3 Reasons You Need Warm Transfers in Your Call Advertising

75% of consumers say a phone call is the quickest way to get a response from a company. Therefore not surprisingly, most consumers prefer calls over emailed responses. While that’s great for pay per call advertising, there can be a downside. Fielding unfiltered phone calls can be a lot of work, not to mention expensive, too.

Advertisers would be remiss not to consider using warm transfers. Warm transfers gather lead information, often through a form, before transferring the call to a sales team or call center. Ultimately, it helps to shorten or refine your call process.

Here are three reasons why warm transfers are worth using in your pay per call advertising.

1. They Pre-Qualify Leads. To separate the wheat from the chaff, advertisers use warm transfers to pre-qualify leads. Now advertisers — for the most part — are only paying for calls from quality leads, which saves them money.

Let’s say you’re in the market for a Maserati. You search Maserati, click on your local dealership, and fill out the information form. Five minutes later, you have a sales rep calling you.

Maserati Form
Source: Maserati of the Main Line

Here, Maserati has already pre-qualified (or eliminated) you as a lead based on the details provided. If you left a comment about a particular model and how you want to customize it, then they know you’re familiar with the brand and a solid lead. If your phone number is local, they know they can also probably get you in for an appointment quickly.

However, if you only provide your email address and just a first name while leaving the rest of the fields blank, you’re probably not a serious lead.

2. They Increase Efficiency. Since you’re dealing with pre-qualified leads, expect efficiency to increase through the elimination of repetition or transfers to different departments.

For instance, let’s say you’re shopping for car insurance for a vintage car. Instead of going through a bunch of reps until you get to the one who specializes in vintage car coverage, a warm transfer will save you time and frustration by connecting you directly to the right person.

3. They’re Easy to Optimize. Depending on your needs, you can customize your warm transfers. If you own a rehab facility, tailor your forms with specific questions in order to get the most qualified leads. Perhaps your facility only specializes in alcohol addiction, not prescription drugs. Be sure to mention that on the form.

Customized Form

Also adjust your call center hours to align with your target audience. For instance, if you’re selling healthcare to individuals ages 30 to 45 who work 9 to 5 p.m., consider extending your available call hours to 8 p.m.

Remember depending on your industry, warm transfers are just one more tool that can help boost your pay per call campaigns. Give them a try, and prepare to receive more qualified leads and a higher ROI.