Modelry - A Random Walk through Internet Real Estate: FaceBook Graph Search for Real Estate Sneak Peek

FaceBook Graph Search for Real Estate Sneak Peek

FaceBook LogoActiveRain has early access to the FaceBook Graph Search.  Here is what FaceBook Graph Search means for your real estate business and 3 things you should be doing today to take advantage of the roll-out.

Given the amount of social media engagement here at ActiveRain, the team here at ActiveRain was able to get a sneak peek in the FaceBook Search for Real Estate.  On first look, it is pretty amazing.  Given that consumers are spending as much time on FaceBook as we are spending on Google, the impact to real estate marketing could be significant.

What is FaceBook Search?

On January 16th, FaceBook announced that they will be launching the FaceBook Graph Search.  This is the biggest FaceBook announcement since the IPO in 2012.  FaceBook Graph Search allows a consumer to see what your friends like and to search the Internet based on your friend's preferences and interests.  

What does this mean on FaceBook?  Take a look at the below screen shot.  Highlighted in red in the header of the page, you can see a large search box.

FaceBook Graph Search

You can type in anything into the search bar and then see results ordered based on activity from FaceBook users.  I typed in "Real Estate Agents" below.  Here is the result.

FaceBook Search for Real Estate

Notice the search refinement on the right.  Now I can search for "Real Estate Agents Liked By My Friends in Bellevue, WA."

FB Search Liked By Friends

Looking at the top results, Coldwell Banker Bain has 158 check-ins and 4 likes.  And is the top results.  I then click through and land on the Coldwell Banker Bain FaceBook Page.

FaceBook Coldwell Banker Bain

So what does this mean for your real estate business?

  1. More and more consumers are going to use FaceBook search similar to Google search.
  2. Put up your FaceBook Page ASAP.  More on this to come.
  3. Classify your FaceBook Page properly based on consumer search preferences.  You can do this by going to Admin Panel > Edit Page > Update Info
  4. Get likes and check-ins!  This means grow your local FaceBook friend base.  Encourage your friends to like your FaceBook page.  Create clever strategies to get check-ins.
  5. Keep working on developing unique and helpful content for consumers.  Develop an engaged consumer base.  Take what you are learning around content and engaging consumers here on ActiveRain and apply it to FaceBook Pages.
This is BIG Rainers!  Don't ignore it.

Nikesh Parekh

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Comment balloon 39 commentsNikesh Parekh • January 25 2013 09:58AM


So is this mainly for brokers/real estate companies?  How would we get people/clients to check in on our personal or fan page?

Posted by Stephanie Greenberg, Fresno Homes For Sale (Realty Concepts) over 4 years ago

Niki - good stuff.  Thanks for the heads up and I'm off to check a few settings.

Posted by Anna Banana Kruchten, CRS, Arizona's Top Banana of Real Estate! (Phoenix Property Shoppe) over 4 years ago

Great information as always.  Will go and check mine now.  Thank you.

Posted by Paula McDonald, Magnolia Realty ~ Granbury, TX 936-203-0279 (Magnolia Realty ~ Granbury) over 4 years ago

Nice overview, Niki. The key element is LOCAL Facebook friend base. Many agents have a broad national presence, but not as much locally. People can sign up for the beta of Graph Search at the bottom of this page:

Posted by John Novak, Henderson, Las Vegas and Summerlin Real Estate (Keller Williams Realty The Marketplace) over 4 years ago

Wonder informations as always... Going to check this out right now... Happy Day...

Posted by Richard and Beth Witt, Long Island Cash Home Buyer 516-330-6940 (Long Island Cash Home Buyer) over 4 years ago

Hi Nikesh - Thanks for the heads up on this. I'll add it to the queue of all of the other things we need to be doing with social media and search. The list seems never ending, but we don't really have any clear vision what the next big thing is really going to be, and this could be pretty important.

Posted by Dick Greenberg, Northern Colorado Residential Real Estate (New Paradigm Partners LLC) over 4 years ago

Interesting results and I am anxious to start using the search graph - haven't recieved an approval yet.  It will be curious too see if the search results are based on the popluarity of a particular fan page or are their other ranking factors that will go into the results.

Posted by Toby Barnett, Toby Barnett (KW Northwest) over 4 years ago
Another change from FB that will take some getting used to. Seems a bit like stalking but maybe I don't understand the implications yet.
Posted by Cindy Jones, Pentagon, Fort Belvoir & Quantico Real Estate News (Integrity Real Estate Group) over 4 years ago

Great information Nikesh - thanks for sharing. I'm off to make sure my business Facebook page is searchable :)

Posted by Wayne and Jean Marie Zuhl, The Last Names You'll Ever Need in Real Estate (Hallmark Realtors) over 4 years ago

Niki, I think this is important. I already see people who are using Facebook as email, as website, as everything. We never know what will really be the next big thing, but this isn't something we can ignore for sure. I saw Katie Lance's video and it was helpful, but your screen shots and descriptions are super relevant as to why we need to be on this. Thanks!


Posted by Sharon Alters, Realtor - Homes for Sale Fleming Island FL (Coldwell Banker Vanguard Realty - 904-673-2308) over 4 years ago
Thanks for the info. I, too have to make sure my biz page is searchable and looks good...
Posted by Gary Frimann, REALTOR and Broker (Eagle Ridge Realty / Signature Homes & Estates) over 4 years ago

Thansk for the heads up. I've been hearing about social graph for a while. Thanks for making this easy to understand. 

I've been getting great results through facebook. Im eager to keep putting effort into what's working and staying ahead of the curve.

Posted by Fred Podris, Fred Podris, EA (Podris Tax Service) over 4 years ago

Nikesh Thanks for sharing your thoughts on the latest Facebook rollout.

Posted by Jennifer Fivelsdal, Mid Hudson Valley real estate connection ( JFIVE Home Realty LLC | 845-758-6842|162 Deer Run Rd Red Hook NY 12571) over 4 years ago

Niki - Thank you.  I've been wondering how this was going to effect everything.

Posted by Christine Donovan, Broker/Attorney 714-319-9751 DRE01267479 - Costa M (Donovan Blatt Realty) over 4 years ago


It's going to take a while to migrate people to do local searching on Facebook. We do need to be prepared, if and when it happens.


Posted by Richard Iarossi, Crofton MD Real Estate, Annapolis MD Real Estate (Coldwell Banker Residential Brokerage) over 4 years ago

Nikki, I still can not see myself taking recommendations from friends on products, etc.  on real estate agents perhaps but here everyone is related to everyone so RI is quite different...will be interesting how this shakes out as promising.  thanks.

Posted by Ginny Gorman, Homes for Sale in North Kingstown RI and beyond (Phillips Post Road Realty ~ 401-529-7849~ RI Waterfront Real Estate) over 4 years ago

Thanks for the sneak peek, Nikki! I have a recorded webinar on FB Graph Search that I still have to watch that should also shed some light on it. If anyone wants to watch it, here's the link:

Preparing Your Facebook Page for Graph Search

Posted by Pat & Wayne Harriman, Broker/Owners, Wallingford CT Real Estate (Harriman Real Estate, LLC (203) 672-4499) over 4 years ago

Good explanation. I checked my "Realtor Viera, Florida" and 
Realtor Rockledge, Florida" and came up on top. There are others I need to work on though. Thanks! 

Posted by Gary L. Waters, Broker Owner, Waters Realty of Brevard, LLC, ... a small office, delivering big service! (Waters Realty of Brevard, LLC) over 4 years ago

Niki, this appears to be a good way to get more exposure on Facebook. Thanks for the update.

Posted by Michael Setunsky, Your Commercial Real Estate Link to Northern VA over 4 years ago

I posted this on G+ yesterday with a great tutorial video from Inman.  I'm not thrilled really but it's great I guess that FB can now do a basic search?  Seems a little anti-climactic & it should have been able to do this in the first place no?

Posted by Lyn Sims, Schaumburg IL Area Real Estate (RE/MAX Suburban) over 4 years ago

Niki, thanks for keeping us on top of things.  We need more instruction on how to manage all the social media and still have time to sell real estate!

Posted by Sharon Parisi, Dallas Homes (United Real Estate Dallas ) over 4 years ago

Nikesh - It's hard to believe that until now you couldn't do a basic search on FaceBook.  I didn't know that until yesterday when I tried to do one.

Posted by Gail Robinson, CRS, GRI, e-PRO Fairfield County, CT (William Raveis Real Estate) over 4 years ago

Computer time really can eat into the day.  Thanks for the post.

Posted by Dwight Puntigan, Dwight Puntigan (Dwight Puntigan) over 4 years ago

Deer in the headlights but one eye is starting to come around...thank you and I will consider this

Posted by Richie Alan Naggar, agent & author (people first...then business Ran Right Realty ) over 4 years ago

Thanks for this information.

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) over 4 years ago

Thanks Nikesh and the Harrimans  I just finished listening to and looking at the Hubze webinar with the link provided by the Harrimans and found it absolutely fascinating. I took notes and will now be more aware of what is going on on Facebook, as I have seen some information that was entirely new to me.

Posted by Nancy Middleton, Nancy Middleton, Counselor Realty, Minnetonka, MN (Counselor Realty, Inc.) over 4 years ago

I need to check my real estate page to make sure it's clear it's about Real Estate!

Posted by Marge Draper, REALTOR, Keller Williams Realty, Menlo Park CA (Keller Williams Realty Palo Alto) over 4 years ago

Hi Nikki, that is why we ost to AR daily and post to Google+, LinkIN, and FB business and sometimes personal page.

Posted by Bob Miller, The Ocala Dream Team (Keller Williams Cornerstone Realty) over 4 years ago

Thanks Nikesh! This should be a very good thing for us! Just updated the settings on my page to take advantage of the changes too.

Posted by Fred Sed, Your Orange County Realtor, Why? Because Fred Sed (Fred Sed Realty Group ~ Your Premier Orange County Realtors) over 4 years ago

Great info... and thanks for getting the scoop for us!  K

Posted by Kathy Schowe, La Quinta, California 760-333-8886 (California Lifestyle Realty) over 4 years ago

Thank you for sharing... it is time for me to get a business page on Facebook!

Posted by Judith Parker, CRS, GRI, CMRS, Charlotte, NC (ProStead Realty) over 4 years ago

Thanks for the heads up, interesting to see how this will affect business pages. Hopefully it will lead to even more traffic! Check out mine! 

Posted by Sean Williams, Your Louisville Realtor (AcklesWilliams of Semonin Realtors) over 4 years ago

Good info, sounds complicated.  I'm taking a webinar on this tomorrow.  Thanks.

Posted by Tom Esposito (Alpharetta Home Solutions) over 4 years ago

Well another thing I will have to get up to speed on.  Thanks for the post.

Posted by Gene Riemenschneider, Turning Houses into Homes (Home Point Real Estate) over 4 years ago

This is some great information! Thanks for the post. I also learned a lot about using Facebook for my Real Estate career from this guy on Fiverr:

Posted by Paul Barden over 4 years ago

Good suggestions.  The idea seems to be that the combination of your "friends'" recommendations and the sheer volume of traffic by those who appear to be related to you electronically add up to good references.  The concept seems pure and wholesome.  The reality is that we are now SEO'ing our FB pages by co-opting our friends into commercial relationships.  That's the kindest "face" I can put on it.

Any results that turn up because of an applied algorithm, rather than an individual assessment of credibility based on reading testimonials from people with dozens of first-order and second-order friends in common, are subject to manipulation.  

While all this is good for the crafty, caveat emptor are two words sure to fall on deaf ears.  Not only doesn't the average person know any Latin, the average person can't tell a real from a fake profile.  So the very people who should be the most leery of the results they get are also likely to be the ones least capable of understanding why.

Posted by Brad MacKenzie, Turning Houses into Homes on the South Shore (Brad MacKenzie) over 4 years ago

Put differently, now we don't only have to rank on long-tail Google searches, for example, we also have to make a collective decision -- together with other social media users who may or may not understand the purposes to which their Liking activities are put -- that it is ethical to use our friends' and family's Likes to support our competitive Facebook ranking; a ranking which is used to influence the behavior of strangers who are seeking reliable, trustworthy information from an unimpeachable source.

Hopefully, you can see that the faith, reliability and credibility you place in a particular search result should hardly be based on how well the person who turns up in the search result manipulated the numbers to attract your attention in the first place.

It's one thing to be one of millions of fans of Linkin Park or the Simpsons, and entirely another to cobble together any motley group of stray acquaintances who can be found to click on your latest picture of your cat.

This latest Graph Search twist is more like Competitive Facebooking.

Posted by Brad MacKenzie, Turning Houses into Homes on the South Shore (Brad MacKenzie) over 4 years ago

Thank you for this!  This is the first time I stopped and took notes on a blog.  My partner and I just added a business Facebook page this week so it is very timely for us. 

Posted by Judith Ritter, Rural Land & Homes Specialist (Dirt Road Real Estate) over 4 years ago

Want to make $360,000 a year from facebook? 

Virginia Munden did...  Along with 36 referrals! Check out the interview I did with her on The Niche Agent as she shares some of her insights into the online social media marketing and relationship building world of real estate.

Posted by The Niche Agent, Your Niche Is Our Niche (The Niche Agent) about 3 years ago