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HVA franchise network received more than 600 calls from campaign Results are in from the Summer Surge third quarter advertising initiative, and HVA confirms the campaign was a huge success. The HVA franchise network received an all-time high 616 calls to the special Summer Surge Arch line.
The Summer Surge initiative, which was announced in June at the Mid-Year Sales Summit in Dallas, was a six-week network radio campaign “opt-in” program for franchisees, offering a cost per lead of $100, a low cost for any broadcast lead.
HVA knows from years of marketing experience that any time the company runs broadcast commercials, responses increase for all lead sources. And the Summer Surge was no different. The campaign increased HVA’s Internet referrals and since franchisees were charged only for the incoming Arch calls received on the Summer Surge’s dedicated line, many leads were delivered at no charge to every office.
The campaign aired for six consecutive weeks, from July 7 through August 17. As usual, HVA’s media placement guru, June Marie London, negotiated significant bonus weight with the schedule, delivering even more exposure for the investment.
The bottom line for all participating offices was that the Summer Surge provided an overall cost-per-lead that was much lower than the negotiated $100 per call.
Since network radio covers the entire country, Franchise Development also took advantage of the Summer Surge, airing commercials to solicit new franchisees in those markets where HVA plans to expand. They received 677 calls as a result of the campaign.
All remaining markets ran commercials asking investors to log on to a special Web site and sign up for the HomeVestors Investor List. As a result, HVA received a total of almost 600 new investor leads over the six-week period.
"The HVA Marketing Department is constantly testing new concepts to improve lead generation and reduce the cost-per-lead," said Mark Hagen, HVA's vice president of marketing. "It’s important to keep in mind that franchisees' marketing efforts work together synergistically, each one delivering better response rates as a result of the other supporting media."
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