Updated: 5/17/17

3 Birds’ unique technology combines actual customer interaction with our email and digital content, along with data from DMS/CRM systems, to measure real customer intent to buy. We call these prospects hand-raiser leads. These are customers who are signaling their intent before they’ve even filled out a typical conversion tool. The better your dealership takes advantage of these leads, the more sales that will result.  

Our custom content prompts shoppers to signal their real intent during what Google calls “micro-moments.” Our campaigns are structured to use shopper signals to help continue the dialogue in order to inform your dealership what a shopper is likely to buy, how, and when.

Who is a hand-raiser?

In the 3 Birds Reports application, a hand-raiser is a shopper who has engaged with your dealership's content in a way that shows proven interest and intent to buy soon. This engagement can take many different forms including:

  • Reading a new model review
  • Opening an oil change coupon
  • Clicking on an article about getting the best trade-in value for your vehicle

Combining promotional with non-promotional content in your marketing helps identify the different stages of shopping and enables your process to be more relevant to each hand-raiser. Dealerships that limit the types of messages to just offers, for instance, limit the opportunity to appeal to different customers in different stages of buying.

Hand-raisers are not “leads.” They have not said, “Give me a quote today.” Their behavior says they are in the market soon. This gives you the opportunity to start nurturing them and helping them down the purchase path to help build an ongoing stream of engaged, motivated future buyers. With customers visiting an average of only 1.6 dealerships before purchasing according to a recent McKinsey report, starting this relationship early is more critical than ever.

Finding your hand-raisers in the 3 Birds platform

Setting up hand-raiser reporting in the 3 Birds application is simple. First, you and your Performance Manager will identify your hand-raiser links using the Builder's intuitive functionality.

You can find your hand-raiser lists in the Campaign Summary reports under the Marketing Performance section in the 3 Birds Reports app.

The Content Engagement section will show how each of the hand-raiser links in your communication contributed to the total clicks—look for "True" in the column "Is Handraiser." Clicking on the name of each link will provide the hand-raisers who clicked on this specific link. This allows you to tailor your message to each individual consumer based on their interest.

Don't take your hand-raisers for granted

While it's a mistake to treat a hand-raiser as you would a traditional lead, these reports are still a rich source of actionable follow-up opportunities. Your 3 Birds Performance Manager can help you capitalize on consumer intent and keep your customers moving further down the path to conversion with a Flex Campaign: for instance, a trade-in offer for customers who've expressed interest in similar content or a sales-based campaign featuring an offer for the review they just read.

In the 3 Birds platform, hand-raisers are also included as one of the many data sources in our proprietary predictive modeling that powers our Smart Messaging Streams. These models combine hand-raiser and other behavioral data with third-party data sources and your own CRM and DMS data to provide even more insights into consumer intent, including which customers are likely to visit your dealership for sales or service in the next 30 days.

For more information on marketing to hand-raisers in your database, contact us today.