Together with Evocalize and Facebook, Realtor.com leveraged Evocalize’s Recommendations on Dynamic Ads (RDA) technology to automatically:
- identify attributes that website browsers were most looking for in the homes they browsed – things like school rating, neighborhood, price, bedrooms and size
- use these signals to compile a constantly updated ranked list of new listings that most closely fit their customers’ needs
assemble the most important details, like images, price and description, and dynamically bring them in real time to their customer in Facebook
- set and optimize granular bids and budgets based on the characteristics of each listing in order to maximize economic profitability.
This enabled just the right newly listed home to come searching for buyers interested in similar homes, in Facebook, right where they were spending time.