Draft

Foncia Captures 25K+ Leads and Boosts App Downloads with a Clever Onsite Strategy

About Foncia

Founded in 1972, Foncia is France's leading property management and real estate services company. As part of Emeria, the European leader in residential real estate services, it boasts 600 agencies across the country, serving over 3 million clients throughout their property journey. From property management to sales and rentals, Foncia offers comprehensive services for both residential and investment properties.

Key results (three months)

25K+new email leads
captured with onsite campaigns
10%more app downloads
across multiple app stores
7.6%average CTR
for customers who interacted with onsite campaigns
85%CTR for the best
performing Wisepops campaigns

The challenge

As Foncia expanded its digital presence, it faced the challenge of translating its personalized, high-touch service from physical offices to its online platform, prompting them to seek innovative solutions to enhance their digital customer experience.

Their digital marketing goals included:

Increasing mobile app downloads
Growing their newsletter subscriber base
Driving targeted traffic to specific pages
Effectively communicating important updates and news
Enhancing website navigation
Offering personalized visitor experiences
Making their website more dynamic

The winning strategy

Foncia implemented a multi-faceted approach using Wisepops to create a tailored, multi-channel real estate experience. They utilized three onsite channels: popups, onsite feed, and embeds, to boost engagement on their website and meet their business goals.

"At Foncia, we were looking for a solution that could help us bridge the gap between our personalized in-agency experience and our digital platforms. Wisepops offered us the flexibility and power to dynamize our website, enhance user engagement, and effectively communicate with our visitors. The ability to create targeted, location-specific campaigns and personalized experiences aligned perfectly with our goal of providing tailored real estate services online. Wisepops has become an integral part of our digital strategy."

Thomas Minguy, Head of Growth Marketing at Foncia

1. Generating more leads on the website with popups and embed forms

To boost their email list and generate leads, Foncia created targeted popups and forms offering valuable content and services in exchange for user information.

2. Using geo-targeted campaigns to drive more clicks on key pages

Foncia leveraged Wisepops' targeting capabilities to promote location-specific offers. They created highly targeted campaigns using a combination of behavioral and geographic targeting. As a result, Foncia achieved a 6.5% increase in main CTA clicks on targeted pages.

Here are some examples of campaigns created for visitors from specific French cities—this one for Toulouse:

And this one for Bordeaux:

3. Promoting segmented offers for key services

Foncia created targeted campaigns with onsite notifications for specific services and content. These campaigns saw high engagement, with CTR reaching up to 5.54% for the tenant application campaign.

Here's the promotion of a new service (digital rentals):

And this campaign allowed tenants to submit their data for property application:

4. Increasing app downloads with special campaigns for mobile and desktop

Foncia created a targeted campaign promoting their mobile app. They designed tailored versions for both mobile and desktop visitors.

This was the campaign made for desktop version:

And this one was optimized to be displayed on mobile:

Results

Here's an overview of performance of Foncia's campaigns between May and July of 2024:

Collected 6,748 new email subscribers in just three months
Achieved an impressive overall CTR of 3.24% across all campaigns
Increased app downloads by up to 10% across different stores
Significantly boosted engagement with the user account creation campaign (160.42% CTR)
Increased main CTA clicks by 6.5% on pages with location-specific promotions

"We initially thought about using Wisepops to test a few popups on Foncia.com, but the more formats we tested, the more interesting the observed results became. Today, we have deployed the solution on about ten of the group's websites, and we can no longer do without it."

Thomas Minguy, Head of Growth Marketing at Foncia

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Pawel Lawrowski

Pawel is the Head of Growth at Wisepops and an expert in lead generation, popups, ecommerce, and onsite marketing.

With over a decade of experience in digital marketing and ecommerce, he has both build marketing teams from scratch and led strategic business growth projects.

Pawel has worked with countless online businesses on marketing strategies and is now sharing his knowledge. Previously, he was an head of growth at Tidio, where his responsibilities ranged from creating marketing materials to building acquisition channels.

Education

West Pomeranian University of Technology

Certifications