Call tracking is a massively useful tool in lots of different industries, but for estate agents, it’s more than useful – it’s vital.
Using call tracking allows you to use different phone numbers in different locations (physical or online). Then when the customer calls, the call tracking system records which number they’re using.
Used in combination with a call analytics AI system, you can also record many other useful data points.
This is obviously great news for estate agents, whose business model is still heavily dependent on putting up signs at different geographical locations. The ability to easily track which location is generating calls provides an instant insight into where marketing efforts are paying off (or not).
Tracking Numbers
To find out where a customer has seen – or clicked on – your number, we use tracking numbers. Tracking numbers allow us to place different phone numbers in different locations (on or offline) for the same incoming phone line.
Coupled with our call tracking technology, this means we can find out how many calls are coming from each different location. If a lot of calls come from one location (or a cluster of nearby locations), we know that interest in that area is high.
This data can then be used in a variety of ways. For example, if you’re using a Customer Relationship Management (CRM) system, then the call tracking data can be seamlessly integrated with your CRM to provide high quality insights – not just about which areas are popular, but about where the customers are looking to move from.
This kind of tracking number (placed in physical locations) is known as a static tracking number. Static tracking numbers are also used in certain places online, like Facebook or Google My Business, where only one number can be used.
Other online locations provide greater flexibility, allowing us to use dynamic tracking numbers.
Dynamic tracking numbers use Dynamic Insertion technology to ‘read’ information about the individual user, and assign a number specific to that user. Then we can use analytics to explore more information about that user, to understand their behaviour and engagement with your marketing materials. Using attribution modelling, you can follow their buying journey.
Dynamic tracking works well for visitors to your website, and can also be used to track specific Google Ads and pay-per-click campaigns. You can find out which ads – or even keywords – your customers are responding to, and double down on those adverts.
Call360 Call Analytics and Conversation Intelligence
Not every call is an eager customer who’s just spotted your sign. A good proportion of your phone calls will be customer service calls, from people who’ve listed their properties with you. There’s also calls from contractors and other partners, other branches of the agency.
Obviously, if you’re using this data to decide how to spend your marketing budget, you don’t want these calls to be lumped in with your property enquiries. How do we keep them separate?
Call360 provide all our clients with a unique bespoke call analytics solution. We use sophisticated call AI to assess the intent, sentiment, and outcome of each call – so the data we provide will break down not just the location, but the reason for each call, as well as how successfully their call was dealt with.
Each call is recorded for training purposes, and the data can be segmented too – so if you want to analyse your customer service performance, it’s a press of a button. We’ll build the call tracking and analytics platform to suit the specific needs of your business, integrating our tools with any of your current analytics or business management software.
Get in touch today for your 14-day free trial.
