Calling it “Dynamic Ads for Real Estate,” Facebook describes the service,
Facebook’s dynamic ads for real estate leverage cross-device intent signals to automatically promote relevant listings from your inventory with a unique creative on Facebook.
This is the first time the social media giant has ventured into Real Estate specific advertising, raising potential concern for platforms specializing in the niche industry. With this move, Facebook offers direct advertising access to real estate professionals who can now show relevant properties to a target audience on a platform that they already use.
Benchmark’s own Marketing Director had this to say,
Facebook entering the real estate space is huge for the every day Realtor. They will now have the ability to reach targeted, potential buyers with accurate information that comes straight from the listing agent as the source. – Garrett Finkelstein
The Future of Real Estate Ads?
Whether this poses a threat to existing niche vertical advertising platforms remains to be seen, but one thing is for certain: the advertising landscape is changing at Facebook.com.
With more Millennials interesting in buying homes, this comes across as a step towards reaching the audience where they are, in a way that is automatically optimized for both advertiser and customer alike.