on-time WhatsApp response rate
of all leads now come via WhatsApp
reduction in cost per lead using WhatsApp
premium property viewings filled in 2 hours via WhatsApp
My Apartments has 20 years of experience in the Manchester property market. Starting out as an investment firm renovating and selling buildings, the company has grown to own 14 developments across Manchester and Newcastle, holding the title of the number one letting agent in Manchester.
Today, the business takes an omnichannel approach to engaging with prospective and current tenants across WhatsApp, Instagram, Facebook, and property portals.
With thousands of inbound leads arriving every month and a lettings team with limited bandwidth, My Apartments needed a smarter way to manage conversations, fill viewings, and keep tenants informed without adding headcount.
The team were managing large volumes of leads each month with no centralised platform to handle them. Emails were missed. Phone calls went unanswered. Prospective tenants expected instant responses, and the tools available were not keeping up.
We were receiving thousands of leads in a month. However, reaching out to all those people was challenging. Our lettings team have limited time to make calls, send emails and talk to people. With such a large volume, staying on top of messages became a major issue. People aren't interested in waiting an hour for an email to come back. People don't want to talk on the phone. They want to be able to do things on the go; send a message and come back to it when it's convenient for them.
Marketing Manager, My Apartments
My Apartments partnered with CM.com to introduce WhatsApp Business and Live Chat via Mobile Service Cloud - bringing all inbound conversations into a single, manageable platform and giving the team a fast, convenient channel to reach both prospects and current tenants.
WhatsApp gave the lettings team an outbound and inbound channel that was already part of daily life for their audience. Rather than relying solely on property portals, the team could now generate and convert leads through a channel that felt personal, immediate, and significantly cheaper.
The cost difference is stark. In May, My Apartments generated leads via WhatsApp which were 5x cheaper than Rightmove (the UK's largest online property portal). WhatsApp is now the most cost-effective channel in the business.
The impact of WhatsApp on My Apartments' commercial operations was immediate. When the team needed to fill 20 remaining slots for an open house event, they sent a single WhatsApp campaign to their prospect database. All 20 slots were booked within two hours.
This is not a one-off. My Apartments now runs regular WhatsApp campaigns to maximise efficiencies and bookings.
Generating between 30-60 leads per campaign send
WhatsApp now account for 27% of all leads
Contacting leads on the right channel at the right time
Mobile Service Cloud also gave the lettings team a shared inbox to manage thousands of inbound conversations across WhatsApp, Live Chat, and other channels. The team now hits a 92% on-time response rate on WhatsApp, up from an estimated mid-60s before the platform.
Pre-defined responses drove much of that efficiency: by filtering keywords, the team spotted questions asked 15 to 20 times a day and built automated answers for them.
Unifies WhatsApp, email, and live chat into a single agent inbox
Automates response routing so no lead sits unanswered
Gives agents conversation history for faster, personal replies
WhatsApp also became the channel of choice for keeping existing tenants updated on building changes, maintenance, and day-to-day communications.
We use WhatsApp to send updates because it's quicker and more convenient than email, which is often missed. It's easier for tenants to stay informed, especially when sharing documents, photos and rich content. With the Live Chat function, they can chat with us on the go whenever they need assistance.
Marketing Manager, My Apartments
The results speak for themselves.
on-time response rate on WhatsApp, up from an estimated mid-60s% before Mobile Service Cloud was implemented.
of all leads now come via WhatsApp - from the website and outbound campaigns
reduction in cost per lead using WhatsApp
viewing slots filled within two hours via a single WhatsApp campaign.
My Apartments' ambition is to become the number one letting agent nationally. With expansion into Newcastle already underway, the team plans to replicate the WhatsApp and Live Chat model city by city, with a dedicated account per location and fresh databases built from day one.
We've now all but fully moved away from email lead generation, and put all of our faith into WhatsApp, which continually performs. We've also now integrated it with our CRM system, so we can measure data much more clearly, and collect more information automatically, saving the team even more time to push back into direct customer service rather than admin. I expect that WhatsApp will continue to funnel leads into our business, and provide an extra pillar of support to allow our teams to deliver a stellar service to all of our customers.
Marketing Manager, My Apartments
What My Apartments has built on WhatsApp in Manchester is exactly what best-in-class property engagement looks like. We're looking forward to taking that model into Newcastle and beyond and to help automate more of their customer journeys.
County Sales Lead UK & Ireland, CM.com
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