Facebook’s save button: A new tool for real estate sites

Real estate sites can stitch Facebook's functionality into their websites
  • Agents, brokers and listing portals can add Facebook's new save button to their websites to provide more convenience to consumers.
  • But some integrations of the Facebook save button could potentially undercut a real estate site's ability to capture leads.

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What if you could save listings on real estate websites to your Facebook account with one click? Thanks to a website plug-in recently unveiled by Facebook, real estate sites can now stitch that functionality into their listing search experience. Property sites serving Pakistan and United Arab Emirates have already done it. Just how many other real estate sites will follow suit remains unclear. The feature might provide additional convenience to consumers, but it could also undercut some real estate sites' existing save features, which are part of how they entice consumers to hand over contact information. The 'save' button -- boosted Facebook users have long been able to save Facebook posts to a folder for future reference (click the downwards arrow at the top-right corner of Facebook posts for access to a save option from a scroll-down menu). But with the recent introduction of Facebook's "Save Button" plug-in, websites can tack a save button onto pages s...