The call to action (CTA). It is quite possibly the single-most important component of a successful website, advertisem*nt or marketing pitch, yet it’soften missing.
The point ofadvertising and marketing is to get someone to do something —to take action (hence the term “call to action”).
Without a clear call to action, the most well-written and persuasive copy is the literary equivalent of trailing off in a conversation. How will a lead learn more about you and your expertise if you don’t prompt them? A few well-chosen words can give you credibility, capture leads and highlight your skills. Common reasons for action include:
- Signing up for something free
- Downloading something free
- Contacting you
Any of the above will get you a name, phone number and/or email address. With that info, you can nurture and grow acontactinto a client. And ultimately, a client is your goal.
Effective calls to action
Good CTAs offer something unique, or at least something difficult to find. A phrasethat taps into your expertise, such as “CALL ME TODAY!” is by definition a CTA (it’s asking the user to do something), but it’s not an effective CTA.
Why not?
Asking someone to call you isn’t unique. Anyone with a phone can call you. There is also no indication of why you want someone to call; no “what’s in it for me” for the visitor.
You need to spell out abenefit— why should the visitorcomplete the call to action? So show them what they will get!
Most people are familiar with the two main types of CTAs that agents use:
- Search for homes
- Find out what your home is worth
Buyers want to see homes for sale, and sellers want to know how much their home is worth. Every real estate website on the planet needs to offer that basic functionality.
Try these CTAs
Don’t stop withjust the two standard CTAs. There are many more that you can offer. Here are 10examples of effective CTAs for real estate advertising and marketing.
Create eBooks.If you have a blog, you’ve probably publishedmultiple posts about similarsubjects. Collect these posts and use them to create an “eBook,” which potential clients can thendownload.
1. Free download: First-time home buyer’s guide
2. The home selling process– download the eBook
3. After the close: 15 tips for maintaining your home
4. For foreign buyers —how to buy property in the U.S.
5. Understanding escrow– the complete guide
The list is virtually endless. eBooks provide peoplewith a lot of information— info that someone is willing to “pay” for (by giving you their email and/or phone number).
Build your mailing list.A monthly newsletter does no good if you don’t have anyone to send it to. A strong and prominent CTA can help build youremail list.
6. Subscribe to our monthly newsletter here
7. Sign up for our free newsletter packed with real estate tips
8. Free newsletter –sign up here!
Offer market reports.Many people are interested in real estate market statistics, particularly those that are close to buying or selling a home.
9. Get TODAY’S real estate market data
10. Subscribe here for free market reports
Watch the “agent speak”
Remember your audience! It is highly unlikely that you’regoing to sell or list a home for a real estate agent. Your audience is the typical home buyer and seller —someone that statistically buys or sells a home every 7–8 years. As such, your target audience doesn’t understand the “language of real estate” so watch out for use ofreal estate jargon in your CTAs.
The classic example isthis popularCTA:
- Get a free CMA!
You and I both know that CMA = comparative market analysis. Joe Consumer, however, might think you are referring to the Country Music Association.
Speak “consumer English” and skip the agent speak. For example:
- Find out what your home is worth (free, no obligation)
“Search the MLS!” is another frequently seen CTA in the real estate space. Again, “MLS” is agent speak. Some consumers think Major League Soccer when you say MLS. Keep your CTAs simple and useplain language:
- Search homes for sale
Think carefully
CTAs are important, critical even, to the success of your advertising, marketing and lead generation efforts. Without effective CTAs people will not provide you with contact information. Keep your CTAs simple, offer something of value, limitthe real estate speak and watch your lead gen efforts pay off!
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