From Leads to Leases: Enhancing Real Estate Marketing with Call Tracking

apartment call tracking - all you need to know from features, implementations and quick wins

Quality leads towards Quantity is a concept that is getting hotter and hotter in the real estate industry! 🔥

But there are easy and hard ways to go about this.

In this guide, we’ll walk you through a straightforward Call Tracking strategy to help you maximize results with minimal effort.

How does call tracking for apartments work?

In the competitive world of real estate, understanding how clients interact with your properties is pivotal. Call tracking for apartments offers a window into these interactions. It allows you to pinpoint which marketing efforts are driving calls and, ultimately, leases. With this data, you can make informed decisions about where to allocate your budget, ensuring that every dollar spent contributes to lead-to-lease conversions.

Moreover, call tracking for properties can reveal peak calling times, caller demographics, and even the caller’s journey before, during, and after picking up the phone. This intelligence is invaluable. It drives not just marketing strategies but also sales tactics and customer service improvements. Real estate professionals can tailor their approach, focusing on what works and discarding what doesn’t. Call tracking for real estate isn’t just about recording numbers; it’s about unlocking insights on what makes you success and increase revenue.

Let’s see how you can use this information in practice to reshape and optimize each aspect of your Real Estate Marketing Strategies.

Why is Apartment Call Tracking important and how can reshape your Marketing Strategies?

Apartment call tracking goes beyond the basics of counting calls; it’s a strategic tool that can revolutionize your marketing and sales approach. We know at least five reasons to invest in it:

  1. Measurable ROI on Marketing Campaigns
  2. Improved Lead-to-lease Conversion Rates
  3. United Custom Journey across channels and campaigns
  4. Identifications of new Marketing Opportunities & Trends based on Customer Insights
  5. Enhanced Customer Service and Satisfaction

We will go through each of these with an example of how Nimbata can help you improve your lead tracking process.

Measurable ROI on Marketing Campaigns

The proper Call Conversion Tracking set up is the start of understanding what brings in the most high value leads resulting in high ROI. What do we mean by “proper call conversion set up”? Well, each call conversion should be tied with the respective monetary value highlighting the impact to your revenue.

Not sure how to start?

Call conversion tracking can be a little confusing, if you have used to track click-to-calls as conversions. But, you will be pretty much be all set up within 5-15 minutes.

Here’s how it works in a nutshell:

  1. Create Call Conversions in Google Ads by using the “import” method. In this step is better to create multiple call conversion reflecting the quality of your leads. For example, you will need a “qualified” lead, “appointment booked”, and a sales lead.
  2. Go to Nimbata, and create a matching call conversion for each one of the above using the same name. Now, for each one create a trigger to describe the criteria that should be met in order to push the conversion in Google Ads.
  3. Create an automation rule to automatically assign monetary values to your leads.
Google Ads Integration with Nimbata - Multiple Call Conversions set up

Learn more in this video or this blog post.

Improved Lead-to-lease Conversion Rates

A granular visibility into customer call behaviors, can elevate lead-to-lease conversion rates. With this technology, your ability to monitor and analyze the minutiae of call interactions increases exponentially. Specifically, you’ll be able to track critical metrics like the actual duration of every call, pinpoint the number of calls that result in a scheduled property viewing, and trace which of those viewings lead to a signed lease agreement.

By diving deep into this data, you can uncover the specific stages within the leasing process where potential tenants disengage, thereby identifying critical impediments or inefficiencies. For instance, you might find that calls under two minutes rarely lead to viewings, suggesting a need to improve initial call handling or caller qualification processes. Alternatively, if a high percentage of property viewings aren’t converting into leases, it may indicate that customer expectations are not being met during the viewing itself or that follow-up efforts are lacking. Armed with these insights, you can strategically refine your approach.

United Custom Journey across Channels and Campaigns

In today’s multi-channel marketing landscape, a potential customer may interact with your brand on various platforms before making the decision to lease or buy. They might first see a social media post, then visit your website, later see an online ad, and finally call to schedule a viewing.

Apartment Call tracking allows you to tie all these interactions together into one seamless journey, enhancing your knowledge about the followed conversion paths. With dynamic number insertion (DNI), you can gains insights on a user’s journey before ,during, and after the call and understand how your various marketing efforts are working together to drive calls.

👀 Sneak peek of the Timeline Report

Below you can see our Timeline Report. This report displays all the information you need in order to track calls from apartment listings and your overall caller’s behavior including page views, calls, form submissions, and additional call insights such as recordings, and transcriptions.

Feel free to test it, here.

Caller Timeline Report showcase your caller's actions

Identification of New Marketing Opportunities & Trends based on Customer Insights

As call tracking provides detailed data on customer interactions, it helps uncover new marketing opportunities and trends. For instance, if calls often come in after a particular type of social media post or a specific blog, those might be areas to invest more resources in.

Furthermore, call tracking can help identify trends in the times or days when calls are most likely to come in. This information can guide you in optimizing the timing of your ad campaigns by scheduling them accordingly or in staffing decisions for handling calls.

By utilizing call tracking for apartments to analyze your callers’ data, you can uncover the demographics linked to each of your leads. This allows you to gather essential information, including how prospects found the initial listing, the caller’s ID and location, the duration of the call, and the recorded conversation.

  • Understanding Caller Demographics and Preferences: Call tracking for apartments provides valuable insights into the demographics and preferences of callers, such as their location, age, keywords searched and specific property interests. By analyzing this data, real estate marketers can create more targeted and personalized advertising campaigns that resonate with their target audience. For example, if a significant number of callers are interested in luxury apartments in a specific neighborhood, you can tailor the ad content and targeting parameters to appeal to this audience segment effectively. This level of customization and personalization can significantly improve ad relevance, engagement, and conversion rates.
  • Optimizing Ad Content and Messaging: By reviewing call recordings or call transcripts, real estate marketers can gain a deeper understanding of the questions, concerns, and motivations of potential renters or buyers. This insight allows marketers to refine their ad content and messaging to address these specific needs and objections proactively. By creating ad content that directly addresses the pain points and interests of your target audience, you can improve ad relevance, engagement, and conversion rates, ultimately maximizing the effectiveness of their advertising campaigns.
  • Enhancing Keyword and Search Term Optimization: Call tracking enables real estate marketers to track the keywords and search terms that potential renters use before making a phone call. By analyzing this data, marketers can identify high-performing keywords and search terms that drive phone conversions and optimize their pay-per-click (PPC) and search engine optimization (SEO) strategies accordingly. This allows you to improve their ad targeting and visibility on search engines, attracting more qualified leads and maximizing ad spend efficiency.
  • Improving Retargeting and Follow-Up Strategies: Lastly, call tracking for properties provides valuable data on missed calls and follow-up opportunities. By implementing a systematic follow-up system for missed calls and integrating call tracking with a Customer Relationship Management (CRM) system, marketers can retarget potential renters with personalized and timely follow-up communications. This proactive approach to lead nurturing can significantly improve lead-to-lease conversion rates and enhance the overall effectiveness of retargeting campaigns.

Enhanced Customer Service and Satisfaction

Call tracking has become an instrumental tool in advancing customer service within the real estate industry. By recording and analyzing calls, teams can identify common questions and concerns, allowing them to address these proactively in marketing materials and website FAQs. Training opportunities also emerge from call tracking data; real estate businesses can coach their staff on how to handle various scenarios, ensuring consistency and a high level of service across all customer interactions.

Furthermore, call tracking allows for personalized follow-ups based on the specific needs and interests expressed by callers, fostering stronger relationships and trust with potential clients. This attentive approach can significantly enhance customer satisfaction and loyalty, which are crucial in a service-driven industry like real estate. By continuously improving customer service through insights obtained from call tracking, real estate businesses can set themselves apart in a crowded market.

Which features you should look for in a Call Tracking Tool for apartments?

Call tracking tools provide a diverse range of capabilities and features, each tailored to benefit specific industries. Here’s a list of essential features to help you gather the necessary lead data to achieve all the objectives mentioned above.

Dynamic Number Insertion (obviously 🙄)

dynamic number insertion - dni

What it is: Dynamic Number Insertion automatically swaps out the phone number displayed on your website based on the visitor’s traffic source, allowing you to track which advertising channels are driving phone calls.

Why it’s important: DNI enables real estate marketers to accurately measure the ROI of their online advertising campaigns by identifying which channels are generating the most phone inquiries and conversions.

Call Recording and Transcription

From Leads to Leases: Enhancing Real Estate Marketing with Call Tracking Call Recording edited

What it is: This feature allows you to record incoming calls and transcribe them into text, providing valuable insights into caller preferences, questions, and concerns. To activate call recording and transcriptions use our call flow builder.

Why it’s important: By reviewing call recordings and transcripts, real estate marketers can refine their ad content, messaging, and customer service strategies to better address the needs and interests of potential renters.

Missed Call Alerts and Follow-Up Reminders

From Leads to Leases: Enhancing Real Estate Marketing with Call Tracking image 21

What it is: This feature sends real-time alerts for missed calls and provides reminders for follow-up calls, ensuring that no potential leads slip through the cracks. With Nimbata you can get missed call alerts directly in your email inbox or in Slack.

Why it’s important: Implementing a systematic follow-up system for missed calls can significantly improve lead-to-lease conversion rates and ensure that no phone calls are lost in the wild.

Integration with CRM Systems

What it is: Call tracking systems that integrate seamlessly with Customer Relationship Management (CRM) systems allow you to manage and analyze lead data more efficiently.

Why it’s important: A unified system enables real estate marketers to access caller information, previous interactions, and apartment availability quickly, ensuring a consistent and personalized experience for potential renters across all touchpoints.

Customizable Reporting and Analytics

From Leads to Leases: Enhancing Real Estate Marketing with Call Tracking image 20

What it is: Customizable reporting and analytics dashboards allow you to track key performance indicators (KPIs), such as call volume, call duration, peak hours, missed calls by campaign,and conversion rates, to measure the effectiveness of your marketing campaigns.

Why it’s important: Regularly monitoring and analyzing call metrics enables you to make data-driven decisions, refine your advertising strategies, and optimize your marketing budget for maximum ROI.

Google Ads Integration (with Multiple Call Conversions capability)

Google Ads Integration with Nimbata - Multiple Call Conversions set up

What it is: This feature allows you to integrate your call tracking system with Google Ads, offering multiple call conversions to track the different lead qualities generated from your Google Ads campaigns.

Why it’s important: By tracking both primary and secondary call conversions from Google Ads, real estate marketers can gain deeper insights into the customer journey, start using value based bidding strategies for leads and optimize their advertising spend to drive more qualified leads.

Automation Rules for Lead Classification

From Leads to Leases: Enhancing Real Estate Marketing with Call Tracking image 19

What it is: Automation rules allow you to automatically classify and prioritize leads based on predefined criteria, ensuring that your sales team focuses on the most qualified and high-value leads.

Why it’s important: Streamlining the lead classification process with automation rules helps real estate marketers to allocate resources more efficiently, improve lead-to-lease conversion rates, and enhance the overall effectiveness of their lead management strategy.

Implementing Call Tracking in Real Estate

It’s very easy and straightforward to start with Call Tracking. Implementing call tracking for your real estate business can streamline the process of creating new ads for new listings, generating and managing leads, communicating with potential renters and buyers, and securing lease agreements. Here’s how you can be call-tracking ready in a few steps.

  1. Create your Nimbata Account
  2. Acquire your first tracking numbers
  3. Add the Nimbata DNI code to your website to track all the lead sources
  4. See & Analyze the results

Learn More

Looking to learn more about Call Tracking? Check out these resources:

Nimbata offers a Free 2-Week Premium Trial in order to test out our product and see if it fits your needs – no CC required. If you want to see it by yourself start your free trial here. Otherwise, feel free to contact us and we will walk you through the platform! Happy Tracking! 🤙