Infinitely more elegant and detailed than the original search function, the Graph Search promises numerous improvements and features, many of which will be of huge benefit to real estate agents. Here are three ways agents can use this new Facebook tool:
1. Search Friends by City – Finally, Facebook will allow you to search your friends by city, as well as the neighborhood they live in, a huge benefit to agents. Say you’re marketing a property in the Evanston area. Graph Search allows you to isolate your friends, clients and acquaintances who live in Evanston from your other friends and send them information via Facebook about that property.
2. Search Friends by Industry – Another huge time-saver: Graph Search will allow you to easily find all of your contacts who work in the real estate industry, from agents, to lenders, to appraisers, to attorneys, to stagers.
3. Super-Targeted Marketing – Further separate your contacts by ‘likes,’ photos, you name it, which will provide you with a ridiculously easy method for understanding your clients’ motivations and interests. Think of how much better you’ll get along when you know your client loves Jimi Hendrix, or recently saw Skyfall for the fifth time? Though personalized searches are possible on Google+, Facebook profiles feature more personal information than Google’s social network, and a much larger database of users (there are twice as many active users on Facebook). Essentially, Graph Search makes available – for free – the treasure trove of information that used to be exclusively available to advertisers. As Katie Lance, the CEO of Katie Lance Consulting, phrased it in a RisMedia op-ed: “Remember the days when you barely knew your clients’ anniversary dates 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.”