5 Ways Self-Storage Marketers Use Call Tracking & Analytics to Convert More Callers to Renters

Derek Andersen Copywriter, DialogTech

Self-storage consumers often start their journey with an online search — but when it comes time to convert, they prefer to do so over the phone. 80% of self-storage consumers say they called after making an online search. This is because self-storage purchases can be complex — callers often have questions about things like lease specifics, additional fees, security measures, climate control, pest control, storage insurance, and arranging a tour prior to purchase.

While most self-storage marketers are tracking the analytics and engagement 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.

DialogTech is a call tracking and analytics solution that helps self-storage 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 call centers and locations at scale by leveraging an AI model specific to the self-storage industry.

Below, we’ll break down how DialogTech works and how it can help you connect calls to your marketing, make smarter optimizations to maximize sales 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.

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 algorithm built specifically for self-storage analyzes the transcription to determine many factors, including if it was a sales call, if it was a customer experience issue, what type of storage unit the caller asked about, if the caller asked about pricing or a promotion, if the caller had a positive or negative sentiment, and if they scheduled a tour or converted to a renter.

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 renters.

The Benefits of Call Tracking and Analytics for Self-Storage Providers

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 consumer journey. You’ll be able to track not just how many phone calls your paid and organic media drives, but also if each call was a sales call, what type of unit the caller inquired about, if the caller asked about pricing or promotions, if the caller had a positive or negative sentiment, and if the caller ultimately scheduled a tour or became a renter. You can then optimize for what drives the best results and return on ad spend.

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 60 online leads while Campaign B drove 50. 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 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 callers who purchase long-term rentals than Campaign A
  • Campaign B is driving more callers who purchase your most expensive rental packages
  • Campaign B is driving more first-time callers than Campaign A, increasing your customer base
  • Campaign A is driving more callers looking to cancel existing rentals or dispute billing

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

2. Route Self-Storage 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 “business storage” search campaign and their geographic location was Chicago, you could simultaneously ring all the agents who handle rentals at your Chicago location. Whoever answers their phone first would take the call.

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

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 a renter.

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 rental packages 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 a storage unit for a boat but didn’t convert, you could retarget them with boat storage ads across Facebook and display that offer a new customer 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. Once they called you and converted, you might want to exclude them from seeing future ads to avoid wasting 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 the volume of quality phone leads you are delivering to agents and locations and their 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 sales 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 sales 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 another destination instead. Conversely, if a particular agent or location has a significantly higher sales conversion rate than the norm, you can drill into the call transcripts, see what they’re 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 Sales 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

To learn more data-driven strategies to boost self-storage tours and rentals, 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 self-storage appointment calls.

Download My eBook