The Complete Guide to Using Facebook Messenger for Real Estate Leads

Organic reach of real estate blog posts, property listings and all sorts of real estate content on Facebook is dead.

Even Facebook Live and Facebook Watch are no longer as effective as they used to be because their organic reach also has decreased a lot.

If you are using these Facebook features to reach your prospects as a real estate agent, broker or investor, you must already be aware of this fact. In such a scenario, you may be inclined to think that the only way to generate leads through Facebook is to run ads.

While there is no denying that Facebook Ad is one of the cheapest and most effective ways to reach your prospects, you shouldn’t give up on Facebook’s organic reach just yet.

The one Facebook feature that can still skyrocket the organic reach of your real estate content is Facebook Messenger.

The key to using Facebook Messenger for real estate leads

Facebook Messenger is getting popular as an alternative to the traditional email marketing, and for good reasons.

While I recommend that email marketing should still be a very important part of your real estate digital marketing strategy, Facebook Messenger marketing is better because it offers a much better open rate and click-through-rate (CTR) than email marketing.

Studies show that you can get an open rate of up to 25% with email campaigns, while Facebook Messenger offers an open rate of up to 85%.

Facebook Messengers wins hands down when it comes to CTR also. Email campaigns provide a CTR of up to 6%, while Facebook Messenger up to 25%.

It’s obvious that you should start focusing on Facebook Messenger marketing.

In order to get leads, you need to grow your Facebook Messenger marketing contact list. It’s similar to your email list.

So the key to using Facebook Messenger for lead generation is to have as many qualified leads on your Messenger contact list as you possibly can.

Get Facebook Messenger Chatbot for your real estate website

Do you want to turn the website visitors into Facebook Messenger contacts?

I am pretty much sure your answer is yes because as soon as you make your website visitors your Facebook Messenger contacts, you can retarget them whenever you want to. You can share latest property listings, blog posts, offers or any other type of content with them through Facebook Messenger.

Sounds great, right?

If you want to know how Facebook Messenger bots work, here is an article explaining it in detail.

If you are running your real estate website on WordPress, you can use a free WordPress plugin such as WP-Chatbot to have Facebook Messenger Chatbot set up in just a few minutes.

Your website visitors can simply click the Chatbot icon and initiate a conversation with you. They can ask whatever question they have about buying or selling real estate. Your lead conversion rate will go up if they get a response immediately.

Once they send you a message on Facebook Messenger, they will be automatically added to your Messenger contact list. It will enable you to send them offer messages, links and property listings in the future.

Turn people commenting on your posts into Facebook Messenger Contacts

If you get a lot of comments on your Facebook page, you can grow your Facebook Messenger contact list quickly.

If you are not getting comments, it means that you need to make your Facebook posts more engaging. Interesting quizzes (‘Did you know’ kinds of posts) and contests related to buying and selling real estate tend to attract comments and reactions on Facebook.

For example, you can post a quiz like ‘Which one of these GIFs does represent you home buying experience the best?’.

Once you start getting comments, you can use an auto-responder chatbot plugins. When someone leaves a comment on your Facebook post, these chatbots will automatically send the person a response privately through Facebook Messenger. And when the person replies to the chatbot response, he or she becomes your Facebook Messenger contact.

In conclusion

Using Facebook Messenger marketing is important because studies show that you can get better open rate and click-through-rate (CRT) with it than email marketing.

Needless to say, a higher open rate and CTR translate into more real estate leads. Facebook Messenger also helps you personalize your real estate brand because Facebook is social media platforms where people want to connect with people and brands they know and trust. Facebook makes it intuitive for people to strike up a conversation with your brand.