Avoid Call Capture Failure With These Helpful Tips
A critical tool in any agent’s marketing toolbox, call capture systems utilizes toll free 800-numbers to record the information of the incoming caller while offering the advantage of tracking marketing campaigns through designated extensions. Similar to an advanced “caller id,” this technology is incorporated into call capture principles and is also capable of registering name and address. While every system fails from time to time, the blame for a device falling short of expectation usually falls on the user. This concept of user error is often the case for real estate agents not finding success or rather the abundance of quality leads using a call capture system as part of a marketing plan.
As a lead generating device, an 800 call capture system is invaluable to record the name and number of the person calling in response to marketing material. The name and number can then be used to do follow up with the prospective client.
In addition to recording the name and number of the person responding, call capture services also offer a pre-recorded message. This service is especially useful to real estate agents because by entering a certain extension the caller can listen to information about the property listing in question. Since the call capture system is automated the recorded presentation is available toll free, 24/7. This helps the agent sell the property while proving the agent’s resourcefulness to the property sellers.
While it may seem obvious, statistics show that people shopping for a new house need direct lines of communication starting with the marketing rider, flyer, or online listing. Since the call capture service is available 24/7 and the message is recorded, this means that the caller won’t worry about receiving a high pressure sales pitch. However, the system fails when the real estate agent doesn’t bridge the connection between creating the initial low pressure situation and the potential buyer’s need for personal contact. Agents often make the mistake of not recording the listing message themselves. Studies have shown that people feel an automatic connection to the first person they interact with or in this case, the first voice they hear. If the voice on the recording is different, the potential buyer does not feel that personal connection that is so necessary when looking for a real estate agent.
A common mistake made is that a call capture system will be treated like an answering service with the contact information given and the buyer expected to follow up on his or her own. After the buyer has the chance to hear the property recording, the agent has the ideal opportunity to follow up and add a personal touch of contact. If the agent waits too long, more than 24 hours, he or she runs the risk of appearing indifferent or too busy to be attentive, and obviously leaving the caller with the wrong first impression-that the buyer’s interest isn’t important.
Call capture service providers offer call forwarding and instant call notification along with other features. This way a caller can choose to be connected to the real estate agent right away if the desire. If not, the caller’s information can be forwarded to the agent immediately, simplifying the act of following up on a lead and taking the first step to building a client relationship.
Another commonly overlooked component to call capture services is the importance of using multiple extensions on different advertising mediums. If one extension is used for a sign rider, another for fliers, and a third number for brochures, then the agent would able to deem which marketing campaign is more successful. By monitoring which extension is being most used, the agent can scale back less successful marketing efforts.
Call capture is a great tool for real estate agents looking to generate leads, track their advertising and get more listings. However, some agents experience failure when implementing this system into their marketing. This failure isn’t due to the technology but more often due to the application of it. An agent that educates themselves on how to get the most from their system will be able to avoid these failures.
Brandi Armstrong is an expert author on using telecommunications technology to enhance your business and generate more leads. To learn more about call capture, or for a 15 Day Free Trial, visit http://www.RealtyOne800.com, a leading provider of real estate call capture technology today.
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