PAY-PER-CALL IS REALLY REVENUE-PER-CALL
continues to evolve in ways that will specifically benefit
mortgage companies. Two recent developments will greatly enhance
the quality of your inquiries: local search and pay-per-call.
Let's briefly address local search first.
seem to really benefit local search. In example, if someone is
searching for "Cleveland Home Loan" the search engines can return
advertisers that offer
mortgages because they saw the term "Cleveland" in the query. The search engines also have the capability
to recognize your IP address for your inquiry, and even if you
type "home loan" they can tell that since you are in
you really meant "Phoenix Home Loan" and return results targeted
to your location. As you can see, local search is a rapidly
sponsored pay-per-click listings where potential visitors click on
a hyperlink, pay-per-call ads appear adjacent to organic search
results. Pay-per-call ads work by offering the visitors your phone
number instead of clicking.
JUST CALL ME
model is good for any company with customers that ask lots of
questions, or need to be guided through the decision making
encourages potential visitors to pick up the phone and call
advertisers instead of visiting their web sites. While typical
companies may not want to have customers calling them, many
mortgage companies welcome this option due to the high amount of
skill sometimes required to answer questions. Other companies that
are likely candidates include any service were there is either a
high conversion rate (travel agents, lawyers, florists) or
immediate need (tow trucks, plumbers, electricians), or both.
Most people still
conduct their mortgage transactions by phone, so when a potential
customer contacts you, they're not browsing, they are verifying
their intent on using your service.
COSTS MORE, BUT
YOU GET MORE
more for calls than clicks, but advertisers only pay AFTER a
visitor dials the company's 800 number
cost more than pay-per-click fees, but you receive more for your
money. When your potential visitor clicks on your Pay-per-call
listing, they are transported to a more comprehensive "details"
page offering additional information about your mortgage company.
These details include such items as: your hours, any special
offers, your rates, description of your products and service,
promotional offers, your street address, a map and logo. Only
after the visitor see this information, will they call, so you
receive a "pre-screened" customer.
In addition to
offering the click through hyperlink, a toll free phone number
appears. When a potential customer dials that number, the
advertiser is billed a fixed amount.
To feature their
ads, advertisers need to bid on keywords for these ads, just as
they do with pay-per-click ads.
company owners will agree that a voice conversation will result in
a higher rate of converting visitors to customers, than will
clicks to a web site. It is important to note that you must have
skilled telephone sales representatives or your internet efforts
will be futile and costly.
is that once you have a caller, you are preempting them from
visiting a multitude of competitors' online sites.