I've been seeing these things a lot lately. Those black tubes stretched across the various roadways I drive. At first I thought they were some kind of traffic enforcement device and there were cops lurking nearby waiting for suckers like me to fly over them at unlawful speeds. But no, they are actually there to measure traffic counts. As the tires pass over the rubber tubing, the change in air pressure registers on the digital readout.
I guess road planners use these readings to strategize traffic flow. I'm sure other folks use them to provide information for commercial real estate purposes, enticing would-be investors with impressive vehicle traffic numbers. It makes me wonder what kind of counters I have set up in my business?
1. Web traffic. Do I have ways to measure how much business is being driven my way through my web-based efforts? If I know that 85% of people are checking me out on the Internet, doesn't it make sense to put some kind of counter there so that I can figure out how to make changes if needed? Realtors are so good at utilizing websites, but as a mortgage guy, how can I do better?
2. Phone traffic. I've at least started keeping a phone log of who I talk with everyday. I'm surprised I haven't grown a third ear from the amount of time I've spent on my cell phone lately. If it's ringing, then I'm doing something right. Question is, how fast am I returning calls? How efficient am I on the calls I do make and take? And how much I am using my phone to connect with past clients and referral partners?
3. Foot traffic. Ultimately, I want to meet with many of my clients. I realize there are some that do everything over the phone. They buy leads, work them, quote rates, and they enjoy this type of work. I don't. I am part of community and I am in the business of forming relationships. So my end goal is to drive business to my 1,800 sq. ft. office space. Why? It involves committment. If someone takes the time to meet with me, I go to work for them. So am I getting enough clicks through my doorway? If not, what do I need to do to make that happen?
So how's your traffic today? Is your road bustling with vehicles or is it closed for repairs? What are you doing to study the patterns in your business? If you aren't doing anything, then your street's a dead end.
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