Real estate professionals using social media for marketing stand to benefit from Facebook Graph Search, which will allow them to find buyers and sellers through shared friends and interests and make it easier for consumers to find them.
This means users can perform such searches as “Friends of my friends who live in San Diego, Calif., are female real estate agents, and like spirituality.”
“You literally can drill down into granular data, which has only previously been available through advertising,” says Mari Smith, a Facebook marketing expert.
Right now, Graph Search does not search key phrases that appear in users’ timelines, and it respects their privacy settings. To improve the odds of being found by consumers, experts encourage agents to switch their privacy settings to public and beef up their “Work and Education” profile field with a link to their firm’s Facebook page and the inclusion of multiple titles used to search for real estate professionals, such as “real estate agent” and “broker.”
Given that Graph Search likely will scan other profile sections in the future, practitioners should insert industry phrases in the “About You,” “Favorite Quotations,” and “Basic Info” sections as well. Moreover, they should “like” pages that complement their interests.
Source: “How Facebook Graph Search Will Change Real Estate,” Inman News (March 4, 2013)
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