Facebook is pushing businesses towards messaging in every way possible. They believe it is the future of marketing on their vast platform to any audience, including those looking to buy or sell their home.

The mega-media company realized some startling figures on why their focus has been on messaging for businesses:

  • 1 Billion users are on Facebook Messenger
  • 1 Billion messages have already been sent to business pages
  • 16,000 bots have already been built in Facebook Messenger since April

There’s a big shift moving towards using messaging as a source of marketing and for good reason. For those of you who made it to CEO Connect this year at Inman Connect San Francisco, got a great look inside the beast – and I know what I took away from my time in the walls of Facebook is that…

Facebook is bullish on Messaging

And here’s the cool thing – they aren’t just talking about it, they are building things to help you as a business page owner on Facebook, use messaging to generate more buyer and seller leads.

Let’s take a look at how:

Setting your Business Page’s Call-to-Action to “Send Message”

Screen Shot 2016-09-12 at 6.15.12 PM.png

As shown above, Facebook now allows you to setup your page to receive messages directly from your home page.

To get your page setup like this its just a few simple steps:

  1. Hover over your current Call-to-action button and click the drop-down button “Edit Button”

Screen Shot 2016-09-12 at 6.26.00 PM.png

2. That will bring up this pop-up where you will then select the Send Message button from the drop-down

3. Select save changes and you are now ready to receive messages right from your Facebook Business homepage

Promoting messaging to your Facebook business page

Okay, so now that you are optimized for messages on your Facebook page, how do you get people to actually message you?

Screen Shot 2016-09-12 at 6.27.03 PM.png

This is a great opportunity to promote your new Send Message button and it’s simple to setup!

  1. Hover over your Send Message button
  2. Select “Promote” from the drop-down menu

Screen Shot 2016-09-12 at 6.29.49 PM.png

You should now see this pop-up window where Facebook will guide you through creating your:

  • Headline
  • Text
  • Edit/add an image
  • Audience
  • Locations
  • Budget
  • Duration

You know your audience and marketing budget better than we do, so I’ll leave it to you to setup those specifics. However, I’d like to recommend some great copy you might consider using in this case, which you’ll find how to optimize below.

Responding to seller leads in real time from a Facebook Ad

As you can see from the video, creating a Facebook Ad geared towards sellers is a great way to let your Sphere-of-Influence know about your salability and stay top of mind.

In this ad we use:

JUST SOLD: 123 Main St. sold in under 30 days, message us to learn how long your home would be on the market.

You’ll see seller leads start to directly message your Facebook Business page asking about the market and how their home would be received if it were on the market today.

Using a Chatbot to respond automatically

If you are using a chatbot, like Holmes – he would be able to instantly respond to your seller (and buyer) leads right on Facebook in real-time, just like you see above.

Holmes knows about the market in your area, about recently sold homes, current inventory and even macro level mortgage and interest rates, to help your sellers answer their toughest questions with reliable information in real-time.

Messenger as a Destination for News Feed Ads

Now that you’ve setup an ad promoting your Facebook Business page’s new Send Message button – you are probably wondering, “What more does Facebook have to offer to advertise messaging?”

Well you are in luck, because Facebook is just rolling out a new feature for Facebook Ads + Messenger

Ads in News Feed that drive people to chat with your bot on Messenger


Imagine now, you can create ads like you just created, but with highly targeted and even more relevant content, that can be sent directly to Messenger.

Advertisers will now be able to select Messenger as a destination under the website clicks objective and use any call-to-action in their ad, including “Send Message”, to link to Messenger. All clicks on these News Feed ads will directly open up a Messenger thread with a copy of the ad or configurable structured message

This is a feature that you’re leads are going to love. It means that they can now get highly relevant information without ever needing to leave your sphere of influence or Facebook!

Its a huge win-win for you and the consumer because nobody wants to have to go to a website, sign up/in, get bombarded with pop-ups and stuck on an annoying email campaign.

Instead – your leads can simply click-thru your ad over to Facebook Messenger (their favorite messaging app) where they are then chatting with an intelligent chatbot, working on your behalf to get their questions answered in no time. No sign up, no pop-ups, no annoying email campaign and you get see their entire conversation and hop in when you get the chance.

How do I create an ad to drive people to Messenger?

Get this new Facebook feature setup for yourself by following these steps:

(you may not see this feature yet, as Facebook is rolling it out over the month of September 2016)

Screen Shot 2016-09-12 at 6.49.52 PM.png

Facebook is getting more and more bullish on messaging every day which is why we believe you should be in your real estate business too. Following these tips you’re well on your way to the new marketing frontier: messaging.


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