Saturday night brings with it one of my most favorite TV segments…“Really!?! with Seth & Amy”. In this SNL skit, Amy Poehler and Seth Meyers share their snarky take on current affairs. So in the spirit of “Really!?”…I’m going to shed some light on “Real Estate Listings Inside Facebook”!
Let’s start with obvious failures inside Facebook…at the moment!
MyRealEstateListings (there are 2 of them, as well as a few more similarly named cohorts) but they essentially all do the same thing- create a “MyRealEstate” or “MyListings” tab on your profile. You can then click on the tab (when was the last time you clicked on a tab) to view a lack luster interface of your manually entered listings from which you can then decide to click further to obtain details, which lands you on a third party site outside of Facebook. Click for more details, really!?!
My Listings, or Realtor Listing Application, displays your listings on a tab or box on the side of your profile. But again when you click to learn more you are taken to a third party site away from Facebook. Third party site. Really!?!
CenterStage for Real Estate, a failed, failed attempt to charge you $8 for displaying listings inside Facebook. Don’t even get me started! $8, really!?!
Oodle Pro aims to solve the listings inside Facebook issue. The tool can distribute listings to online communities like Facebook Marketplace & MySpace Classifieds. I’m sorry, when was the last time you were on MySpace. Really!?! Oodle Pro can upload your listings to your Profile and Fan Page, yet they recommend to keep personal and professional identities separate from one another. Listings on both, or is it one or the other, really!?! And Oodle Pro will run you $15 a month! Really!?!
I will throw them a small “woot” for displaying links back to social profiles from wherever your listings get posted online. And I do see great value in listing syndication to numerous online marketplaces and listing aggregators…don’t get me wrong! But the Facebook MarketPlace is not where I’ll be turning to search for my dream home. Really!?! I’ll turn to a reputable source…like the agent, broker, or one of the major real estate portals.
Apparently, the best options…
Posting your listings as status updates on a Fan Page dedicated to your local market, where locals can choose to participate seems like the best choice to me! This strategy is non-invasive, opt-in, and informative. It can even be more friendly and creative since you can add your own take via text in the status bar along with a link to the listing…preferably one that takes you back to the agent/broker blog or site. Check out the example from Heather Elias.
Now if you don’t host listings on your own domain, the next best option is creating a single property site or posting to Vflyer or Postlets. Once you’ve created a detailed packed site with all the trimmings (local info, pictures, video, etc) you can post the URL to your Fan Page Wall and include a brief message. Some services include an autopost to Facebook feature.
SeeMyListings from Realtor.com is a widget that can be added to your Facebook profile and displays your listings. To view more details you are derailed to a 3rd party site, but it is a more reputable site (at least in the eyes of consumers) and also displays listings in a much more user friendly manner. See the example I grabbed from Mariana Wagner’s profile on the left.
Now if you are looking for a more organic way to share listings inside Facebook, I would recommend using photo albums. You can create photo albums of active and sold listings. I have to say, The Rains Team, does a great job of sharing listings via photos on their fan page. But don’t forget to include a few details about the home, and important contact info. I also came across Lesley Lambert’s photo of a recent listing via Posterous inside Facebook. She emailed the photo from her phone which was posted to her Posterous site as well as her Posterous photo album inside Facebook.
Last but not least, if you like to have stuff that no one else has you can create a custom tab for your listings with FBML (Facebook Markup Language). You could brand the landing page with links to your blog or listing sites. Check out the Los Gatos Real Estate & Homes Fan Page via Mary Pope Handy. She includes a great deal of area info, market reports and listings with links to her blog. But again, I worry that tabs get looked over. Nonetheless, I know where to look for Los Gatos housing info inside Facebook.
My opinions on all this…really!?!
Personally, if and when I’m ready to move again I wouldn’t go to Facebook to look for listings. I’d go to a resource that rocks…like the agent or broker Website or a national aggregator. I go to Facebook to make connections and build relationships….to chat and find out what’s new in the lives of my friends, family, colleagues and clients! Search listings, really!?!
But if you’re goal is to show everyone the listings you’re currently managing, then go ahead and share them at Facebook too. But consider posting them to a Fan Page dedicated to your market area with links back to you, your site, or your company…not third party sites. Third party sites, really!?!
Don’t fail at implementation! If you post photos about the listing on Facebook don’t forget critical contact info or brief details. No contact info, really!?!
So, what’s your opinion…
- Do you think listings should be posted inside Facebook?
- If so, what’s the best way?
- Where do you post listings ? Profile and/or fan page?
Nik Nik! This is an absolutely GREAT TECH OPINION!!!! Working with Real Estate agents and their Facebook accounts I couldn't agree with you more. Also, your writing is the best! I just laughed MAO:-)
Woohoo…always nice to hear you laughed as well!
This was great reading and the article is well done. I think it funny that some people still have no photos of themselves… and one even talks like she coaches people how to… wow..(sure hoping my photo posts when I click submit now: ) I also feel the Fan Page is real good, but feel that the regular page needs to also have a good mixture of Real Estate posts too. Your in the business, let them know, "secret agents" starve, agents that realize that they are in the business of marketing their Real Estate services make real good money! A portion of your regular people are not going to be on your fan page, and you should market them all in my opinion. However that is an opinion of a top producer. I also think it funny when a Realtor says they stop following or defriend someone because they post houses all the time… that's ok, because you weren't going to buy or sell through them anyways… stay focused on victories and more will come your way.
rats I owe an apology my pic didn't post: )
http://networkedblogs.com/p17637960?a=share&r…
I think it's perfectly fine and best to post them as status updates. Let's your friends know what kind of homes you list and deal with. Most people like looking at homes whether they're in the market to buy or not. Posting a link to a property in the fast moving social media stream doesn't seem intrusive.
cheer, August
I'm with you August, I think they can be shared appropriately and even creatively from your FB Fan Page, or even a profile. Especially if you don't post too often. If you have a ton of listings, you should definitely have a Fan Page…because you must be doing something right, and should be providing another way for your clients to connect with you online. And don't worry, I still think sharing a Zing Ding eCard is a nice way to showcase a home.
Totally agree with you, Nik! FB business page sure, profile page, not! I do post 2-3 times a month on open houses to just re-iterate that I am a Realtor. Thanks for a great post!
You can do whatever you need to David…we will all love you no matter what!
At least I will!!
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YOU SERIOUSLY ROCK…and if I wasn't running around the house with munchkins right now I'd so be shooting a video. So I owe a dance!
I post my listings on Facebook every now and again. I certainly don't go overboard. I have been very successful generating interest in my properties that way. I also post RE video on my site and fan page. Check it out. http://www.facebook.com/whitneypannell or http://www.facebook.com/lexingtonkyrealtor and see what you think
Whitney…you rock! You put it all out there…and by that I mean you're balancing the personal and professional well. You're also consistent and not afraid to try it all! Your videos are awesome! Keep it up!
Thanks for the props, Nik! You know I am a huge proponent of using fan/business pages to keep my work stuff off of my profile stream. You are right on the money, of course: keep your audience and what they may or may not want to read in mind, before posting anything business related~~ especially listings!!
Cheers,
Heather
Go girl! I love tuning into your life on Facebook.You know how to manage both profle and fan page with fun and value. You got spunk, local flavor, and smarts…the triple threat of success! xxoo
I like to check out the Marketplace and I do have a Listings Tab but I think posting a listing or an open house in between my regularly followed status updates is good promotion. I don't think it's a good idea to do it everyday, though. I also have a community/ real estate fan page that I just started!
http://www.facebook.com/home.php?#/pages/San-Brun…
What about section 4.2 of the Facebook TOS which states "You will not use your personal profile for your own commercial gain"? It sure seems like posting a listing or saying things like "let me help you buy the perfect home" or "I can sell your house" would constitute commercial gain. I would rather NOT take the risk and keep all of my commercial-related activity relegated out to my Business Page. Facebook is a SOCIAL network for people to communicate and share, not to sell to each other. It can be done subtly and I think shoving a listing in my face is a bit much for me and an unwanted risk.
Great point Nick, this was my first though "what about 4.2?" it is only a matter of time, and my sources tell me not long, before FB starts shutting down pages to set examples. Imagine if it were all gone in an instant!? Come on Man! Read the rules Realtors, or work with someone who plays in the SM arena. It's not that simple anymore! Thanks for bringing it up Nick
You are spot on with the article Nicole. An occasional post, or status update to tout your listings is fine. However, I would agree with Nick Bostic that the TOS for Facebook are specific. If they (Facebook) determine that you are abusing the TOS then they can and WILL delete your account. Could you imagine losing your network in an instant?!! With that in mind, post property listings at your own risk. I would certainly recommend setting up a fan page and post your listings there. Keep up the excellent work and thank you for your contributions!
Best,
Michael
Hi Nik,
Kirsten from Oodle here. You raise some great points.
Just one clarification regarding Oodle Pro: The product will only let you post to either your fan page or profile page.
At Oodle, we recommend that agents post to their fan page, however if agents choose to share what they're currently working on with friends, they may post to their personal profile. More tips in our social media guide:
http://www.oodle.com/pro/homes/guide
Thanks for clarifying. That's good to know!
But I still don't think separating personal and professional is good advice. It's when people insist on only sharing work items that ruins it for everyone else. We all have personal interests and a day job….and social media has room for it all. Balancing your shares to reflect your personality, passions, and profession is how you keep your network interested and wanting to learn more….as well as connect on common ground!
Hi Kristin, I like your product, but I would be carefull of recomending and even facilitating a breach of FBs TOS, as your current offering does. If/when an Oodle client has their profile deleted because they used your product to post a "Business" listing to thier Profile page, you may be open to litigation. Just sayin "be careful"
Hi NikNik,
Tony from CenterStage here. There are some important issues you've brought up, and a few clarifications that can be made.
The development team at CenterStage promotes responsible use of social media. Fan Pages are designed exclusively for business. Our app installs seamlessly to fan pages and makes it easy for users to display their listings there.
Profile pages are personal, with a little real estate mixed in (just like real life…nobody likes the Realtor at the party that can't shut up about real estate, but the Realtor who says nothing always gets asked real estate questions.)
It's important to limit the frequency, and we also suggest through weekly tips that agents make their updates about their clients, and not themselves. Since most real estate agents get most of their business from their friends and family, this is an appropriate place to be when done right.
All applications on Facebook must be approved by Facebook, which means there's no risk of being "shut down." One of the posts by a reader refers to an imaginary rule. If you look up section 4.2 of the TOS, it's an age requirement.
Third party sites? Well, there are pros and cons. Many agents don't have fan pages, so having their listings on a third party site is the only way to be indexed by Google or Bing. Also, the Facebook app platform can be very, very slow at times. Having listings on an external site eliminates that problem. =)
And you are absolutely right, just about nobody is getting on Facebook to look for real estate. Agents that understand this also know not to use the app solely to market listings. The primary reasons for having slideshow boxes of listings are to stay top of mind and to create an easy way for clients (fans and friends) to share their purchase or sale with their own friends.
A unique feature of CenterStage is the ability to display sold listings. This is a critical and often-missed area of marketing by most agents. It helps to establish a niche and to show that an agent can actually sell homes. Even more important, it allows many agents who may not have a current listing to display some of their handiwork. Again, nobody is forced to get these in their updates. Visitors (friends and fans) are only looking at these items when they feel like it.
Failed, failed? You've bruised our egos! If a failed attempt is over 1200 users in the first two months, we are guilty.
There are lots of options out there, and they are all unique. Ours comes with a 30 day trial, which is a great way for users to check it out first. The proof is in the pudding, as they say. We hope you'll take some time to enjoy your trial and see some of the finer details of the app. After all, 90% of the success depends on the user. =)
Best,
Tony
Great post, Nicole. All good points. I'll add one thought … Facebook Ads is an excellent venue to share your listings … include a link to a landing page that resides on a smashing, single-property site. Facebook ads are inexpensive and demographic targeting lets you reach your target market.
Advertising with ads? A novel idea!
Excellent posting Nicole; particularly found the comments useful and following through to FB pages. In New Zealand there are few examplars of social marketing, and as yet little support from business owners. I particularly like the principle of separating business to a fan page. We do many auctions here; 90% of the listings in our office are auctions which I have been posting to my events page which I then use to keep buyers informed of the progress of the auction campaign. I have little feedback so guess that there is not much interest from my network!
[...] Do you really think I’m visiting your Facebook profile to look for homes? Really!?! – Nik Nik looks at different ways in which you can post listings into your Facebook pages and [...]
I agree I do not shove my listing on to people. I think FB and other sites are a By The Way method of getting your information out there. I enjoy being fun and engaging rather than a sales person . I have a fan page for sales and a personal page for fun. If you dont know me and you want to be a business partner I suggest you become a FAN not a FRIEND. If you are a FRIEND then post fun stuff not marketing.
http://www.facebook.com/bzibee and http://www.facebook.com/bzibeerealestate
Nik Nik, you nailed it! Social media is about connecting, not alienating people. Remember the pushy salespeople that would walk through a restaurant passing out their business cards to people trying to enjoy their meals? They are alive and well on the SM sites! Really!?! is Right!?!
Great post Nicole. I just sent it to several Realtor friends of mine and hope they take your advice. I cringe when I see some clueless Realtor posting numerous times about a listing or open house. GRRRR! I think the fan/Biz page is the place for that. That said, I think something like the Realtor.com widget on your personal page is good because it is not intrusive and doesn't appear in people's newsfeeds. You want them to remember that you are a Realtor, but you don't want to turn them off. It's common sense really, but most seem to lack it.
AnnounceMyMove.com gets it right! Keep it social, media rich, and personal. Ask Mike Parker, Gee Dunsten, or Mark Porter (CRS agents and national trainers on social media). Having your seller connect with their SOI and sharing the fact that their house is for sale virally markets the house and introduces the agent to all of their client's friends and family.,.that is the best way to share listings on facebook and build referrals. Visit our website..we do alot more than listing announcements!
I'm an agent, and I get sick of seeing other agents just posting listing to their FB page.
I do post my listings, but I post them only once when they are new on the market, when there is an open house or a price reduction. And I do it as a status update the way Heather Elias does. Since I usually only take a listing or two per month, those posts are few & far between. The rest of the time I'm offering blog posts or market info on my Fan page, and sharing about my life in my profile page.
I think your advice also applies to Twitter.
I get so tired of agents who just post links to listings…over and over again. I guarantee that buyers are NOT searching on twitter for listings! I treat twitter the same way I handle listings on FB. I want to remind people what I do, ask them to pass on the info if they know anyone looking, and always link back to my site.
It's one more way to get people that might be looking to see why they should be using my website if they are searching for homes!
@karenstl
http://www.facebook.com/archcityhomes
Even when people feel obligied to post this to their facebook page just changing the wording makes it look a whole lot less spammy. e.g.
"400 2nd Street. $400,000. OPEN HOUSE TODAY"
Just by changing the wording to..
"Going to my open house this the afternoon, 400 2nd Street, drop by if you want a chat"
To me the second comes across with the same message just maybe looks a little less spammy
It's so funny, I was just thinking about doing a Really? TV Show episode about real estate in the Hamptons. I agree with you, I have yet to sell a house over facebook, I focus mainly on Realtor.com, social media is still new to me, but I think the more you know, the more you know.
That's why we need you, thanks for the article and the laugh. Really.
I do link my photos and blogs to Facebook through netblogs or something like that. Its a brief description and a photo. Its easy to opt in if you want to go further. I have also post neighborhood photos on my fan page. Its a not in your face promo, but remember me lite.
Your opinion is right on and makes a lot of sense.
Good call young lady. I've been wondering why so many Realtors put their business info on their profile. I've also noticed a few Realty offices creating profiles instead of Fan Pages…really!
Nik Nik, you rock as usual!!! I show my listings in moderation on Facebook. I agree the site is meant to stay connected and make new connections, but I don't want those that are my "Friends" to forget what I do for a living. I've seen agent's go way overboard, and listings are the only thing they post. I prefer to engage with my community and still keep them aware of my profession. The article was great!!
Great post, Nicole, and thanks for the mention of my business (fan) page for Los Gatos Real Estate and Homes. Since my websites and blogs have worked (and some success with Twitter), I figure it is worth a try and Mike Mueller helped me to set it up – I wanted to do it "right".
No business from it to date, but I did have a couple of people I don't personally know specifically ASK me if I had RE info on Facebook, and that was a shocker. And this week I got a real estate related inquiry there as well. I have not done a great job of putting links to this page on my other sites and blogs, so people are finding it on their own (another shocker).
I agree with Fran that advertising listings is a great idea (I'll do it with my newest listing) since you can target it geographically and demographically.
Since Facebook is growing so fast (now 350 million users), it seems like those of us in real estate ought to be there since that's where our family, friends, clients, neighbors and folks from school days gone by can be found. We definitely should be there. The only question is really "how should we be present on Facebook?" Listings? Neighborhoods? Statistics? Whatever we do, it needs to be balanced and interesting, and maybe most of all we need to stay within the bounds of the FB terms of service. Getting bounced off FB by only talking real estate on the personal profile could be really counter productive – so I'm a big fan of the fan page idea. Keep business in its place.
I am Soooooooooooo happy to see this post.
I've been telling agents FOREVER not to plaster their listing on their Facebook profile and they just blow me off. REALLY, no one gives a $hit about your latest and greatest listing. How does that help anyone?
Here's the way I see it:
Build a Facebook Business page as a funnel. In this page people opt in to get the info you are providing. Let's be clear though >>>You shouldn't be providing just your listings, you should be providing community info and make your page a resource for your farm area >>>THINK >>>Digital replacement for the "monthly newsletter." If you do this right the viral power of Facebook will bring people to you.
Once you've got that built out you can start prospecting from your page for new customers. Once you've spotted them you can either offer them an opt-in for some more free info BANG >>>List building 101. From there you can email them and escalate. If they're a really good prospect you can even move them into your Facebook friends (in a segmented list of course.)
Is that so hard to understand?
Love the post, I'll be sharing it with my group so they can see I'm not the only one thinking this way.
While I dont totally disagree with your posting regarding listings, you are obviously not a realtor and not interested in buying or selling a home. This is a social network and it is also how others communicate with their friends as well a business associates. If you dont want to look at the listing or posting Just Simply Dont Look at IT!
Is it that hard to understand? BIt harsh? Read your entry!!!!
Thanks Ken Montville for your comments!
Whether or not listing really work within Facebook or any other social media site may be a moot point.
The way I see it is that it may be a "selling point" to a potential seller during a listing presentation. This is especially true for Sellers who are not all that tech/social media savvy. Everyone and their mother has heard of Facebook and if I go into a listing presentation and say, "In addition to all the 'regular' real estate sites, I'll expose your home to 350 million Facebook users!"
Can I share a secret? The local Multiple Listing Service has been my most powerful tool to sell my listings. Sure. Other agents get 1/2 my commission but I'm more than willing to share. Postlets, Realtor.com, etc. and so on including proprietary, agent branded, single property sites don't seem to do it for me. Or maybe I just haven't been able track it.
In any case, Sellers just get all giggly and googly when you tell them you can show their house to a gazillion potential buyers including those thinking about relocating from Sri Lanka.
I post my new listings on my profile (once, when they're new) and when something closes. I'll also post the occasional price change or open house, just not too often. I think the trick is just finding the right balance. I gave up long ago in trying to keep my business/personal lives completely separated. If you want to regularly post market stats, article links, and stuff like that I'd say go the Fan Page route too, but it never hurts to give your FB friends a little reminder of what you do.
If I'm not defriending someone because they just posted the 100th pic of their kitty wearing a hat they just knitted for them, I'm not going to worry about them defriending me because I occasionally post a new listing!
Okay….I think we need to clear a few things up here. I NEVER said you should NOT post your listings inside Facebook. If that's all you took from this article, clearly you only read the title and missed my entire point.
It's all about HOW you post your listings inside Facebook. There are a few agents who will remain nameless that blast out their listings to all the folks in their FB network via updates or messages, telling us to come to their open houses in Florida…when I live in Califonia. Even if I did live in Florida, I wouldn't want to receive Open House mass messages on Facebook. Additionally, if all you are doing is posting listings on your profile inside Facebook, you obviously don't understand the true nature of the network. Facebook is a networking tool…NOT a direct sales tool. We participate to build relationships and stay connected with our sphere.
And no I'm not a REALTOR, but I work with plenty of them…including my own parents. They too are feeling the pinch of the economy and wanted a new consistent way to reach out to their sphere and provide additional exposure for their listings. SO, they created a Fan Page under my guidance and have since posted many of their listings there. Their goal is to NOT pimp themselves out to a mass network of people that may or may not live in their market area, but to focus on their sphere and building relationships with other locals. They share relevant and helpful resources, local market trends, answer questions, AND share their listings…all from their fan page. Their network is appreciative of their help and knows where to go inside Facebook to look for relevant and local info AND listings.
In addition, I should mention that the nice folks over at CenterStageforRE have made their app available from either the profile or fan page. Additionally, smart agents like Nicole Borsey who uses the app, chooses to link out to her listings (which are displayed via Real Estate Shows). I think this is a great option for those who do not have a way to post their listings from their own domain. But if that were the case, CenterStage would allow for that option as well.
My overall concern with listings inside Facebook is that they are being shared in a spammy or inappropriate way, and often NOT in accordance with Facebook's Terms of use. I was hoping that this article would stir up conversation within the real estate industry, get people talking about what works best and perhaps provide better guidelines so that agents do it "right"!
Now that is a "Great" response Nicole! Articulate and Pointed. I don't care if you are a Realtor, you are a helluva writer! I'm hooked
( I love you too Reggie, no tears please)
Awww thanks for the mention Nik Nik!!!
Pardon my ignorance. If you post listing info (or anything for that matter) to a "page" doesn't that show up for all of your friends, fan or not? I thought you had to make a "group", rather than a "page" to keep things within the members. If that's not true, how to you post to a page and only update fans? Thanks!
I know this is an old post, but I couldn't help but comment.
First off, the SNL (Really?!) spin you put on this article was awesome. It made it very entertaining to read.
Secondly, I think listings are ok to post in facebook as long as you build relationships and make connections as well. I had a friend of mine who does nothing but posts listings in his update status. No updates on who he is, nothing about his life style, not even information about the local market he does business in. Just Listings and nothing more…Really?! Hopefully he'll come to his senses.
At any rate, I think the best way to do it is as you have mentioned… Using a Fan Page or in your Update status (again along with relationship updates).
With that said, I'm curious as to why you think the tabs would be overlooked. Typically it is one of the first things I notice when I check out someone's profile. It kind of stands out from the normal: INFO | PHOTOS| VIDEOS etc.. tab format that I'm used to.
No kidding! Thanks for making it both humorous and obvious to those people who abuse their Facebook profiles to pump their listings.
This is terrific advice. I am new to the scene with my Property Management company. We do have a Facebook page and are putting photo galleries / information about those vacancies on that page so we can let people know what we are up to. This is definitely not the only place this information is going. It is great to see that we seem to be on the right track.
[...] Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” [...]
I'm impressed by your writing. Are you a professional or just very konwledgaelbe?
[...] Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” [...]
[...] Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” your page)? [...]
[...] Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” your page)? [...]
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