Zillow Group, Inc. Using Facebook Inc To Expand Its Targeted Audience

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Facebook has entered a new partnership with Zillow to help its agents connect with home shoppers and sellers in a better way. On Thursday, the Seattle-based real estate firm announced that it is expanding its reach and pushing its ads via a new Facebook partnership and new product aimed at assisting Premier Agents in attracting more sellers and home shoppers, reports GeekWire.

Using Facebook to connect home shoppers and sellers

The company disclosed the new features at the Zillow Group Premier Agent Forum in Las Vegas. More than 1,000 Premier Agents were there to meet with Zillow representatives and learn about industry trends.

A new feature called Premier Agent Direct will let agents expand the targeted audience they advertise to via this Facebook partnership. The technology identifies sellers or home shoppers who are using Trulia or Zillow and connects with them on Facebook. Agents are able to highlight recently sold homes or new listings or feature a specific listing, notes GeekWire.

Real estate agents who sign up for “Premier Agent Direct” can push ads into the News Feed of the users who have visited Zillow or Trulia. The ads include Trulia or Zillow, agent branding and links to property pages or custom agents on Trulia or Zillow.

Zillow Group Chief Business Officer Greg Schwartz said, “We’re really comfortable aligning our brand with you all, some of the finest real estate professionals in the world. But in technology partnerships we’re extremely choosy.”

Partnership brings together three strong forces

Jerry Canning, Director of Industry at Facebook, said they are excited because they are putting together three strong forces: Facebook, the social media giant; Zillow, the number one real estate brand; and their “secret sauce — 1,500 or so Premier Agents who are going to get behind this product and help make it sing.”

Also Seller Boost will use the potential home sellers who use Zillow and Trulia to generate listing leads for agents. The Seller Boost ads will appear on the owner dashboard and on the home details pages of houses that are not for sale, according to the Seattle-based company.

Schwartz said that through this new publishing platform, they have created a way to significantly raise the reach of agents to customers who are in a transaction mindset. He added that they know these customers are using Trulia and Zillow, and now, there is a new opportunity to connect with the companies on the social networking site.

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