LAMUDI
The online property platform saw a 53% lower cost per lead when it added ads that click to WhatsApp to its usual lead generation strategy on Instagram and Facebook.
Lamudi is one of Indonesia’s largest property technology companies. It provides prospective buyers, developers, agents and financial institutions with a seamless, end-to-end experience throughout the property ownership journey.
lower cost per lead when running ads that click to WhatsApp plus its usual lead ads, compared to lead ads alone
higher conversion rate from click to submitted form when running ads that click to WhatsApp plus its usual lead ads, compared to lead ads alone
The Lamudi team was looking to attract prospective homeowners and help property developers get more leads.
THE SOLUTION
Wooing with WhatsApp
While Lamudi frequently ran Instagram and Facebook campaigns with lead ads that would instantly populate people's provided contact information into forms upon clicking, the team wanted to explore fresh strategies for boosting leads.
Because WhatsApp is popular in Indonesia, the Lamudi team was curious to learn whether ads that click to WhatsApp could prompt more people to chat with the brand, and to submit their details to receive more information about their properties. So the team set up a two-week campaign of photo and video ads that ran in Feed, Stories and Reels placements on Instagram and Facebook.
The ads featured four different properties available from developers that work with Lamudi, highlighting the architecture, facilities and amenities of each. To learn more, people were encouraged to click the WhatsApp button, which automatically opened an automated experience that prompted people to begin a conversation and provide relevant details. After the conversation ended, someone from Lamudi’s in-house sales team followed up with them. Simultaneously, the Lamudi team ran its usual campaign of leads ads that click to an instant form.
To gain insights into the efficacy of the ads that click to Messenger, the Lamudi team conducted a Meta A/B test that compared the performance of its usual lead ads with the performance of the ads that click to WhatsApp combined with its usual lead ads. The ads were shown to a broad audience of people in Indonesia over the age of 25.
The A/B test showed that the approach that combined the ads that click to WhatsApp with Lamudi’s usual marketing efforts drew in more potential buyers.
Lamudi determined the results of its September 16–30, 2023 campaigns with an A/B test, which yielded the following results:
- 53% lower cost per lead when running ads that click to WhatsApp plus its usual lead ads, compared to lead ads alone
- 8% higher conversion rate from click to submitted form when running ads that click to WhatsApp plus its usual lead ads, compared to lead ads alone