Call Capture Is Turning Good Real Estate Agencies Into Great Businesses
Call capture is one of the trade secrets that many successful real estate agencies use
, and can provide the distinction between struggling businesses and booming operations. Simply put, call capture can be defined as any telephone-based technology that is used to obtain personal information from potential clients. The type of information generally gathered is the client's name, address, and phone number. Merely gathering the information, however, is not enough. Business owners must take steps to ensure that they are using the information resourcefully to build a client base which can generate leads used later on. Call capture can provide a boost to real estate agents by providing a client base filled with possible leads.The first way an agent can start using call capture to increase business is by obtaining a capture phone number. These are generally toll free numbers and include multiple extensions in which to store information that can retrieved by the caller. They are then placed in a variety of places to help generate business. Often times, the agent will place the number on the sign-riders that many individuals recognize from its placement next to a "For Sale" sign outside a house on the market. Calling the number will provide the potential client with a number of options like leaving a voicemail, listening to a description of the house, or hanging up.
Another option provided is the ability to transfer directly to the agent. But what if the prospect hangs up? Without call capture, the real estate agent would not be aware of the potential clients that expressed interest by dialing the phone number. However, by utilizing the features of call capture, the real estate agent is actually notified every time anyone makes an inquiry by dialing the phone number listed on the sign. Additionally, the agent receives details on the client's name, address, the phone number they called from, as well as the property they were interested in. These records can then be added into a database of potential clients, which can lead to higher conversion rates.
Even if the client does not pursue the original house listed, the prospect's interest in buying a new house still acts as a lead, as the real estate agent might be able to find a better match for them. This also eliminates the frustration of cold calling, as every person in the database has expressed some interest in the agent's services. A more accurate term would be warm or even hot calling, because the real estate leads are directed straight to the agent, reducing costs.
Further, there are minimal legality issues associated with this type of calling due to the fact that "Do Not Call" laws apply differently to returning calls to leads captured by this kind of system than traditional telemarketing rules. In telemarketing, an associate will cold-call businesses or residences to generate sales for their company. This information is stored in a database and displays the vendor ID, address, phone number, and name. In these instances the person being called most likely has never contacted the company on whose behalf the telemarketer is calling on. With call capture, because the potential client made the first contact with the agent when they called to get more information about their services or property, agents can then legally contact them for 90 days even if they are on the Do Not Call List (unless they specifically ask them not to call them back).
Call capture provides businesses with a steady way to track and approach information. As agents work with current leads and clients, which can take a couple of months to a year, other agents can work on generating future business and gathering information on potential leads. By leveraging the sophistication of the technology, call capture can help to transform a good real estate agency into a great business.
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