At 2pm this afternoon, Facebook entered the UK property listings market.
The listings – rentals only at first – are on Facebook’s Marketplace, and are supplied by OnTheMarket and Zoopla.
It is understood that Rightmove will not be supplying listings.
Both Zoopla and OTM are stressing that exposure on something as well visited as Facebook can only benefit their agents.
The stated goal of Marketplace is to connect people through commerce. More than 800m people globally each month go to Facebook Marketplace to buy and sell things (as at April this year).
In the UK, a total of 40m people access Facebook every month, including 37m on mobiles.
The UK venture follows Marketplace’s property for rent offering in the US, which is said to be highly successful.
Although EYE has not been able to see exactly how the UK’s property pages will look on Facebook, we are told that they will resemble a portal-style listing. Possible examples are pictured below.
Property searchers will be able to filter property by type, price range and bedrooms, and we believe will be able to make enquiries and book viewings through the Facebook pages.
John Milsom, brand director of OTM, said: “We are excited to be working with Facebook Marketplace and to be a listing partner.
“We believe the quality of OnTheMarket agents’ property content integrated with the considerable scale and reach of Facebook Marketplace’s brand and service is a perfect fit.
“We look forward to working with Marketplace to create world-class value for property-seekers and value for both of our businesses.
“This integration is another example of how we shall be increasing the exposure of our letting agents’ properties.
“We expect agents will be attracted to OnTheMarket to showcase their rental properties with us on Marketplace as well as on our own portal.”
ZPG also confirmed its integration with Facebook Marketplace to distribute its agent members’ rental listings on the platform.
From today, it said, almost 300,000 rental properties from over 10,000 ZPG members will now receive the benefit of having their rental listings listed on Marketplace.
It said the integration will enable people to search for and view rental property listings on Marketplace and then contact the respective agents directly via the usual Zoopla lead process.
Charlie Bryant, MD of ZPG Property Services, said: “This is great news for our agent members who will now get wider distribution of their listings as well as increased brand exposure with people looking for property to rent on Facebook Marketplace.
“This integration extends our position as the best-value digital marketing partner in the UK for agents.
“We will continue to provide our agent partners with maximum exposure for their listings and brands along with the widest range of services to help them generate additional leads and revenues.
“We’re pleased to be working with Facebook and look forward to the value this integration will bring to our partners.”
To see the listings we are told that you will need a Facebook account and then look on the left hand side under newsfeed. However, by about 4.30pm, the listings were still not there.