For consumers, there is a higher trust and more willingness to connect and engage with agents through social media over traditional websites or real estate portals. Consumers want to know as much as they can before trusting a relationship with an agent. Facebook has become a primary resource for this information delivered in a more open and transparent environment. For agents on Facebook, this connection to the consumer becomes more direct and improves the opportunity to gain the business.
Many agents are extending their brand in their cities, towns and communities through targeted Facebook advertising. Using ads, agents are promoting themselves and their listings to customers based on geographical information pulled from listing locations and agents' service areas. Buyers and sellers are further identified using demographic data provided by Facebook that helps target the ads to the best audience.
Users clicking an agent or listing ad are linked back to the agent's Facebook business page. On the agent's page, they can learn about the property and engage further with the agent through a number of social plugins including messaging, commenting, liking and sharing. Consumers can also 'pin' the agent's listings by social photo sharing, including Pinterest, further boosting listing visibility and viral impact. Real Estate Agent Directory members have access to a turn-key ad service through Facebook that includes ad creation, management and lead generation.
"Social media, particularly Facebook, is a driving force of the next wave of change for real estate professionals. More and more home buyers and sellers are connecting with agents on Facebook," said Bloomfield. "Our vision is to put the agent back in the center of the transaction from start to finish, which increases the professional service value to the consumer and improves the overall experience for all parties. With Facebook's socially-charged environment, agents are just one click away from starting a connection with a home buyer or seller through a Facebook friend, friend of friend, family member, referral, or an ad. It's amazing to see how interconnected we really are and that's exciting to us," said Bloomfield.