Overview
The feature uses a form on Facebook & Instagram which allows buyers to enquire on listings for sale with pre-populated contact information, which is then sent directly to you.
Availability
This feature is invite-only, early access right now however it will be rolled out to everyone soon.
Do I need to do anything differently?
Nothing! Continue launching your listing campaigns as the feature is pre-enabled, if you'd like to turn it off, follow the steps here.
Please note: this feature is only available on Facebook/Instagram and only on Listings For Sale campaigns.
How to manage Lead Maximiser
If you wish to turn off the feature you can do so via the following instructions:
Go to 'Edit Audience' (in the 'Audience' section of Spoke's campaign creation flow of a Listing campaign).
Scroll to 'Networks'
Select 'Facebook' and de-select 'Lead Maximiser' underneath.
Click 'Save' and continue creating your campaign.
What to expect from using this feature
Lead volume
During our testing, we have found that on average this new strategy is able to achieve 10 - 30 leads per campaign with roughly 25 - 30% of them being hot to warm leads.
Writing your ad copy to avoid negative comments
There was a small subset of potential buyers/sellers during testing, that were unhappy with this new strategy as they aren't provided with the same information they once were. To put this into numbers perspective, out of the number of impressions and the number of negative comments it was only 0.07% of users.
We found the main reason why negative comments appeared was that users were not expecting a form to appear. Writing your ads can help minimise negative comments as you are able to set a clear expectation to that user of what will happen.
It is recommended that you include a call to action at the start or end of your ad copy that alludes to the fact that a form will appear. For example, you could say - 'Fill Out This Form Today' or 'Complete The Form To Get More Detailed Information About This Property.
How to handle negative comments
If you receive a negative comment we found successful and unsuccessful ways to handle these.
What we found to be unsuccessful was sending the landing page link in response to a negative comment, as it resulted in fewer leads. We found that more people clicked on the link rather than submitting the form. Some agencies opt to use this technique, however please keep in mind it may reduce the number of leads you receive.
Through testing we found the following to be successful in handling negative comments -
You should attempt to educate the user on why you need this information. An example of a response is:
"Our aim is to connect buyers with their ideal home and we have found the most effective way is by understanding what our buyer is looking for.
The form provides our agents with the necessary information to understand your situation and provide you with better service.
If you want more information without filling out the form, please reach out to us directly and we can send the publicly available information"
You should reassure potential users that they won't be put onto marketing lists and/or spam called
You can also hide the negative comments however it is best practice to try and address people's comment as there may be others who share similar concerns.
Ability to qualify leads with extra questions
Potential buyers and sellers will be asked a series of questions that will help you better understand who they are, what they are enquiring about, if they are a homeowner, and when they are looking to move.
From testing, we have found that 51% of respondents are homeowners and 41% are looking to move in the next 1 - 3 months.