As a result, Crédit Foncier was able to track the cost of acquisition for every lead or client. More importantly, it became obvious which channels were generating the better leads.
As an example, a specific campaign targeting existing clients who had been buying real estate property 6 to 7 years before showed a very high return on investment.
The cross-selling campaign to existing clients resulted in a 3% conversion. Testing revealed that a print mailing followed by a phone call resulted in a conversion rate that was 7 times higher than for the print mailing only. The online efforts for the acquisition of new clients resulted in more than 3000 new leads.