Real EstateFinTech

Zillow partnering with Facebook to increase real estate agents’ reach

Listing information can now be targeted to specific Facebook users

In a move that shows how much better companies are getting at reaching their desired audiences no matter where they are, Zillow announced a partnership this week with Facebook that will allow Realtors and real estate agents to target potential homebuyers directly on their Facebook feed.

According to Zillow, the partnership is part of its Premier Agent program and is called Premier Agent Direct.

“Premier Agent Direct combines the power of the most visited real estate network with one of the most widely used social media platforms, allowing real estate agents or teams to expand the targeted audience they advertise to through a simple, easy platform using Zillow Group's precision targeting,” Zillow said in a release.

According to Zillow, the technology identifies home shoppers who are using Zillow or Trulia and allows real estate agents to connect with them on Facebook.

Using the program, agents can feature a specific listing or automatically highlight new listings or recently sold homes. Plus the program allows agents to target potential homebuyers in a specific area.

“Premier Agent Direct helps agents more efficiently work their farm area and either extend or eliminate the need for a direct mail campaign by using precision targeting to connect with local home shoppers and sellers on a medium they are using every day,” Zillow said.

According to Zillow, the Premier Agent Direct program is now available on mobile and desktop.

 “We have worked incredibly hard this year to create new opportunities for agents to connect with buyers and sellers so they can scale their businesses with greater ease – the new products are the results of those efforts,” Greg Schwartz, Zillow Group’s chief business officer, said.

“Through this new publishing platform, we have created a way to significantly increase the agent's reach to consumers who are in a transaction mindset,” Schwartz added. "With precision targeting, we know these people are using Zillow and Trulia, and now there's a new opportunity to connect with them on Facebook."

 

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