Facebook is an ideal social platform for estate agents looking to connect with potential vendors, build brand awareness, and drive agency growth.
But with so many metrics available, it can be challenging to know which ones truly matter.
In this blog, we’ll explore the most important Facebook metrics that estate agents should track to optimise their social media strategy and achieve real results.
1. Engagement
Why It Matters: Engagement encompasses all interactions users have with your content, including likes, reactions, comments, shares, and clicks. High engagement indicates that your audience finds your content appealing and relevant, which can enhance your content's visibility on Facebook’s algorithm.
How to Monitor:
Facebook Insights offers detailed data on the number and types of engagements each post receives.
What’s a Good Benchmark?
Engagement benchmarks can vary depending on audience size and content type. However, maintaining consistent engagement across your posts is a good sign, with more interactive content typically generating higher engagement rates.
How to Improve:
- Create content that directly speaks to your audience’s interests and needs.
- Utilise high-quality images and videos to attract attention and encourage interaction.
- Encourage interaction with your audience by responding to comments and sparking discussions.
2. Engagement rate
Why It Matters: Engagement rate is a critical metric because it reflects how well your content resonates with your audience relative to your overall follower count. It’s calculated based on the total number of engagements divided by the number of followers, giving you a percentage that indicates how engaged your audience is with your content.
How to Calculate:
Engagement Rate = (Total Engagements / Total Followers) x 100
What’s a Good Benchmark?
A good engagement rate on Facebook typically ranges between 1% and 5%. Higher rates are possible with highly targeted or more niche audiences.
How to Improve:
- Share content that is closely aligned with your audience’s interests and priorities.
- Incorporate engaging visuals and videos to capture and hold attention.
- Prompt audience interaction by asking thought-provoking questions or encouraging shares and comments.
3. Reach
Why It Matters: Reach refers to the number of unique users who have viewed your post. It’s a vital metric for understanding how far your content spreads beyond your immediate follower base. Expanding your reach can lead to increased brand awareness and more opportunities for engagement.
How to Monitor:
Facebook Insights provides data on reach for each post as well as your overall page reach.
What’s a Good Benchmark?
Achieving a reach rate of about 6% of your total followers per post is generally considered strong, although this can vary based on content type and posting frequency.
How to Improve:
- Post during peak times when your audience is most active to maximise reach.
- Utilise Facebook’s targeting options to boost posts to specific audiences that are more likely to engage with your content.
4. Impressions
Why It Matters: Impressions measure the total number of times your content has been viewed, including multiple views by the same user. While reach accounts for unique viewers, impressions give insight into how often your content is being revisited, indicating its value to your audience.
How to Monitor:
Facebook Insights tracks impressions for each post and for your overall page.
What’s a Good Benchmark?
A healthy impressions-to-reach ratio is anything above 0.2 but the higher the number the better, suggesting that users are finding your content valuable enough to view it more than once.
How to Improve:
- Develop content that encourages users to return, such as educational posts, infographics, or comprehensive videos.
- Experiment with Facebook Stories, which often generate more impressions due to their temporary and engaging nature.
- Use retargeting strategies to remind users of content they have already interacted with, encouraging them to engage further.
5. Page likes and follower growth
Why It Matters: Page likes and followers represent the size of your audience on Facebook. While the total number of likes is often viewed as a vanity metric, tracking the growth of your follower base over time can reveal the effectiveness of your content and marketing strategies.
How to Monitor:
Facebook Insights provides data on page likes and follower growth trends.
What’s a Good Benchmark?
A consistent growth rate of 1-2% per month is typical for most Facebook pages. Spikes in growth can indicate successful content or campaigns, while declines may signal the need for strategic adjustments.
How to Improve:
- Promote your Facebook page across your website, email newsletters, and other social media channels.
- Engage with relevant pages and groups in your niche to increase visibility and attract new followers.
6. Click-Through Rate (CTR) on links
Why It Matters: Click-through rate (CTR) is crucial for measuring how effectively your posts drive traffic to your website or landing pages. This metric is particularly important for posts that include links to property listings, blog posts, or other valuable resources.
How to Calculate:
CTR = (Number of Clicks on Links / Total Impressions) x 100
What’s a Good Benchmark?
A CTR of 1-2% is typical for Facebook, though you can achieve higher rates with well-targeted content and compelling calls to action.
How to Improve:
- Craft posts with clear, strong calls to action that encourage users to click through.
- Utilise engaging visuals and headlines to draw attention to your links.
- Regularly assess and optimise your landing pages to ensure they meet user expectations.
7. Reactions (likes, loves, cares, etc.)
Why It Matters: Reactions offer nuanced feedback on how your audience feels about your content. Beyond standard likes, reactions such as "Love," "Wow," or "Angry" provide deeper insights into the emotional impact of your posts.
How to Monitor:
Facebook Insights tracks the number and type of reactions each post receives.
What’s a Good Benchmark?
The majority of your reactions should ideally be positive (e.g., "Love" or "Wow"). A high number of negative reactions may indicate content that is controversial or not well-received by your audience.
How to Improve:
- Produce content that resonates emotionally with your audience, whether it’s inspiring, humorous, or informative.
- Monitor the types of reactions to refine your content strategy, focusing on what elicits the most positive engagement.
- Address any negative feedback constructively and consider adjustments to avoid future issues.
8. Comments and sentiment analysis
Why It Matters: Comments provide direct feedback from your audience and are a strong indicator of engagement. Analysing the sentiment of these comments—whether positive, neutral, or negative—can offer valuable insights into how your content is perceived.
How to Monitor:
Track the number of comments on each post using Facebook Insights, and consider using social listening tools to analyse sentiment.
What’s a Good Benchmark?
A higher number of positive comments relative to negative ones suggests that your content is resonating well. Monitoring trends over time can help you identify what works best.
How to Improve:
- Encourage your audience to comment by posing open-ended questions or sparking discussions.
- Respond thoughtfully to comments to foster further interaction and community engagement.
- Use negative feedback as a learning opportunity to improve future content.
9. Shares
Why It Matters: Shares are one of the most powerful forms of engagement on Facebook because they extend the reach of your content to the sharer’s network, increasing your visibility and attracting new followers.
How to Monitor:
Facebook Insights provides data on how often each post is shared.
What’s a Good Benchmark?
A share rate of around 1-3% of your total impressions is typical, but valuable or highly resonant content can achieve higher rates .
How to Improve:
- Create content that is highly relatable, informative, or emotionally impactful, encouraging users to share it.
- Include clear calls to action in your posts, asking followers to share with their own networks.
- Focus on producing content that addresses common questions or challenges, making it more likely to be shared as a useful resource.
10. Video views and retention
Why It Matters: Video content is particularly engaging on Facebook, and tracking video views along with retention rates helps you understand how well your videos are performing. Retention rates indicate how much of your video viewers are watching, revealing whether your content maintains their interest.
How to Monitor:
Facebook Insights provides data on video views, average watch time, and retention rates.
What’s a Good Benchmark?
High video views combined with strong retention rates (over 50%) indicate that your content is both engaging and relevant. Aim for most viewers to watch at least half of your video .
How to Improve:
- Capture attention within the first few seconds of the video with compelling visuals or questions.
- Keep videos concise and focused to maintain viewer interest.
- Add captions to make videos accessible, as many users watch without sound.
Use the data to fuel growth
Tracking the right Facebook metrics allows you to refine your strategy, create more engaging content, and ultimately drive better results for your estate agency. While it can be tempting to focus on vanity metrics like total page likes, the true value lies in engagement, conversion, and how effectively you’re reaching and resonating with your target audience.
Ready to take your Facebook strategy to the next level? Download our latest social media guide for a deep dive into social media success or start your free trial of Auto.social today!
