Nowadays, messaging apps have become an integral part of our daily communication. Whether for personal conversations, customer support, or business-to-business interactions, WhatsApp has become an essential tool for staying connected.

According to recent data, WhatsApp is one of the most popular messaging apps in the MENA (Middle East and North Africa) region, with high usage rates across several countries. Here are some key insights:

• In Saudi Arabia, WhatsApp is the most popular messaging app with a penetration rate of 98% among internet users.
• In the United Arab Emirates, WhatsApp has a penetration rate of 96%, making it the most popular messaging app.
• In Egypt, WhatsApp is also highly popular, with a penetration rate of 93% among internet users.
• In Kuwait, WhatsApp is the most popular messaging app, with a penetration rate of 91% among internet users.
• In Bahrain, WhatsApp has a penetration rate of 90%.

Sources: Statista, Global Media Insight, Similar Web 1, Similar Web 2, App Figures

Benefits of using WhatsApp in the real estate industry #

WhatsApp offers various business products, including the WhatsApp Business app and the WhatsApp Business Platform/API. The WhatsApp Business app is designed for micro-businesses and provides some basic features such as a business profile, quick replies, and automated messages. On the other hand, the WhatsApp Business Platform/API is designed for businesses that require more complex integrations and automation, allowing them to manage high volumes of messages, send notifications, and integrate with their customer communications platform - WhatsApp Shared Team inbox.

One of the main reasons why businesses may switch from the WhatsApp Business app to the WhatsApp Business API is to scale their operations. For larger businesses with a high volume of customer inquiries, the API allows them to automate their messaging, manage their customer database, and provide faster responses.

It’s important to note that the API (Application Programming Interface) does not have a user interface, so to use it, you must code it yourself (if you are a technical person or have a tech team) or use a team inbox platform like Rasayel.

WhatsApp can be essential for your real estate brand if you want to grow your business by building meaningful relationships with your customers. You can use it for property listings, customer support, collaboration among agents, customer feedback, and more. Integrating WhatsApp into your business strategy can improve customer engagement, streamline operations, and ultimately drive business growth.

The power of WhatsApp #

WhatsApp has become an indispensable tool for businesses across industries, and the real estate industry is no exception. The ease of use and the ability to reach customers in real-time has made it an ideal tool for real estate agents to communicate with existing and potential clients. Here are some of the key benefits of using WhatsApp in the real estate industry:

Using the WhatsApp Business app #

The real estate industry has always been highly competitive, with agents looking to streamline processes and improve customer engagement. The WhatsApp Business app can help you stay on top of your game in a fast-paced industry.

• Business features: One of the most notable features is the ability to create a business profile that includes essential company information. The app also offers features such as welcome and away messages, broadcast lists, and quick replies.
• Real-time communication: The WhatsApp Business app allows real estate agents to communicate with clients in real-time, which can help streamline the process of finding and purchasing properties.
• Cost-effective: The app is free to download and use, making it a cost-effective solution for agents looking to communicate with clients without incurring additional costs.
• Improved customer engagement: The WhatsApp Business app allows agents to create customized profiles, automate responses, broadcast messages to multiple clients, and send notifications. All this can help improve customer engagement and satisfaction.

While the WhatsApp Business app offers many benefits for real estate agents, some limitations should be considered. Here are a few potential limitations to keep in mind:

1. Only the most basic automation available: The WhatsApp Business app doesn’t offer the same level of automation as the WhatsApp Business Platform/API. You can only automate greeting and away messages.
2. Limited scalability: The WhatsApp Business app is designed for micro-businesses, so it may not be the best option for real estate agencies with a high volume of clients. The app allows only one mobile phone and four additional devices to be connected to the same account, which might not be enough for managing customer conversations. Plus, the broadcast list within the app is limited to only 256 contacts and your clients would have to have your WhatsApp number saved in their phone books. Otherwise, they won’t receive your messages.
3. Limited data analytics: While the app does provide some basic analytics, such as the number of messages sent and received, it doesn’t provide the same level of detailed data analytics as other communication platforms.

Using WhatsApp Business Platform/API #

• Automated responses: With WhatsApp Business Platform/API connected to a customer communications platform like Rasayel, you can create a chatbot flow that triggers when you receive a message with a specific keyword. The chatbot can handle unlimited customer queries in real-time and offer customer support 24/7. Additionally, you can automate responses to common queries, freeing up time to focus on other tasks.
• Customizable templates: You can create message templates ensuring consistent branding and messaging across all communication. Interactive message templates with buttons offering different options to receivers can significantly increase customer engagement rates. The templates have variables and placeholders, allowing you to personalize your messages to each client in your database.
• Communication at scale: The broadcast list feature is not limited to only 256 contacts, which means you can send messages to an unlimited number of customers. Rasayel dynamically populates message variables using data attributes, such as customers’ names or previous purchases. This ensures that personalization is seamlessly integrated, without additional effort required.
• Database management: Using a customer communications platform connected to WhatsApp Business Platform/API allows you to manage your client database more effectively, with features like tags and data attributes to help organize and track client interactions.
• Collaboration at scale: You are not limited in the number of agents communicating with customers. Your agents can communicate with each other by using private notes, assign conversations among each other, and more.
• Multi-channel communication: Rasayel supports multi-channel communication, allowing agents to reach clients across multiple platforms, including WhatsApp, SMS, email. etc.

How to use WA in real estate? #

First and foremost, when using WhatsApp business, it’s essential to keep in mind the rules WhatsApp enforces and avoid violating any of the policies.

Comply with the WhatsApp policies #

According to WhatsApp’s opt-in policy, businesses must obtain explicit permission from users before sending them messages on WhatsApp. This means that businesses must provide users with clear and concise information about what types of messages they will receive and obtain their consent before sending any messages.

The Business Messaging Policy outlines guidelines to follow when sending messages to customers. Some of the key guidelines include:

• Businesses must only send messages to users who have opted in to receive messages.
• Businesses must provide clear and concise information about the content of their messages and include an opt-out mechanism in every message.
• Businesses must not use WhatsApp for spamming, phishing, or other malicious purposes.

The Commerce Policy outlines guidelines businesses must follow when conducting commerce transactions on the platform. Some of the key guidelines include:

• Businesses must provide clear and concise information about their products and services, including pricing, shipping, and return policies.
• Businesses must not engage in fraudulent or misleading practices when conducting commerce transactions on the platform.

Build your audience #

Building an audience on WhatsApp can be challenging, but there are several strategies that real estate agents can use to promote their WhatsApp presence and grow their audience.

One effective strategy is to promote their listings on other social media platforms, such as Instagram and Facebook. These platforms offer several tools and features that can help agents promote listings, including:

• Leverage Click-to-WhatsApp ads

Instagram and Facebook offer click-to-WhatsApp ads. These ads have buttons that make it easy for users to start a conversation with a business on WhatsApp with just one click.

• Encourage your agents to cross-promote your WhatsApp channel

Your real estate agents can also cross-promote their WhatsApp presence on other social media platforms by including links to their WhatsApp Business profile in their bios or posts.

• Add a WhatsApp widget to your landing page

WhatsApp widget allows you to embed a WhatsApp popup on your website by pasting a JavaScript code and establishing an easy communication tool for your clients. This widget lets visitors start a conversation on WhatsApp without leaving your website.

• Add a QR code to your marketing materials to make it easier for potential leads to connect with your business. By simply scanning the code, they can be directed to your WhatsApp account, streamlining the process and increasing the chances of converting them into customers.

  You can create a free WhatsApp widget for your website here.

Use cases of WhatsApp in real estate business #

From qualifying leads to scheduling property tours and marketing properties, WhatsApp offers a range of use cases that can help you improve your overall service. Let’s explore some of the top use cases for WhatsApp in the real estate industry:

Qualify leads in 30 seconds with a chatbot #

You can use a chatbot to quickly qualify leads and determine their level of interest in a property. With the help of a chatbot, you can get a better understanding of what your prospects and clients need.

You can deploy a chatbot with Rasayel in a matter of minutes. With our user-friendly bot builder, you don’t need to be a tech person to create a bot flow to handle customer queries 24/7. Here’s an overview of the chatbot flow I created for this conversation:

Creating inbox rules allows you to optimize customer communications by automating certain actions based on specific data attributes. For instance, you can assign incoming messages to a particular team member if they contain certain keywords or phrases. This feature allows for a more efficient and effective workflow, ensuring that each message is handled promptly and organized.

Use WhatsApp to promote property listings #

Real estate agents can use WhatsApp to share property listings with their clients, including photos, videos, and other details.

Collaboration is critical to success. With Rasayel, your agents can collaborate between themselves by assigning customer conversations and tagging each other in private notes.

Schedule property tours #

You can use WhatsApp to schedule property tours with potential buyers or renters, providing a convenient and efficient way to arrange viewings. The List message feature is very convenient as it allows you to integrate up to 10 options the customers can choose from.

You can also integrate WhatsApp with your existing software, such as a customer relationship management (CRM) system. This integration allows you to automate certain tasks, such as sending appointment reminders or following up with buyers or renters after a property tour.

For example, you can automatically send a follow-up message to a potential buyer or renter after a property tour, thanking them for their time and offering additional information or resources.

Collect feedback from your leads #

Gathering feedback from clients about properties they have viewed is an important part of the real estate industry. Not only does it help you better understand your clients’ preferences and needs, but it can also help you improve your services and offerings. Here’s how your agents can gather feedback from clients about properties they have viewed:

You can gather client feedback by sending a follow-up message thanking them for their time and asking open-ended questions about what they liked and didn’t like about the property. Encouraging clients to provide suggestions or recommendations can help identify areas for improvement and provide better service to future clients.

Promote an open house viewing via WhatsApp #

WhatsApp can be a useful tool for agents planning an open house viewing. Below is an example how you can use an interactive message template to plan and promote an open house while maximizing chances for customer engagement by adding buttons with quick replies:

You can use WhatsApp to remind potential buyers of an upcoming open house, share property details such as photos and videos, answer questions about the property or the open house, and follow up with potential buyers after the event to thank them and answer any further questions they may have.

Running promotional campaigns with bulk messages on Rasayel is incredibly easy and effortless. You can create templates and add dynamically filled variables so that the messages are personalized for each recipient, submit templates for approval by WhatsApp, and send them to selected customers.

Our user-friendly interface also allows customer segmentation to create targeted messaging campaigns and offers.

Transaction updates #

Keep clients updated on the progress of transactions, including the status of contracts, negotiations, and closings.

Promote your offerings #

With the ability to send promotional messages, alerts about new properties, and other marketing materials directly to clients, WhatsApp can help you keep your clients engaged and informed. Here’s how agents can use WhatsApp for marketing:

WhatsApp provides a convenient and efficient way for you to communicate with your clients and send personalized promotional messages, alert them about new properties, share property details, provide market updates, and collect feedback.

Monitor the productivity of your agents #

If you want to improve productivity, there’s no better way than reviewing the results of your agents’ previous interactions with customers and making data-based decisions. Rasayel provides detailed insights into the number of messages you receive, the average resolution time, the average customer waiting time, and other relevant metrics to help you optimize your communication strategy.

Here’s how analytics are presented in Rasayel:

Learn more #

If you’d like to learn more about how WhatsApp can help you grow your business, please reach out to us on WhatsApp at +13024070488.

We also offer a free consultation session where we review your use case, answer any questions about WhatsApp, and help you build a strategy to make the best out of the platform. Book a call with us here. We’d love to speak with you:

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About the author

Miodrag Magyar

Miodrag brings over 15 years of hands-on experience in content writing and marketing, with a talent for making even the trickiest topics clear and interesting. His passion lies in guiding businesses to effectively utilize WhatsApp to build stronger customer relationships and drive results. With an eye for detail and a heart for storytelling, he’s here to show how effective WhatsApp communication can boost sales and enhance customer engagement.

@Miodrag Magyar on LinkedIn