Boosting a post is NOT the same as running a targeted Facebook ad

Listen Now on Apple Podcasts

This week you'll learn why it's never a good idea to use the Boost Post button on Facebook. I'll walk you through the importance of choosing the correct Objective right from the start of a campaign, and the best way to accomplish your goals via Facebook ads for real estate.

Think of Boost Post more like a Donate button, where you're basically just donating your money to Facebook. If you want to advertise on Facebook, and actually get results, then you need to do it a different way. But it starts with understanding how the Boost Post button works.

Not sure about you, but I'm guilty of using the little blue Boost Post button. We all are at some point. We heard that Facebook ads are great for real estate agents, and that all it took was running one Facebook Ad and you'll get 27 real estate leads by tonight, and close half of them by next week. Yes? LOL

How many of you are guilty of clicking “boost post” and then thinking, “Oh awesome, I'm running a Facebook ad! 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. 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 even need to use the boost post button to do it. So that's why I say never use it. Not to mention, you can only boost a post that has already been posted to your Page! 

If you want to do a special real estate ad or promote an open house or something that you haven't posted yet ,and you only want certain people to see it, you can't do that by Boosting. You have to do that in Facebook Ads Manager. 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, tell the Facebook algorithm exactly what you want it to do for you. You need the ads manager. Boosting a post does not do that. So what happens when you click boost post, is it's content that already exists on your page. If something is performing extremely well, you're going to start getting notifications from Facebook. “this post is performing 60% better than everything else” or “this is performing 80% better, so boost it now!”

Facebook does that because they want your money. They want you to click the button and then spend 20, 30, 50 bucks and try it out. It's for people who don't know what they're doing. I'm not insulting those that do, but if you don't know what you're doing, you're not using Ads Manager. Facebook knows that amateurs boost posts, and so you're not going to get optimal results. The only thing that the boost post button is good for is if you have a post that's performing extremely well and you just want more people to see it. That's it. Now you can and should, once you click boost post, specify the audience who sees it, but you have to already have the audiences set up to really maximize it. You have to have the audience already created and saved

*Member of the Industry Syndicate: Real Estate's Media Network

Episode Sponsor:

Easy Agent Pro – Get 1 Month Free + Free Pro Designer Package PLUS Free CRM!

Why You Should Never Use the Boost Post Button on Facebook


Massive Agent Society 2.0 

And since so many have asked…

Why I decided to switch to EXP Realty

Have a question for me that you want answered on the podcast? Submit a question through the Massive Agent chatbot.


Connect with Dustin Brohm:

Massive Agent Society – Don't reinvent the wheel! Our copy & paste, step by step Facebook Ad and lead gen training, coaching, and support program for real estate agents and loan officers. Only ONE agent/lender per market may join!

Residual Income for Real Estate Agents – Why I recently switched to eXp Realty 

Follow me on Social:

Dustin Brohm

Author Dustin Brohm

Dustin Brohm is a "marketer who sells homes." He hosts the Massive Agent Podcast, runs the Massive Agent Society real estate agent coaching platform, and is Co-Founder of the Industry Syndicate real estate podcast network. Dustin was a Top 3 Finalist for an Inman Innovator of the Year Award. Dustin is a keynote speaker on all things real estate marketing, social media, podcasting, and lead generation and has spoken on stage at Gary Vaynerchuk’s Agent2021, Inman Connect, HousingWire, numerous annual conferences for Realtor associations, and much more. In the end, Dustin Brohm is a Real Estate Agent w/ eXp Realty in Salt Lake City, UT, and leads a team of over 200+ agents across 30+ states and Canada.

More posts by Dustin Brohm