We are now in the third part of the 4-part call tracking tutorial for real estate / rental managers. Section 1 talked about how to prepare and set up your tracking phone numbers. Section 2 showed how you can effectively track what campaigns/listings are generating calls and views. Here, we will talk about optimizing the campaigns with all the data we now have.
With all this data knowledge comes immense power. Aloware reports data in various formats. For the purposes of this tutorial, we’re going to look over a few. There are about 15 different cumulative reports available within Aloware to tailor almost every aspect of advertising analytics and marketing optimization.
As it goes without saying, that the most important questions we’re asking (as marketers) are which campaign is bringing in more calls, and which campaign is bringing in more qualified calls.
Heading over to the report section, Aloware has two plots to answer the first question very quickly:
Note that each of the plots below is also available for a single campaign (or as a comparison of a select few). For this tutorial, we will be focusing on comparing all of our 3 original campaigns at once.
Next, since we’ve tagged our conversations, we can use those tags as a basis for segmentation and reporting.
A lot of businesses actually lose money by not answering the phone at the right time. Another important metric for any business that takes inbound phone calls is their response rate. Aloware has a built-in report to show the performance of agents across any number of calls and vice-versa.
For some businesses, talk time plays a huge role in determining potential revenue from leads. Industry standards vary, but some consider a call above 5 minutes to be a qualified lead and anything above 5 minutes a potential prospect. Aloware easily shows you that information in a single plot:
Last but not least, a lot of businesses look for “surges” in call volume during a certain time of the day. The following report visualizes the number of calls over time of day across the campaign lifetime. Clearly a lot more calls during lunch time (12pm -> 2pm)!
You have empowered your data, generated the reports you need and optimized your campaigns.
Now, it’s time to go to Section 4 to find out how to take advantage of all the information we have about the callers and start building individual relationships with them.
If you have the time, let’s learn how to engage customers through the use of text messaging inside the Aloware Platform.