There’s always something to howl about.

The Results: Cautiously REALLY optimistic…

Our brokerage has been trying a NEW twist on a very old marketing method over the past several months. Integrated Voice Response is one thing. I have been doing that since before it was cool…(can you say Dialogic boards in the early 90’s?) and it has come and gone three times since then. I am NOT a fan of plain old vanilla call this # and punch in a code, although in some areas it can work. This new version was the old IVR on steroids and with some interesting twists.

Mind you, that my control group for this experiment was someone simply putting a cell phone # on a rider on a sign. And we are now seeing SIGNIFICANTLY better results than the control group with our method.

Here’s what we have done and where I think the distinctions are… Before we begin…no I am not posting brand names or anything of the sort. If you want to know, drop me a line. I will be glad to share. But I am NOT in the ad copy writing business for any firms. This is simply reporting results on a marketing CONCEPT.

#1) Instead of “codes” our system uses the street addresses to access the data – This seems to provide a significantly higher call rate.

#2) Our system pulls its data DIRECTLY from the MLS / IDX data downloaded every night. This has a HUGE advantage in that the use rate by agents in our office is MUCH higher -since all they have to do is put the sign out to get exposure.

#3) Our system puts english and spanish options up together without agents having to record a thing. We have 120 some odd agents…only 4 or 5 habla espanol…I imagine this is even more important in other parts of the country than Louisville, but it is important HERE as well. Reports back from our native spanish speakers really liked the quality…(was a concern for us)

#4) We tried riders on signs, but have found that a separate signs work better. (Note: I will edit this post in a bit with an actual photo of the signs.

#5) Since we can track the TIMES of the calls, I would say that Greg’s assessment and use of lighted signs is SPOT ON. You would be AMAZED at how late people are actually calling us. In many cases they are reading the signs with the headlights from their cars. This has proven the value of lighted signs to my satisfaction although we have not gone there yet. Greg, do you have an update on how this has worked through the winter (I’d think that would be the BEST time to test…)

#6) We have done this without really using traditional advertising channels to promote it and yet thousands of leads have come. Read: More people are calling on this HomeInfo by Phone linethan would have called via cell phone.

#7) During the info, the users can opt to connect directly with the agent via their cell phones. As I said above, the transfer rate for most agents has been higher (in net terms) than what they would have received via cell phones.

#8) Here’s the controversial one…we have found that removing flyers and flyer boxes (as a rule) boosts the response rate tremendously. It also has helped resolve the “kids taking the flyers out of the box” routine…

I have posted this out here on the Bloodhound Blog because I am curious if others are trying this or having similar results (or not?)…Overall we are cautiously REALLY optimistic about this…

What are you trying? and how is it working out for you?