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. For its part, Facebook has never built features that cater directly to real estate consumers and professionals. Earlier this year, that changed — signaling a shift in strategy with major implications for real estate portals. A month ago, Facebook announced a major update to the “Property Rentals” section on Facebook Marketplace and launched a new front-end that allows mobile users to search for rentals using a variety of new filters: rental type, location, number of bedrooms, pet friendliness and more. Facebook Marketplace’s Property Rentals Paired with this product update are new partnerships with Zumper and Apartment List — two of the most prominent online rental platforms, each receiving millions of unique visitors a month — which will directly…
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