I always believed in the principle that a successful campaign is, if broken down in numbers is –
50% – served to the right audience (you can’t sell Dog food to Cat Owners, etc)
35% – the right offer (the more irresistible, the better)
15% – AD Copy (or the words you use to sell your offer)
In this article, we are going to discuss a PAID Marketing Method using Exclusively Facebook Ads and Facebook Messenger Bots (Manychat to be specific).
This was a successful campaign as we were able to qualify leads using a questionnaire system in Facebook Messenger, hence lowering our ad spend and focusing only on making follow up calls on users who actually answered the questionnaire. Answering the questionnaire means that the user is a motivated buyer… not someone who is just on “window shop” mode.
STRATEGY
The Property we are posting for rent is a Single Detached, 3 bedroom / 3 bath, 100 sqm house and lot.
First, we created a Custom Audience in Facebook Ads Manager. Since this is not my first real estate campaign for this location, i already have existing Data from my previous ads, particularly a Video Ad of a similar product.
I created a custom audience for those who viewed the video for at least 3 seconds. Next step was I created a Lookalike Audience from this custom audience that i made.
Here’s the actual video ad i made:
Do note that i did not target demographics or interest.
For my Ad Creatives, i used a Video Ad. I like to use Video because if done correctly it can be highly engaging, and second you can create a custom audience of the video viewers for your remarketing campaigns. This is especially helpful if you don’t have Pixel Data, let alone a website for your product.
Here is the actual Video Ad i used for the campaign
In Facebook’s Feed, it should look like this, take note of the kinda “clickbaity” thumbnail of the video above.. can help with people’s short attention span.
If a user views the video for more than 3 seconds – they’ll automatically populate a custom audience we’ll create. This audience is no longer cold and is perfect for future retargeting campaigns.
Once the user clicks on the CTA button, it opens up Facebook Messenger and fires up the bot, which leads us to the next section of this article…
INTEGRATING WITH MESSENGER BOTS (MANYCHAT)
The primary purpose with messenger bots is to Automate repetitive process – such as customer’s answering customer’s frequently asked questions and most importantly Qualifying Leads.
The first half of the bot sequence shows the features of the property, answer’s most FAQs and a questionnaire will be presented at the end to qualify the lead.
It is important that we “incentivize” or reward the the user to motivate him/her to fill up the questionnaire as it is the most important part of the lead generation process.
Our incentive was an opportunity to negotiate on the pricing.
Here is a sample of the actual BOT Flow once the ad is clicked.
Take note that the 1st part of the video is all about showing features/answering FAQs and 2nd part (starting at 0:55) is the questionnaire.
WHERE DO LEADS GO?
Manychat (paid version) has this cool version wherein you can populate rows in google sheets entries or data that the customer has successfully provided. In our case, the user’s answer to our questionnaire is exported / populated in google sheets.
What is so cool about this?! first you will be notified via Facebook or Email every time a questionnaire is completed by a (hot) lead, meaning you can save your time and avoid the headache of checking your FB inbox . Second, it is very possible to check the results in google sheet itself, since this are the hot leads, those who actually completed your questionnaire. Saves you a lot of time, money and headaches dealing with window shoppers!
So Here is a sample of how your google sheet data will look like ! – take note, the last entry is the answers i provided in the video above.
QUALIFYING PROCESS SUMMARIZED
As soon as the user clicks on the “schedule a call” button in messenger, he/she is considered a motivated buyer rather than a “window shopper” who merely ask for pricing and doesn’t response anymore. You don’t want to spend your time and resources on this window shoppers.. just like the 80/20 rule.. they compose about 80% or more of the bot respondents. We focus on the 20% – those who took the time to finish the questionnaire.
Our questionnaire was simple – we only asked 3 questions (+1 Bonus / incentive) :
- How Long Do you plan to stay in the house? (Less than 1 yr, 1-2 Years, More than 2 years)
- How many family members will occupy the house?
- We prefer PDC (post-dated cheques) for payment, do you have one? (Yes/No)
BONUS Question : Please enter your best price offer per month based on your budget. (if they want to negotiate the price)
The answers we gather from above tells us a lot about our “hot” leads. We measure lead “temperature” by their answers, the best kind of lead should have these answers
- Q1 – More Than 2+ Years
- Q2 – Must not be so many house occupants – Less than 6 is ideal
- Q3 – Must Choose Yes for PDC, unless lead can pay cash upfront
Preferred BONUS Answer – Doesn’t find a need to negotiate offer price 🙂
CAMPAIGN METRICS / RESULT
Ad Budget : ₱ 300 ($6)/ Day (Philippine Peso)
Total Ad Spend : ₱1,013.50 ($20+)
Result : 146 Messaging Conversations Started @ ₱6.94 /$0.14 per Messaging Conversations Started
So that’s 146 Possible Leads created from our total ad spend. – Not Bad!
On the back-end we made follow calls on those who actually completed the questionnaire (As they submitted their phone number). It was easy for us to identify who where the most motivated buyers based on their responses. eventually we focused on 3 people who we believe were the most motivated and eventually had to choose one.
Final Status – the Deal is Closed and House is rented for 3 years!
Total budget spent was $20 for FB Ads and $10 for Manychat Pro Version.
What do you think of this strategy? We’d love to hear from you! You can go ahead implement this method for your business, or if you need help or got any further questions, leave a comment below or contact us via email.
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