[Case Study] How A Real Estate Agent Generated 500 Leads with Messenger Bots for under $1300

18 replies
Messenger marketing and conversational marketing is a growing trend that's becoming easier (and cheaper) to implement for businesses of all kind.



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!
#$1300 #500 #agent #bots #case #estate #generated #leads #messenger #real #study
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  • Profile picture of the author Delboy Trotter
    Pure gold. People still underestimate the power of Fb ads after trying it for a couple of times and loosing few $xxx.

    We are currently doing solething similar and can for sure say the messenger bots are the futur of IM.

    Thanks OP for the CS. Real great info here.
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    • Originally Posted by Delboy Trotter View Post

      Pure gold. People still underestimate the power of Fb ads after trying it for a couple of times and loosing few .

      We are currently doing solething similar and can for sure say the messenger bots are the futur of IM.

      Thanks OP for the CS. Real great info here.
      Yes -- Facebook ads can be a money pit if not done correctly. We had to test quite a few campaigns before we landed on one that could be reproduced in different areas.
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  • Great case study. Thanks for sharing!

    So you were targeting mostly people on mobile with this campaign?
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    • Originally Posted by The Mysterious Marketer View Post

      Great case study. Thanks for sharing!

      So you were targeting mostly people on mobile with this campaign?

      Yes -- we limited it to users on mobile device. Unfortunately the Facebook to Messenger experience isn't as seamless as it is on mobile device. Plus Facebook seems to display "Messenger Campaigns" to mostly mobile users anyways.

      On previous campaigns when we didn't limit it to mobile, 95%+ of our impressions were mobile anyway
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  • Profile picture of the author John Durham
    Interesting.... Waiting for some elders to chime in before I form an opinion. Sounds amazing though.
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  • Profile picture of the author teamhai
    500 Leads thats Amazing . I hope the person have mad good ROI as real estate is very lucrative market and even one leads might give them profit after covering there cost of 1300$ for all 500 Leads . Facebook Ads is really effective if done in right way.
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    • Profile picture of the author interneda
      Yep could be very lucrative if done right, otherwise it could bring in 500 unqualified leads which = wasted money. I'm interested in seeing what number of the leads have converted before calling this a full success. The set up for the ad and the automation is A1 no doubt!
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      • Profile picture of the author talfighel
        Originally Posted by interneda View Post

        Yep could be very lucrative if done right, otherwise it could bring in 500 unqualified leads which = wasted money. I'm interested in seeing what number of the leads have converted before calling this a full success. The set up for the ad and the automation is A1 no doubt!
        It takes specific things to get this right. If you set up the same way, you might not make any of the money back.
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  • Profile picture of the author DURABLEOILCOM
    How much does this complete process of advertising costs? Does it provide a good return on investment?
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  • Profile picture of the author offmarketinvestor
    500 leads....How many closed?
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  • Profile picture of the author reubenchng
    Thanks for the informative post, loved it. Wondering which chatbot system did you use?
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    • Originally Posted by reubenchng View Post

      Thanks for the informative post, loved it. Wondering which chatbot system did you use?
      We recommend Chatfuel and Active Chat --

      Chatfuel for its stability and Active Chat because of its intuitive interface.
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  • Profile picture of the author ascentvisas
    It's easy to generate high volume of leads but are they target oriented? are they worth the number? are they generating any revenue? I feel it's to have filters over the form for the best cream leads.
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    • Originally Posted by ascentvisas View Post

      It's easy to generate high volume of leads but are they target oriented? are they worth the number? are they generating any revenue? I feel it's to have filters over the form for the best cream leads.
      I couldn't agree with you more. We use the survey as a way to qualify them. We received over 2000 subscribers but only 500 turned into actual leads.
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  • Profile picture of the author balajiamrut
    Hey
    Hector Santiesteban,
    Your Case Study is very Informative. It is very Informative.

    Are you targetting mostly people who are using Mobile Phones for this Campaign?
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  • Profile picture of the author cearionmarie
    Very interesting! I'm more of an Instagram person and Facebook is the next step for me. Thanks for sharing this one.
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    Cearion Uy - Marketing Advisor
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  • Profile picture of the author mikigun
    Great case study!!!
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  • Profile picture of the author troy23
    Interesting idea....but
    Does it break any of Facebook's terms and conditions?
    Do they allow bots to be used on their platform?
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