Millennials are now the largest generation of home buyers, and the percentage of millennial real estate agents has almost doubled to 18% from 11% since 2012. Plus 45% of millennials surveyed say that they research a company on social media before they consider going to the company's website. For millennials who live on social media, their instinct is likely to first look at your Facebook page, before even going to your website.
So if Facebook is now the new doorstep of your business, maybe now a good time to take a look at your social media curb appeal.
FACEBOOK CURB APPEAL
Much like someone driving up to a home for the first time, millennials quickly form an impression of your business in the first few seconds of opening your Facebook business page. In many ways, the Facebook page for your business is the new digital business card for millennials.
Of course part of their first impression will be your profile photo and basic company information. But if someone has come this far to open your Facebook page, it is very likely that they will give your timeline at least a few vertical swipes to see your posts.
Their first red flag will be if your timeline is near empty, or with no new posts in the past 6 months. For millennials whose worlds revolve around social media, an empty timeline will immediately make them wonder if you are still in business!
To give a positive instant appeal, you will want them to see an on-going stream of attractive posts that provide useful information, being posted on a regular basis.
SOCIAL MEDIA R.O.I.
You can spend a lot of time and money building your social media marketing, but the highest return on investment can actually come from the basic posting that fills your Facebook timeline.
It's not that social media marketing tactics such as boosting Facebook ads or creating custom videos are poor investments. But rather, the incremental return for the time and money spent is proportionally much higher when improving the basic curb appeal of your Facebook page.
Another thing to consider is that if the primary value of your Facebook business page to millennials is as a digital business card, they likely will not be clicking to become a follower to your page. So counting Facebook likes may not be the best measure of your social media R.O.I.