RISMedia's Real Estate Magazine

JUL 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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104 July 2018 RISMedia's REAL ESTATE {Ask the Experts} Patty McNease Director of Marketing Homes.com www.homes.com Q: Should I #DeleteFacebook? A: The hashtag #DeleteFacebook has been trending since Facebook's Cambridge Analytica fiasco in March. This has caused many to question what their next social step should be. While most agree that Facebook is too big to collapse, users still feel uneasy that it has such easy access to their personal information. Here are some insights into why Facebook has been so popular within the real estate sector, what the implications of the scandal are and some actions you can take to plan for the future. Why should I use Facebook? At the end of 2017, Facebook had an aver- age of 1.4 billion people logging on daily; more than any other social network. Additionally, almost 30 percent of those users were between the ages of 25 and 34. Since millennials are still the largest group of homebuyers at 35 percent, it makes sense to target them on a platform they use. Also, Facebook's marketing and advertis- ing strategy and algorithms make it easy to create ads and target the consumers you want to reach. Why is the Facebook data scandal such a big deal? While Facebook used personal information in the past for things like ad targeting, it was based on the information provided by the user. This time, a company called Cambridge Analytica collected personal information through Face- book, without consent, to create personalized political advertise- ments. To obtain this information, Facebook users took a quiz called "thisismydi- gitallife," which gave Cambridge Analytica access to the quiz tak- ers' and their friends' personal information. Even though a little over 270,000 users took the quiz, researchers were able to obtain data from 50 million user profiles. What should I do now? While some users left Facebook over the scandal, the vast major- ity have not. Facebook is currently creating stronger privacy settings and promising to make amends. In the meantime, users can turn off features, such as location-based settings and automatic updates if they're concerned about their privacy. To see what you're making available, review your privacy set- tings in your Facebook account. For those who want to leave the platform, but still maintain a social presence, there are other network- ing options. While Instagram is a great way to connect with clients through visual media, it's owned by Facebook; however, both Twitter and Snapchat are also popular platforms for real estate, and, when used well, can be great ways to connect with new and existing clients. Even though Facebook is still a great way to reach new clients, it's understandable if you're not ready to invest in your social media presence right now. Another way to attract leads is to focus on boost- ing your website so clients can find you straight from the source. Homes.com SEO Fuel is designed to improve your website's organic search results so that you can get back to doing what you do best… selling. RE Q A & "Facebook is currently creating stronger privacy settings and promising to make amends. In the meantime, users can turn off features, such as location-based settings and automatic updates if they're concerned about their privacy. To see what you're making available, review your privacy settings in your Facebook account. For those who want to leave the platform, but still maintain a social presence, there are other networking options."

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