Facebook Graph Search: 3 Reasons Why It Matters to Real Estate Professionals

I was excited to gain access to a new feature that Facebook is rolling out, the Graph Search. For me, getting access to this new feature is like letting a kid loose in a candy store!
This post is going to highlight a few of the new features and why I think this matters big time to real estate professionals.
To access the new Facebook Graph search, you need to go to https://facebook.com/about/graphsearch.
Scroll to the bottom of the page and sign up for the beta. It seems like they are rolling this new feature out in waves, so if you don’t have access to it now, you will likely have it soon.

As I played around it, there are three new features that particularly stood out to me as important for real estate professionals:
1. Search friends by city
In the past, searching for friends within the same city was difficult. In this new search, the ability to search for friends in a specific area is simple.
I see this as a huge opportunity for agents and brokers to set up specific lists (i.e. creating a list called “Potential Clients – NYC”) for the four or five communities or neighborhoods they serve. Then, they can post information relevant to that network and/or interact with them in a more authentic and targeted way.

2. Search friends by workplace
Again, this is a huge improvement over the past Facebook search. Now, you can simply search your friends by company or industry.
I can see this being enormously relevant when a client asks for a recommendation. Being a connector in this day and age is an invaluable asset – as well as an easy way to build a relationship and foster trust. Giving without expecting anything in return is key!

3. Advance search options
Once you begin playing around with the new search, the options are really limitless. Being able to search by things like photos or music your friends have liked will really help give you more insight about some of your connections. This is one more reminder that people are sharing more than ever.
Remember the days when you barely knew your clients anniversary date or names of their children? This wealth of information will help you as a real estate professional take relationship building on Facebook to the next level.

Katie Lance is the CEO and Owner of Katie Lance Consulting.
View this post on the Better Homes and Gardens blog, Clean Slate.


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