Foncia Boosts Digital Engagement and Lead Generation with Wisepops

The Challenge

Founded in 1972, Foncia has grown to become France's leading property management and real estate services company. As part of Emeria, the European leader in residential real estate services, Foncia 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. 

However, as the company 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 like Wisepops 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 Solution

To achieve their objectives, Foncia partnered with Wisepops and leveraged its powerful onsite marketing features.

Thomas Minguy, Head of Growth Marketing at Foncia, shares:

How Foncia uses Wisepops

Foncia implemented a multi-faceted approach using Wisepops to create a tailored, multi-channel real estate experience. They utilized both of Wisepops' products: popups and onsite notifications, to boost engagement on their website and meet their business goals.

Here's an overview of their performance for May-July 2024:

Campaign 1: Email Sign-up and Lead Generation

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

Here's one of the popups...

And here's an embedded form from the blog:

Campaign 2: Location-Specific Promotions

Foncia leveraged Wisepops' advanced targeting capabilities to promote location-specific offers. They created highly targeted campaigns using a combination of behavioral and geographic targeting.

The results:

• 88,312 total displays across all city-specific campaigns

• 6.76% average CTR

• 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 Nantes:

And this one for Toulouse:

And this one for Bordeaux:

These sophisticated targeting strategies resulted in highly relevant promotions, effectively driving awareness and engagement for location-specific services.

Campaign 3: Service-Specific Offers

Foncia created targeted campaigns with onsite notifications for specific services and content:

• A webinar promotion: 5.48% CTR

• A digital service campaign: 2.53% CTR

• A tenant application promotion: 5.54% CTR

These campaigns saw high engagement, with click-through rates 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:

Campaign 4: Mobile App Promotion

Foncia used Wisepops to create a targeted campaign promoting their mobile app. They designed tailored versions for both mobile and desktop visitors.

The result:

Up to 10% increase in app downloads across different app stores

This was the campaign made for desktop website version:

And this one was optimized to be displayed on mobile:

Best practices

Device-Specific Targeting

Recognizing the differences in user behavior across devices, Foncia created separate campaigns for desktop and mobile users. This approach allowed for optimized messaging and design for each platform.

Key Insight: Mobile campaigns consistently outperformed desktop campaigns, with CTRs often higher on mobile versions of the same campaign.

The Results

Key Achievements:

• 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 

• Mobile campaigns consistently outperformed desktop campaigns

• Successfully promoted location-specific services with targeted campaigns

• 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

Thomas Minguy from Foncia concludes: