Incorporating lead generation via Messenger into its Facebook Advantage+ catalogue advertising campaign, the real estate company reduced its cost per thousand individuals contacted by 77% while preserving conversion prices.
Sinyi Realty Inc., a Taiwan-based real estate corporation founded in 1981, has grown its global footprint by entering Asian countries. With approximately 500 offices in Taiwan, the company takes pleasure in providing secure, fast, and affordable real estate transactions.
THE OBJECTIVE
Expanding consumer base
Sinyi Realty, Inc. wished to determine if incorporating Business Messaging into its Advantage+ catalogue advertising campaign may increase consumer reach and conversions without incurring additional expenses.
HOW IT WAS DONE
Sinyi Realty Inc. tested click-to-Messenger advertisements with the purpose of generating leads, also known as lead generation in Messenger. To assess the effectiveness of the new technique, the team ran a conversion lift test using three cells:
Cell A displayed ads with a Messenger link
Cell B contained Advantage+ catalog advertisements that emphasized conversions.
Cell C utilized a combination of click-to-Messenger and Advantage+ catalogue advertisements.
The test compared the performance of both ad forms together (Cell C) to the performance of each type alone (Cell B) (Cells A and B).
Each advertisement contained distinct property listings. When users clicked the Send Message call-to-action button, they were redirected to an automated Messenger discussion where they could enter further details, such as their preferred city or district, phone number, and name, to schedule a viewing appointment.
Sinyi Realty Inc. observed through testing that there was relatively minimal overlap between the audiences of Cell A and Cell B, indicating that each ad type targeted customers at distinct phases of the sales funnel. The click-to-Messenger advertisements reached more potential customers during the consideration phase, whereas the Advantage+ catalogue ads reached more customers during the conversion phase. Therefore, the combo performed better than each format alone.
The research also found that combining lead generation in Messenger with Advantage+ catalogue advertisements increased discovery, or “upper-funnel” metrics such as impressions and reach, while keeping conversion cost constant. Overall, Sinyi Realty Inc. discovered that Business Messaging facilitated the acquisition, engagement, and development of meaningful relationships with clients.
THE OUTCOMES
Enhanced audience coverage
The campaign ran from August 14 to September 23, 2022, and based on the multi-cell conversion lift test, the following results were attained:
only 40% lower cost per impression (CPM) for cell using lead generation in Messenger combined with Advantage+ catalogue ads, compared to Advantage+ catalogue ads only 17% lower cost per search for cell using lead generation in Messenger ads combined with Advantage+ catalogue ads