Why Call Tracking Numbers (CTNs) are Important for Tracking Home Services Marketing Performance

In the home services industry, where customer intent often pays off in the form of phone calls, understanding and optimizing every touchpoint in the customer journey is crucial. While lead generation through chatbots or form fills may seem easier to quantify, it sometimes can be easy to overlook the simple power of making your business’s phone ring.

However, with phone calls converting customers at rates between 25% and 40% — far outpacing the typical 2% conversion rate of lead forms — it’s clear that this channel is invaluable. For home services businesses, phone calls are not just another touchpoint; they are a critical driver of conversions, making Call Tracking Numbers (CTNs) indispensable for tracking campaign performance and optimizing your marketing efforts.

What Are Call Tracking Numbers (CTNs)?

A Call Tracking Number (CTN) is a unique phone number used within a software-based system to track specific marketing campaigns. This number serves as the referral source for associated leads and becomes a critical piece of data in your campaign analytics.

For home services businesses, CTNs do more than just track calls—they optimize your operations by routing calls to the right agents based on service area, specific service or campaign, ensuring that each lead is handled efficiently and effectively.

Why Are CTNs Crucial for Home Services Marketing Campaigns?

CTNs offer a range of benefits tailored to the needs of home services companies, making them essential for optimizing your marketing and operational strategies:

Marketing Attribution

Assigning unique phone numbers to different marketing campaigns allows you to see exactly which campaigns are driving phone calls. This accurate attribution means you can allocate your marketing budget more effectively, ensuring you’re investing in the campaigns that bring in the most leads.

Understanding the Homeowner’s Customer Journey

By tracking the source of calls, you gain insights into the customer journey, helping you identify which marketing channels are most effective at converting leads. With 62% of home services customers making phone calls during their purchasing journey, understanding these touchpoints is vital for optimizing your marketing strategy and improving ROI.

Lead Quality and Scoring

Phone calls typically indicate a higher level of interest compared to lead forms, making them high-quality leads. CTNs help you analyze call data—such as duration and frequency—to score and prioritize these leads, ensuring your sales team focuses on the prospects most likely to convert.

Operational Efficiency

CTNs provide detailed data on call volumes and times, helping you manage phone coverage more effectively. They also allow you to listen to your calls and hold your Customer Service Reps (CSRs) accountable to how they interact with your customers and handle your leads. By ensuring that calls are answered promptly and handled correctly, you reduce the risk of losing potential customers to competitors, thereby increasing your chances of conversion.

Performance Analysis – Connect Marketing Spend to Revenue!

Recording and analyzing calls allows you to assess employee performance and customer interactions. By identifying and addressing issues during call reviews, you can enhance customer service and increase conversion rates. Most FSMs and our own Revenue Analytics platform require CTNs for tracking performance and connecting marketing spend to revenue as well.

Cost Reduction and Increased Profits

CTNs help you identify inefficiencies in your operations, allowing you to make adjustments that reduce costs. Additionally, the data provided by CTNs can be used to identify areas of your website, zip codes in your service area, or even services that may be underperforming, providing you with an additional dimension to optimize your business’s potential for revenue.

What Happens Without a CTN?

If your home services business is handling customer phone calls without using CTNs, you’re missing out on valuable data that could enhance your marketing efforts and operational efficiency. And without CTNs, it’s challenging to accurately track which marketing campaigns are driving calls, leading to potential misallocation of your marketing budget. Moreover, you lose out on insights into the customer journey, lead quality, and operational performance—insights that are critical for optimizing your business strategy.

In a competitive industry like home services, where phone calls are 10 to 12 times more likely to convert than lead forms, CTNs are not just beneficial; they’re essential. They provide the data and insights needed to make informed decisions, improve customer service, and maximize your marketing ROI.

Make Your Phone Ring with Mediagistic’s LeadBuilder

At Mediagistic, our LeadBuilder product is designed to give home services businesses a competitive edge. All campaigns managed through LeadBuilder utilize Call Tracking Numbers (CTNs) to closely track performance and even booked revenue. Our proprietary business center not only provides real-time insights into your campaigns but also allows you to listen to calls and score them, ensuring you capture the highest quality leads.

Additionally, our platform includes automated lead scoring features, streamlining the process and giving you the data you need to optimize your marketing strategies. With Mediagistic’s LeadBuilder, you’re not just tracking calls—you’re unlocking the full potential of your marketing efforts, driving better results, and maximizing your ROI. Talk to one of our experts today to learn more.

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Marissa Johnson a seasoned Client Services Manager in the marketing industry, excels in understanding client needs, collaborating with cross-functional teams, and implementing effective solutions. Her unwavering dedication and proven ability to drive exceptional results have been pivotal in the success of numerous marketing campaigns, contributing significantly to the company’s growth. Connect with her on Linkedin.

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