Have you ever thought about using Facebook Messenger in your real estate agency’s communication strategies to increase sales? No?! Don’t waste any more time, below we will show you why you should start using it… right away!
The current scenario describes a fragmented world that is increasingly interconnected by multiple social channels. Today people are “online” because they can be found (almost exclusively) in the magical virtual world of the Internet, being more and more absorbed by smartphones, tablets, and computers. So, getting in touch with this sizable market segment in a timely manner will be more than profitable for your real estate agency. In this regard, using Facebook Messenger in real estate is certainly a very useful and smart tool to interface directly with your client.
Facebook Messenger for a one-to-one service
Using Facebook Messenger in real estate is a winning strategy, to be taken immediately into consideration for the communication of your team with customers and potential customers. Just think that today there are billions of people using Facebook Messenger to keep in touch with friends, relatives and companies: take a look at the application if you have not already done so.
First of all, the messaging system made available by Facebook is very simple to use and, above all, it is free. Facebook Messenger can be used both from personal profiles and from company pages (in your case) to offer an immediate “one-to-one” service, keeping the conversation in memory. A great revolution, considering that until recently, whoever administered the Facebook page was only able to reply to messages received and not start new conversations. Now, however, it is possible to reply to all those who leave a comment under your post directly, with a private or public message.
Interacting directly with customers through Facebook Messenger is an extremely interesting activity for your business in the real estate world since more than 89% of Facebook users access the network with their mobile devices to check their profile. The main reason why it is worth using Facebook Messenger in real estate concerns the nature of the relationship between agent and customer, certainly more “friendly” than other channels. Using such a tool, in fact, represents not only an immediate way of communication but also ensures that a strictly personal relationship of trust is established, transforming a commercial relationship into one of friendship.
In this sense, Facebook is extending the functionality that Messenger offers for businesses, helping them to organize their communications as efficiently as possible. Some time ago, Zuckerberg and associates launched Chatbot Messenger, a new instant messaging model designed to connect the brand more quickly to the users who animate the world of Messenger.
Chatbot Messenger: What are we talking about?
Before explaining what a Messenger Chatbot is, let’s start with the word “bot”, which is mainly used in the IT sector. With this term, we refer to a program that can access the same communication and interaction systems with machines used by people. By the way, we talked about bots used in real estate in an article on our blog!
Do you remember Clippy, the paper clip that interacted with users to improve the user experience? Well, that was an example of a bot invented by Microsoft back in the 1990s. Now we are in the era of chatbots, that is programs that simulate a real conversation between humans and robots, in short, automated customer service.
In the case of Facebook Messenger, chatbots represent the meeting between the instant messaging app and artificial intelligence, with which you can perform the most disparate actions, from setting business appointments to providing news, etc …
Returning to us, if your customers use social networks such as WhatsApp, Messenger and Instagram, you cannot fail to take into consideration the growing development of these platforms globally. With the evolution of technology, all information can be implemented and available on a chatbot and companies will have to promptly respond to the needs of users, who in a few simple steps will have everything they want available.
The era of Messenger Chatbots is only just beginning, many companies are still very skeptical about the effectiveness of this tool, or undecided if this solution is more correct to use only for the most loyal customers to the brand to allow more personal interactions.
The 5 reasons why Messenger is worth using
These concerns were answered by Facebook Messenger product manager Kemal El Moujahid through an entire post on the Messenger blog. So let’s see together the 5 main advantages for which you should use Facebook Messenger in the communication strategies of your real estate.
1. All the world is messaging
The first point on which El Moujahid focused concerns the power that messaging is taking: more and more users are spending their time browsing and chatting on messaging apps.
“According to Flurry Analytics – underlined El Moujahid – the time spent on social media and in particular on messaging apps, has increased by an incredible 400% compared to last year. Companies are starting to understand that they need to communicate with users in the places they frequent and that chat offers a superior experience: email is considered spam, SMS is very limited, and phone calls require absolute attention. it’s complete”.
This first key point clarifies the importance of your online presence. Any business must act in those places where the public is most active and present, therefore on the messaging platform. Don’t miss out on the huge potential of opportunities for your real estate agency!
2. Messaging goes beyond a simple communication channel
El Moujahid argues that the Messenger Chatbot will become an increasingly advanced and complex tool, a real experience with features that will include increasingly humanized, complex interfaces, native payments, and much more.
On the other hand, it must be said that, in all probability, the Messenger Chatbots have not yet managed to take on a real decisive role: in fact, it is true that of 34,000 active Messenger Chatbots, still, few are really indispensable, just as they do not yet exist. applications that have been able to truly radically transform the interaction between customer and company.
It is precisely in this context that the more in-depth development of Chatbots is necessary. Surely Facebook will have to highlight the importance of Messenger Chatbots more, because users need them, because they are essential to man, and because they could improve people’s lives day by day.
The men of Menlo Park will surely need to expose relevant case histories about Messenger Chatbots, which make them convincing to the public so that people not only put them to good use but also recommend them to their friends.
3. Frictionless messaging system
El Moujahid himself explores the benefits of using Messenger Chatbot compared to a generic app.
“To reach the public through a mobile app, you need to build the application for multiple operating systems and do it through the app stores; so you have to help the public find it, download it, access and allow notifications. This process is quite complex and creates a potential problem with users. Furthermore, we all know how high the competition between applications is: the average user spends most of his time only on certain applications “.
A 2015 Forrester Research report found that consumers spent 85% of their time on mobile apps, but on average only five apps were being used. This is definitely a bad thing for the success of an application. For this reason, it makes more sense to create an experience similar to an app, but which is created on platforms already used by users, places where they spend most of their time, Facebook Messenger, in fact.
4. Messaging experiences are social
“Users not only interact with Chatbot in applications where they text their friends, they also do so while they are talking to their friends. If you want to create a viral user acquisition system or activate social use cases, this is something that messaging apps can do, unlike traditional applications. ”
The Facebook Messenger product manager points to the ever-increasing use of integrated experience on Messenger, noting that users interact with Chatbots during the customer experience.
5. Consumer change is faster than mobile disruption
This last point dealt with by El Moujahid highlights the transformation of the forms of messaging for businesses. Users are already using this new messaging system: for them it will not be a leap into the void to move from Facebook Messenger among friends to one that interacts with businesses.
“Messaging modes go faster than the OS layer. In places like China, the switch has already happened: 40% of WeChat users send messages to a company every day (source: Qi’eZhiku 2016). ”
El Moujahid doesn’t raise any major issues, but it does raise some valid points that each company, like your real estate agency, should consider if you want your client to find you. Surely you too have understood that Messenger has become a valuable aid for businesses if used in the right way.
So, how to include Facebook Messenger in the real estate communication strategy?
Tips for using Facebook Messenger in real estate
After the considerations of the Facebook product manager, you will surely be curious to know how to best use Facebook Messenger in real estate and within your customer care strategy. Below we show you some of our suggestions.
1. Enable private messages on the Facebook page
Through the page configuration panel, you can set the ability to accept and send private messages.
2. Configure the message settings
There are two types of configurations for the Messenger:
– response time,
– instant replies.
What are they for? These two functions are used to inform users of the page of the average time within which assistance is provided and to give an immediate preconfigured response, waiting to be managed at a later time.
“Out of business hours” is a very useful function to alert people that they will receive answers in a less immediate way, since their requests were made outside of business hours or during periods of closure of your agency.
3. Create saved responses
Facebook allows you to enter and use some saved answers that can be used quickly in a few clicks.
Creating pre-saved messages by answering your customers’ questions, especially the most frequent ones that are repeated constantly over time, is a very smart feature to take advantage of, as it saves time in managing relationships with your customer through social channels.
4. Learn from your users
Facebook allows you to customize communications thanks to the visualization of the personal data of the people who send the messages, in the right column of the interface.
By connecting to the sender’s personal profile, Facebook shows whether the person liked the page and when the message was exchanged previously.
5. Add keywords and notes
Facebook Messenger allows you to add keywords to conversations, so you can manage and search them quickly. You can also add text notes to track details about interactions.
6. Add Facebook Messenger to your website
Why add Facebook Messenger to your website? Simple, to stimulate your users to use the messaging system! Add a Facebook plugin to insert on the home page of your website and you will increase the incoming contacts.
Facebook Messenger is a very good tool for receiving immediate contacts with potential customers and keeping in touch with them. Facebook will continue to improve Messenger with new features, to facilitate the customer experience with your customer.
What do you use to create a relationship and keep in touch with your customers? Have you already opted for Facebook Messenger? Or had you thought about it but didn’t know where to start?
This article of ours wanted to be a push for you to learn more about a simple, free, immediate and affordable system. Messenger will serve you to communicate in real time with customers, avoiding the use of traditional but invasive methods such as telephone calls, which are too risky for your business.