Read this case study to know how a property franchise used lead & dynamic ads on Facebook for reaching the right people and improving their experience on mobile devices that resulted in 8X more mobile bookings in 6 weeks.
8X more mobile bookings @ 82% lower cost in 6 weeks
The Brand & the Story
A responsible real estate company with over 350 franchised broker offices in Taiwan, Cthouse has been prized as the “Best Franchiser” by Common Wealth magazine this year (2016). Committed to security, the real estate company ensures that the customers understand their rights & obligations.
Cthouse wanted to drive online sales capturing more mobile bookings for which it tuned to Facebook marketing and saw 8X more mobile bookings at 82% lower cost in 6 weeks.
Grabbing the mobile opportunity
Having realized the fact that in spite of receiving more traffic from mobile through their mobile-friendly website mobile conversions for Cthouse was lagging behind that of desktop, the real estate brand set a goal of converting more of its mobile traffic to leads & sales.
Reaching the right people with the right properties
Cthouse could make out that for enticing people to book a viewing in a cost effective way i.e. keeping its cost per conversion low at the same time, they had to reach the right consumer with the right properties offering the relevant choices.
With the help of the carousel ads, the brand could display photos of 3–5 discounted properties in the same ad and boosted the click-throughs eventually by presenting the consumers with more options. The team also made use of the link ads for driving website traffic that included calls to action like “Find Out More” and “Contact Us”.
- Dynamic adverts
- Lead adverts
- Desktop News Feed
- Mobile News Feed
- Conversion Tracking
- Custom Audiences
- Lookalike Audiences
Capturing more mobile bookings @ low costs
With the help of right segmentation & targeting, Cthouse could maximize their budget as well as with the help of the lead ads they could reduce the number of steps in the booking process from 6 to 3.
Highlights of the campaign that ran from December 1, 2015–January 15, 2016:
- 8X increase in bookings
- 82% lower cost per booking
- 30% increase in website traffic
Words by Angela Shi, Marketing Executive, Cthouse
“Facebook has been a wonderful marketing partner. Its extensive reach and ability to help you target the right audience has helped us reach more potential clients and increased our conversions on mobile. We plan to double our investment in Facebook this year.”