5 Ways Home Services Marketers Use Call Tracking & Analytics to Convert More Callers to Appointments

Derek Andersen Copywriter, DialogTech

According to Google, 70% of home services consumers find it extremely important to be able to call a home services provider during the “purchasing” phase of their journey. Across many home services verticals, consumers start their journey with search and then place a phone call as their next step.

Percent of consumers who said they called after a search

While most home services 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 their inbound phone calls can provide.

DialogTech is a call tracking and analytics solution that helps home services marketers connect online and offline marketing strategies to inbound calls and the outcome of those conversations. It captures analytics from the content of phone conversations with call centers and locations at scale by leveraging an AI model specific to the home services industry.

Below, we’ll break down how DialogTech works and how it can help you make smarter optimizations to maximize appointment calls, reduce cost per acquisition, and create more relevant 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.

Home services call 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 AI algorithm analyzes the transcription to determine many factors, including if it was a sales call, if it was a customer experience issue, what services 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 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 consumer behavior, help you optimize better your digital and offline strategies, and deliver personalized experiences to convert more callers to appointments and customers.

The Benefits of Call Tracking and Analytics for Home Services Providers

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

DialogTech connects your digital channels to your inbound calls, giving you visibility into the full consumer 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 a sales call, what services 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.

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 call data into your martech stack, you see that Campaign B is actually the top-performer — it’s driving 95 total leads (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 most expensive services and packages, generating more revenue than Campaign A as a result
  • Campaign B is driving more appointments from first-time callers than Campaign A, increasing your customer 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 leads as a result. That’s the difference accurate data on phone conversations can make to your campaigns.

2. Route Home Services 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 your locations or call center, 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 your “bathtub remodeling” search campaign, which is your highest-converting marketing program, you could put that caller in a priority queue so that they get answered right away and you have a higher chance of securing their business.

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 caller before the call begins and use it to tailor the conversation to convert them to an appointment.

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 services the caller inquired about and whether or not they converted, you can more accurately target them with your digital marketing to get better results.

For instance, if someone called and inquired about your fertilizing and aeration services but didn’t convert, you could retarget them with ads across Facebook and display that offer a new customer discount. You can also bid more for them when they run searches on Google. Conversely, if someone called you and booked a total lawn care package, you could exclude them from seeing future ads to avoid wasting your ad 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 and Call Center

As mentioned above, your ROI depends not only on your ability to drive calls, but on how your business handles and converts them. In addition to routing callers to provide each one the optimal experience, marketers should also monitor locations’ and agents’ performance on calls.

DialogTech makes it easy to measure location/agent 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, and provide the necessary coaching to raise it. You can also easily change the routing of your ads and website to send that location’s calls to your call center 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 and democratize the best practices they’re using across your company. And you can change your routing rules to send a higher percentage of callers to that agent to convert.

5. Recover Lost Appointment Opportunities

DialogTech 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 will automatically be sent to both marketing and operations. 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

GE Appliances Converts More Calls to Service Appointments with DAC and DialogTech

GE Appliances has a team of technicians in more than 300 cities nationwide who specialize in repairing appliances. Around 70% of the service requests digital agency DAC Group generates for GE Appliances come in over the phone. To drive more appointment calls, they use DialogTech.

GE Appliances and DAC Group Use DialogTech for Granular Attribution of Phone Calls

To drive more business, GE Appliances and their digital agency DAC Group use DialogTech to make appointment phone calls as measurable and optimizable as clicks, whether the calls come from a landing page or search ad extension. By including call attribution data from DialogTech as part of their overall digital strategy, DAC increased total leads for GE Appliances by 41% while reducing their cost per lead by 50%.

DialogTech Delivers AI-Driven Insights from Phone Conversations

In addition to leveraging DialogTech for call attribution, GE Appliances uses DialogTech’s AI to understand the lead quality of each caller, their product interests, their call experience, and the call-to-appointment conversion rates. By using these new insights to make optimizations, DAC has further increased GE Appliances’s monthly volume of quality phone leads by 42% and their total sales-related calls by 41%.

“DialogTech’s AI provides a wealth of powerful insights from phone conversations. Instead of just seeing how many calls our keywords drive, we can now see how many sales conversions. We can see what percentage of calls from each source are sales leads specifically from out-of-warranty customers, what appliances they need repaired, if they converted to an appointment, and much more,” said David Mabry, DAC’s account manager for GE Appliances.

DAC Group and GE Use DialogTech to Improve Caller Experiences

DialogTech also gives DAC Group insights into how GE Appliances’ caller experience is impacting conversions. Using data from DialogTech’s AI, they learned that their IVR was too long and calls from certain search campaigns were being routed inefficiently.

By shortening the IVR, GE Appliances saw an immediate 50% decrease in abandoned calls and a 30% increase in sales leads as callers were being connected with agents faster. By correcting the inefficient routing of calls from some of their search campaigns, they eliminated wasted ad spend and helped connect hundreds of callers a week to a GE Appliances agent for assistance.

“The operational insights DialogTech’s AI provides are a real eye-opener,” said Mabry. “DialogTech’s reports help us detect and correct caller experiences issues impacting conversion rates. That data plays a critical role in improving our marketing ROI.”

To learn more home services marketing best practices, download our Home Services Marketer’s Guide to Call Analytics.

To learn more home services marketing best practices, download our Home Services Marketer’s Guide to Call Analytics.

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