Before CallSource was CallSource, it was RentLine. In 1991, RentLine invented an innovative system that allowed Los Angeles area renters to find housing over the phone. Callers dialed 789-RENT, then indicated the city, the number of bedrooms, and the the amount of rent. The system searched the RentLine database for matches, then played a recorded description of each available property, inviting the renter to call the property manager.
This technology enabled RentLine to provide an efficient and inexpensive service to its advertisers and, at the same time, to measure how many times each ad had been played (a precursor to Internet clicks).
While most advertisers were delighted with RentLine's results, some argued that they did not receive any calls. Noting that in some cases, more than a thousand renters had listened to the disputed ad, company executives realized that, while RentLine was tracking the effectiveness of ads, most advertisers were not!
Company executives decided to take tracking to the next level. Instead of reporting how many callers had listened to an ad, they wanted to prove how many actually called in response. By placing a RentLine number in each ad, then rerouting calls to the client's phone, they could measure advertising response. This was the birth of the first call tracking service, CallSource.
If the company could track RentLine traffic, why not track telephone response to all ads? For the very first time, direct response advertisers could accurately and objectively compare the effectiveness of each form of marketing they used. Call detail reports could show date, time, duration, and result (connect, busy, no answer).
Toll-free tracking numbers allowed nationwide service and enabled the capture of every caller's telephone number. Name, address, and demographic information could be appended to many phone numbers.
By recording the calls, CallSource could help clients evaluate the performance of their call handlers and improve their lead conversion. By reviewing the recordings, CallSource could report how many calls were legitimate leads, and how well the customer service reps were handling the calls.
In response to demand from many industries outside the multi-family housing market, CallSource expanded into media and publishing, automotive, finance, home improvement, healthcare, and franchise markets.
If RentLine was a service as a solution (SaaS), then CallSource is Saas “Plus” – with the “Plus” being our dedicated team of advisors. Through call recording and telephone performance evaluation, CallSource identifies where missed opportunities went wrong, and trains clients on best practices and improved lead conversion.
For over 20 years, CallSource has been the leader in call tracking-based solutions. We are headquartered in Westlake Village, California and have approximately 200 employees. Using our own, fully redundant data centers in Los Angeles and Chicago, we track millions of ads for more than 300,000 companies across the U.S. and Canada. We collect and share best practices. We evaluate, train, and advise.
Over time, many other call tracking companies have appeared. In addition to our experience and innovation, CallSource distinguishes itself from the competition through our unique spectrum of services and solutions. While others offer reports, only CallSource offers Results.