FastCall411 "Hot Leads" Offers Mobile Local Search Directory Companies a Better Way to Find Merchants Who Will Advertise

Real-time, Call Analytics Enable Mobile Local Directories to Laser-Target Their Local Advertising Sales Efforts


For mobile local search directories, the challenge is two-fold: finding consumers to use it and simultaneously finding merchants to advertise.

“Hot Leads” is a very exciting call tracking program that helps directories laser-target their “hottest” merchants. With the right merchants listed in the mobile local directory, serving customers becomes much better.

Hot Leads, is similar to what management guru Peter Drucker advises:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

FastCall411 helps directories know merchants that intimately. We track and analyze information about local merchants, help weed-out merchants who don’t answer calls, who keep people on hold, or who generally do not get and give value to consumers calling the business to schedule an appointment or with a other questions.

FastCall411 helps mobile local search directories define which merchants are Hot Leads and conversely which local merchants are cold, or unqualified:

• Hot Leads for the directory’s sales staff, because the merchants know how to turn a consumer call into a sale (a HOT advertising prospect, since they know the value delivered by the publisher)
  
• Cold or unqualified as good prospects to buy advertising in the directory because the merchant doesn’t answer their phone or frequently drops calls (a COLD advertising prospect since these merchants generally feel that 'this stuff doesn't work')”
  

For the first time, FastCall411 brings real-time, phone call analytics to mobile, local search – benefitting users, local merchants and FastCall411’s mobile local directory partners.

FastCall411 uses patent-pending phone call analytics to assign a quality of customer service score to service-oriented local merchants listed in local and vertical search directories. Our quality score enables FastCall411 to predict which local merchants are available to provide the best service to users. The highest scoring local merchants are also the best advertising prospects for FastCall411 clients. These are the hot leads for local search advertising sales. Everybody wins: the users, the merchant and the publisher.”

In a recent case study FastCall411 found that nearly 50% of the merchants were receiving 90% of the consumers’ phone calls. Eliminate the bottom 50% of the merchants who receive almost no calls and you’ve doubled your users’ chances of a positive experience when calling a local service business. You’ve also doubled your sales teams’ chances of finding a hot advertising prospect. FastCall411 data provides clear, actionable insight into our client’s best performers.

Further, FastCall411 applies near-real time analytics – including call transcription – to identify customer service issues for our clients. Businesses with repeat unanswered calls; repeat busy or repeated calls going to answering machines are under-performers. For many reasons, these businesses are not available to service our clients’ users. If the business is identified as miscategorized, out of business, or otherwise not relevant to the directory and user, FastCall411 flags these merchants for removal from the search results.

The top-performing merchants – the Hot Leads – are delivered as a dynamic sales list updated in real-time in Salesforce.com or another CRM application. Nowhere else is this real-time quality of service scoring and targeting available within mobile local search.