Facebook Doesn’t Like Realtors
I was recently sent an email by a reader regarding Facebook’s take on placing real estate listings in its Marketplace. I thought it presented an interesting dilemma, so I’m reprinting here.
To summarize. Facebook, it seems, does not want Realtors placing their listings in its marketplace and will suspend the accounts of any persons caught doing so. Instead, it prefers that Realtors promote them using its paid ‘Social Ads’ service.
To be fair, I can kind of understand Facebook’s desire to keep its marketplace from being populated with thousands of homes for sale. But are Realtors wrong to want to take advantage of this service?
Further, it does seem kind of heavy handed for Facebook to single out one agent versus others that are clearly doing the same thing and moreover, then forcing them to use their CPC and CPM products to promote their listings. Is this good business strategy for Facebook or a predatory move to squeeze money out of Realtors?
I’m thinking maybe Facebook needs to compromise and create a separate section for real estate listings.
In any case, what’s your take? Full email re-printed below (read thread from bottom up):
My company, is fully engaged in utilizing social media and networks to promote our inventory and reach potential clients. Of course, one of the social networking sites many of my agents have been exploring as a way to promote themselves and their listings is Facebook.
Recently, Facebook launched a mini-app called marketplace–and section therein presumably dedicated to the promotion of for sale listings. Myself and my agents thought this would be a great place to put our listings and tap into the community of Facebook members who may be in the market to purchase a home. In fact, we noticed many other Realtors doing the same.
Well, yesterday something strange happened. One of my agents decided to place her inventory under the for sale section in marketplace. She made sure she followed all the rules and even studied how other Realtors posted their listings there. Then out of nowhere she received an email notification telling her to please remove her listings from the site or else her profile could be suspended. I took a look at her postings and there was nothing out of the ordinary. Many other Realtors have posted their inventory in the exact same manner, yet she was singled out.
Rather than try and explain the subsequent dialogue between her and a representative from Facebook, I’ll post a summary of the back and forth emails here:
—–Original Message—–
From: Sales Support [mailto:sales-support+ngltjtq@facebook.com]
Sent: Tue 1/22/2008 5:24 PM
To: redacted
Subject: Re: RE: Facebook WarningHi redacted,
You may not list your business inventory in Marketplace. If you would like to advertise your inventory, we recommend Facebook Ads.
Facebook Social Ads leverage the power of Facebook News Feed by serving relevant stories when users’ friends take actions with brands or businesses. Social Ads can include just the advertiser’s creative or the advertiser’s creative with a social action as the headline.
There are two versions of Social Ads that can be purchased on either a CPC or CPM basis. A Sponsored Story is how a business or brand can start to promote their product or service on Facebook. This ad unit is 100% branded by the advertiser with copy and image and does not include any social interactions. It can link to a Facebook Page, Application or external website. An ad directed to a Facebook Page or Application can generate social actions for future campaigns. A Sponsored Social Story is a Sponsored Story with a user’s friends’ interactions with a Facebook Page or Application as the headline. It includes the branded image and copy from the advertiser alongside the social action. To create a Sponsored Social Story you will need to select the ‘Use social interactions in your ad’ option when creating your ad.
To learn more about Social Ads and start creating your campaign, please visit http://www.facebook.com/ads/create/index.php?.
Let us know if you have any further questions.
Thanks for contacting Facebook,
Ryann
Customer Operations—–Original Message to Facebook—–
From: redacted
To: sales-support+ngltjtq@facebook.com
Subject: RE: RE: Facebook WarningDear Ryann,
As a Realtor for [redacted] I placed 4 listings:
3 listings were individual units Units 1,2 & 3 in the same building (South Boston) and
1 listing was a single family home in West Roxbury.I have reviewed other real estate listings from other agencies and I feel I had complied with all the Terms of Use. Would you please advise me on what I am doing wrong so I may correct it and resubmit the listings. Thank you.
REALTOR
—–Original Message—–
From: Sales Support [mailto:sales-support+ngltjtq@facebook.com]
Sent: Sun 1/20/2008 1:52 PM
To: redacted
Subject: Re: RE: Facebook WarningHi redacted,
Facebook reserves the right to remove listings that violate the Marketplace Guidelines and/or Facebook’s Terms of Use. Facebook prohibits users from posting listings to promote a business or brand. We removes joke listings, as well as those that are miscategorized, irrelevant, or do not advertise an actual, legitimate product. Duplicate or spam listings are also removed.
If a listing is removed for any of these reasons, no refund will be issued. Unfortunately, for both technical and security reasons, Facebook cannot provide further information about the removed content. We apologize for any inconvenience this may cause. Please refrain from posting content that violates our Terms in the future. If you would like more information on content prohibited in Marketplace, please feel free to read Facebook’s Marketplace Guidelines.
Thanks for contacting Facebook,
Ryann
Customer Operations—–Original Message to Facebook—–
From: redacted
To: warning+hjk5~v5m@facebookmail.com, warning@facebook.com
Subject: RE: Facebook WarningHello,
I have reviewed the Terms of Use multiple times and I do not understand how I violated the terms of use. I would appreciate a response. Thank you.
REALTOR
—–Original Message—–
From: Facebook [mailto:warning+hjk5~v5m@facebookmail.com]
Sent: Fri 1/18/2008 5:21 PM
To: redacted
Subject: Facebook WarningHello,
You posted a Marketplace listing that violated our Terms of Use, and this listing has been removed. We do not allow spam, nudity, drug use, attacks on an individual or group, or other obscene content. Continued misuse of Facebook’s features could result in your account being disabled.
If you have any questions or concerns, you can contact us at warning@facebook.com from your login email address.
The Facebook Team
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46 Comment(s)
8 Trackback(s)
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Hawaii Life | Feb 4, 2008 | Reply
Well, I definitely see Facebook’s point, but they shouldn’t be singling out agents or forcing them to use CPC’s to promote their listings. And I don’t know if creating a separate real estate section is the answer either.
I know agents want to promote their properties in anyway they can. But my question is this: As an agent, is Facebook really the place I want to be promoting my listings? I can think of much better places…
Tim White | Feb 4, 2008 | Reply
Joel, thanks for bringing attention to this issue. I have no issue with Facebook’s policy regarding when and where a Realtor may publish their listings. Problem is, they really don’t clearly state anywhere in their terms of use that Realtors cannot add their listing to their marketplace section (by the way, why call it a marketplace if you intend to limit commerce).
But even this lack of clarity is not what I take issue with regarding Facebook so-called policy. The real issue is that they seem to be singling out individual agents and listings and are not fair about how they police this marketplace space. I challenge anyone reading this blog comment to go and see for yourself. Logon to Facebook and take a close look at the real estate listings in Marketplace for you area. What you will find, if it’s anything like the Boston marketplace, is that 90% what you will see are listings of property for sale by real estate agents. Fact is they would not have a “marketplace” for real estate listings without the contribution by hundreds of agents.
What really seems to be happeing here is a poor terms of service policy statement followed by equally shoddy police work. They probably fear that if they remove all the “offending” listing posts then they want have any real estate listed at all on marketplace.
Time for Facebook to make a decision here, but singling out individual agents who don’t know they are violating any terms of service is definitely the wrong tact to take. Don’t you agree???
(By the way, anyone who thinks that using social networking sites to promote themselves and their inventory is missing the boat IMHO)
loren nason | Feb 4, 2008 | Reply
Facebook has every right to allow or disallow listings, but I think it is bad form on their part and I agree that a separate RE section might be the best bet.
Question is, Does putting a listing on Facebook generate a sale? Being the tech junkie I am I would NEVER look for a house for sale on facebook.
Just as Hawaii Life said “I can think of better places to advertise my listing” I can also think of better places to look for a house
Alex Mather | Feb 4, 2008 | Reply
I might change the title of this post from “Facebook Doesn’t Like Realtors” to “Facebook Users Don’t Like REALTORS.”
As a Facebook user, I see the Marketplace being valuable for low-end things like computer speakers and cheap used furniture. In terms of real estate, I think finding roommate and maybe finding a rental (since most rental sites suck) are reasons to use the Marketplace. A home purchase? No way. It’s too important of a purchase.
Jeff Turner | Feb 4, 2008 | Reply
As I read this post, I had two thoughts.
My first thought was, Facebook is a business. It doesn’t just have the right to make money, it has an obligation to make money. Of course they’d want to make something from those who are using their platform to make money.
My second thought was, who cares? The next time someone says to me, “Hey Jeff, I was searching Facebook for real estate the other day and I was surprised by how few listings were there,” will be the first time someone says that to me. Why? Because I don’t know anyone searching for real estate on Facebook. And anyone who has ever tried searching for real estate on Facebook… certainly knows why.
A real estate category and effective search method would certainly help fix that.
Greg Swann | Feb 4, 2008 | Reply
Your corresponent sent this whine to me a couple of weeks ago. I pointed out to him that no one as the obligation to run his advertising for free. Apparently my response was as unsatisfactory as Facebook’s.
Tom | Feb 4, 2008 | Reply
Are social networking sites the right place to advertise properties? I mean, seriously. Does anyone go to facebook with a view to finding their dream home? Call me old-fashioned, but personally I like serious stuff to be done in a serious way. Now, meeting a trustworthy agent in my facebook circles, that could be worth something.
Shannon Lefevre | Feb 5, 2008 | Reply
Wow! I’m surprised Facebook would take a stance such as this. By the way the email responses read it looks like a 13 year old wrote them. Then again they might have been. Regardless, I’m with Tom…it’s possible properties might get some exposure on Facebook but I doubt people will get on Facebook to find their new home.
Stephanie Edwards-Musa | Feb 5, 2008 | Reply
I had nearly the same dialogue with Facebook about a month ago. After 7 or 8 emails back and forth I gave up trying to understand it and the response was not as sales-ish as the one you received.
I understand them wanting to sell ads, but like you mention it is almost as though some agents/properties are singled out. The part of them making a separate section is a great idea. I asked if we could post to Cribs…no response.
Toby & Sadie | Feb 5, 2008 | Reply
Why would you list on Facebook?
Why not? If it’s free, then take the couple of minutes and toss it up. If it gets you a deal awesome, if not it is just another arena for exposure.
Now if they start charging all agents (which I would do if I were them) then it becomes a matter of return on investment. And the discussion comes down to how many sales and why?
Toby
Ann Cummings | Feb 5, 2008 | Reply
Whether or not some consider Facebook a great place to market listings isn’t really at the crux of the matter here, in my opinion. It’s the random singling out of agents/agencies, and having no clear rules saying it’s okay, or not, to post listings in their marketplace.
From what I’ve read, I saw nothing that would prohibit property listings from being posted there. They have the right to run their business however they see fit, but they need to have clearly written policies if they’re going to do something like this, and they need to enforce it across the board, not here and there.
Do I think what they’re is logical? No. But they have the right to be logical or illogical. Spell it out for all to see and read, and treat all the same.
Re.net | Feb 5, 2008 | Reply
Geez, if Greg Swann turned this story down on his blog then there really mustn’t be anything worth discussing here. So, that’s it! I am emptying out all the feeds on my feedreader save BH. Apparently, his opinion is all one needs to keep abreast of the entire re.net.
(His holier than thou attitude will be his undoing someday–one can only hope)
Dan Hamilton | Feb 5, 2008 | Reply
I have a Facebook account: http://www.facebook.com/profile.php?id=500027316.
I have posted numerous homes for sale in the Facebook marketplace, and there was never a problem. In fact, your solution in the post was that they create a separate section for real estate listings… They have it! It’s in the marketplace! There is a section there for “real estate for sale.”
It sounds to me like someone at Facebook mistakenly thought this agent’s (redacted’s) marketplace post violated the rules and wasn’t marketing the property as much as it was marketing/promoting the agent. So, the Facebook police flagged it, and are now too proud to admit they made a mistake here.
I bet if this agent tried to post another listing, Facebook would probably never flag it. Try it.
And for the person who replied that agents should not be placing our listings in Facebook marketplace: I must disagree. As Realtors, we are asked to do everything under the law that we can to sell our clients’ properties. Why wouldn’t we do this? As I mentioned, there is a section in the marketplace specifically for real estate listings for sale.
And in fact, I have received probably 7 or 8 emails over the last year and a half from Facebook users inquiring on my listings. So, how do you like them apples.
http://www.facebook.com/profile.php?id=500027316
Dan Hamilton | Feb 5, 2008 | Reply
You guys… there is a separate section for real estate already. There is no rule against posting real estate listings for sale in the marketplace!
If you have a Facebook account, go to “Marketplace,” go to “Housing,” then click on the drop down for “Real Estate.” Voila! There you go.
This Realtor did nothing wrong. Facebook made a mistake and they’re being bullies by not admitting they were wrong.
I guarantee if this Realtor posts the listing again, it probably won’t get flagged and removed.
As long as you’re promoting your listing and not your services as an agent, you’re fine. It’s that simple.
And again, Facebook Marketplace is a great place to post listings. Yes, if you have a higher priced listing, you’re not going to attract a buyer. But if you have a home that would be great for first time home buyers, the marketplace would be a great place to promote it.
JR Rouse | Feb 5, 2008 | Reply
I find this subject very interesting, and found the initial artical on Inman News.
Let me share just a few stats with you.
It has been reported by the California Association of Realtors that:
80 % of Buyers use the internet to start their property search prior to involving a Realtor. These internet home shopping Buyers tend to preview in person less homes prior to making an offer to purchase as compared to non-internet home buyers. This not only saves the buyer time and money driving around, it also makes their time with their Realtor more productive.
90% of home buyes state they found their Realtor online.
On the Seller side:
Sellers are using the internet to compare home values/pricing to their own property prior to listing their homes.
As you can see based on these numbers alone, the trend is that people want to have access to more ‘Real Estate’ information online.
One of the earlier posters stated that they wouldn’t think of going to facebook to look for a house. Word of mouth from someone that finds their new home, or has help from their Realtor by posting their home for sale on Facebook.com has tremendous value. In my opinion, it is a value to all parties, including facebook.com.
Any company that limits the sharing of data regarding ‘Real Estate’, be it homes for sale, or for rent is limiting their sites use. Unless I’m missing something, I thought internet sites were looking for more traffic vs less. Maybe Facebook.com should just enhance their requirements/rules around posting homes for sale/for rent vs limiting the use of the site. As long as the posting is promoting the house for sale/or rent, and not just promoting the Realtor, then I would consider the posting a community service ad vs an advertisement for a Realtor.
JR Rouse
Broker/Owner
J.R. Rouse Real Estate
Pacific Grove, CA
Matthew Rathbun | Feb 5, 2008 | Reply
I for one would be VERY happy to not be plastered with home listings. Whereas Facebook does have some social business aspects, it’s still a hobby. I tire of getting listing information everywhere I go! It’s nice to just enjoy other things. No one I know goes to Facebook to shop. GO FIND A REALTOR if you want listing information!
Gainesville FL Real Estate | Feb 5, 2008 | Reply
Awwwe poor facebook, I guess they need more money. What a joke, you can only put like five listings in the real estate section per each account anyway. If they were smart they would allow it and then let you pay extra to have more listings, or maybe even an RSS feed.
Pensacola Real Estate News | Feb 5, 2008 | Reply
Thanks for this post. Very interesting. Almost discrimitory in nature against realtors. The ignorance of the responses was amazing. I feel for that agent. I would be completely frustrated with the whole situation. I agree a separate forum for listings would be a good idea.
Tyler | Feb 5, 2008 | Reply
I see where Facebook is coming from. For those of you that don’t know, about a year ago, Facebook was only available to those who were in college or had a college email address. Thus, the targeted audience/users was approx. 18-25 year old college coeds that could care less about what house was up for sale. Facebook in the eyes of the majority of the users is still a place to share pictures of what happened over the weekend, post comments on each others walls about what’s happening on campus, and tell others about themselves. I don’t see the site turning into a place where professionals can promote their business anytime in the near future.
Hairy Carrion | Feb 5, 2008 | Reply
First of all, Facebook is social networking, like Myspace. So, it makes sense that they don’t like real estate agents. (Who does, really? Right up there with politicians and used car salespeople.) It’s not the targeted demographic, and it’s not relevant to real estate marketing. Duh. It’s “social networking.”
The key here is to understand the various media channels available and make yourself and your services relevant to the audience using said channels. Frankly, I think Myspace and Facebook are irrelevant in the real estate scheme of things. Now if you want to meet someone for a hookup, well that’s different.
Bonnie Erickson | Feb 5, 2008 | Reply
I had the same thing happen on Craig’s List. I used the Point2Agent application to place my listing on homes for sale and it was randomly deleted several times. Since then I have successfully placed the same kinds of “ads” with no trouble. Evidently someone didn’t like the professional look of my ads and thought I had hired a third party to place them. I felt singled out as well. IMHO there does need to be more clarity in the Facebook terms of use if they’re going to disallow the listings.
Real Estate Marketing Blog - Vinny | Feb 5, 2008 | Reply
I agree with you Joel in that Facebook needs to just create a separate section for real estate listings instead of trying to force realtors to use their CPM and/or CPC system.
Real estate is one of the most tech savvy industries online and I think that Facebook should embrace this community instead of trying to exploit its necessity for marketing presence on as many online portals as possible.
John Geering | Feb 5, 2008 | Reply
“MYSELF and my agents……..? ? ? ? ?
This whiner in Boston should take a course in English before complaining about Facebook ! If he can’t write/speak correctly, what’s the point ?
John K | Feb 5, 2008 | Reply
Well, considering real estate agents ruined craigslist, why am I not surprised they want to get into Facebook and do the same thing?
Kristen Wahl | Feb 5, 2008 | Reply
Facebook does have an application called “LivePads” that allows you to post listings on your own page and/or send them to your friends. It may not be exactly the same, but at least people on your friends list can see them when they view your profile.
Visit http://www.facebook.com/profile.php?id=732734190 and scroll down for an example.
John Geering | Feb 5, 2008 | Reply
“MYSELF and my agents……..? ? ? ? ?
This whiner in Boston should take a course in English before complaining about Facebook ! If he can’t write/speak correctly, what’s the point - bet he’s sold zero properties trying to use facebook.
Terry Sanford | Feb 5, 2008 | Reply
Why is everyone so confused by this? “Facebook prohibits users from posting listings to promote a business or brand” Seems pretty straightforward to me.
Marcus Burke | Feb 5, 2008 | Reply
You’re right Joel, you can’t blame Realtors for wanting to take advantage of it - but you can’t blame Facebook either for preventing it. Who wants to post on Facebook anyway. It’s a social networking site, not a real estate network. Facebook is for getting laid. When I want to see a bunch of homes for sale I’ll go to Realtor.com.
John Smith | Feb 5, 2008 | Reply
Facebook repeating history and mistakes of web 1.0 (hate the software version style numbering).
You still can’t be everything in one box. If you’re trying to be social network, auction site, search-engine, youtube-copy and whatever you can think of, you will find examples from the past even how web x.0 you are…
John Smith | Feb 5, 2008 | Reply
oh.. and btw… facebook is overvalued. I don’t even find this article particularly interesting at all. So what? Big deal. Please tell me more…
Lola Audu | Feb 5, 2008 | Reply
Facebook will probably get it right…eventually. I have absolutely no problems with a business making money. It just doesn’t make sense to alienate your potential customers.
Ken Fisher | Feb 5, 2008 | Reply
It is such a shame but only about 25% of real estate agents can even spell Relatur. Many are like leaches, always looking for some new angle to advertise their properties for free. Many spent all of their business lives putting data into these angles WITHOUT EVER TRYING TO ACTUALLY WORK THE BUSINESS AND DEVELOP BUYERS AND SELLERS. Most are failures who should just hang it up and get a job a Wal-Mart. Thank God for Generation Z-ers (Whoops, I think that’s the end of the line)! Personally, I am quite happy that some organization has finally said NO!
chris El | Feb 5, 2008 | Reply
I think that Realtors are over marketing their over price listings.Every were you turn you see overpriced, unsaleable listings.The market has taken a down turn and they try to survive I get that.Yet they have to understand that an informed buyer and seller are making the market and no brokers.Further real estate as a product has out priced it self out of the market.Now every one including face book are entitled to make money.I think they should charge not only brokers but any one that wants to sale any spacific product in their site.
I thing the spirit of facebook, was to develop net working connections among professional people and not to provide an advertising platform.One can use the MLS, EBay, Craigslist etc.That’s the site people go when they want to buy a product or a service.Give the rest of us a brake.
I personally agree with the face book policy.
Missy Caulk | Feb 5, 2008 | Reply
This is very interesting. I put my listing in CribFinder now. A guy in Ann Arbor, started that app. So I started listing them there.
I just got an email from him, saying that now all the listing put in CribFinder would be syndicated into marketplace.
So this seems strange to me.
Andrew | Feb 5, 2008 | Reply
Facebook should follow Craigslist and Topix and allow the user community to police content. As long as the agent isnt hogging all the listings and over-marketing himself then the listing should be ok.
Cyndee Haydon | Feb 5, 2008 | Reply
Joel -thank you for bringing this to our attention - like many others what concerns me is the arbitrary execution of their own policy.
Trisha | Feb 6, 2008 | Reply
I can see the problem you are having with Facebook and their policies not being clear, but just because you want to post someplace doesn’t mean you should. Facebook is a social networking site that is geared towards college students. It is a refuge from sites like Myspace - where your father knows how to set up an account and where you are bombarded with advertising. Have you considered that people become numb to your advertising? That their eyes gloss over the marketplace listing so they can focus on who is superpoking them? That advertising in this way will lump you into all of the other annoying advertisements that people deal with on a minute by minute basis?
Yes, you want to advertise there - it’s a networking site with a lot of young people, mostly college educated, exactly the type of client you hope to have in the future. But, younger and better educated now means more savvy and aware of internet marketing techniques. You can always start your own site called ihatethedorms.com
Rudy from Trulia | Feb 6, 2008 | Reply
Hi Joel!
Very interesting conversation. I’ve always used Facebook more as a way to connect with people in my sphere and to find new like minded individuals. In that respect, it works great for me.
Rudy
D | Feb 8, 2008 | Reply
While I respect Facebook’s position in this. I was recruited to the site as a REALTOR. I am not understanding the about face. There are other markets that advertise on FB, but it is their site and their rules. There are plenty other sites in addition to Myspace that can be used.
Brian Zink | Feb 8, 2008 | Reply
While very popular and well hyped…Facebook is not going to make or break to agent. They use our very content to create their marketplace, and then want to charge us for their use of it.
The reality, is that it is very unlikely that Facebook will help you get a listing sold…
Jason Brown | Feb 9, 2008 | Reply
I agree that this isn’t going to make or break an agent’s marketing.
Chris Heath | Feb 13, 2008 | Reply
Surely they should accept a real estate profile at least since for many of us Realtors this is our life!
Brian Columbus | Feb 17, 2008 | Reply
Facebook is not friendly to specific industries like real estate. I don’t see how it could be with such a young user base and so much irrelevant noise on the site. Its like trying to find a real estate buyer for a Cape Cod summer home while on vactaion at Disney World by handing out post-it notes and asking everyone to share it with their friend….even the analogy is confusing. That’s what makes Trulia Voices & others so valuable. They’re relevant conversations taking place in relevant arenas. Truth be told, real estate needs a genuine social network for both its consumers and professionals. Zillow Q&A, Active Rain, Real Town, Zolve & Localism are great for their respective niches, but there needs to be a destination with a better Consumer:Professional ratio; not the other way around. For now, my advice would be don’t waste your time trying to sell anything on Facebook, MySpace or other non-industry networks.
Ashland MA Realtor | Feb 28, 2008 | Reply
I can understand their position but how can it not be a policy that applies to everyone? I don’t think Realtors are missing out on much at this point.
Mark Knowles | Mar 10, 2008 | Reply
I think all these social networking sites have been over-used, nit just by real estate agents, but every other marketer on the planet. Facebook is no exception. Personally, I think facebook as a venue is a waste of time, much like youtube is for real estate videos. Too much other content getting in the way.
Alec Bobdon | Apr 16, 2008 | Reply
It’s not fair if Facebook are not treating everyone the same.