Automated replies for your real estate Facebook Page

Facebook lets you set up automated replies for your Page, so people who message your agency get an immediate response even when no one is at the inbox. The most useful ones are an instant reply, an away message and a short set of common questions. Used well, they speed up your first response. Used badly, they feel like a brush-off.

Meta moves these tools around and changes what is on offer, so this post explains the ideas and the wording and does not rely on a fixed list or click path. Look for the automation or auto-reply settings in your Page's inbox in Meta Business Suite, and check what is available for your Page.

Why automate replies at all

People who message a business on social media usually expect a quick answer. A vendor asking about an appraisal on Saturday night will often message two agents. The one who replies first, even with a simple acknowledgement, is usually the one who gets the conversation.

Automation also saves you answering the same question repeatedly, such as office hours, location and how to book an appraisal. That time is better spent on the enquiries that need a human.

The types of automated reply worth knowing

Instant reply

This is sent when someone starts a new conversation with your Page. It confirms that you have the message, says who will respond and when, and offers a quick alternative like a phone number or appraisal link.

Away message

This is sent when you are not available, for example outside office hours or on weekends. Meta lets you schedule this so it switches on and off by itself. It should set an honest expectation of when you will reply.

Frequently asked questions

Some tools let you set up a short list of common questions that people can tap, each with a pre-written answer. For an agency, good candidates are how to request an appraisal, how to see upcoming inspections and how to contact the property management team.

Other automations

Meta has offered other automated options over time, such as replies to certain comments or when someone asks for contact details or location. What you see depends on your Page and on Meta's current features, so check your own settings before planning around any of them.

Where it works on Instagram too

Some of these automations can apply to Instagram messages as well, if your Instagram account is a professional account that is connected to your Page. If yours is not connected yet, see how to link your Instagram account to Facebook. Limits and character counts can differ between the platforms, so test on both.

Example wording you can adapt

Keep it short, friendly and specific. These are templates, so change them to suit your agency's voice.

Instant reply: Hi [first name], thanks for messaging [agency name]. We have your message and one of the team will reply as soon as we can. If you need to speak to someone now, call [phone number].

Away message: Thanks for your message. Our office is closed at the moment and we will reply when we are back on [day] at [time]. If you would like an appraisal, you can request one at [link].

Common question, appraisals: You can request an appraisal using the form at [link]. We will contact you to arrange a time that suits you.

Use personalisation like first name only if it will be filled in reliably, because an empty name looks worse than none at all.

What to keep out of automated messages

• Price estimates or sale promises. A bot cannot assess a property. Give the next step, not a number.
• Anything that sounds like a human when it is not. A short acknowledgement is fine. Pretending a person is typing is not.
• Requests for sensitive details. Do not ask people to send financial or identity information in a message. Move that to a phone call or a secure process.
• Long scripts. If a reply needs more than a few lines, link to a page instead.

A simple setup checklist

1. Decide your response promise first, such as "within one business day", and make sure the team can keep it.
2. Write the instant reply and away message, and read them on a phone as a customer would.
3. Set your away schedule to match real office hours, including public holidays you close for.
4. Add two or three common questions with links to the right pages, such as the appraisal form.
5. Send a test message from a personal account to each connected channel and confirm it behaves as expected.

Test again whenever you change something. An away message that keeps firing during office hours, or a link that leads to a broken page, does more harm than having no automation.

Follow up like a person

Automation gets the first reply out. The follow-up must be human. Make a rule for your team: any message that arrives overnight or on a weekend gets a personal reply within a set time on the next working day. Assign someone to check the inbox, and make sure the person knows the automated message promised a reply.

It also helps to review your automations every few months. Check the phone numbers and links still work, the hours are right and the messages still sound like you. After a rebrand, a change of office hours or a new appraisal form, update them straight away.

Where automated replies fit in your wider marketing

If you run listing ads or seller campaigns, messages are a common response to them, so your replies should be ready before the ads start. Our post on listing ads on social media explains that side of it. For the wider picture, see our social media plan for real estate.

If you would like help setting up your Page and inbox so enquiries are handled well, book a call with Lead Fleet.