SAN FRANCISCO – Aug. 14, 2017 – Facebook rolled out Dynamic Ads for Real Estate, its first real estate-specific ad product that enables brokerages to advertise relevant listings to Facebook and Instagram users who previously searched for properties on the brokerages’ websites.

The new product is similar to something Amazon already does: It promotes goods related to what a consumer has already purchased or searched for on the Internet. With real estate, however, it might advertise a specific home listing to a computer user who already visited a broker’s website and spent time looking at the home, says Keith Watts of Facebook.

The process requires integration between Facebook’s ad platform and the brokerage advertiser’s listing data and search system. Facebook will look at a prospective buyer’s search activity on the brokerage’s site to determine their property search preferences, automatically select listings from the brokerage’s inventory that fit those search preferences, and present the listings in the user’s Facebook or Instagram feed in a slideshow format.

The product is intended for brokerages with at least 100 listings.

According to Watts, “For the folks that can have that amount of volume, we think it’s going to work really well; and once it’s set up, it’s pretty much automatic. You don’t have to spend a lot of manpower to keep the system up and running.”

Source: Florida Realtors