A friend of mine used to buy, upgrade or repair, and sell houses. It was an endeavor that involved a lot of work and a great deal of risk. He told me about one house in particular, with pretty much everything on the line, he finally had it ready to start showing and needed to sell it. A ton of people called and viewed the house. Many called and looked before he eventually found a good fit for that house, but when he finally had a contract it was kind of anti-climatic. In fact, something occurred to him that seemed even more important than that single sale.
Probably as many as thirty people came through that house, all “hot to buy,” but there he was, with just one for sale. His first act was to obtain a real estate license and become a salesperson, with access and the legal ability to sell anyone interested in any of the many homes listed for sale. Since he was likely to meet lots of people looking for houses, the next thing that occurred to him might have been even more important.
He had not obtained or recorded any information about any of the priceless prospects for buying a home. Their names and numbers would have been tremendous, of course, but what if he’d gone even further and had demographics? Characteristics of callers? What about finding a pattern as to what time of day they seemed to call most frequently or where most seemed to come from, if any trend could be identified at all?
We’re pretty sophisticated today. It’s amazing the amount of intelligence which can be utilized today for so few pennies on the dollar as compared to, say, a billboard campaign for $5,000 a month some years ago! We can pinpoint the characteristics and behaviors of callers and clients today, and sometimes with laser-like precision, get in front of the right people for your practice, even for targeted services.
For example—and here’s how spooky good they’ve gotten at this—let’s say you’re in the market for a Grady White boat and you spend some time searching for one and checking out the company website. After a while you go to a news page you read each day and in the right-hand column there’s—guess what? A small display ad for Grady White boats! Google knows what you’re interested in, sometimes seemingly a little too well. But it’s all an aggregate of data that gets acted on fairly intelligently.
No, not really.
The big differentiator today is who you hire. The tools are available to anyone, but who you have at the helm makes all the difference, of course. Hire us—hire geeks who love this stuff!
Call tracking is a term you’ll be hearing more and more about. It’s a technology which collects all kinds of information about incoming calls. We can design campaigns with special URLs and dynamic phone numbers that tell us which campaigns get people calling in, and we can—as soon as the connection is made—know their name, where they’re calling from, the time they called, and we can record the call itself to gauge and improve the quality with which they are handled. This is performance based marketing—it’s all measurable.
We can evaluate the behavior of the callers, find out what they like and don’t like, and other valuable info. We end up with a metric for customer response to any given campaign or channel, and we can explain and make decisions on the data with you and for you.