The ‘Facebook Moment’ Is Over

Panelists talk about the latest tech trends at Inman Connect on Tuesday.

Panelists talk about the latest tech trends at Inman Connect on Tuesday.

Wherever real estate falls in its transformation to a high-tech industry, it’s somewhere between Facebook and Snapchat. That analogy is meant to point out that Facebook, now so commonly used that it’s considered a basic element of modern life, represents the minimum technology standard consumers expect of real estate professionals. Snapchat, on the other hand, is a bit newer, with its applications still evolving, and represents a higher bar that more tech-savvy agents are rising to.

But we’ve moved beyond the point where practitioners can cite Facebook and Twitter as examples of how they stay relevant with technology — because there’s nothing new about either platforms, Anne Jones, a sales associate with Windermere Real Estate in Tacoma, Wash., suggested during a tech forum at Inman Connect in New York. “Stop talking about tweeting and Facebooking,” she said. “We’re passed the Facebook and Twitter moment.”

Does that mean Snapchat now represents a new standard for where pros should be with their technology skills? Not quite yet. We’re in a period now where practitioners need to delve deeper into the technology they’ve become comfortable with to understand how it’s actually working for them before adopting more ambitious advancements, said Seth Dailey, co-founder of Keller Williams Gateway in Baltimore.

That starts with understanding the analytics generated by the tech you use. The analytics on Facebook ads, for example, are misunderstood by way too many professionals who use the the tool, Jones said.

“You can only improve what you measure,” Dailey said. “Everyone here is about getting homes bought and sold, and if you want to improve that, you have to measure your success.”

Graham Wood

Graham Wood is a senior editor for REALTOR® Magazine. He can be reached at

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  1. If we talk about twitter either Facebook then there is no doubt both social sites has their own place in internet cloudy circle and also those websites that are commonly used by the people definitely use for some of the technology purposes to reach the subject and it;s interconnected network through Facebook and twitter resources .
    The main purpose of making social websites are that to maximum approaches to the world wide people and the people who are connected with them through social sites.
    We are using facebook and twitter for real estate purposes to promote our homes, villas, hotel rooms, and other accommodation.

  2. The “moment” is over.?. Don’t tell most agents in my market, they are still clueless as to how to use Facebook effectively. I have found twitter to be of little benefit to further my real estate business. You need a huge number of followers to make twitter beneficial and the work involved to gain those followers has not been worth it thus far. For me, I plan to invest in my YouTube Channel for the next 2-3 years and think that will pay off in the long run. For now, Facebook is the quickest and easiest way to promote yourself and listings with potential clients and customers and I don’t see that changing any time soon.

  3. Facebook and Twitter gained their acceptance over time, much like any other medium. Laser Discs were the wave of the future, until they weren’t. People used to ask “What in the world would you do if you had a telephone with you all the time?”, but that seemed to catch on pretty well.

    There will always be early adopters, naysayers, late-comers and the #whocares crowd… The difference today is that the span between early and late might be measured in weeks rather than years. So pay attention.

    “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” – Ferris Beuller