Using Real Estate Call Capture For Ad Tracking

By Brandi Armstrong

In the past, it used to be difficult to track the effectiveness of an advertising campaign. The result of imprecise numbers and lack of data also made it increasingly difficult to plan, strategize and execute advertising campaigns without knowing exactly what real estate agents were receiving in return. This made advertising, with all of the time, energy and money spent on trying to reach new clients and promote services a cost-ineffective program from the very beginning. Without knowing dollar per dollar the return on investment, real estate agents could not alter or predict future sales growth and how it correlated to the effectiveness of their ads.

However, technology such as call capture has enabled real estate agents to not only track advertising, but understand it and use that knowledge to wield bountiful results. Harnessing the power of marketing is crucial to real estate agents that do not have an unlimited coffer to spend on ads. Knowing how much ads affect new sales and leads, and which ads in particular are more effective than others will lead to better advertising and in turn, better leads and more sales.

Advertising’s advantage is in reaching the right people at the right time with the right message. But advertising only opens the doors to new clients. Together with call capture, advertising becomes much more effective. Call capture fills the gaps and closes the deal. As the advertising promotes an agent’s properties and services, the potential client responds by calling a number on the ad. Instead of one number to call, consumers can call multiple extensions – an extension for virtually every need they could have that is specifically tailored.

Call capture also enables extension mirroring so that each extension’s message is copied into a number of other extensions. The ability to specify extensions enables agents to track and gather information that will be important in determining ad and marketing strategy. Real estate agents can then determine which ads are more effective than others, which services are more popular and what type of consumer is attracted to each kind of service, all based on the extension that the consumer dials. Instead of time spent on tracking leads and where they originated from, call capture is automatically and systematically recording this information. Call capture is a simple and automatic system designed to save time and be a cost-effective solution.

Once the data is collected, agents can use that information to analyze the results and adjust their marketing campaigns accordingly. For future campaigns, tracking extensions can test the effectiveness of ads. With call capture, the results are clear without adding any additional processes for agents to add to their already busy work day. Evaluating advertising’s return on investment is now simplified. Real estate agents can correlate sales to ads directly without confusion.

In addition, call capture enables agents to run multiple advertisements at the same time, and track the effectiveness of each one in different markets or in the same local market. With the ability to create and customize as many extensions as needed, agents can effectively create an advertising blanket over a particular market and reach as many customers as possible, targeting their own specific needs. The result is efficiency and targeted advertising. With a direct number to call, the potential home buyer knows and expects to receive information on a specific home or service that is of interest.

Advertising is more than simply throwing dollars at media to promote a house or service. It’s about knowing potential buyers and filling their specific needs. Call capture enables real estate agent to do that better and take advantage of the opportunities presented by effective advertising. While effective advertising opens doors, call capture takes the most advantage of every opportunity and works in tandem to create a truly synergistic marketing solution. Call capture is a solution to fill gaps left in advertising campaigns and works together to not only promote an agent’s listings and services, but to understand consumers and target their needs more effectively.

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