In this episode of the Hoole Decode Podcast, we break down why follower count is a misleading metric and how you can focus on what really drives results.
We discuss the common misconceptions around follower obsession, explore why platforms like Facebook shifted to a pay-to-play model, and tackle the difference between vanity metrics and real business goals.
You’ll hear insights from Danielle on targeting the right audience and running results-driven campaigns, as well as from Frank on building influence and trust, not just collecting likes.
Key Discussion Points:
The vanity of follower count
- Follower numbers often provide a false sense of accomplishment. They don’t reflect the real effectiveness of marketing efforts.
- Social platforms like Facebook moved away from organic reach to a pay-to-play model, prioritising revenue over free exposure for businesses.
Results-driven metrics
- Danielle emphasises the importance of reach and frequency over vanity metrics. For example, knowing how many people in the local area see your content regularly is more valuable than growing a follower count.
- Real metrics to track include:
- The percentage of the local audience reached.
- Click-through rates to your website.
- Frequency of ad exposure to ensure consistent visibility.
The value of paid advertising
- Organic reach is minimal, and paid ads are necessary to ensure content reaches the right audience.
- The process of identifying target audiences involves analysing neighbourhood demographics and property ownership data.
- There are benefits to uploading client databases to platforms like Meta.
Building authority over popularity
- Frank highlights that authority comes from consistently delivering valuable insights, not from entertaining or chasing likes.
- Real estate professionals should focus on providing advice and establishing trust through their content rather than striving for viral moments.
The long game in digital marketing
- Real estate transactions are not impulsive decisions. Marketing is about staying visible over time so potential clients remember you when they’re ready to act.
- Danielle and Frank share examples of how building authority and showing up consistently results in warm leads who are already familiar with your expertise.
Overcoming client objections
- The team addressed common client concerns, such as “Why isn’t my follower count growing?” by reframing the conversation around metrics that matter.
- Real estate agents often struggle with the shift from traditional, personal interactions to digital connections, but the principles of building trust remain the same.
Final takeaways
- Metrics like reach, frequency, and engagement are far more valuable than follower count.
- Digital marketing is about building relationships from afar, providing value, and being present consistently until the prospect is ready to act.
🎧 Listen now and learn how real estate marketing success comes from results-driven strategies, building authority, and focusing on what truly matters – reach and frequency – not just the numbers visible on your social media profile or page.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
