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San Ramon, Calif. – October 23,
2006 – MediaTrac, a market leader in media tracking and
customized customer loyalty programs, announced today that five
of the top ten U.S. home builders are using the company’s
Media Manager call tracking solution to measure their marketing
effectiveness and optimize their advertising spend. Top builders
using MediaTrac’s solution include D.R. Horton, Lennar,
Centex, Beazer, Ryland, Summerhill and William Lyon Homes.
Tracking media effectiveness is a revolutionary approach in the
home builder market. With volatile housing sales forecasts and
a longer sales cycle, home builders across the country need to
more carefully monitor their marketing investments. By having
an objective measurement tool to track media results, home builders
can negotiate better rates for future advertising placements and
improve the return on their marketing spend.
Home builders simply include a unique MediaTrac-provided toll-free
number in each marketing activity. Media Manager transparently
captures prospective customer information when they call the toll-free
number. The call is routed to any desired location and follow-up
can be done instantly from a local sales office or remote site.
Media Manager offers objective, quantifiable results instantly
and makes them available on a website that’s exclusive to
the builder’s organization. Builders are provided with an
unlimited quantity of toll-free numbers and dynamic real-time
graphical reporting.
Previously, builders had to rely on sales agents to log calls
from interested buyers or count on advertising agencies to manually
report on marketing campaign results. Manual reporting lacked
consistency and results from advertising agencies were not highly
objective. Builders have turned to MediaTrac for a way to quantify
their advertising impact.
“I’ve been using MediaTrac’s Media Manager
for three years now. It is the most efficient and objective way
to monitor customer response to our marketing activities,”
said Rose Mary Messina, Vice President of Sales and Marketing
for ICI Homes. “We used to have to rely on sales agents
to report incoming inquiries which was highly ineffective,”
said Messina. “Now we are able to easily measure our actual
results and see what is working in each market. With accurate
reporting I can renegotiate our advertising costs and even choose
to bypass a publication if it’s not working to attract buyers.
It's a vital tool when it comes time to allocate dollars for next
year's marketing budget.”
Home builders spend thousands of dollars for each marketing activity
and until recently had no real means by which to capture and track
interest received from potential buyers. By being able to gather
hard data, builders can hold advertising agencies and publications
accountable to projected media response rates. For less than $30
per month, per community marketing activity, companies can track
interest accurately and capture customer data for use across their
marketing efforts.
“MediaTrac was so effective in its first implementation
that now Ryland uses the program across nearly all its offices,”
said Patty Traxler, Marketing Director for Ryland Homes. “Once
I started to share the results, use of Media Manager literally
spread like wildfire,” said Traxler. “When we have
our management meetings, our Media Manager reports are one of
the first things we cover.”
About MediaTrac™
Headquartered in San Ramon, California, MediaTrac is a proven
provider of media tracking and customized customer loyalty programs.
MediaTrac has hundreds of retail clients throughout the US and
Canada. The company is one of the fastest growing, privately held
firms in Northern California. For more information please contact
Mike Gorun, Managing Partner, at (800) 608-2080 or visit www.media-trac.com.
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