House Buyer Bureau has been going from strength to strength over the last 5 years we've been working with them. When we initially optimising the HBB lead gen forms and follow up email templates, we started to bring in more leads than the client sales team could handle at times. So, time to look for optimisation of the sales staff's effectiveness: get them to respond faster for better result.
Financial Property Services, UK
Tech stack
Clouds: Salesforce Sales Cloud, Service Cloud, Digital Engagement, Engage, Marketing Cloud Account Engagement
Integrations: Outlook 365, Zapier, Docusign to PdfButler, and more
The Challenge
The sales staff needed automation tools and support to respond to incoming leads faster for better result.
In our client's own words:
"In our market, speed of response and building rapport, and trust quickly is extremely important. We work in a market where competitors respond to new enquiries within minutes. Our challenge was that half our leads come in out-of-hours and so it could take 24 hours before we speak to a potential seller. We wanted to bridge that gap with a high quality, personable email and SMS campaign.
The solution
CloudAnalysts filled the gaps in the customer journey and ensured every client was instantly welcomed.
This is how we did it in the clients' own words:
"Astrid and team built us an automated SMS campaign using Salesforce to complement Pardot. We now instantly send a personalised 'Welcome' SMS to each new lead. If the lead applied outside of business hours, we send a 2nd follow-up SMS on the next working day to share that they are as a priority.
The result of this setup alone has been brilliant. The team has been getting direct replies to our SMS messages - helping build client rapport plus lead prioritisation.
In parallel we also send a welcome email.
Initially this just contained copy and a link to a welcome guide, but we just updated it to include a short welcome video from our buyers.
This served several aims, it built an immediate connection between the seller and our buyer, it put a face, name and voice to our brand, and it encouraged more engagement with our initial welcome communication."
This video email has far outperformed all our other email templates.
Result: huge boost to business
The open rate on our welcome email has increased from 55% to 80% and the click-through rate has increased from 9% to 17%.
A fantastic improvement that has really helped our team make better quality connections with motivated sellers.
Since introducing these new campaigns we have seen a +25% in conversion rates from Lead to Opportunity for House Buyer Bureau.
New prospects are responding directly to the SMS campaign which helps the buying team prioritise more motivated leads.
This case study is to be continued as we are doing many projects for this business to make it go from strength to strength.