This is an inbound phone call that is hot-transferred to your team, similar in characteristics to other referral-based marketing products. These leads are looking at the information for a specific listing to start a conversation, and they are calling in because they have a question about that listing.
There is social leverage when you are the one receiving the call. By the fact that they are calling you instead of having to chase the lead, along with the quality of the experience, a lot is happening dynamically with this lead.
The industry has proven we are moving to an appointment-based culture. Click to Call is about getting you the appointment. The average cost per transfer is significantly cheaper than other sources without taking a portion of your commission.
What will a consumer see when they see your ad?
We create an ad of a listing the lead finds attractive in your market with their optimal price range. We found advertising one listing in an ad is more powerful than advertising multiple listings. Upon selecting the listings, we use optimized photos using machine learning and include the listing agent, their license number, and the broker the ads belong to from a compliance perspective. We choose either your featured listings or the listings that are in the median price range from when you set up your ads. We choose listings with the highest likelihood based on photo quality and description to maximize the leads.
The listings advertised can be changed anytime. Listings are refreshed weekly at a minimum and updated on and off-market regularly. To request changes, please email email@example.com. We recommend trusting the algorithms in place and not changing too much or too quickly. We are constantly testing and updating ad units.
We provide all information except the price and address of the property. This is what prompts the lead to call. When the lead clicks on the ad, they will see a phone number we purchased on your behalf.
This number will go directly to the Ylopo call center and be answered in one to two rings. Our call center validates the lead's phone number and email address, eliminates rental and other cold leads, and opts into texting so Rayia can work these leads before transferring the calls to you.
What is the agent's experience?
Two types of leads, cold and hot, come into your CRM. Out of 100 Facebook calls, 83-85% are cold leads. These are wrong numbers, renters, accidentally clicked, etc. We have eleven different reasons why these leads were disqualified.
The leads are distributed to your CRM right after the listing is viewed, so you have the property's address and MLS. Cold leads are untransferred and therefore will have no name. They can be identified by this and by their call disposition. Notes will have call disposition abandon call one of the cold tags.
Hot leads are those transferred to you. Since you get the lead in your CRM first, this alerts you of the potential call transfer. The lead should be at the top of your list, depending on how you organize your CRM.
A good lead is going to have one of the two call dispositions. For answered transfer calls the successful tag will be applied. For unanswered transfer, the unsuccessful tag. Of the calls transferred 50% go unanswered.
Hot leads will contain all the contact information we obtained in addition to the hot transfer tag. We recommend focusing on the additional notes section for lead insight.
Click to Call Smart List
In addition to your current smart list, add a Click to Call smart list in your Follow Up Boss account based on the hot leads tags. These are the leads you need to focus on.
For the unsuccessful tagged leads, contact these immediately because they expressed an interest in the listing and they attempted to contact you.
If you started before March and want to see all your Click to Call leads, you need to add these two tags FB_CLICK_TO_CALL and YLOPO_FB_C2C. If you began after March, these tags are automatically added to all Click to Call leads.
Last Updated: 3/11/2022 Colleen M.