Top Home Builders Look to Performance Loyalty Group to Measure Advertising Effectiveness
Better-Informed Marketing Decisions and Capitalize on
their Marketing Investments
San Ramon, CA – October 23, 2006 – Performance Loyalty Group, 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 Performance Loyalty Group'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 Performance Loyalty Group-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 Performance Loyalty Group for a way to quantify their advertising impact.
"I've been using Performance Loyalty Group'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.
"Performance Loyalty Group 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."
Headquartered in San Ramon, California, Performance Loyalty Group is a leading marketing technology company providing customized loyalty rewards, customer retention, prepaid maintenance and media tracking programs for the automotive industry.
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