REA Group leads the way in proving value to clients.
iovox helped REA Group convert soft phone leads into hard, attributable data, giving their commercial team transparent ROI metrics to share with advertiser customers across eight countries.
The challenge
REA Group is a leading global digital media business specialising in property, operating across 20+ brands in eight countries. Before implementing iovox's call tracking, website visitors could download documents, complete forms, or click buttons to reveal phone numbers.
Document downloads and form submissions were "hard leads," easily quantifiable. But phone number reveals were "soft leads," because there was no concrete evidence they resulted in actual calls. REA's commercial team needed to convert those soft leads into hard data, and to demonstrate platform value through quality and volume metrics that clients could act on.
The solution
REA Group deployed iovox's call tracking solution with dedicated numbers on project profiles. Call Whispers informed callers of the REA Group media channel source on every connection. Call tracking and analytics then measured call quantity, answer rates, missed calls and a range of other data points, all tied back to specific project profiles and listings.
The result was a complete transformation of how REA Group's commercial team could talk to advertisers about performance.
"Now what we can do is actually have a transparent conversation on those metrics and say, this is what your project profile is delivering, this is the cost per lead; it helps us actually justify the ROI metrics and the cost of the product."
Innovation & Strategy Manager, REA Group
The results
With iovox, REA Group could have genuinely transparent conversations with their advertiser clients about what each project profile was delivering in terms of leads, cost per lead and ROI. Clients responded positively, with Holmes noting they "love" the new call tracking visibility compared to other lead sources.
The data gave REA Group's commercial team a powerful tool for justifying platform spend and strengthening long-term advertiser relationships across all their markets.
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