Group Travel Company’s Pay Per Call Strategy

High-Intent Real Estate Leads

On the high end of the residential property market, a very successful real estate sales team began a pay per call marketing program to entice serious sellers and qualified buyers. Separate call flows were then created for different property types and price points, along with unique tracking numbers for each neighborhood, respectively. Intelligent call routing linked seller inquiries to listing specialists and directed buyer calls to agents that had proper knowledge of their chosen area. With the effective use of call whisper technology, agents were prepared by the time of answering calls and were given information on the calling information context and price range. For seller leads, these agents ranked the incoming calls, with priority given to those homeowners that mentioned certain motivations, such as job relocation or settling up an estate.

Converting Callers to Commission Checks

In fact, the conversion technique of “calling to appointment” was the most successful strategy the real estate team had on hand. In the initial phone calls, each agent used some sort of tablet based scheduling tool to book immediate home evaluations or property showings, all while still talking to their potential clients. These call campaigns were also coupled with automated video messages showcasing recently sold comparable properties in the neighborhood of the caller. Over the course of 12 months, 78,000 of these campaigns ended up generating 417 qualified leads that converted to 162 signed agreements worth $48 million in closed sales. The pay per call was also able to achieve a 39 percent conversion rate, while online inquiries only averaged out at 8 percent an indication that real estate clients who are serious about their needs much prefer formally starting their path with a more personal conversation.

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