67% of your competitors don't use this method of retaining customers

We all know that in real estate the sales cycle is long, competition for leads is high, the cost of leads is higher than in other industries, and many leads have deferred demand that needs to be nurtured toward a decision. And few know how to retain clients and stop losing them.

In this post, we'll talk about a combination that can help return up to 40% of clients back into the sales funnel.

CRM marketing + WABA (WhatsApp Business API) + cascading broadcasts

67% of your competitors don't use this combination, and you have the chance to be one step ahead and close more sales. And for those who already use it, we'll explain what to do so you don't get blocked.

WABA is a tool that allows companies to integrate WhatsApp into their business processes and use it to automate client communication.

It allows you to integrate data from your CRM system and send personalized messages to your clients, as well as track statistics on sent, delivered, and replied messages.

Cascading broadcast is a chain of messages built based on client behavior (read/didn't read, replied/didn't reply).

Through this tool, you can recapture a client's attention, strengthen motivation, and guide them toward action — whether it's a property viewing, a call, a reservation, or simply a return of interest in your company.

Important! Before sending messages, you need to segment clients: by behavior, interests, funnel stage, budget, and purchase goal. And based on this, build your broadcast logic.

What do we send?

• Discounts, promotions, special offers on properties
• Useful information about the real estate market, changes in residence permits and legislation, purchasing, managing, and furnishing property
• Property video tours, expert interviews, webinars

Who can we send to?

• People who voluntarily gave us their phone number (for example, through an inquiry form on our website)
• People who gave verbal or written consent to receive messages from us

ANYONE who does not meet the above criteria — sending broadcasts to them is PROHIBITED.

Cascading broadcast guidelines. How to avoid getting blocked

• Maximum number of characters in a broadcast message — 1024
• The text must have absolutely NO grammatical or spelling errors
• You CANNOT use any URL shortening services for links in the text
• The URL domain MUST be directly related to your company
• You CANNOT use any ambiguous words or phrases in the text — message analysis is performed not by humans but by Meta's neural network, for which such linguistic constructions are too complex, meaning you should follow the principle "even a robot should be able to understand this"
• The text CANNOT be overly promotional, meaning you CANNOT use a direct call to purchase, register, or take any other action
• You CANNOT ask the user to share any personal data
• It is NOT RECOMMENDED to use prices in the text. Meta's documentation doesn't explicitly prohibit mentioning prices, but it's best not to play with fire and mention the price more than once
• The text MUST include an "Unsubscribe" button, after clicking which the client should receive a confirmation message that they have been unsubscribed

What metrics to measure to understand CRM marketing effectiveness

• OR (open/read rate)
• CTR (click-through rate)
• Chain-to-lead conversion (checks the effectiveness of broadcast scenarios)
• Repeat touchpoints
• Number of returned leads
• Share of leads from the old database

Mistakes your competitors make

• Same approach for all leads
• Sending in the evening or on weekends
• No post-sale scenario
• No personalization

By applying these tips and guidelines, you'll be able to make your sales funnel more effective and get ahead of those who don't!

If you need help with CRM setup, WABA integration, automation, and creating guidelines — contact us.