Why Do People "Share"?

As the Admin of a Facebook business page, one of your main goals is to get as much engagement and Reach on your posts as possible. If you're utilizing one of our #GuaranteedREACH packages, your page is already getting tons of Reach with our posts which often turns into engagement. One of the most valuable types of engagement on Facebook is called a Share. Sharing a post takes it from the person who posted it originally and re-posts it to your personal page and to your personal friends, much like a Retweet for those of you familiar with Twitter. This is extremely valuable because your content ends up reaching hundreds of people who you never would have reached otherwise!

So what motivates people to share content on Facebook? A content marketing company called Fractl did a survey of 2,000 Facebook users to find out why they felt compelled to share. Here are some of their findings:


So, almost half the time people are sharing a piece of content because they think their friends will find it interesting. How can we apply this knowledge to procure more shares on our real estate Facebook business pages? Here are some quick suggestions:

  • People are highly invested in their community and many of their friends live in the same area. Posting about local events, news, etc. should increase the likelihood of shares.
  • Staying on the subject of local content, if your market is experiencing some rare or major changes, (let's say prices are at an all-time high) the homeowners among your followers and their friends should find that very interesting. Definitely a prime topic to be shared for anyone thinking about selling their home.
  • Don't be afraid to have a little personality! Scroll down your personal News Feed and you'll see how many people share things that are funny, cute, etc. If you come across an extremely cute dog while meeting with a client, for example, take a quick video of it and caption it with something like "Look who I met today! Seems like he's interested in selling his 4 square foot home and upgrading!"
  • Feature your team and your clients! People like to share things that are about them. If you and your team/office have a party or receive a new award of some sort, upload a picture or two and encourage those involved to Share it. When it comes to clients, you likely won't need to encourage them to Share. They're going to be so happy with their new home and your hard work, they'll be inclined to Share the great news with all of their friends! Post a picture of them with the keys, etc. and they'll take it from there.

    Take a look at the rest of the report from Fractl.