FaceBook Graph Search for Real Estate Sneak Peek

Services for Real Estate Pros with Suplari, Inc.

FaceBook LogoActiveRain has early access to the FaceBook Graph Search.  Here is what FaceBook Graph Search means for your real estate business and 3 things you should be doing today to take advantage of the roll-out.

Given the amount of social media engagement here at ActiveRain, the team here at ActiveRain was able to get a sneak peek in the FaceBook Search for Real Estate.  On first look, it is pretty amazing.  Given that consumers are spending as much time on FaceBook as we are spending on Google, the impact to real estate marketing could be significant.

What is FaceBook Search?

On January 16th, FaceBook announced that they will be launching the FaceBook Graph Search.  This is the biggest FaceBook announcement since the IPO in 2012.  FaceBook Graph Search allows a consumer to see what your friends like and to search the Internet based on your friend's preferences and interests.  

What does this mean on FaceBook?  Take a look at the below screen shot.  Highlighted in red in the header of the page, you can see a large search box.

FaceBook Graph Search

You can type in anything into the search bar and then see results ordered based on activity from FaceBook users.  I typed in "Real Estate Agents" below.  Here is the result.

FaceBook Search for Real Estate

Notice the search refinement on the right.  Now I can search for "Real Estate Agents Liked By My Friends in Bellevue, WA."

FB Search Liked By Friends

Looking at the top results, Coldwell Banker Bain has 158 check-ins and 4 likes.  And is the top results.  I then click through and land on the Coldwell Banker Bain FaceBook Page.

FaceBook Coldwell Banker Bain

So what does this mean for your real estate business?

  1. More and more consumers are going to use FaceBook search similar to Google search.
  2. Put up your FaceBook Page ASAP.  More on this to come.
  3. Classify your FaceBook Page properly based on consumer search preferences.  You can do this by going to Admin Panel > Edit Page > Update Info
  4. Get likes and check-ins!  This means grow your local FaceBook friend base.  Encourage your friends to like your FaceBook page.  Create clever strategies to get check-ins.
  5. Keep working on developing unique and helpful content for consumers.  Develop an engaged consumer base.  Take what you are learning around content and engaging consumers here on ActiveRain and apply it to FaceBook Pages.
This is BIG Rainers!  Don't ignore it.
Posted by

Nikesh Parekh

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Tony Garcia 01/25/2013 04:02 AM
  2. Sam Miller 01/25/2013 09:49 PM
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Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

I posted this on G+ yesterday with a great tutorial video from Inman.  I'm not thrilled really but it's great I guess that FB can now do a basic search?  Seems a little anti-climactic & it should have been able to do this in the first place no?

Jan 25, 2013 10:55 PM #20
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Niki, thanks for keeping us on top of things.  We need more instruction on how to manage all the social media and still have time to sell real estate!

Jan 25, 2013 10:57 PM #21
Gail Robinson
William Raveis Real Estate - Southport, CT
CRS, GRI, e-PRO Fairfield County, CT

Nikesh - It's hard to believe that until now you couldn't do a basic search on FaceBook.  I didn't know that until yesterday when I tried to do one.

Jan 25, 2013 11:22 PM #22
Dwight Puntigan
DRP Realty, LLC - Saint Peters, MO
Dwight Puntigan

Computer time really can eat into the day.  Thanks for the post.

Jan 25, 2013 11:33 PM #23
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Deer in the headlights but one eye is starting to come around...thank you and I will consider this

Jan 25, 2013 11:36 PM #24
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Thanks for this information.

Jan 26, 2013 12:26 AM #26
Nancy Middleton
Counselor Realty, Inc. - Excelsior, MN
Nancy Middleton, Counselor Realty, Minnetonka, MN

Thanks Nikesh and the Harrimans  I just finished listening to and looking at the Hubze webinar with the link provided by the Harrimans and found it absolutely fascinating. I took notes and will now be more aware of what is going on on Facebook, as I have seen some information that was entirely new to me.

Jan 26, 2013 07:17 AM #27
Marge Draper
Keller Williams Realty Palo Alto - Menlo Park, CA
REALTOR, Keller Williams Realty, Menlo Park CA

I need to check my real estate page to make sure it's clear it's about Real Estate!

Jan 26, 2013 09:25 AM #28
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi Nikki, that is why we ost to AR daily and post to Google+, LinkIN, and FB business and sometimes personal page.

Jan 26, 2013 10:59 PM #29
Fred Sed
Fred Sed Group ~ Your Premier Southern California Realtors - Irvine, CA
Your Orange County Realtor, Why? Because Fred Sed

Thanks Nikesh! This should be a very good thing for us! Just updated the settings on my page to take advantage of the changes too.

Jan 27, 2013 04:21 AM #30
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

Great info... and thanks for getting the scoop for us!  K

Jan 27, 2013 08:14 AM #31
Judith Parker
ProStead Realty - Charlotte, NC
CRS, GRI, CMRS, Charlotte, NC

Thank you for sharing... it is time for me to get a business page on Facebook!

Jan 27, 2013 08:55 AM #32
Sean Williams
AcklesWilliams of Semonin Realtors - Louisville, KY
Your Louisville Realtor

Thanks for the heads up, interesting to see how this will affect business pages. Hopefully it will lead to even more traffic! Check out mine! 

Jan 27, 2013 11:42 PM #33
Tom Esposito
Alpharetta Home Solutions - Alpharetta, GA

Good info, sounds complicated.  I'm taking a webinar on this tomorrow.  Thanks.

Jan 28, 2013 03:46 AM #34
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Well another thing I will have to get up to speed on.  Thanks for the post.

Jan 30, 2013 01:28 AM #35
Paul Barden

This is some great information! Thanks for the post. I also learned a lot about using Facebook for my Real Estate career from this guy on Fiverr: http://bit.ly/14s3Z9Z.

Jan 31, 2013 04:29 PM #36
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Good suggestions.  The idea seems to be that the combination of your "friends'" recommendations and the sheer volume of traffic by those who appear to be related to you electronically add up to good references.  The concept seems pure and wholesome.  The reality is that we are now SEO'ing our FB pages by co-opting our friends into commercial relationships.  That's the kindest "face" I can put on it.

Any results that turn up because of an applied algorithm, rather than an individual assessment of credibility based on reading testimonials from people with dozens of first-order and second-order friends in common, are subject to manipulation.  

While all this is good for the crafty, caveat emptor are two words sure to fall on deaf ears.  Not only doesn't the average person know any Latin, the average person can't tell a real from a fake profile.  So the very people who should be the most leery of the results they get are also likely to be the ones least capable of understanding why.

Feb 07, 2013 10:53 AM #37
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Put differently, now we don't only have to rank on long-tail Google searches, for example, we also have to make a collective decision -- together with other social media users who may or may not understand the purposes to which their Liking activities are put -- that it is ethical to use our friends' and family's Likes to support our competitive Facebook ranking; a ranking which is used to influence the behavior of strangers who are seeking reliable, trustworthy information from an unimpeachable source.

Hopefully, you can see that the faith, reliability and credibility you place in a particular search result should hardly be based on how well the person who turns up in the search result manipulated the numbers to attract your attention in the first place.

It's one thing to be one of millions of fans of Linkin Park or the Simpsons, and entirely another to cobble together any motley group of stray acquaintances who can be found to click on your latest picture of your cat.

This latest Graph Search twist is more like Competitive Facebooking.

Feb 07, 2013 11:11 AM #38
Judith Ritter
Dirt Road Real Estate - Prescott, AZ
Rural Land & Homes Specialist

Thank you for this!  This is the first time I stopped and took notes on a blog.  My partner and I just added a business Facebook page this week so it is very timely for us. 

Feb 14, 2013 12:23 AM #39
The Niche Agent
The Niche Agent
Your Niche Is Our Niche

Want to make $360,000 a year from facebook? 

Virginia Munden did...  Along with 36 referrals! Check out the interview I did with her on The Niche Agent as she shares some of her insights into the online social media marketing and relationship building world of real estate. 


Jun 02, 2014 09:36 AM #41
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Nikesh Parekh

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