Stop Building Your Business on Borrowed Land: Why You Must Own Your Marketing Real Estate

Recently, Facebook removed the official GoHighLevel Facebook Group, which had amassed over 100,000 members—without warning, without explanation, and without a path to appeal.

For many businesses, this was just another piece of social media news. But for others—especially those who’ve built thriving communities or lead generation systems on Facebook—it was a wake-up call.

Because here’s the truth:
If you don’t own the platform, you don’t own the audience.

What Happened to the GoHighLevel Facebook Group?

GoHighLevel is a major SaaS platform trusted by tens of thousands of marketers and agencies. Their Facebook Group was not just a place for conversation—it was a crucial part of their customer support, onboarding, marketing funnel, and community development strategy.

Then, overnight, it was gone.

No backup. No recourse. No access to those 100,000+ members.

The Hidden Risk of Building on Social Media

Social platforms like Facebook, Instagram, TikTok, and YouTube are fantastic tools for visibility. They help us reach new audiences, create engaging content, and build brand awareness.

But they are also rented spaces.

When you build your business on these platforms alone, you’re essentially building on borrowed land. And like any landlord, the platform can change the locks at any time.

• Algorithms shift (and your reach drops).

• Accounts get restricted (often without reason).

• Entire communities can be erased (like we just saw with GoHighLevel).

You don’t get a vote in these decisions, because you don’t own the land.

So, What Can You Own?

The antidote is simple—but often overlooked in the rush for likes and followers:

1. Your Website

Your website is your digital home base. It’s where people learn who you are, what you offer, and how to do business with you. No algorithm decides who sees it—you control the content, the traffic, and the experience.

2. Your Email List

An email list is one of the most powerful tools in modern marketing. You own the relationship. You can contact your audience at any time, in a personalized and scalable way—without worrying about reach or engagement metrics.

3. Your SMS List

Text messaging has some of the highest open rates in the game. And like email, it’s a channel you own. It’s personal, direct, and incredibly effective for time-sensitive promotions or updates.

4. Your CRM (Customer Relationship Management System)

A well-maintained CRM holds your customer history, preferences, and communication records. This isn’t just data—it’s a competitive advantage. It enables segmentation, automation, and smarter marketing decisions.

Social Media Isn’t the Enemy—But It’s Not the Foundation

Don’t get us wrong—social media is still a critical part of most marketing strategies. But its role should be as a traffic driver, not the destination.

Use it to:

• Attract and engage new audiences

• Showcase your brand personality

• Share content that leads people to your website, landing page, or email signup

Then, convert that attention into something you own—an email subscriber, a phone number, or a customer in your CRM.

Learn From the GoHighLevel Incident

If a brand as large and successful as GoHighLevel can lose their Facebook Group overnight, what makes you think it can’t happen to you?

This isn’t fear-mongering—it’s a reality check. Whether you’re a solo entrepreneur, a marketing agency, a local restaurant, or a multi-location business, the principle is the same:

Build your marketing strategy on solid ground.
Own your audience. Own the relationship. Own your future.

Final Thoughts: Diversify, Then Fortify

Don’t abandon social media—it still plays an essential role. But don’t build your entire business model around it.

If you haven’t already:

• Start collecting email addresses from your followers

• Create a simple SMS opt-in for updates or promotions

• Audit your website to ensure it’s optimized and up to date

• Build or refine your CRM system to maintain control of customer data

Platforms will come and go. Algorithms will rise and fall. But if you own the connection, you’ll never lose the conversation.