Case Study: buyCalls achieves a $500K annual revenue boost and improved call-center efficiency with Invoca

buyCalls Drives Half Million in Revenue for Home Service Providers Thanks to Invoca Platform

buyCalls, a national advertising agency specializing in driving inbound calls for home services and travel brands, faced a major measurement problem after a home security campaign exposed poor conversion performance: transfer rates were only ~3.5% (vs. an expected ~12%), overall closing rates were low, and one partner call center performed about 6% worse than another across 8,000+ calls. With each call center using different reporting formats and definitions, buyCalls needed an accurate, centralized way to compare performance and diagnose root causes.

buyCalls implemented Invoca’s call marketing platform—IVR, call recordings, and unified reporting—and ran a controlled split test with equal traffic and treatment. The data showed call center A’s close rate was actually 11% lower; recordings revealed rep weaknesses, long hold times, and misrouted sales. Remedies (training, automatic transfers from A to B, and improved routing options) boosted sales by 11%, raised transfer rates by 1.5%, and generated over $120K in additional revenue per quarter, while providing ongoing visibility for further optimization.

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