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In the age of social media, where most home buyers start their searches online and print media is slowly dying, most realtors have moved the bulk of their marketing efforts to digital formats. Visit his website for productive agents and groups and you’ll find links to social pages like Facebook, Instagram, LinkedIn, and Twitter.
So when real estate industry insiders using Facebook business pages began receiving emails on Sept. 30 announcing upcoming changes to how listings are marketed on Facebook, there was panic in the air. I can understand that.
An email from the Meta Business Help Center announced that after January 30, 2023, Facebook business pages will no longer be allowed to post property or vehicle listings on Facebook Marketplace. The news slowly spread through broker conferences, MLS conferences, and network groups, with many agents taking the message (erroneously) to mean they weren’t allowed to post listings on their Facebook pages.
What Facebook Business Page Changes Mean for Real Estate Agents
What that really means is that realtors (or anyone for that matter) will no longer be allowed to list real estate listings on Facebook Marketplace. from their business page. If that’s a sales tactic they’ve used in the past, I honestly haven’t seen a real estate agent in our area doing this. Personal Page on Facebook. This is an effort to keep the sale of real estate (and vehicles) on the person-to-person marketplace rather than letting large corporations take over the person-to-person marketplace.
In other words, it shouldn’t affect most realtors in our area at all. A quick search on the Marketplace turned up FSBO listings and rentals as far as I could see.
As a freelance digital marketing professional in the real estate industry, I became aware of this problem when one of my clients, a luxury goods agency in San Antonio, forwarded me an email from a broker. “Shut up! Can’t we post listings on Facebook anymore???” The brokerage called a meeting to discuss it and all the agents were panicking. I assured her it wasn’t an arrangement, but it took a few phone calls and backup from the National Realtors Commission in San Antonio to get everyone down from their respective trees.
The Dallas and Fort Worth Real Estate Agents Association, MetroTex, released a statement notifying members about the change, but even their statement is a bit confusing.
“After January 30, 2023, you will no longer be able to use your Facebook business page to list real estate for sale and rent.”
wait what?
They go on to clarify, but in my humble opinion, that headline deserves a little double. MetroTex did not respond to my request for comment. (So did Facebook, but I can dream.)
After Facebook made dramatic changes to its real estate advertising rules in 2019, it’s totally understandable that agents and marketers tend to panic about new rules from Facebook. It’s just that all those specific targeting tools have been removed for certain useful demographics.
Coldwell Banker’s Joanne Bryan said: So, Facebook’s announcement that it will stop posting on her business page may not be such a big leap. about real estate listings.
But that’s a pretty big mistake. That’s because the entire multi-billion dollar industry posts almost exclusively all day, every day.
“It’s a good tool,” Brian said. “I use it more to advertise my expertise and services than to find buyers for my listings.
Luckily, that’s not what’s happening. So, in case of lingering confusion or doubt:
You can continue to post photos, links, descriptions, and other information about your listing on your Facebook business page.This change only affects the ability to list your property on Facebook Marketplace.
tell us
Did you panic when you first heard about this? Will this change affect you? Do you list properties on Facebook Marketplace?
Let us know in the comments.
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