New softwares that piggy back on platforms like Facebook Messenger, WeChat, Telegram or even SMS (text messages) allow businesses to create dynamic, personalized interactions at scale... without having to pay high costs for the labor or the tech.
These interactions are not replacements for the personal interaction between businesses and customers, but merely a vehicle that expedites the process. These automated systems can deliver content, answer questions, ask questions, and collect data from your subscribers.
Recently we ran a marketing campaign for a local real estate agent that automated over 2000 conversations and generated over 500 interested buyers before the business owner actually started interacting with the prospect.
Here's what we did..
1. Run a Targeted Facebook Ad to a Geographically Based Audience.
You can target your audience based on where they live, how old they are, and even if they're renting or not. For legal and algorithmic reasons, we like to leave the targeting limited to age and geography to get a wide enough reach for our ad.
In this instance, we ran the ad to individuals that lived in San Antonio Texas. We split tested different age ranges and found the 45-55 year olds and 55+ to have the lowest cost per leads.
2. Offer Home Searches for Homes that are Desirable in that Location
We've found that no "lead magnet" beats local home searches in the real estate market. We've found even more success by making it specific to something that the specific area finds desirable. Some areas prefer a lakeside view, some prefer 2-story homes, some prefer one-story, etc.
Because we were targeting the whole city of San Antonio, we made it for all the homes currently for sale in the city.
3. Deliver the home search via Facebook Messenger
Facebook now allows you to created automated systems on top of a Facebook Business Page. Once a user sends your business page a message, they become a subscriber that you can send future communications to.
We embedded the real estate agent's website into this conversation so that users could hit a button and search for homes on their phone.
This creates a very frictionless experience for the user while allowing you to follow up with the subscribers.
4. Survey Subscribers for Readiness to Buy
You can segment the subscribers by asking them some basic follow-up questions to qualify them as a lead. The messenger interface makes it really easy for users to answer to questions and give their responses.
Facebook Messenger bots also allow you to give suggested answers called "quick replies." These can suggest popular answers or even the subscriber's e-mail and phone number associated with their Facebook account to capture their information.
5. Send Information to Business Owner
We collect the phone numbers of interested subscribers and connect them with the real estate agent or an automated system to further qualify the lead.
We use a JSON webhook that sends the information from the bot to Zapier.
Zapier then sends that information to a software that calls the subscriber and connects them with the real estate agent.
This saves the real estate agent a lot of time and connects them with the subscriber when they are most interested.
Let me know in the comments below if you have any questions about how we did this campaign!