How To - "Measure It"

Measuring the performance of your advertising

One of the most effective ways to measure the performance of your advertising is to advertise a toll free 8xx number that is set up with multiple extensions.

You may ask, "How does that solve my tracking problem?”

Simple answer: Assign a different extension number to each individual advertising/marketing campaign and property listing. No matter how many different places you run an ad, the toll free 8xx number tells you exactly which ad prompted each and every call by identifying which extension your caller is calling from.

For example:

Print
Homes and Land Magazine - ext. # 101
Local Newspaper ad - ext. # 102
MLS Listing – ext. #103

Yard Signs
Sign Rider on Hope Street - ext. # 200
Sign Rider on Church Street - ext. # 201

The trick is how you collect and store this info.

One excellent way is by using a web based call management tool like myAgentPHONE.

When shopping for a call management system make sure to look for a web based product. They normally cost very little to set up and don't require you to buy expensive equipment like most hardware based phone systems that have similar capabilities. Also make sure to avoid signing a long term contract.

Don't forget the other huge benefit you get when you advertise a toll free 8xx number. Because you’re paying for the call, your callers give up the right to have their call blocked. So you will know who is calling and where they are calling from every time.

As a Real Estate professional, you know that advertising rates are not cheap. Consider how capturing this key information, will help you measure which ads are your strongest performers. But also consider how much of your advertising budget could be wasted if you didn't have the benefit of this information.

“Measuring your marketing effort is easy when it’s only coming from one source, but when you have multiple ads running on many different radio and TV channels, not to mention ongoing print and direct mail campaigns, and several Web sites, things can get interesting.” Said Russell Shaw from iSucceed in a previous post.

Advertising a toll free 8xx number and using a web based call tracking/management system will get you well on your way to Measuring your Marketing efforts.

I hope this has proven to be insightful as well as thought provoking.

If you’re interested in discussing further how you as a real estate professional can take full advantage of this technology, please feel free to ask questions below in the comments or give me a call at 800-827-0607 #147 or e-mail me at dzamora@myagentphone.com

Now go out and sell another home! Oh wait, after you have a wonderful Easter holiday.

Regards,

Damien Zamora