Our brokerage has been trying a NEW twist on a very old marketing method over the past several months. Integrated Voice Response is one thing. I have been doing that since before it was cool…(can you say Dialogic boards in the early 90’s?) and it has come and gone three times since then. I am NOT a fan of plain old vanilla call this # and punch in a code, although in some areas it can work. This new version was the old IVR on steroids and with some interesting twists.
Mind you, that my control group for this experiment was someone simply putting a cell phone # on a rider on a sign. And we are now seeing SIGNIFICANTLY better results than the control group with our method.
Here’s what we have done and where I think the distinctions are… Before we begin…no I am not posting brand names or anything of the sort. If you want to know, drop me a line. I will be glad to share. But I am NOT in the ad copy writing business for any firms. This is simply reporting results on a marketing CONCEPT.
#1) Instead of “codes” our system uses the street addresses to access the data – This seems to provide a significantly higher call rate.
#2) Our system pulls its data DIRECTLY from the MLS / IDX data downloaded every night. This has a HUGE advantage in that the use rate by agents in our office is MUCH higher -since all they have to do is put the sign out to get exposure.
#3) Our system puts english and spanish options up together without agents having to record a thing. We have 120 some odd agents…only 4 or 5 habla espanol…I imagine this is even more important in other parts of the country than Louisville, but it is important HERE as well. Reports back from our native spanish speakers really liked the quality…(was a concern for us)
#4) We tried riders on signs, but have found that a separate signs work better. (Note: I will edit this post in a bit with an actual photo of the signs.
#5) Since we can track the TIMES of the calls, I would say that Greg’s assessment and use of lighted signs is SPOT ON. You would be AMAZED at how late people are actually calling us. In many cases they are reading the signs with the headlights from their cars. This has proven the value of lighted signs to my satisfaction although we have not gone there yet. Greg, do you have an update on how this has worked through the winter (I’d think that would be the BEST time to test…)
#6) We have done this without really using traditional advertising channels to promote it and yet thousands of leads have come. Read: More people are calling on this HomeInfo by Phone linethan would have called via cell phone.
#7) During the info, the users can opt to connect directly with the agent via their cell phones. As I said above, the transfer rate for most agents has been higher (in net terms) than what they would have received via cell phones.
#8) Here’s the controversial one…we have found that removing flyers and flyer boxes (as a rule) boosts the response rate tremendously. It also has helped resolve the “kids taking the flyers out of the box” routine…
I have posted this out here on the Bloodhound Blog because I am curious if others are trying this or having similar results (or not?)…Overall we are cautiously REALLY optimistic about this…
What are you trying? and how is it working out for you?
Jim Kimmons says:
Interesting, and I’d like to look closer. What’s the service? Thanks,
Jim
February 15, 2008 — 6:45 am
Brian Brady says:
Eric,
Is this call capture? If it is, I’ve failed miserably at it BUT it was completely my fault. I was horrible at the follow-up (I’m not built for that kind of volume).
February 15, 2008 — 8:04 am
Brad Rachielles says:
Eric,
As above, the “800” system used here has failed to provide the leads wanted, although I’ve been dilligent in followup. That’s easy when it only entails a couple of calls. I will try a couple of your ideas, i.e. separate signs, using address as extension and removing the flyers. I’d appreciate an e-mail with the system supplier also. Thanks.
February 15, 2008 — 9:41 am
Eric Blackwell says:
@jim–sending info
@Brian–sending this to you FYI
@brad–need an email to send it to…happy to send.
@Teri–Sending you addtl info including the January stats so you have raw data to see. (also copying the others on this…)
Best to all;
Eric
February 15, 2008 — 10:17 am
Christina Ethridge says:
Eric – I sent you an email directly. Thanks for sharing this valuable information.
February 15, 2008 — 11:19 am
Lane Bailey says:
I would love to see more as well. It would be great to calculate a solid RoI number for this.
You can email it to my first name at my whole name with the com.
February 15, 2008 — 12:00 pm
Vance Shutes says:
Eric,
I used an 800# call capture for years, and dropped it in 2007. Your new system intrigues me. Please send more info. Thanks in advance.
February 15, 2008 — 12:22 pm
Christina Ethridge says:
Eric – THANK YOU! I’ve already spoken with the company and your Rep. This service looks wonderful!
February 15, 2008 — 12:55 pm
Eric Blackwell says:
@Christina-You are welcome. This blog is about sharing as much as anything. Glad if that helps.
@Others- If you want to see that stats on what we have been doing with this, simply shoot me an email at eric at homesinlouisville dot com. Will be glad to send the stats to you.
Once again, this isn’t about promoting the company (although they have been good with us and I like them-and I gladly will share their contact info with you). This is about the CONCEPT and as I said in the post, the hours when these leads come in are proving some things to me about the use of lighted signs. That really isn’t done here at all in Louisville, but methinks it ought to be.
February 15, 2008 — 4:20 pm
Bob in San Diego says:
Hey Eric,
I have been using 800# for years and have found that on flyers and yardsigns we are getting increasingly lower calls. May be because so many people write down the address then google it when they get home?
Anyway I would be interested in checking out the system your company is using.
February 15, 2008 — 6:10 pm
Jacksonville Real Estate says:
I have been getting the same results as Eric. I have been using the 800# for years and have found that the call volume has gone down recently.
I have been considering adding a cell phone texting plan in addition to the #800 number. Whenever I am out I see tons of people texting on their phones.
Please let me know the service that you have found success with.
February 16, 2008 — 6:57 am
Sam in Austin says:
I’m curious about your lighted signs. Do you have a spot on them or is a light built into the sign, and what is your power source?
February 16, 2008 — 7:10 am
Judy Orr says:
I tried an 800 hotline many years ago and had a tough time following up on all the calls, many just looky-loos. It took more follow-up time than it was worth so after a couple years of using it I stopped. At that time I was using sign riders and putting it in my print advertising (that was way before I had my web sites).
However, with this buyer’s market I was thinking of starting it up again so this post is coming at a perfect time. I’ll send you an e-mail.
February 16, 2008 — 12:43 pm
Victor Lund says:
A editor is looking to interview someone about an article they are writing for RealPing.
Would it be ok to send them your way?
February 27, 2008 — 9:07 am
Eric Blackwell says:
Send ’em on…
Eric
February 27, 2008 — 10:04 am