Case Study: How We Help Kuala Lumpur Luxury Condominium Generate 1500 leads and 15+ sales with Facebook Ads in 4 Months.
Background Information
Property Name: Kuala Lumpur Luxury Condominium
Target Audience: Middle-class families
Objectives
Challenges
1 High Number of Quality Leads Needed in Short Time:
Generating a large number of high-quality leads within a limited timeframe.
2 Budget Constraints:
Working within a budget of RM100K, which could lead to creative constraints and potential creative fatigue.
3 Limited Target Audience:
Focusing solely on people in Kuala Lumpur, limiting the potential target audience to 1.1 to 1.2 million individuals.
4 High Number of Bad Leads:
Managing a high volume of bad leads, including fake numbers, non-registrants, prank submissions, and lower income groups.
Strategies and Tactics
1 Facebook Lead Gen Campaign:
Utilized Facebook's lead generation campaign features.
2 Qualifying Leads:
Implemented standard questions (name, phone, email) along with two additional questions (property size and budget) to better qualify leads.
3 Exclusion of Non-Quality Leads:
Excluded tens of thousands of non-quality leads from previous campaigns to improve lead quality.
4 Quality Leads Lookalike Audiences:
Using quality leads as seed for lookalike audiences.
5 High Intent Form:
Users need to slide to submit. Friction added to improve lead quality.
Client Feedback
Client Satisfaction:
The client was satisfied with the campaign's outcomes.
Influence on Future Strategies:
Learnings from this campaign will be applied to future property campaigns to ensure high-quality leads.
Implementation
1 Platforms Used:
Campaigns were run on both Facebook and Instagram.
2 Creative Angles:
Developed multiple creative angles to prevent fatigue and cater to various buyer needs, including:
- Night façade
- Day façade
- Show unit
- Video on facilities
- Low-density direction
- Visit showroom
3 Content:
Mentioned property price and size in creatives to better qualify leads.
4 Languages:
Utilized English and Chinese to cater to buyer preferences.
Analysis
Insights Gained:
Multiple ad angles are necessary to prevent creative fatigue and cater to different buyer needs.
Unexpected Success:
The bad leads list made a significant difference, helping the campaign start at a better point.
Extra Questions and High-Intent Form:
These elements significantly helped to qualify leads effectively.
Results
1500 Leads Were Generated
Achieved a Lead-to-sales Conversion Rate of 1-2%.
Resulted in the Sale of 15+ Units
Client Feedback
Client Satisfaction:
The client was satisfied with the campaign's outcomes.
Influence on Future Strategies:
Learnings from this campaign will be applied to future property campaigns to ensure high-quality leads.
Conclusion and Future Plans
Improving Future Campaigns:
- New lead generation campaigns for properties can have a strong start due to prior testing and learning.
- Faster implementation as effective creative angles are already known.
- Cost savings for clients by avoiding redundant testing.
Recommendations for Similar Projects:
- Use high-intent forms.
- Include extra questions in forms.
- Mention prices to qualify leads.
- Exclude bad leads.