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Facebook: new ways to reach real estate sphere

Messaging platform has marketing shortfalls, pluses

So Facebook had its big messaging announcement yesterday. What does it mean for real estate technologists and social media gurus? The short answer is: A few new tools for integrating your communications channels. But those of you who have been reading my column know I like to dive deeper than the short answers. I want to review some of what makes Facebook work (and sometimes not work) for real estate professionals, and then explore the new messaging features. What does Facebook disrupt? A lot of attention is paid to how Facebook ranks compared to Google in traffic or engagement metrics. While that's interesting, I think it's a sideshow. Facebook doesn't yet disrupt the human behavior of having a question and asking it -- that's where Google is focused. But in terms of communication, Facebook is a large disruptor. E-mail-length communications, chat, short-format status updates, location, photos and so on are core to the Facebook experience. Facebook disrupts things like ...