Customer Story
Three Sixty Property Group improves buyer engagement with SMS in Salesforce
Overview
Challenge: Three Sixty Property Group was finding it harder to contact prospects effectively, especially when mobile numbers were not always captured and email was delivering low response despite being the stated preferred channel.
Solution: Sinch Engage in Salesforce gave the sales team the ability to send individual or bulk SMS, personalise messages with merged fields, use templates and workflows, and schedule sends directly from the CRM.
Results: Higher response rates than email, an “unbelievable number of additional enquiries” and stronger sales activity around open inspections, special events and project launches.
“We get much higher response rates for SMS compared with email, and Mercury SMS integrates seamlessly with Salesforce.“
In property sales, interest does not mean much unless it turns into a response. For Three Sixty Property Group, that became harder as digital channels multiplied and prospects became more selective about how they wanted to be contacted.
Three Sixty is a residential development sales and marketing agency that has helped sell more than 30,000 properties over more than 30 years. But even with strong market experience, the team was finding it harder to reach prospects effectively. Mobile numbers were not always captured on expression-of-interest forms, and although many clients said email was their preferred first point of contact, very few were actually responding to email outreach.
That created a familiar sales problem: how do you stay in touch without over-contacting people, while still using the channel most likely to prompt action? For Three Sixty, the answer was to build Sinch Engage (formerly MessageMedia)into Salesforce so SMS could sit alongside the rest of its sales communication workflows.
A more responsive way to engage buyers
With Sinch Engage in Salesforce, the sales team could send individual or bulk SMS directly from lead and contact records, use templates, personalise messages through field merging, schedule messages in advance and trigger sends through workflows. That gave Three Sixty more flexibility in how it contacted buyers, while keeping communications in one place for better visibility and client management.
The biggest payoff was responsiveness. Faisal Akhter says the team saw much higher response rates from SMS than email and received an “unbelievable number of additional enquiries” after adopting Sinch Engage. The channel proved especially effective for open inspections, special events and project launches, where timing matters and buyers are more likely to act quickly when information reaches them in the right format.
