A call capture system represents a potential for both savings and profit for any real estate business, so long as it is properly used. Profitability and return on investments (ROI) are essential in building a business that not only performs but is able to continually generate both interest and profit. In order to do both, a company must employ a system that lets customers contact them immediately, and provides relevant and timely information. One way to do this is with the use of a dedicated call capture system.

Call capture systems are best thought of as "1-800" numbers, though they no longer have to be tied to a specific land line or any physical line at all. Instead, it can have its dedicated 1-800 number routed to any home, business or mobile phone, and many are able to use online technology to route messages to an e-mail account. By employing a call capture system, brokers and agents alike can provide easily accessible phone numbers to clients - ones that will never be busy and will contain pertinent information about the property they are interested in.

There are several important benefits to a call capture system beyond its simple ease of use. The first is the ability to use it for both advertising and advertising tracking purposes. A typical system will come with the ability to create multiple extensions of the original number, which can then be placed on ads, billboards, and business cards. The system will then record which extensions have been called and how freque
ntly. This allows an agent or broker to tailor their advertising and steer dollars away from areas that simply don't perform.

In addition, a call capture system can put callers in contact with agents at the moment their interest is piqued by a sign or property. These systems run 24/7, allowing callers to phone in for information at any time of the day or night. Should a call occur during the night, the caller can leave a message and their information will be recorded in the call capture system for later call-back by the agent or broker. By allowing interested callers to contact agents at the time their interest is high, an agent will often see greater conversions to sales.

A further benefit of this system is that it reliably generates leads for pennies for about a dollar a day. When a caller dials the toll free number, regardless of whether or not they leave a message, their information is stored. Under the 90-day business inquiry rule, a company can call back any party that has called their capture line because such a call is defined as a "business inquiry." This allows a broker to use all calls made to the line as potential leads, giving them access to a significant pool of potential customers with almost no effort. The call capture system will also record what properties the caller chose to hear about, allowing a business to tailor their response when they call back.

While the use of a call capture system does not guarantee success, because of its ability to generate leads and enhance customer service it can be a viable way to both increase profitability and returns on investments.