11 February 2019
Huge response to personalised SMS messages from property group
Three Sixty Property Group (Three Sixty) is Australia’s leading residential development sales and marketing agency. The company works with Aprika Business Solutions (Aprika) to access its knowledge and understanding of the Salesforce.com CRM System, the AppExchange and the Force.com platform. Aprika supports SMS messaging in the cloud through its application, Mercury SMS.
Real estate marketing is not simple, and today’s digital landscape does not necessarily make it any easier with a vast range of communication channels available and the increasing incidence of clients unwilling to provide contact information.
Faisal Akhter, Customer Relationship Manager at Three Sixty, said that in recent times it was proving more difficult to effectively contact clients, as including contact details, such as a mobile number, was not a mandatory field on expression of interest forms.
“Clients and prospects want to be informed about our new projects in leading Australian cities, but to date we have not ensured we capture the most suitable communication channel for them, so we can send information in line with their expectations,” she says.
SMS helps Three Sixty keep in touch with clients more effectively
Three Sixty found that although most clients said they preferred email as the initial point of contact, very few responded to the emails sent by the company.
Akhter says, “There is a fine line between keeping in touch with clients and prospects, and annoying them with too much contact. A customer relationship management solution is key to getting this right, and multiple integrated communication channels give you the greatest flexibility.”
Mercury SMS is an application that runs on the Force.com platform. It has all the tools that sales agents need to communicate with their clients via SMS directly from the Salesforce.com CRM system.
It provides the Three Sixty sales team with the ability to send individual or bulk SMS messages to lead and contact records, in addition to a number of other benefits:
- Outbound messages can be constructed on an ad-hoc basis or selected from a previously created template library
- Field value merging is supported, allowing SMS messages to be personalised quickly and easily
- Sending SMS messages via workflow is also supported
- Messages can be sent to one recipient, all contacts, or by a specific reference point, for example, all sales managers
- Messages can be scheduled to be sent on a specific date or time, or sent immediately
High response rates and increased sales activity
Akhter said Three Sixty has received an “unbelievable number of additional enquiries” since they started using Mercury SMS.
“It is a really great application and has helped our business a great deal by providing an effective communication channel with our clients and prospects. We get much higher response rates for SMS compared with email. We find SMS works very well when used to invite clients to open for inspections, special events and project launches.”
“Mercury SMS integrates seamlessly with Salesforce.com, streamlining communication and keeping it together in one place for improved client management and greater visibility. Users simply download the app from AppExchange and can be up and running in as little as 30 minutes.”
“After receiving an overwhelming response to our SMS campaigns, we are planning to expand our marketing campaigns to include multimedia messages as well. We understand this is on the roadmap and look forward to being able to use this functionality,” said Akhter.