industry
Real Estate
KEY METRIC
CPL
RESULT
22% DECREASE
SUCCESS STORY
Kolektif House tripled qualified leads using the lead scoring tool we developed.
With the lead scoring tool we developed, the number of potential customers with high probability of sales tripled. Lead generation cost (CPL) decreased by 22%. While the customer experience during the sales process has improved, the lead to sale conversion rate has increased.
Challenge
In the lead generation process, Kolektif House uses too many channels at once. The biggest challenge we experienced emerged as this channel diversity increased. Having too many leads accumulated simultaneously in the CRM tool was making the job of the sales team difficult and also worsening the experience of the potential customers. Also, due to the long duration of the sales process, we could not fully evaluate the ROI of the channels using traditional analytics tools.
SOLUTION
We developed a solution to make advertising channels connected to the CRM system. We started to collect not only the steps where potential customers fill out the form, but also their journey, which includes all channels where they interact with the website, in the CRM system. We also started to transfer the updates made by the sales team about the status of the lead over time from the CRM system to digital platforms.
RESULTS
Leads with a high probability of sales tripled. We managed to optimize the sales funnel and user experience during the sales process. The conversion rate of lead to sales has increased. We lowered cost per lead 22%, so the lead generation cost has decreased.