Is Facebook coming for Zillow?

A breakdown of the social media giant's strategy and the impact on real estate portals around the world
  • Facebook’s deeper move into real estate — both in rentals and for sale listings — represents a strategic threat to a range of existing businesses.
  • For real estate portals, the first battleground is agent premium spend. Facebook is giving agents a new, powerful choice of where to spend their money for leads.

Facebook has always played a supporting role in the marketing portfolio of real estate professionals: historically, real estate agents have been twice as likely to admit advertising on a listing portal than on social media.