goal is, and then reverse engineer from there. Work backwards from the goal. And that's it. If you can do that you are, you are hand .

I almost had said hands and shoulders, you are head and shoulders above the vast majority of your competition because they're all just throwing shit at the wall to see what sticks. I should've said spaghetti but anyways, it's a better visual. There's throwing shit at the wall to see what sticks and then they throw their hands up in frustration and , and that's when you hear dumb on educated things. Like Facebook ads don't work.

Every time I hear that I'm like Hmm, that's interesting cause they work for me. They work for a lot of our massive agents , society members, they work for a lot of other friends and colleagues that I have too . They work for multibillion dollar businesses. They work for um, you know the hair salon down the street. Interesting. Why do they work for some and not for others? Because there's so many variables. Did you do it right? Did you even do the Facebook ads right? Was it?

Maybe you did it all correctly, but your ad sucked. Or the message was wrong for the audience who were trying to get it in front of. See what I mean? There's so many variables. So I, I cannot stress if I cannot stress this enough, find a mentor, find a coach, take a course, watch videos, read articles, test. There's nothing better than taking control over your own ability to get new clients in the door.

That is, that has become such a passion of mine to teach other agents how to take full control over getting new customers in the door. If you control it, then you are not beholden to or reliant on Zillow or realtor.com or homes.com or OpCity or whoever the hell else. There's a million of them. You know, you see it in all these Facebook groups. I do lead gen. you don't get 10 leads a day. And like the devil's in the details guys, wouldn't you like to be able to control all of that?

So when Zillow , uh , and by the way, I just saw that at their conference, Zillow announced that they're changing everything. So they're , they're unveiling flex markets, which instead of people buying a paying per lead or buying zip codes or whatever, they're now giving leads to certain high producing agents and, and reliable agents. They're giving the leads to them upfront . And when they're, when those leads get closed, Zillow gets a 35% referral fee.

So what's going to happen is Zillow is not going to just give those to everybody. They're going to make sure that the agent can actually close the deals. They want to make sure that the agent can actually convert the leads that are being fronted to them by Zillow. So a lot of agents are going to be pushed out. They're not even going to be able, well , did I say that they're not even, they won't even be able to advertise with Zillow.

So if that's your strategy right now, or if that's your brokerage's strategy or your team's strategy is Zillow or realtor.com or whatever else, that's a problem. That's a big problem because a lot, as soon as Zillow flex comes to your market, you can't do both, right? So they're only going to offer flex. And if you're not one of those agents that a Zillow trusts to convert the leads, you don't have access. So then what guys, it's so important to take full control.

It's something you're going to have to commit to. You're going to have to commit time, you're going to have to commit money and you're going to have to commit mental energy and, and consistency if you can do those things. And the great thing is you have full control over all of those things.

If you can do those things, you can absolutely thrive during all this crazy, tumultuous stuff in our industry, through all these big disruptors and all this technology and consumer attention shifting and changing , uh , weekly, it seems like you're going to be just fine because once you know how to do this, once you know how to put a certain message in front of a certain group of people, you can do that on any platform.

So even if Facebook ads goes away next, you know , a year and a half from now and some new platform, let's say tick tock becomes the biggest platform on the planet. Oh my Lord, help us. But let's say that happen . Now you know how to craft a message. You know how to do it right now. The best way to do that is through Facebook ads. If you want control over lead gen, learn it. I learned this by doing it myself. I did not hire a coach. I did not take an online course.

I watched videos, I read articles and I and I did a lot of testing. What I found is even though in the short term, at least my thinking was, I'm saving money because I'm doing it myself, I'm saving money. I'm not having to pay a coach or take a course or whatever. So I'm saving money. But it just took so much freaking longer cause I was reinventing the wheel is what I was doing. I was reinventing the wheel.

And if you guys have ever not hired a coach and not taken a course and not leveraged someone else's expertise, you know, you know exactly what I'm talking about. Had you just spent a little bit of money, a few hundred bucks here, $1,000 there, whatever, and, and uh, taking a course or hired a coach to speed up the learning process, you would've spent a lot less over time on the learning, the learning process would have been cut dramatically and you would've started seeing results a lot sooner.

For me, it took many, many months to , to really get a handle on Facebook ads and lead generation in general. So I spent thousands, I spent well over $10,000 in the learning process, which took months and months and months. Do you think I could've hired an amazing hands-on coach for less than $10,000? Yup . Could I have taken a course for less than that? Yep . But I didn't cause I was thinking cheap.

I was thinking , uh, I was not thinking longterm and I was not thinking about how leveraging someone else's expertise could help me win sooner and make money sooner and get profitable sooner. That was one of the biggest in my career, but I made it. All I know is this, no matter where you're at, you could be rolling your eyes at what I'm saying. And they're like, whatever. I'm not hiring a coach. I'm not doing a course.

And if Dustin's trying to sell his massive agents society thing, I'm , I'm done. I'm out. Okay, I don't care. I just want you to, to realize someone else out there knows how to do what you're trying to do. They already, they've done it already. They know how to do it. They can teach you, they can hold your hand through it. Yes. You need to compensate them for that expertise. I think that's fair.

So look, and I'm not talking about me, I'm not talking about our society, our society program, but hire a coach. Hire someone who's already done what you're trying to do that can just show you the , the roadmap. They can lead you down the road. And this is not just with lead gen guys, this is with learning to be a real estate agent , uh , learning any new skill, whatever it is like you could, when I was getting my drone license , uh, to fly my drone, I , uh , I took a course. It was 100 bucks.

Sure I could have studied on my own, but it sped it up and made it much more easy for me to just take a course, watch videos and do test test quizzes and all that. There's a reason why coaching is so big because it works. You just have to pick the right one and, and make a commitment. The commitment that you must make is your time and effort that [inaudible] your money. You know, it's going to cost.

If you want to leverage someone else's expertise that is valuable, you should be compensating them for that. That's only fair, right? If you want them to keep helping you, they should be compensated for that. Right? It's, it's a model that wins for both sides. If you ha, if you hire a coach, they will want to continue helping you over and over and over because it's, there's something in it for them. They're getting compensated for their time and value.

If you want something for free from someone, if you're like, Oh, well, I'll only give you a $50 and I want you to teach me all your secrets. Hmm . That's not too appealing for anyone that really knows what the hell they're doing. So anyways, I kind of pontiff I promised I'd pontificate, so there you go. I'm glad I can make good on that promise. Um, but there's just a little lesson that I've learned from experience and something that I had noticed so often in this industry.

And it's not just our industry, it's, it's human beings in general is this , uh, this, this lack of willingness to invest in yourself. Invest in speeding up the learning process because 100 and 110%, you can learn all of this Facebook ad stuff, all the lead gen stuff, and you know how to be the best real estate agent on the planet. You can learn all that on your own of course. But how long is that going to take you and how much will it cost you to do it?

And how much lost revenue will you miss out on by having it takes so damn long. So answer those questions for yourself guys. We, I am very proud of the program we've put together called the massive agent society. We help you speed up that learning curve, the learning process. We give you a roadmap , we give you Facebook ads to run right now and show you how to do it so you can get quick wins and get leads coming in.

But our goal is to make you a master so you're not reliant on anyone else or any other company or team leader or broker or even us. You become a a lead generation master. That is our goal and I'm very proud of it. We only allow one agent per market to join. Some markets are sold out. So if you want, if that interests you, if it doesn't, cool, I get it. Hopefully you learn something today that will , uh , will help you better yourself and better your career. Awesome.

If you do want to learn more, please go to massive agent , society.com and uh , in the top menu, click on claim market. See if your market is , is even available and if it is still available , um, I highly recommend you claim your market. There's only one agent at a time. So once it's gone, it's gone. And , uh , and then jump in if you re, but only if you're serious. Only if you're serious about becoming a lead gen master and taking full control over your ability to generate leads. Okay?

That's the key. If you're willing to put in the time and spend some money to do it, I don't think there's any better value in the industry than the massive agent society. There are other great courses and programs and coaches. So just find something in someone that you feel good about that you'll actually do what they're telling you you need to do. As long as you find that I'm happy. Cool. I want to give a shout out to my good friends, Kevin Coffman and Fred Weaver.

So I get asked all the time and one of the reasons why we, why we even launched the industry syndicate media network is we get asked all the time as podcast house work , what are some other great podcasts? Where can I find other podcasts like yours? And it's, it's so hard because all the different podcast platforms have , uh , like the search functions work differently. It's really weird and kind of fricking annoying. Uh, so w so we built the , the media network.

But um, I I've really come to respect , uh , Kevin and Fred , uh , they host a podcast for real estate agents called Kevin and Fred's next level podcast. They go into a lot of tactical stuff like what to say in listing presentations and how to overcome this objection and how to build a real estate team and they've built a multistate multi, multi, multi, multi, multi, multi million dollar real estate team. Really respect these guys Kevin's been on, on this show before.

But go check out Kevin and Fred's next level podcast. They do a great job if you're looking for an additional pod , a real estate podcast to listen to, check that out and of course go check out all the amazing shows on the industry syndicate app on the app store, on Google, play the apps totally free. Go discover the best shows in the industry. [inaudible] and you know for yourself. No , don't do it for me. Do for you. Yeah. Thank you guys for listening. Please. For the love of God, take action.

And if you, if you've taken nothing else out of this show, here's my takeaways or what I want your takeaways to be. Number one, do not use the boost post button on Facebook. The better way is to use the Facebook ads manager, but number two, if you're trying to learn how to do Facebook ads or be a better, do better listing presentations or recruit more agents to your brokerage or whatever it is, you need to hire someone who's great at that and have them show you the roadmap to do it.

Speed up that learning process, you're going to make a lot more money, a lot faster. You will save more money in the longterm . If you grasp that concept, whatever that means to you and whatever that means to you and how you're trying to do things and grow in your business, just get the concept. Hire a pro, hire someone who has done what you're trying to do, who can show you how to do it to in the quickest way possible without all the noise. If you do that, awesome.

And if you are wanting info about our massive agent society, go to massive agents , society.com and if your market is available, first off, congratulations. Second of all, go get it before a competitor does. We'd love to have you. It's a great group of likeminded lead generators from all around the country and from Canada, so , so it's an international lead generation group as well. But thank you for listening. Check out our massive agent minute flash briefing over on Alexa.

It's also available on Apple podcast now, one new episode every day and it's usually two or three minutes long. Check it out. And if you, if you've enjoyed this show, if you've been listening for a while and lurking or listening to the flash briefing or you, you listened to industry connected, hook us up with a little love and reciprocate just a little bit for the value that you've received by leaving us a review on iTunes. That's all we ask for. It helps us out so much.

And if you've already done that or you just don't want to leave a damn review, cool share, share what you've learned or share this show with a colleague. Share it with a team member, share it with someone in your office. Share it with, with a fellow real estate agent, friend in the industry, or a title partner or a lender. But if you've been getting value, let others get value from the show as well. We appreciate it greatly. That's all we ask. Enjoy your weekend. Go close some loans.

Go sell some homes. Take care. We'll be back next week with another episode of the massive agent podcast. See ya.

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