Real Messenger: The birth of an industry-centric social network?

After meeting true messenger execs this week, I decided the company had come up with something with implications far beyond the real estate market it’s currently focused on: a social network that’s actually useful for business. The big problem with today’s social networks is that they try to be everything to everyone and instead don’t really focus on anyone for anything. Facebook, for example, has groups. But they’re moderated by users, aren’t targeted by developers to create unique and powerful experiences, and live under the same rules and annoyances that plague the rest of the service.

Real Messenger, on the other hand, is a social network focused solely on the real estate market. It serves this market much better than Facebook, or any general social network, because it was created by realtors for realtors and clients. It is generally better to have a tool created by those who will use it than a universal tool which, by nature of its universality, cannot focus on an individual market or use case.

Let me explain what Real Messenger is and how it could evolve.

Real Messenger: The real estate social network

In a generalist social network, you have a lot of groups that are partly moderated by users and partly moderated by the service provider but with no real connection between the developers of the tool and those who use it. This leads to results, like Facebook, that are clearly suboptimal if you want to progress.

Real Messenger was developed in conjunction with some of the top realtors in the United States to better connect realtors and individuals to properties they might want to sell or buy. Although the company is currently self-funded and pre-revenue now, its sole focus of bringing buyers and sellers together virtually is unique.

The user scrolls through the properties and marks the ones they like. Over time, Real Messenger uses artificial intelligence to examine this information and discern the architecture and features the user wants to better serve properties that are particularly appealing.

Right now it seems to be mostly focused on very expensive single occupancy homes or land (one property in my feed was an island for $100 million). The app also serves as something of a realtor dating service by helping users find a realtor who works with properties they want to sell or properties with unique appeal.

This reduces the time it takes to find a property, better guarantees that it will be the ideal property for you, and potentially increases the sale price (by attracting more potential buyers). Although rudimentary now, it could serve as a precursor to the future of social media.

Data is essential

The service is young now, but once it’s widely used, the data it collects on potential buyers and sellers could dramatically change the way homes are sold. For example, it could provide a tool that presents you with a perfect virtual home (which could possibly be placed in the metaverse) and then perform a global search to find a property as close to your ideal as possible. And, based on what he knows about your past real estate engagements, he could help you find the perfect agent for you in terms of knowledge and personality. (It could also identify problem customers and help real estate agents understand how to avoid any related problems.)

It also suggests how social networks might evolve. They would differ significantly from the global domination approach of the big players towards more localized and specialized services that better meet the needs of a targeted group. Imagine an auto messenger, boat messenger, gun messenger, or private plane messenger that keeps shoppers engaged with great products for sale until they’re ready to buy or sell, then pivots to make that sale quick and easy.

Real Messenger is just one example. As we apply AI to the social media problem, the opportunity to improve close rates, increase customer satisfaction, and capture more useful market insights will be unparalleled. Also, if this approach is successful, other services will appear. And while targeted services like this don’t pose a threat to Facebook, they could collectively render Facebook redundant and force needed change – social media currently lacks the direction needed, in my view – for a networking future more powerful society.

While Real Messenger is nascent and still has a long way to go, it points to a social networking future that is focused like Real Messenger instead of broad-based offerings like Facebook that struggle with anything approaching focus.

Copyright © 2022 IDG Communications, Inc.

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