Lead Source Tracking
While other systems may provide you with a one digit marketing code to identify the source of your lead...if they even do that...we use a two-digit code. Why? Simple. With only 10 choices for sources of leads you cannot accurately identify what is happening in your advertising campaign. We settled on a 5 digit property code because this allows us to track up to 1,000 properties with a single toll free number and track up to 100 sources of leads for you.
Also, based on our studies we found that it was much easier for a person to remember a combination of a two and three digit number sequence than a 4 digit sequence. So we give you the best of both worlds...an easier to remember property code and an effectively unlimited number of properties that can be tracked for you.
The Marketing Code is always the first two digits of the Property Code included on your yard signs and other advertising.
Some of the marketing codes are pre-assigned so that they are consistent for the marketing programs we operate for you. Here is a list of pre assigned marketing codes:
- 00 pre-numbered yard signs we provide to you free of charge
- 99 pre-numbered yard signs we provide to you free of charge to use for listing presentation demos
- 01 listings featured on the front side of the Property Info Sheets
- 02 listings on the back side of the Property Info Sheets
- 03-10 listings in the various monthly real estate magazines
- 50-98 identifies the website (craigslist, backpage, facebook, realtor.com, etc.) where your listing has been posted (50-55 are used for leads generated by the listings on you own websites)
We use these pre-assigned codes to insure compatibility with our marketing systems we administer for you.
Additional Marketing Programs
The remaining 46 marketing codes (03-49) are available so that you can track which postcard, email, letter, newspaper, real estate magazine, etc. has generated the lead. In your login area you simply assign a marketing campaign to any of these marketing programs and your leads are automatically tracked by source. If you are working with other agents in your office you will want to be sure that you all agree on what marketing program is identified by these unassigned codes. The system allows each agent to personalize these unassigned codes. But it will be much simpler for you to operate as a group if you all have the same set of marketing codes.
Advertising Channel Effectiveness
You can also use these unassigned codes to test the effectiveness of different advertising. For example, perhaps you want to determine which Yellow Page headings actually generate business for you. By including an offer with a different marketing code in your advertising under each classified category where you have an ad, you will be able to track which yellow page ads actually generate leads. This will allow you to reallocate your yellow page advertising budget in future years to make it more effective...or eliminate unproductive advertising and save you money.
Advertising Copy Testing
Which copy works best? How can you tell? With our powerful marketing code system is quite simple. Generate several different variations of the same letter. For this example let's assume you have created 5 variations of the same basic letter. Then divide a part of your mailing list into 5 parts and mail one variation of the letter to each part of your mailing list. But in your call to action where you tell them they can get more information...free information...or whatever your offer is...you use a different marketing code as part of your report code. As the inquiries come in you will see which copy worked better and be able send that letter to the rest of your mailing list.
Advertising Delivery Testing
Have you ever wondered how the day of the week that someone receives your mailing affects the success of your mailing? With our marketing code system you can determine the best day to mail various different offers. Instead of breaking a part of your mailing list down into sections to test the copy take exactly the same letter and mail out part of it on each day to a different part of your mailing list. But on each day you use a different marketing code in your offer. Then you simply compare the number of inquiries you get from the mailings you did each day and you will quickly determine the best times of the week or month to do your various mailings.
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