It looks likely that Facebook will soon be able to list homes for sale in the US, in the style of a portal, and allowing agencies to advertise their inventories.
Property Portal Watch, an industry website, says interviews in US publications suggest that Facebook's Marketplace function, which allows people to sell items within their own neighbourhood, may be extended to larger items including cars and homes.
PPW says Facebook recently appointed new senior staff for Marketplace with the aim of working more closely with companies rather than just individuals: this is likely to include realtors.
Facebook says Marketplace is keen to see what listings are popular and what consumers engage with specifically in order to further develop the product, with the suggestion that it may partner with one or more firms to list homes.
Last month we reported that Facebook was piloting an advertising product geared towards estate agency sales and rental professionals.
The product - called Dynamic Ads For Real Estate - requires integration with the estate agent’s listings data but then allows agents to advertise property listings on Facebook and Instagram.
In July the UK online agency HouseSimple sold a home following three offers received as a result of a Facebook-hosted digital viewing session for the property.
Over 20,000 people viewed the property via Facebook.