Carter Jonas

Discover how the property consultancy increased the rate of qualified inbound calls by 10.4% as they navigated an ambitious period of growth.

The challenge

Every month, thousands of Carter Jonas’ potential customers prefer to pick up the phone to make enquiries about a property before taking an action. In fact, 65% of their inbound leads come in via the phone. But without clarity on where they came from, they couldn’t make informed, strategic decisions about how to spend their budget. As the firm pursued an aggressive five year growth plan, including substantially increasing PPC, they could not afford to invest blindly.

This growth also meant that any solutions they invested in to overcome their challenges needed to be able to scale up and adapt as needed. Not only that, but as the property consultancy doubled their physical locations over a three year period they needed to know what was impacting business at each of those locations.

Why Infinity?

Infinity’s exceptional record with growing ambitious brands and reliably working alongside enterprise clients meant they were a trusted partner for the expansion. Advanced segmentation options meant that the required granularity needed to optimise results in all existing and new locations could be achieved.

By integrating with Google Ads and Analytics, Infinity also presented actionable capabilities to adapt PPC campaigns based on real outcomes rather than clicks alone.

The solution

Infinity’s dynamically tracked numbers delivered visitor level insights of the journey that led to every call, across multiple visits. They were also able to connect these insights to Google Analytics in each of the 38 (and counting) locations, and segmentation options within Infinity demonstrated how their marketing in each area was driving results in specific locations.

Initial success with using Infinity meant that Carter Jonas were keen to increase the number of dynamically tracked numbers on their new website, leading to them monitor over five times the amount of calls they previously did.

The outcome

Infinity provided a clear view on the customer journeys that led to thousands of calls across all locations every single month. Infinity’s call intelligence data has enabled clarity on the following year-on-year improvements.

  • 10.4% increase in rate of quality calls.
  • Double the percentage of calls from referral sites.
  • The ratio of qualified leads coming in from PPC increased by 9.7%.
  • Halved the percentage of missed inbound calls.

Alongside their continuous expansion, they are looking to connect their CRM to Infinity to improve insights on the ROI their marketing activity is generating. By working with Infinity’s world class Customer Success Team, other tracking options will be explored to focus on optimising marketing results from a commercial perspective.

What the client says:

Infinity have provided us with a crucial level of insight into what’s driving quality phone calls, which represents about 65% of our inbound leads. I am also continuously impressed with the speed of turnaround they provide when we need to add a new location, as a rapidly growing business this level of service is vital. We are looking forward to expanding how we’re using Infinity, and have a great customer success team in place to help us execute these opportunities.

Robert Preston | Digital Marketing Manager, Carter Jonas

Carter Jonas is a multi-disciplinary property consultancy formed in 1855. It has almost 40 branches across the UK and is one of the largest property consultancies in the country. It employs over 700 people, and continues its growth.

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