floatchat: Building an Engaging Real Estate Chatbot

7 min read
02 September 2023


In today's digital age, having an intelligent chatbot on your real estate website can be a game changer for engaging with potential buyers and sellers. Chatbots allow you to provide instant responses, qualify leads, book showings 24/7, and overall improve the customer experience. In this article, we will walk through how to create an effective real estate chatbot template for your business.

Defining Goals and Use Cases

The first step is determining the goals you want to accomplish with your real estate chatbot and mapping out key use cases. Some examples of goals could be:

  • Automating lead generation and qualification
  • Providing quick answers to FAQs from site visitors
  • Scheduling showings and open house visits
  • Sending listings to prospects based on their criteria
  • Gathering buyer and seller leads through conversational surveys

Once you have your goals outlined, map out the typical conversations and questions your prospects may have to define the key use cases for your chatbot. This will allow you to build out the conversational framework and flows.

floatchat: Building an Engaging Real Estate Chatbot

Choosing a Chatbot Platform

There are many chatbot development platforms to choose from including options like Chatfuel, Manychat, Flow XO, Motion.ai, and more. Evaluate the options to find one that aligns with your budget, has great real estate templates and workflows, and has NLP capabilities.

Some key things to look for include:

  • Easy drag and drop bot building
  • Pre-made real estate templates
  • Customizable lead flows and surveys
  • Integration with your real estate CRM
  • AI and NLP for natural conversations
  • Analytics on engagement

Select a platform that will make it easy to build out your real estate bots and optimize the experience.

Defining the Conversation Flow

Once you have a platform selected, you can start mapping out the conversation flow. Think through the typical questions site visitors may ask and how the chatbot should respond.

You'll want different flows based on the use case - one for gathering buyer leads, one for scheduling showings, one for answering FAQs, etc. Build it out in a tree structure with branched logic so the chatbot can have natural conversations.

Some common real estate conversation flows include:

  • Welcome message - Ask if they need help with buying, selling, or have a general question
  • Buyer flow - Ask questions about price range, bedrooms, location, timeline to qualify lead
  • Seller flow - Ask about property details, timeline to sell, request photos and details
  • FAQ flow - Categorize questions into topics like listings, neighborhoods, open houses etc.
  • Showing flow - Confirm details, schedule date/time, and collect any additional info

Be sure to make the conversations natural and friendly while capturing key details.

Adding Real Estate Related Content

Your real estate chatbot example should provide valuable info to site visitors beyond just responding to questions. During the conversational flows, you can add relevant content blocks about listings, market updates, neighborhood guides, and tips for buyers and sellers.

Some types of content to include:

  • Featured listings in the buyer's criteria with photos, details, and showing info
  • Market reports for the area with recent sales, average prices, and demand
  • Neighborhood guides with demographics, walk scores, school info, and amenities
  • Articles with tips for first time home buyers and sellers
  • Infographics about the home buying process

This content provides great value to prospects during the conversational experience.

Integrating with Listings & CRM

To provide accurate real-time responses, your chatbot needs to connect with your real estate listings and CRM. Look for a chatbot platform that easily integrates or build a custom integration using APIs and webhooks.

You'll want to connect to your MLS listings to pull updated property details, prices, photos, etc. Integrate with your CRM to sync new leads, update lead stage, and assign tasks for follow up.

Key integrations to set up:

  • Pull currently available listings from MLS in buyer’s criteria
  • Access listing media like photos and videos
  • Get neighborhood, school district, and market info from MLS
  • Sync new buyer / seller leads with your CRM system
  • Update lead stage in CRM after chat qualification
  • Create tasks for agents to follow up on hot leads

The right integrations will allow your chatbot to handle many common questions and tasks automatically.

Optimizing with AI and NLP

To handle a wide range of conversational questions, your chatbot needs artificial intelligence (AI) and natural language processing (NLP). This allows the chatbot to understand intents behind questions and provide the right response even if the question is phrased differently.

Look for a platform with strong NLP capabilities out-of-the-box or invest in custom NLP training:

  • Classify questions into intents like greetings, buyer questions, neighborhood queries etc.
  • Identify entities like property types, locations, price range etc.
  • Understand synonyms like real estate/homes, condo/apartment etc.
  • Extract key details from long-form questions
  • Determine context from conversation history to improve responses
  • Continuously improve over time based on real user conversations

With AI and NLP, your chatbot can have natural, human-like conversations at scale.

Creating Chatbot Personality and Branding

In addition to functionality, focus on designing the right chatbot personality and branding. This includes:

  • Friendly, conversational tone and language
  • Real estate related name (ex. HomeBot)
  • Male or female voice
  • Avatar or branding images
  • Backgrounds aligned to your brand
  • Accurate details in bot profile

Test out different options to determine what resonates best with your target demographics. Also customize the chatbot content with relevant listings, neighborhood info, and market reports for your area.

Adding Engaging Elements

Some other engaging elements you can add:

  • Rich messaging with images, videos, buttons, and cards
  • Interactive elements like galleries to swipe through listings
  • Quizzes about buying/selling or neighborhood matching
  • Calculators for mortgage payments and affordability
  • Hyperlinks to sections on your real estate site
  • Virtual agent / chatbot avatar that users can customize

These interactive elements make conversing with your bot fun and useful.

Launching and Optimizing Performance

Once your real estate chatbot is ready, it's time to launch! Have a plan in place to drive traffic and optimize performance.

Promotion tactics:

  • Add chatbot icon and launch button on your website
  • Promote via email, social media, paid ads
  • Create dedicated landing pages and videos
  • Send event-triggered messages to site visitors

Track metrics like:

  • Messages sent
  • Questions answered
  • Leads captured
  • Bookings made

Use this data to optimize your bot:

  • Improve conversational flows that have high exit rates
  • Expand on popular content blocks
  • Add new FAQs being repeatedly asked
  • Provide additional info for leads that get stuck

Set up ongoing performance reviews to continue leveling up your chatbot and impact on business.


Implementing a intelligent chatbot on your real estate site can transform how you interact with prospects and improve conversions. Following the best practices outlined in this template will help you create an effective, useful, and human-like conversational experience. Automating common questions and qualification frees up your agents while capturing more leads. As chatbot and AI technology advances, now is the time to integrate it into your real estate business.

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