Real Estate Section 2: Analysis

You have now reached the second part of 4-part call tracking tutorial for real estate / rental managers. Section 1 talked about how to prepare and set up your tracking phone numbers. Here, we will find out what happens to your campaigns when the calls start coming in.

After a successful launch of my marketing campaigns on all those external listing sites, calls start accumulating. Aloware is actually able to show live reports and live calls (more on that later) but for now, let’s focus on some big picture analysis. The dashboard is the first place to glance at your results. The first line shows an overall account view, while the next section displays a summary of the past 30 days.

Aloware brings your conversations into full focus. In a quick glimpse of an eye, you’d see how many calls total have been delivered through these channels, how many of them were missed (it’s critical to reach out to those prospects!) and how many of these prospects called in for the first time. You can also see a number of text messages you’ve sent and received.

Right below the summary, there is a graph of your incoming call traffic over the past 30 days. Simply looking at this plot and without any complex math, we can easily identify that Craigslist listing is doing the best by far.

Note that the lower section of the plot shows the “carried average” of your call traffic (much like a stock’s 30-day moving average). This plot can also be viewed in a week-by-week summary or month-to-month if campaign duration is longer.

This is a simple taste of Aloware’s tracking ability, which was our 1st objective in utilizing this technology. In the next sections, we will learn more about different tracking options available within Aloware.

Now that we’ve learned about our overall call volume and their sources, it’s time to dig deeper and review individual calls. Aloware makes this quite easy with the intuitive “call tables”:

The call logs show a summary of each call in a concise way. The first icon (to the left) shows if it’s an answered call, missed call or a text message. You can easily see all your conversations from all your campaigns sorted by time. Caller number and their location (from phone number) are displayed next, and you’d see who answered the phone right after. In some agencies, this is a critical piece of information in order to improve customer service performance and increase revenue per agent.

Since we chose to record calls for all campaigns, the “play icon” appears and gives the ability to listen to (or download) a call recording.

Additionally, Aloware natively supports tags and encourages using them. Tags are powerful tools to segment any lead pool into arbitrary dimensions for further analytics.

We have a few built-in tags that we use for our reports and you can easily create your own. Tags help classify leads and prospects and give clarity to the next steps in a sales cycle with lots of opportunities. This allows for segmentation of prospects which is a critical feature for any sales/marketing team (objective 6 from the first section).

The note icon can also be used to leave a note from a call rep to a manager or another agent. Notes are visible in the contact center (more on this later). In case Aloware has more information about the call (such as custom advanced routing, etc), it will prefill the notes.

Let’s get specific! At this point, I am interested in a particular campaign’s performance and want to know what’s happening to my Zillow listing. I click the Campaigns tab and view my active campaign summary:

Which lets me drill down to the individual campaign level statistics:

This graph (just like the group plot above) shows call traffic for this very campaign. A business analyst can easily identify a drop in call volume on March 28th, and a constant increase from April 6th onwards, correlating them to marketing efforts and marketing budget.

For some marketers, and on longer duration campaigns, a weekly report makes more sense. Aloware makes it easy to view everything on a week-by-week basis. All of our charts come with date ranges predefined.

Moreover, all of the charts and tables can be exported to common formats for inclusion in management reports, presentations and print.

This is a powerful tool for back-office managers and analysis as it allows painless integration into virtually any report building tool.

All the data is in your hands! You can see everything that’s happening in your campaigns – you have an overview of all the calls and messages you have and you can drill down the data into the month, week, day or time.

Now that you have all the information on what’s happening to your campaigns, it’s time to move on to Section 3 to find out how to make use of the data and take advantage of the new knowledge we have.

If you’re ready, let’s go ahead and learn how to generate customized reports that will help you optimize your campaigns.

Not quite there yet? Click here to go back to Section 1: Getting Started.