Replying to messages from prospects on Instagram and TikTok

When a property video works on social media, the messages arrive. And they look nothing like the enquiries that come through the portals. A property prospect on Instagram or TikTok writes short and fast, sometimes without a hello: "How much?", "Where?", "Can we visit?". Misread, these messages look like idle curiosity. Handled well, they become viewings, and sometimes sales. Here is how to reply.

Very short messages

On social media, messaging is quick and informal. A prospect writes as they would to a friend. Three words, sometimes a single emoji. It is not a lack of seriousness; it is how the channel is used.

The most common messages:

• "Price?" or "How much?"
• "Where is it?"
• "Still available?"
• "Can we visit?"
• "Do you have anything else like this?"

Each of these messages is an open door. You still have to walk through it.

Reading them correctly

Behind a short message are very different profiles:

1. The curious, who liked the video and asks a question on reflex.
2. The buyer thinking it over, preparing a project for the coming months.
3. The active buyer, searching now and comparing.
4. The potential seller, checking out your agency through a property.

You cannot tell who is who from the first message. That is why every message deserves a careful reply.

Reply fast

Speed is decisive. A prospect who writes in the evening often sees other videos straight afterwards. If your reply arrives two days later, they may already have moved on.

• Aim to reply within the hour, during the day.
• Prepare template replies for frequent questions, to personalise.
• Turn on notifications and organise the team to cover evenings and weekends.

Qualify without putting people off

You need to know who you are talking to without turning the conversation into an interrogation. A good method: answer the question first, then ask one.

For example:

"Hello! The house is on the market at [price]. It's in [town]. Are you looking to move in, or for a second home?"

Each exchange tells you a little more: the project, the timing, the financing. Always courteously, even with someone who is merely curious: they may share the video with the right person.

Getting the viewing

The goal of a conversation is a concrete step: a call, a file, a viewing. Never let a conversation end without a proposal:

• "Would you like me to send you the full file?"
• "Can I call you for five minutes to tell you more?"
• "I have viewing slots on Saturday morning, which suits you?"

Offering two precise slots works better than an open question. And to limit merely curious messages in the first place, consider showing the price in your videos. Read should you show the price in a property video.

At Riad O'Zeen, in Marrakech, sharing the videos led to a sharp rise in private messages asking to book directly. That is exactly when responsiveness makes all the difference. Read the riad's story.

Template replies

Here are a few templates to adapt, so you can reply fast without losing quality:

To the message "Price?":

"Hello, thanks for your message! This property is on the market at [price]. It's in [town]. Would you like to receive the full file?"

To the message "Still available?":

"Hello! Yes, the property is still available. I can offer you a viewing this week. Would a weekday or Saturday suit you better?"

To the message "Do you have anything else?":

"Hello! Yes, several properties might interest you. What type of property and which area are you looking for? I'll send you a selection."

These replies give the information, start a conversation and propose a next step.

Organising replies as a team

When the videos work, the volume of messages grows. Get organised:

1. One person in charge of messages each day.
2. Shared template replies, to personalise.
3. A simple tracking tool, to log each contact and their follow-up.
4. A target response time, known to the whole team.
5. A quick handover to the agent responsible for the property.

A prospect should never have to wait because the right person is in a meeting.

Turning a message into a relationship

A prospect who does not buy this property may buy the next one, or ask you to sell their own house. Note their criteria, with their permission, and get back in touch when a matching property comes in. Social media messaging then becomes a genuine list of qualified buyers. Read our article on social media for real estate agents.

Messages never to send

Some replies drive prospects away, even interested ones:

• "Call the agency", with no other information.
• A bare link to the listing, when the person has already seen it.
• A long sales message that does not answer the question.
• A list of conditions before even offering a viewing.
• A reply that comes too late, several days after the request.

The prospect must feel that a real person has read their message and is answering it. A first name, a precise answer and a concrete proposal are often enough.

Tools that help

A few simple tools make managing messages easier: a business inbox that brings the different networks together, customisable template replies, a shared calendar to offer slots, a contact tracking sheet. The tool does not replace the human tone, but it stops you forgetting a message or leaving a prospect unanswered. Read our article on social media for real estate agents.

Frequently asked questions

Should you give the price by message?

Yes, if the seller agrees. Refusing to give the price often means losing the contact. Better still: show it directly in the video.

How do you handle a large number of messages?

Prepare template replies, share the work within the team and use the platforms' messaging tools to sort conversations.

What about messages from the merely curious?

Reply politely and briefly. Today's curious person may become a buyer or a seller tomorrow, or share your video.

Should you move to the phone quickly?

As soon as a prospect seems serious, offering a call speeds things up. Let them choose the moment.

Should you reply in the evening and at weekends?

As far as possible, yes, at least with a short message. Evenings and weekends are often when prospects watch videos and write.

How do you spot a serious prospect?

A serious prospect asks precise questions, is willing to share their project and offers availability for a viewing.

For your agency

Discover our offer on the Real estate agencies page, and read our article on social media for real estate agents.