This case study is based on a chatbot campaign built and run by Juhan Kaarma (co-founder of ChatCreate).
Chatbots are becoming a fast-growing way to generate leads and ultimately, to make more sales.
It doesn’t matter what industry you are in, you can use a chatbot to grow your business on autopilot.
In the article, we will take a look at how a real estate bot brought it’s owners 3 sales in just 10 days.
Wait till you see what they spent on ads and how much each lead cost them, it’s just amazing!
Let’s dive right in!
Summary of results
First up, let’s take a quick look at the results of the campaign over a 10-day period.
Adspend: 94 EUR
Link clicks: 1064
Messaging conversations: 243
Pre-qualified leads collected: 60
Apartment reservations made: 3
CPL (Cost per lead): 1.6 EUR
For any campaign to be a success, you first need to identify the issue and then come up with a robust solution.
In this company’s case, here’s the issue they were facing:
Usually when a new apartment building or house is being built, the agency tries to sell out as many of the available apartments as possible, even before any of the actual construction has begun.
The sales process begins pretty much right away after approval from legislative bodies is received and before the actual construction of the building starts.
The agents get to work with sales (usually that means Facebook ads, utilizing their personal network, driving traffic to a landing page and so on).
The goal is to get prospects’ contact information to take the communication with the potential lead to a real agent.
In all cases, what the real estate agents ultimately need is contact information for a person who wants to know more about the development. Once they have that data, they get in touch with them and handle the leads one-on-one.
Naturally, a Facebook Messenger chatbot is a great solution in this situation.
Advantages that a bot brings to the table:
- Much better conversion rates than on a landing page; reduced cost per lead.
- Pre-qualifying leads and learning about their preferences before you even talk to them.
- Thanks to lead pre-qualification, the real estate agents spend time with only really interested leads.
- Automated follow-ups.
What we wanted the chatbot to do:
- Start a conversation with a potential buyer. We used Facebook ads to drive traffic to the bot.
- Introduce the specific real estate project to the potential buyer (location, price, rooms, etc with images). Understand if the potential buyer is interested in that specific real estate project and what exactly is he/she most interested in (1/2/3 bedrooms etc).
- Collect the lead’s contact information (phone/email/preferred contact time).
- Pass that information over to the realtors.
- Follow Up with the potential lead in case of non-conversion and understand why he/she didn’t convert.
The Bot Flow
Now comes the fun part, setting up the actual bot flow itself!
I’ll cover the flow of the bot with explanations and screenshots of what happens in each step. (The content and structure of the screenshots is synonymous to the actual bot for this company which I won’t reveal here).
Step #1. The bot is linked with a Facebook ad. When a person clicks on the ad’s CTA button, our bot sends them a welcome message. You can click here to check out the actual bot we talk about in this post.
Step #2.Once the user clicks either of the buttons, it will trigger the next step and the bot will start nurturing the lead with information about the apartment + understanding what are the needs of the lead.
Step #3. After getting a basic understanding of the user’s preferences and making sure they’re interested in the apartments, it’s time to get that lead and put him in touch with a real-estate agent who will take it from here.
Note #1: A chatbot is ideal because it can interact with the person without being too pushy, if the user is ready to take the communication over to a real-estate agent, he can do that. If he wants to get more information, he can do that too.
Once the user is ready to talk to the agent, the chatbot asks their preferred channel of communication (for example phone vs email). In our experience people prefer to leave their email in 90% of the cases.
Agents can then take this email or phone number and get in touch with these leads directly.
Note #2. Once the potential buyer’s contact information is collected, the bot can do a number of things:
- Show the lead other real estate for sale.
- Take the user to a website.
- Provide financing options.
- And so on…
Imagination is pretty much the limit. In this case we’re giving the user an opportunity to check out more pictures of the property as well as check out other developments.
What if the user leaves the bot without leaving contact information?
Not a problem. It means that either the person is completely uninterested in that specific apartment, accidentally clicked on the ad, that specific apartment didn’t match his/her needs, has some other real-estate needs, something else came up etc.
This is where a chatbot is so much more powerful than a landing page!
If someone comes to your landing page and leaves it without leaving their contact information, the only way to re-engage them is re-targeting ads. However that doesn’t tell you why they actually left the website (it also costs you money to reach them again!).
But with a bot, even though the person didn’t leave their contact information, we have an opportunity to send them a follow up message.
In this specific case, if the person leaves the conversation halfway – the bot sends them a follow up message and gives them an opportunity to continue where they left off, or tell the bot if they’re not interested or would like to find some other real estate – the bot obliges 🙂
This is amazing because you will find out exactly why that person didn’t give their contact information and you can adjust based on that – and you can do that in an automated way. For free.
Step by step instructions on how to recreate this bot in MSGHero
Log into your MSGHero account or sign up here if you are new.
Under the “Create” Option, select “Messaging Funnel”.
What you are going to do is create a funnel that will guide your users all the way from their first contact with the bot to helping them pick a path.
Step # 3
Click the “+ Add New Funnel” button in the top right corner. Now, select the Facebook page where you want this funnel to go plus give your funnel a title and a keyword that users can type to trigger the bot.
In the example below, whenever someone messages our Facebook page with the keyword “Highlands”, the message we are about to set up will be sent to them automatically.
Next, you want to type the actual message users will receive.
To make the message more personal, click on the user icon to select options such as first name etc.
Make sure that you craft the message in such a way that the user is prompted to take the next action.
For the next action, you can add buttons. With buttons, you have two options:
a) Redirect users to a wesbite
b) Send them another message, such as ask them for their phone number/email etc.
Remember, this is an automated conversation between users and your bot, so try to imagine how the conversation should flow ideally and this will make it easier for you to figure out which options to provide.
Apart from buttons, you can also add sliders, lists or cards to display multiple items.
The cool part is, whatever element you add, you can see a preview of it on the right hand side.
So, at a glance, you can see exactly how that particular element will look like inside Messenger!
Once you have created the whole flow and you are happy with how it works, it’s time to get people to use your bot!
You can follow this tutorial to learn how to connect your bot with Facebook ads to start driving leads to your business ASAP!
Set Up Your Own Bot Today, Free.
Sign up for a free MSGHero trial here so you can also start using Facebook Messenger bots to sell more!
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