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The Inner Circle.

Looking for a way to better communicate with prospects, The Inner Circle (TIC) also found about $16.5 million over the course of its first weekend of sales. The real estate company embarked on a project with new luxury resort property The Lodge at Lincoln Peak at Sugarbush Resort, in Warren, VT. TIC's main concern was how to more efficiently identify and communicate with customers visiting its Web site for The Lodge. Eloqua helped TIC create a resort-specific Web site that integrated with TIC's lead management process, which in turn helped the sales and marketing team to continuously track online marketing, direct mail campaigns, and advertising efforts, and to integrate that information with its CRM system. The company was able to create reports that drew on prospective clients and their specific interests in the property for sales follow-up, and provided the sales team at The Lodge with weekly reports of reservation holders' online activity. According to Jeff Fagan, president of TIC, Eloqua has helped to streamline information and avoid complications often associated with the company's relatively complex sales processes. "What we found was that it wasn't only a better way to understand our customers, but it was a way to communicate with our customers," he says. What's more, The Lodge's first weekend sales figure was 50 percent higher than any other New England resort or real estate launch in history. With that momentum TIC plans to take this template to the next level, hoping to double the size of the company within the next 24 months, and reach its goal of managing $750 million to $1 billion in real estate inventory.

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Title Annotation:real estate firm implements customer relationship management software
Author:Bailor, Coreen; Favilla, Emmy
Publication:CRM Magazine
Article Type:Brief Article
Geographic Code:4EUUK
Date:Oct 1, 2004
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