Yugo is a global student housing company operating in 110 locations across nine countries. theEword has worked with Yugo for over twelve years to drive a high volume of leads and online bookings through digital strategy and marketing.
Yugo independently manages student residences with on-site staff responsible for converting telephone inquiries into bookings and delivering customer service. Prior to CallRail, call quality monitoring hadn’t been prioritised and telephonic lead conversions weren’t tracked from marketing channels.
Through partnering with CallRail, theEword set up monitoring and tracking of inbound leads for Yugo residences in the U.K. After just seven days, a wealth of insights that could be used for marketing communication purposes - as well as customer service improvements - were identified. We were also able to identify the source channels of incoming calls, determine which marketing channel generated the highest quality leads and optimise accordingly.
theEword is one of the top three digital property marketing agencies in the U.K. We’ve been helping real estate businesses increase leads, fill beds, generate footfall and sell units through digital strategy and marketing for over a decade. We work with Yugo (The Dot Group) on a global basis, managing over 40,000 beds, across Europe, U.S.A and Australia.
We onboarded CallRail for Yugo U.K at the start of 2024. Due to the success of this project, four more of theEword’s clients have successfully implemented CallRail into their marketing strategies.
Diagnosing the problem
A broader understanding of customer intent, call sentiment, and lead conversion was necessary to maintain a high standard of customer communication and optimise various marketing strategies to achieve higher conversion volumes.
Call listening also enabled congruency to be introduced across customer communications, enabling the different teams on the ground to realign under the same messaging and service levels.
Solution and results
Amongst all the offerings from CallRail, the combination of Google Ads integration and Advanced AI transcription service have proved to be the most vital to our success metrics. By utilising these two services, we are able to ascertain the high quality of leads we capture from our efforts on Google Ads and which keywords lead them to make a call to find out more information and convert telephonically.
In addition to this, Advanced AI transcription helps us to understand the sentiment of the call and to work through a large number of calls quickly and effectively. We can easily categorise different call types and apply these query archetypes to our marketing communications in an effort to reduce barriers to conversion and provide more information throughout the sales cycle - from research phase to final decision-making.
CallRail has also helped us to improve Yugo’s marketing strategy by streamlining our messaging and communication, based on the insights we discovered during call listening. Valuable insights and queries helped us to distinguish sub-personas within the target audience and tailor messaging, offerings and touchpoints to convert these high-intent customers.
Outcomes
We now have 100% visibility of how our telephonic leads from Google Ads convert.
Previously, we could track the number of calls generated by our Google Ads but not their outcomes. With CallRail, we now include call conversions in our reporting, revealing that Google Ads generate the highest intent callers and the longest call times.
100% of the residences now have standardised welcome messaging and sales enablement material.
Standard caller etiquette wasn’t consistent across the Yugo’s residences. By analysing how calls were answered and interactions handled, we identified the best conversion methods, preserving both residence independence and strong brand identity.
The most repetitive queries at inception have been reduced by 100%.
At the start of the CallRail project, certain recurring queries were identified as urgent barriers to conversion. By addressing these queries through website content, FAQs, and various marketing channels (paid and organic media), their frequency on calls decreased significantly.
Ongoing operational improvements are being made.
Call listening has allowed us to address communication issues and raise concerns directly with the respective residence teams.
