For licensed agents

Facebook Marketplace for real estate agents

Facebook Marketplace has a property for sale category, and a lot of people browse homes there the same way they browse a couch or a bike: locally, casually, and on their phone. For an agent the value is simple. Somebody nearby looks at a home and messages the person who posted it. That message is the start of a conversation you did not have to chase.

Everything else on this page is about doing that in a way your brokerage, the listing brokerage and your state commission would all be comfortable reading.

The question that decides everything is permission

You can market the listings you have permission to market, and nothing else. For your own brokerage's inventory that means your brokerage's rules, which range from allowing it broadly to not allowing it at all. For a listing held by any other brokerage it means written permission from the listing agent or the managing broker, normally covering the address, how long the permission lasts and how they want to be credited.

No software and no clever wording replaces that. There is a fuller answer in can realtors post on Facebook Marketplace, and how to ask a managing broker for permission has a note you can adapt.

What every post has to carry

A post about a home has to make two parties clear to a reader: who is marketing it, and which brokerage holds the listing. Those are often different, and a reader who cannot tell them apart has been misled whether or not you meant it. In practice that is three lines: marketed by you and your brokerage, listing courtesy of the brokerage that holds it, and a plain sentence saying you are marketing it on that brokerage's behalf with permission.

Most states require the brokerage name in licensed advertising, and several require the listing broker to be named when you advertise a listing that is not your firm's. The rule text for Arizona and Colorado is quoted in what a compliant post looks like.

Personal profile, not a business page

Meta announced on December 29, 2022 that from January 30, 2023 sellers could no longer create real estate listings on Marketplace from a business page. Person to person listings from a personal profile were not affected, so that is where agents post from now. The source is cited in the permission walkthrough.

What to expect, honestly

A post sinks as newer posts arrive, which is why agents post again on a schedule. Some homes draw messages and some draw none, and nobody can tell you in advance which will be which. Price, area, photos and how quickly you answer all move it. A message is a question about one home, not a buyer who has decided to work with you, and what happens next depends on the conversation you have.

It also does not replace the things that already work for you. Your sphere, your open houses and your referrals stay where they are. Marketplace is one more place a buyer can find you first.

Where Listing AutomatEr fits

Listing AutomatEr is a desktop app for Mac and Windows. You bring the permission. The app builds the post from the listing record, writes the marketed by line, the listing courtesy of line and the disclosure, and posts to Facebook Marketplace on the schedule you set. It does not obtain permission for you and it does not judge whether the permission you have covers a given home. You can see a post being built in the demo.

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