Sophisticated Contact Management More Important Than Ever
Public awareness of “Do Not Call” legislation is at an all time high, and Matt, president and partner of an east coast marketing strategy and service company, knows cutting edge database marketing services are more essential than ever. His real estate sales/leasing clients’ high response rates depend on how contact with each target is managed over time. In short, calling too frequently or with a non-tailored offer is a sure fire way to lose a prospect forever.
Capitalizing on their nationwide master call universe database, Matt’s firm is able to strictly manage who is called with what offer and how frequently. The Company’s suppression and 90 day rolling suppression files ensure each target is kept active for 30 days and then rests for 60 days, limiting contact to 4x a year, maximum. The system also integrates state do not call lists and personal requests, to guarantee that only those amenable are solicited. Matt’s company has a perfect record with Do Not Call compliance, with no fines on over 1 Billion records processed.
Drive Time Analysis Gives Call Management A Cutting Edge
“Our superior database management system is important, but is only part of the reason we have had such success upping response rates” explains Nelson. “Resort offers are, by nature, location based. Yet we have found many resort operators are targeting prospects unlikely to respond, because the location is too far away from the targets’ homes. Our solution has been to define the clients’ call universe by distance from the prospects home to the resort site. Not by mileage – but by actual drive time distance, with each drive time band set at 30 minutes (0-30 minute, 31-60 minutes, 61-90 minutes, 91-120 minutes). This allows our clients to vary offers. For example, with a prospect an hour and a half away by car, our client will know to make the deal a little sweeter than he would for a client only ten minutes away.”
To accomplish these drive time analyses, Matt needed a mapping service bureau with a deep understanding of the direct marketing industry and a commitment to high quality data. “We tried one mapping service, but were very displeased with their product. Then I saw an article published in DM News about Maponics (www.maponics.com). Their superior quality and accuracy made all the difference to my projects’ success. It makes the cost more than worth it.” Maponics is able to pull all of the ZIP Codes for each drive time band. “For some clients that is sufficient,” describes Matt. “For others we have a map generated that they can post on their intranet, so all of the employees can easily visualize the calling universe. So far our clients have said this is the most accurate and useful tool they have had.”
The “Do Not Call” Threat: How To Vanquish Using Drive Time Analysis
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