Why Housebuilders Should Stop Using WhatsApp
In today’s fast-paced property market, social & video communication has become essential for housebuilders looking to engage buyers, build trust, and accelerate sales. Yet, many sales teams are still relying on popular social messaging apps like WhatsApp, iMessage, Facetime, and Messenger to connect with customers.
In fact, a 2024 study found that sales teams send an average of nine unchecked social messages per development every week* - while proactive teams are sending more. These messages often include build update videos, show home tours, local area information, appointment confirmations, event invites and more. Most of which are sent through channels that pose risks to both the business and the customer.
While these apps may feel familiar and convenient, they were never designed for video-based customer service in the housing industry. More importantly, they weren’t designed for business-to-customer (b2c) communications, and the risks far outweigh the benefits.
What Is Social Messaging (and why does it matter for housebuilders)?
Social communication is more than just sending updates and video clips over social apps. It's about delivering personalised messaging (whether it’s video, imagery or text) that informs, engages, and converts customers at all stages of their home-buying journey.
For housebuilders and real estate developers, using multimedia content (especially video messaging) for build updates, property tours, and personalised buyer touchpoints can:
Increase property sales with video content by showcasing homes, local amenities and communities more effectively.
Improve customer experience with video, offering timely, interactive updates that reduce cancellations and boost confidence in the developer.
Streamline communications, making it easier for customers to receive information without app downloads or storing content on their devices.
But to achieve these results, housebuilders need a dedicated messaging platform, not a standard consumer app.
The Risks of WhatsApp and Other Social Messaging Apps
Popular social apps weren’t designed for housebuilder customer communications or business messaging, and using them can create serious problems:
GDPR breaches of customer and user personal data.
No branding or corporate consistency, diluting the customer experience.
No account management, training, or best practices for sales teams.
No visibility or reporting for management to track performance.
Lack of security features like message recall or ‘unsubscribe’ controls.
No business integrations with CRMs or sales alerts.
Clunky customer experience, requiring downloads or storing content on personal devices.
These tools aren’t designed for business use and can damage both your reputation and your sales process.
How Movin Technology Solves the Problem
Movin Technology provides a secure, branded, and measurable messaging platform built for the housing and construction industry.
Our platform helps sales teams:
Send personalised video messaging for buyers that drives engagement and conversions, either through request of the housebuyer, or from sales advisors themselves.
Use video communications in the housing industry to deliver updates, tours, and reminders at key points in the buying journey.
Increase property sales with video content by integrating CTAs, sales alerts, and lead tracking.
Deliver video-based customer service that keeps buyers informed, supported, and excited about their purchase.
Access scripts for leads and resources on how to write a script for engaging video messages.
With full GDPR compliance, account management, first- and second-line support, business reporting, and corporate branding, Movin helps housebuilders replace risky apps with a professional social & video communication platform that’s designed to grow sales and improve customer experience.
Start Improving Customer Communications
If you want to increase property sales, improve buyer confidence, and deliver a seamless, branded experience, it’s time to rethink your customer communication strategy.
Discover how personalised video messaging can transform your sales process.
*Based on a 2024 study with a housebuilder partner.
