If you're not familiar with us, we work with about two dozen national franchises to help them achieve their goals in this mobile-first era. Given what we do and who we work with, you can imagine our delight after seeing FranchiseHelp's latest study on franchise texting. Even by our standards, the results are rather incredible! Let's dive in.
Keep this in mind. The reason FranchiseHelp conducted this research was because their most popular article in 2015 was on consumers' preference for text messaging over phone calls. Franchise owners are clearly interested in what texting can do for them, and searching for answers.
Here's what they did. FranchiseHelp verifies all of their leads to ensure they're worth spending time on. When someone made the conversion to become a lead, they gave FranchiseHelp their phone number. It's fascinating. Over 80% of the time, leads were giving their personal cell phone numbers instead of landlines or business numbers anyway!
Then FranchiseHelp started asking leads whether they'd prefer to be reached by call or by text. Month over month, about 90% said they'd rather be texted. Only 10% preferred to communicate via phone call.
The most important finding throughout this process is not that people prefer texting. Everyone implicitly knows people prefer texts over phone calls, even if you've never articulated it before. No, the most important finding here is how much more effective (and cheaper) each and every text message was when compared to phone calls.
Everyone in this study was already a lead. They were interested. They'd already willfully given out their information. FranchiseHelp reached out to verify whether a person was a hot lead worthy of the company's time. Any answer ("yes" or "no") counted as a response. And a "yes" response counted as a verification. Here's what happened.
With text messaging, FranchiseHelp received a response rate 209% higher than their response rate from phone calls. Even better, responses through text had a 295% higher verification rate than phone calls. That's amazing!
What this shows is that texting does two things. Texting leads creates for superior engagement rates, when compared to phone calls. And engagement through text is far more likely to result in a conversion, when compared to phone calls. It brings together the full picture of franchise texting, and how it's inexcusable for businesses not to be texting.
FranchiseHelp goes on to say that they're unsure of why these rates are so in favor of texting over phone calls. To that, we believe we can add some value. In fact, our top piece of 2015 was on that very topic! You can click here to read 10 Reasons Millennials Aren't Answering Your Phone Calls.
Phone calls are disruptive. They're distracting. People are constantly searching for better ways to do anything, and they've found texting to be a better means of communication. Franchise texting in particular allows you to harness this preference to boost every aspect of your operations, from making sales to customer service.
Texting is what consumers prefer. Specifically, it's what your franchise absolutely needs to be doing.