Choosing the Right Platform: Facebook Group vs. Skool vs. Circle

You want to build a community. Not just a funnel. Not just a following. A real space where real estate agents can show up, ask questions about marketing, share what’s working in their niche, and learn how to turn their expertise into assets.

The platform you choose shapes how that community feels.

But don’t overcomplicate it.

You’re not choosing forever. You’re choosing what fits right now.

Start Here: What Kind of Community Are You Building?

Before comparing tools, ask yourself:

Are these agents already active on Facebook?
Is this a free space or a paid membership?
Do I need structured lessons inside the community?
Do I want it to feel casual or professional?
Will I post daily, weekly, or occasionally?

If your answers aren’t clear, the platform won’t fix that.

Now let’s break down the options.

Option 1: Facebook Group

Best for:
Fast setup. Low friction. Agents who already live on Facebook.

Pros:

Free
Easy to join
Familiar interface
Built-in live video, events, comments
No learning curve

Cons:

Distractions everywhere
Algorithm controls visibility
Doesn’t feel fully “owned”
Some agents are tired of Facebook

Best Fit:

If your audience is already there and you want something simple.

For many real estate agents, this works well because they’re already using Facebook for listings, referrals, and local networking.

If the goal is conversation first, structure second, this is enough.

Option 2: Skool

Best for:
Clean, distraction-free community + lessons in one place.

Pros:

Community + course + calendar together
Simple layout
No social media distractions
Flat pricing
Email digests keep engagement steady

Cons:

Paid from day one
Limited branding customization
Requires new account signup

Best Fit:

If you’re teaching agents how to build marketing assets (guides, checklists, niche positioning) and want everything organized in one home.

Skool works well if this becomes a paid group where structure matters.

Option 3: Circle

Best for:
More organized, professional, long-term communities.

Pros:

Highly customizable
Separate spaces for topics
Professional feel
Great for layered programs
Strong integrations

Cons:

More setup time
Pricing scales with features
Can feel overwhelming if overbuilt

Best Fit:

If you plan to build something long-term for agents, maybe different spaces for:

Niche selection
Content strategy
Digital product building
Marketing systems

Circle gives you more control, but you need clarity before you use that control well.

So Which Should You Use?

If your real estate audience is already on Facebook and you want low friction → Start with Facebook.

If you’re building a paid, structured marketing community → Skool is clean and simple.

If you want long-term control and a professional membership feel → Circle gives you flexibility.

The biggest mistake isn’t choosing the wrong platform.

It’s waiting too long to choose one.

Final Thought

You’re not picking software.

You’re choosing the room where agents will learn how to turn their expertise into leverage.

Pick the room you’ll actually show up in.

Start simple.
Build consistency.
Let the structure evolve.

Community grows from clarity and repetition, not features.