RISMEDIA, August 12, 2009-Savvy real estate professionals have rediscovered one of the best tools for generating qualified leads online: the telephone. To help agents and brokers measure the effectiveness of their online listings and other marketing campaigns, Homes.com, a division of Dominion Enterprises, has introduced ATG’s eStara Call Tracking on its real estate portal.
“Today, it’s essential for real estate professionals to measure performance and show return on investment for every dollar,” says Jason Doyle, Homes.com vice president and general manager. “But in many cases, agents and brokers see only half the picture with Web reporting. The addition of Call Tracking features enables Homes.com advertisers to track and measure leads and results from both online and phone inquiries. More importantly, ATG’s eStara Call Tracking data and reporting will enable agents and brokers to keep a closer eye on their lead opportunities and advance the follow up and conversion of that home buyer.”
Call Tracking monitors and measures inbound phone responses to brokers’ and agents’ Web sites, property listings and marketing campaigns including online or print ads, and paid search. Placing the same call-tracking numbers on print campaigns enables real estate professionals to evaluate the effectiveness of direct mail, print ads, yard signs and other types of direct response advertising.
Homes.com subscribers will be assigned a unique local or toll-free number that ring to the agent’s regular business phone or mobile device. The numbers can be used to track any online or offline campaign and provide valuable data to accelerate sales, and response rates to a buyer’s inquiry.
“In addition to providing home sellers with evidence of campaign ROI and the information they need to follow up with potential buyers and ultimately capitalize on those leads, the Call Tracking technology also helps Homes.com’s customers better understand and react to trends in the marketplace,” said Shari Solis, vice president of media for ATG’s eStara services. “The implementation of these services is further proof that Homes.com is an innovator in its industry.”
Homes.com Call Tracking and reporting enables real estate professionals to:
• Track both Web and phone leads from Homes.com listings
• Measure customer phone response and ROI for each ad or listing
• View reports that provide time, date and duration of call and caller name, address, and phone number where available
• Capture qualified leads, including personal details and contact information
• Attract new business and convert more callers to customers
Call tracking is currently offered for the Homes.com City Search Professional product and soon will be included in other products and services.