5 Ways Real Estate and Apartment Rental Marketers Use Call Analytics to Convert More Callers to Appointments

Kayla Hammersmith Senior Content Marketing Manager, DialogTech

According to the National Association of Realtors, the typical home buyer uses a mobile device to search for properties online. Their report shows that 44% of buyers look online for properties — and that 93% of potential buyers prefer to communicate over the phone. For apartment renters, 90% of people looking for rentals start their search online and over 60% of these searchers are on mobile devices. Plus, the NAR’s report also notes that 46% of all real estate firms cited keeping up with technology as one of the biggest challenges facing them over the next two years.

While most real estate and apartment rental marketers are tracking the analytics from their digital channels — and using that data to inform strategy and spend — many are failing to tap into the game-changing insights inbound phone calls to their business can provide.

For real estate marketers, it’s important to drive leads to their agents and locations. These leads can be individuals looking to sell their property or interested in buying, so the real estate firm’s marketing campaigns need to drive appointments and clients.

As for apartment rental marketers and operators of rental properties responsible for marketing, they need to cost-effectively drive high-converting leads, book viewing appointments, and increase occupancy.

DialogTech’s call tracking and analytics solution helps real estate and apartment rental marketers connect online and offline marketing strategies and consumer behavior to inbound calls and the outcome of those conversations. It captures analytics from the content of phone conversations with agents, locations, and operators of rental properties at scale by leveraging AI models specific to the real estate and apartment rentals industries.

Below, we’ll break down how DialogTech works and how it can help you connect calls to your marketing, make smarter optimizations to maximize appointment calls, ensure inquiries turn into appointments, increase property purchases and rentals, and create frictionless experiences for each caller that result in higher conversion rates.

How Does DialogTech Work?

Step 1: Prospects call your company from a trackable phone number on your website, from call extensions in search results, or from your offline campaigns and other marketing efforts.

DialogTech Real Estate Transcription

DialogTech automatically records and transcribes your inbound calls

Step 2: DialogTech captures the marketing source (channel, campaign, ad, keyword search, webpage, etc.) that drove the call — along with information on the caller such as their name, phone number, and location —  and the caller is dynamically routed to the best agent or location to assist them based on their data and your unique business rules. The resulting phone conversation is recorded, transcribed, and stored along with the information on the caller and what drove the call.

Step 3: DialogTech’s conversation analytics algorithms built specifically for real estate and apartment rentals, respectively, analyze the transcription to determine many factors, including if it was an appointment call, if it was a customer experience issue, what properties the caller expressed interest in, if the caller asked about pricing or a promotion, if the caller had a positive or negative sentiment, and if an appointment was scheduled.

DialogTech Real Estate in Google Ads

DialogTech activates call data across your martech stack

Step 4: The call data is integrated and activated in the search and digital ad platforms you use, as well as your CRM and the digital marketing tools in your martech stack, to accurately measure results and client behavior, help you optimize your digital and offline strategies and deliver more personalized customer experiences to convert more callers to buyers, sellers, or occupants.

The Benefits of Call Tracking and Analytics for Real Estate and Apartment Rental Marketers

1. Optimize Your Digital Advertising Spend to Drive High-Quality Calls

DialogTech connects your digital and offline channels to your inbound calls, giving you visibility into the full customer journey. You’ll be able to track not just how many phone calls your paid and organic media drives, but also if the call was an appointment call, what properties the caller inquired about, if the caller asked about pricing or promotions, if the caller had a positive or negative sentiment, and if an appointment was ultimately scheduled. You can then optimize for what drives the best results and return on ad spend.

DialogTech Real Estate Call Quality Report

Sample Report: See sales leads and conversions by marketing source and get insights into top keywords

To illustrate the importance of call tracking data, let’s say you’re running two different digital ad campaigns: Campaign A and Campaign B. Campaign A drove 40 online leads while Campaign B drove 30. Based on this data, you would allocate more spend to Campaign A.

However, when you push DialogTech’s call data into your martech stack, you see that Campaign B is actually the top-performer — it’s driving 95 total conversions (online + phone calls) while Campaign A is only driving 70 (online + phone calls).

With insights from those phone conversations, you discover a myriad of other reasons why Campaign B is the better campaign:

  • Campaign B is driving more appointments for your more expensive properties and rentals, generating more revenue than Campaign A as a result
  • Campaign B is driving more appointments from first-time callers than Campaign A, increasing your client base
  • Campaign A is driving more callers looking to reschedule or cancel existing appointments

With this data, you can allocate your spend more efficiently and drive more appointments as a result — that’s the difference accurate data on phone conversations can make to your campaigns.

2. Route Callers More Efficiently Based on Their Data

Driving calls from your ads is only half the battle. If the calls from your marketing campaigns are being mishandled by agents or locations, your ROI will suffer — especially since 80% of consumers say the experience a company provides is as important as its products and services. To improve the caller experience, marketers are routing calls dynamically based on their needs and profile.

With DialogTech, marketers can set up custom rules to route callers based on many factors, including their geographic location, the marketing source they called from, if they are a new or repeat caller, and the day and time of the call. For example, if someone called from a “Chicago condos” search campaign, which is your highest-converting marketing program, you could simultaneously ring all the agents handling the Chicago condo properties. Whoever answers their phone first would take the call. 

In addition, you can pass intelligence about each caller — such as their name, geographic location, and the marketing source they called from — to your agents at the time of the call via a screenpop on their laptop or an audible whisper message. Your agents can, in turn, understand important contextual information about the call before the call begins and use it to tailor the conversation to convert them to an appointment.

DialogTech allows you to set up routing rules for the calls driven by your various channels and locations

3. Improve Your Audience Targeting Across Digital Channels

80% of consumers say they’re more likely to do business with a brand if it offers personalized experiences. Despite this near-universal demand for personalization, companies can still fail to meet the mark. This is because they’re not connecting all the channels of the consumer journey — including the call channel — into a unified customer view. 

By capturing actionable data points from the call channel, such as what properties the caller inquired about and whether or not they scheduled an appointment, you can more accurately target them with your digital marketing to get better results. 

For instance, if someone called and inquired about a specific high-rise with apartments available but didn’t schedule an appointment, you could retarget them with ads across Facebook and display that offer a new renter discount or promotion. You can also bid more for them when they run searches on Google, ensuring your ad is shown to this good lead. Conversely, if someone called you and booked an appointment to view a unit, you might want to exclude them from seeing future ads to avoid wasting your spend. You could also build lookalike audiences from your most valuable callers to target new audiences likely to convert.

4. Monitor Performance Across Your Locations 

As mentioned above, your ROI depends not only on your ability to drive calls, but on how your agents and locations handle and convert them. In addition to routing callers to provide each one the optimal experience, marketers should also monitor the volume of quality phone leads you are delivering to agents and locations and their performance on calls. 

DialogTech makes it easy to measure agent/location performance across locations with its holistic marketing reports:

Sample Report: View how locations handle inbound calls

Now, you can easily view how many calls are being driven to each location, the average lead score, the average appointment conversion rate, and the percentage that go to voicemail. 

With these insights, you can make operational changes to improve your marketing ROI. For example, if you notice a particular agent or location has a low appointment conversion rate, you can drill into the call transcripts, understand the problem (lead quality vs. call experience), and provide the necessary coaching to raise it (if the issue is with the call experience). You can also easily change the routing of your ads and website to send that location’s calls to your call center or other destination instead. Conversely, if a particular agent or location has a significantly higher appointment conversion rate than the norm, you can drill into the call transcripts, see what they are saying that is working, and democratize the best practices they’re using across your company. And you can even change your routing rules to send a higher percentage of callers to that agent/location to convert.

5. Recover Lost Appointment Opportunities 

DialogTech’s AI is trained to identify high-value phone leads who ultimately didn’t convert as well as callers who expressed frustration or had a customer experience issue. Once a hot lead or CX issue is detected, an email alert can automatically be sent to both marketing and operations to let them know. They can then drill into the call transcripts to identify what went wrong and determine how to follow up with the caller to recover the lost opportunity.

Phone call lead alert

Sample Report: Get lost opportunity and CX issue notifications sent to your inbox automatically

Sotheby’s International Realty Leveraged DialogTech to Optimize Advertising Efforts

Premier/Signature Sotheby’s International Realty specializes in selling luxury properties along Florida’s Gulf Coast with 11 offices in Naples, Marco Island, Bonita Springs, Sarasota, Longboat Key and Venice, Florida. Brad Nelson, VP of Marketing, had two key challenges: a lack of visibility in how effective their newspaper ads were performing and retaining high- quality agents that close business. To address both challenges, Nelson turned to DialogTech. 

With DialogTech’s call tracking technology, Premier/Signature Sotheby’s was able to get transparency into how much return agents received on their newspaper ad spend. With this visibility, Premier/Signature Sotheby’s International Realty reduced their newspaper advertising spend by 30% without impacting lead volume. 

To reduce unanswered calls and provide a positive caller experience, Premier/Signature Sotheby’s International Realty directed every caller to a unique DialogTech tracking number that routes directly to the listing agent’s phone. If the agent does not answer, DialogTech’s routing then calls a progression of their desk phone, mobile phone, home phone, and so on. Then, when the listing agent answers, DialogTech’s whisper messaging communicates the phone number and the newspaper in which the ad appeared to the agent so they’re provided the context for the caller.

In addition to helping agents answer calls quickly and provide a frictionless experience, Premier/Signature Sotheby’s International Realty helped agents leverage DialogTech’s marketing and call reports. These reports prove the agent’s marketing effectiveness and provide a comprehensive list of the calls they received and missed. This transparency in reporting allowed agents to do their jobs more effectively. 

To learn more data-driven strategies to boost real estate and apartment rental appointments, check out our ebook, Driving Appointment Calls From Paid Search After COVID-19.

Download our ebook, Driving Appointment Calls From Paid Search After COVID-19, to learn how to adapt your SEM strategy for the recovery and drive more real estate and apartment rental appointment calls.

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