Realty Innovator

We are still very surprised about how many agents do not implement Interactive Voice Response (IVR) or Call Capture technology. In the last few years, so much emphasis has moved over to building websites and social media. It is an easy pitfall to stumble into, but it is also a very expensive one. While online marketing may provide glitz through virtual tours and streaming video, it is still in its infancy in actually identifying clients and providing a stable return on investment.

Each year more people start their home search through the internet, and it also becomes more difficult to identify these prospects. Unfortunately, as more information becomes available to buyers, the less likely they are to identify themselves. The anonymity of the web wins again. We do not find the same hurdles through low cost, toll free information "hotlines". In fact, Baylor University recently released a report stating that this technology is still the most productive lead generation tool on the market. 

http://www.baylor.edu/business/kellercenter/index.php?id=55741

What is Call Capture?

Call capture technology typically employs an easy-to-understand telephone, SMS, and web-based system that enables you to offer recorded listing information to prospects via a toll-free number and text message. When a prospect calls the toll-free number to hear the recorded message, the system captures his phone number, name and address, the property about which he called, and the advertising source that prompted him to respond, and then diverts it to you immediately via text message or email. You can then access the full lead details via the internet or by fax.

The recorded message offers prospects free information in a non-stress environment. It provides customers with the option to speak directly to you, your assistant or business partner (such as an originator), to leave contact information, or even to receive additional property details via fax or SMS/Text Message.

More advanced systems will also greatly enhance your ad tracking capabilities. They produce detailed reports on where your calls are generated and some will even take that data and automatically import it into your contact manager, such as Top Producer 8i, Salesforce, or Wise Agent.

When a consumer first enters the market, they start at the “information gathering” stage.  Typically, this is done through web searches and simply driving the neighborhoods they find most desirable. They will search major websites like Realtor.com and Zillow.com to get a feel for pricing in various areas, print out some flyers and maps, and then get in their car and drive around on Saturday and Sunday afternoons.

As they visit the homes they have found online, they will inevitably come across other properties for sale in the area, hop out of the car, grab a flyer, toss it in the back seat and continue their search. They now have information on 20 or more properties, which they will take back home and trim down to the three or four they are most interested in, and then either contact the listing agent or wait for an open house.

The issue? The consumer was out on the market for 7 to 10 days before they raised their hand and were identified. Call capture solves this problem by implementing three proven methods:

People who linger in the information-gathering phase do so because they feel uneducated or confused by the market. Interestingly, these are the people who most need help, but are least likely to ask for it.

IVR technology greatly enhances the opportunity to uncover this demographic. By using “24-Hour Recorded Information by Phone or Text,” you remove the consumer’s natural hesitancy. Most agents find that their phone rings three to five times as much as using a local number and the consumer is able to gather information when it is most convenient to them.

However, other criteria of the home are well-defined, such as the number of bedrooms and bathrooms, the area of town or school district, and most importantly the listing price. The key is to not divulge these criteria before you are able to identify a potential buyer.

For example, a mover-up family is looking for a four-bedroom home to fit their growing family. They find your listing in the desired school zone and the right price range, but it is only a three-bedroom. At that point they toss your flyer along with your number into the “miss” pile. Does this mean that they are not going to purchase a home or that they cannot use your services?

This is an age old problem with brochure boxes and the number one reason why thousands of marketing dollars are being lost on internet lead generation. With all of the information available to the consumer they have no reason to ask questions.

Once this disqualifying information is removed through the use of Call Capture and Text Messaging, you are able to identify the needs of the buyer while they are still able to receive the property information they need 24 hours a day and 7 days a week.

Most call capture companies utilize a technology that is similar to Caller ID, but with some very distinct advantages. By using Call Capture coupled with a toll-free number you are guaranteed accurate information on the person who has accessed your system.

Unlike Caller ID, the ANI (Automatic Number Identification) system will not be blocked through methods like *67. Through using a toll-free number, you are have the right to know exactly who is calling since you are paying the toll charges.

Most companies will also do a Reverse Name Append, which runs the caller’s phone number through various databases and comes up with a name and address matchup so you can immediately enter them into a drip marketing campaign.