A New Kind of Real Estate Facebook Marketing

Services for Real Estate Pros with www.PrinterBees.com BRE# 01392374

Are you looking for something new – out of the ordinary – for your Facebook marketing?

There are SO many options. You can create a locally-focused Facebook group to share your expertise. You can use paid ads, targeted to folks who might move soon. You can share questions and humor on your Facebook page.

But you can also stand out by being completely different – using Facebook chatbots to engage with prospects!

The Power of Facebook Messenger

The Messenger chat app passed 1.2 billion users last April, so there’s no telling how many more people use it today. Messenger isn’t just for friends keeping up, either – 1 billion messages are sent between people and businesses each month!

If you’re looking for a unique way to connect with prospects, Messenger is a great choice. However, if you’re like most Realtors®, you don’t have time to sit and chat all day.

That’s where a modern communication tool comes in handy – a customized chatbot.

Isn’t Building Bots Hard?

I hear you! You’re saying, “Listen, Nadine, nice idea, but I’m not a programmer.” I get it!

The good news is that you don’t have to be! There are tons of simple tools, including Chatfuel and ManyChat, that help you create the bots you need. With a little bit more sophistication, you can also use tools that use Natural Language Processing (NLP) to create bots that can have non-linear conversations.

Once you create your bot, you can generate interest by using targeted Facebook ads. You can invite prospects to get a freebie from your bot, and ask them to subscribe to future messages.

Do People Like Talking to Bots?

Are you afraid that using Messenger bots will remove the personal touch from your messaging?

You don’t need to worry. In fact, Salesforce found that 69% of consumers prefer chatbots for quick communication with brands.

Having active bots available gives you the ability to answer simple questions and offer benefits 24/7 – without losing sleep. And don’t think it’s just “young folks” who like using chatbots – the Salesforce study showed that Baby Boomers were just as likely as Millennials to see the benefits of communicating in chat with bots.

Chatbots Are a Starting Point, Not an End

Generally, people enjoy using chatbots to get to know a brand and have questions answered. However, they don’t trust bots with making an expensive purchase.

As a result, you should focus your chatbot at the top of your sales funnel – the awareness and engagement phases – and save your personal communication for the sales and advocacy stages.

Chatbots are a great way to build awareness of your brand and spread your reach without costing yourself a lot of time or money. Most Realtors® aren’t taking advantage of this channel, so you could gain a lot of your market simply by making the leap!

You can also draw attention to your Messenger chatbot by promoting on your print marketing materials. Add a sentence to your business card or farming postcards inviting them to message you on Facebook. You’ll be amazed at the response you get!


This post previously shared on PrinterBees' Real Estate Marketing Magazine.


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John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

I had an aneurysm at Natural Language Processing (NLP).

But good stuff here, thanks for posting.

Aug 14, 2018 03:47 PM #2
Lindsay Reagan, Realtor
Bowen Realty - Wellington, FL

Great info. I have been wanting to set up a chatbot

Aug 14, 2018 06:07 PM #3
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Never heard of this, would like to see how it works!

Aug 14, 2018 06:07 PM #4
Stu Hill
Glide GBS - Real Estate Marketing - San Francisco, CA
MAdMan (Real Estate Marketing & Advertising)

Sales begin with conversations!

Aug 14, 2018 06:47 PM #5
Brian DeYoung

Wow. Thanks for this info.

Aug 14, 2018 08:02 PM #6
Scott Hoen
TitleCapture.com - Carson City, NV
VP, Marketing Systems & Sales Tech, 714-270-9607

Nice post -- start a conversation to build that releationship

Aug 15, 2018 12:24 AM #7
Cathy Starkweather
La Rosa Realty, LLC. - Celebration, FL

Really good idea, thank you for the post!

Aug 15, 2018 04:59 AM #9
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

yet another tool for the industry players....

Aug 15, 2018 06:29 AM #10
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

This sounds like a good way to connect and get prospects engaged in a conversation. Are you using it yourself ?

Aug 15, 2018 11:31 AM #11
Eva B. Liland with Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service

Well I hate to admit it but I'm not that technologically advanced. Sounds like a great way, are you teaching how to do it in a webinar maybe, lol?

Aug 15, 2018 11:47 PM #12
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Is this the person who pops up while you are on their page and attempts to draw you into a conversation ?

Aug 16, 2018 05:21 AM #13
Steve Murphy
ReadyHomeSell.com - Fairfax, VA
Website helping homeowners prepare for sale

Fantastic post. I'd been hearing about chat bots, but I had something of a negative image of them. Your take on being hyper-responsive has forced me to reconsider. Time kills deals. Waiting several hours for a response lets your prospect cool off or even find another source to answer their inquiry. A bot might solve that. Thank you!

Aug 16, 2018 06:40 AM #14
Anne Corbin
Long and Foster - Lake Anna - Spotsylvania, VA
Serving Lake Anna & Central Virginia

I don't know. I've got a lady named "Ann" who keeps calling me and she sounds like a chatbox. She is a recorded message trying to get me to do something with Google business.

Aug 16, 2018 07:18 AM #15
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

I really hope chat bots improve.  They are so rudimentary now that you almost always waste time if approaching them with a nuanced question.  

Aug 17, 2018 02:27 PM #16
Mary Jo Quay
Remax Results - Edina, MN
I Move You Home

We're at the bot beginning. if I had a lot of traffic on my site I'd use it. 

Aug 17, 2018 07:25 PM #17
Sham Reddy CRS
H E R Realty, Dayton, OH - Dayton, OH

Thanks for sharing!!!

Once you create your bot, you can generate interest by using targeted Facebook ads. You can invite prospects to get a freebie from your bot, and ask them to subscribe to future messages.

Aug 21, 2018 04:17 AM #18
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I like this idea and shared it with my daughter who might also be using this as sshe's dialed in with a trainer in Alabama.  Interesting stuff.  Thank you!

Aug 22, 2018 05:15 PM #20
Eva B. Liland with Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service

I put my latest listing on Facebook Marketplace, within less than 24 hours I had 108 leads via FB Messenger, showed it once and took an offer that I will present to the seller this morning, yay!

Aug 23, 2018 05:55 AM #21
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

This is good information Nadine, but I'm afraid it's over my head. I need a teenager. I did follow one of your links though, to your website and you've got me thinking about a new postcard campaign. So there's that!

Sep 01, 2018 01:32 PM #22
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

This was a great blog and glad to see it get feature.  We all can learn lots from you.

Dec 26, 2018 07:37 AM #23
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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