How we tripled the online leads of a Real Estate Company! (Part 2)
Now that I had discussed how we were able to increase the FB page likes in the Part 1 blog, let’s see how we multiplied their online leads!
The Story continues
Soon as they linked their website with the newly bought FB page, their website traffic increased. This was mainly because of the Social Proof (If you visit a page and if you can see at least 3 of your contacts who have liked the page, chances are that it did not happen by accident. And you will be influenced to know more about the page yourself!).
It helped them in bringing free Traffic to the Website. As per our instructions, they were able to have great engagement with Photos, Videos, and Live Videos!
But even though their website traffic was on the rise, they weren’t getting enough leads! Initially, we thought it was maybe because of the randomness of the audience from Facebook. But we were wrong!
It was in one of the random conversations that we came to know about their marketing budget. They were spending a minimum of 8000$ every month for online ads! And their returns- Very less!
We then started to analyze what really wrong was happening there! We broke down the customer experience step by step.
We started off with a customer journey map highlighting the Digital Interactions they have.
Every part of the customer experience was going smoothly until we found a glitch in the user experience on their website. They were still relying on FORMS! Just imagine, all their marketing efforts are relying on these forms!
Yes, Forms are important, that is how they get leads. But they never realized that these forms are actually pulling their growth rate down, making them unaware of their real growth potential!
And the first thing we asked them to do was to take out the forms from their website! Theythen replaced their forms with a Live Chat. Of course, it was better than the forms! But Imagine!
They employed people to just chat with the customers on their website!
As they were not the experts in the sector, they were unable to give any answers to the “out of the script questions”! All they did was chat with the customers, collect their Email Id/ Number and then transfer the same to the expert agents who later makes the call/ does the follow up! It was ineffective!
Weeks later, we met again, and it was Joel, my friend who suggested about the new conversational interface we had developed to them. They started using it and sure it did wonders for them! They were getting 3x times more leads, they were able to filter out their genuine leads which means more the number of conversions!
The new system became the Game Changer!
The reason why the new system was able to generate more quality leads was that it was,
More responsive
Live Chat taking more time, it took around 30 min at an average to just collect an Email Id! When thinking from a customer perspective that is really BAD! We were able to shorten it by something less than 5 mins!
More information at a lesser time!
More Data about the customer
It is said that 10% increase in the lead quality can lead to a 40% jump in revenue!
Now imagine, instead of just an Email Id/ Number we were able to provide a hell lot of details like the customer’s location(at times even his/her address), job profile, social media account details and a lot more details were available to them on our Dashboard!
Agents did their magic with the extra info and the rest is history!
Click to Call feature
The instant call back feature increased lead conversions by 30%. All the customers had to do was type in their phone number and within seconds, a call was made with the expert agent on the other side! That too with the enriched data about the customer in hand!
Studies from MIT shows that the contact rates significantly goes down after 5 minutes.
For the inquiries submitted in the web, sales go to the first company that responds. (Here with the data, the response was also smarter!)
Set a meeting feature
Usually, a lot of time was spent to fix the first call. Or the first call was made before setting an appointment with the customer. Both of this was actually BAD!
So we gave that power to the customers. Now the customer could book an appointment from inside the Chat window, making sure it does not interfere with any of your other meetings!
All this happens in no time! This was specifically intended to capture the customers who didn’t opt for the click to call feature (As they might not be in a position to attend the call, say like traveling!)
Easy to use
The whole system was so designed that the customer has the minimum effort in getting the information/ answers for his/her queries! We even added pictures of the properties so that the customers got a better picture to the answers for their inquiries!
We were able to direct the customer to the specific page about the property when they require much more details about the same (Like the list of schools in the locality)!
And the best part was that this conversational interface system was active 24x7 on the website! Which means none of their potential website visitors were left unattended!
There are other features that have contributed to the rise in revenue, but these features hold Lion’s share of it!
I hope this blog was informative!
