What’s your Call-to-Action doing for you and your clients?

Services for Real Estate Pros with Malfi Marketing Solutions ~ for real estate professionals

"You can lead a horse to water, but you can't make him drink."

I'm sure you've heard this phrase before:

 "You can lead a horse to water, but you can't make him drink."

Your websites, blogs and email campaigns are tools you use every day to encourage potential clients to engage with you.  It's true, you can't make them call you but you certainly have every opportunity to engage with them and encourage them to make contact with you by providing great, relevant content and having calls to action that will help you build trust, credibility and shows you care about what they need.

In addition to great content, your call to action is one of the most important components on your email campaign.


Calls to Action should answer the following questions:

  1. What you want your recipients to do (Examples: buy something, make an appointment, visit your website or blog, fill out contact information or a form, get more information)
  2. Why they should click on your call to action (WIIFM)


To get the results that you desire, while at the same time appealing to your readers, make sure your calls to action are:

Visible - For best results your calls to action should be throughout your email (beginning, middle and end.)  With all the emails people receive each day, many are simply skimming the email quickly to see if there's anything of value to them to make them want to continue reading and taking action.

Clear - Don't crowd your email with so many calls to action, graphics and words that it's so busy and visually unappealing.  KISS ( Simple: keywords and phrases, bullet points and short paragraphs work best.)  Be sure to write in the present as a passive voice weakens your message.

"Call Now"Compelling - You want your calls to action to encourage them to take action.  Some key phrases to consider "Buy now", "Read more", "Call today", etc. 

Some persuasive words to consider using in your email campaigns:

You, your, discover, free, easy, introducing, gain, new, advice, no obligation, call today, results, proven, benefits, effective, save, value, now, win, right, why, guaranteed.

Rewarding - You've heard of WIIFM - what's in it for your readers to click on your call to action?  If they click here what will they receive?  Stick to incentives that make sense and offer value to your readers.  Perhaps you've teamed up with another service provider, such as a stager, who can help you by offering your clients a consultation or maybe you have giveaways or are having a raffle.  Get creative and tap into what your readers want and are interested in by conducting polls and asking them for feedback in another email campaign.

Direct - Your calls-to-action should link directly to your website or blog or should provide a phone number where they can contact you.  This is a perfect opportunity to invite your readers to your blog to further engage with them and find out topics that they are interested in for future email campaigns.


As I stated in my previous post, remember it's important to have specific email mailing lists setup so that your calls to action appeal to those specific contacts.  Emails to current and previous clients can be a bit more direct and an email to a potential client might need to start off softer.  An example of a softer approach might be having a call to action that encourages them to visit your website or blog or "learn more."

Now that you have ideas for putting together your next campaign with calls to action what should you do next?

Formula for Success


Review your reports to see the click throughs (A click through rate refers to the percentage of recipients that click on a URL that you provide in your email) and determine which calls to action worked best for each group.  Yes, it takes time and you won't get perfect results the first, second or third time you send your campaigns.

It will be a work in progress but this becomes your formula for success and will ensure more of your emails are not only read but that you are receiving the results you set out to achieve.


Since I like sharing, here are some creative examples of calls to action that you might consider using in your next campaign:

  • Watch this video on how to declutter your home.
  • See how we helped this seller get the results they were looking for
  • Listen to our client's testimonial of our services
  • Download our guide to getting your home ready to place on the market


Calls to Action



What are some of your creative calls to action that have yielded you great results?

Posted by

If it's not evident to you by now, consumers are very knowledgeable and computer savvy and are using the Internet to not only search for homes but for real estate agents and real estate professionals who they feel are like minded and can lead them to the results they are looking for.  

As we all know, there are only 24 hours in a day to get it all done...are you focusing on the right stuff to grow your business and meet your client's needs? Contact us today to get started!

Ready to take your Marketing to new levels? Anne Marie Malfi ~ Malfi Marketing Solutions.com ~ Copyright 2011




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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Patricia Aulson 04/17/2010 06:47 AM
  2. Ryan Shaughnessy 04/20/2010 03:48 AM
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Chris Olsen
Olsen Ziegler Realty - Cleveland, OH
Broker Owner Cleveland Ohio Real Estate

Hi Anne Marie -- Timeless advice and very well written.  Exceptional post!  I couldn't agree more.

Jul 21, 2009 04:39 PM #22
Vickie Nagy
Palm Springs, CA

Thanks. I really appreciate the list of persuasive words. I copied them to my desktop for future reference.

Jul 21, 2009 06:16 PM #23
Fernando Herboso - Broker for Maxus Realty Group
Maxus Realty Group - Broker 301-246-0001 - Gaithersburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Awesome tips. . you have put together a blueprint how to follow up using the Internet. . I'm subscribing to you! thanks

Jul 21, 2009 10:15 PM #24
Judy Jennings
The Green Company - Ashland, MA
Broker - The Lanterns at Warren Woods - Ashland MA

Anne Marie - Glad to have you back with such great tips and advice. Thanks for posting them. I too am off to hit your subscribe button. :) Have a great day.

Jul 21, 2009 11:09 PM #25
Bob Haywood
McGraw Realtors - Owasso, OK

Anne Marie - excellent tips.  It is hard to remember to always have a call to action in everything you do.  Thank you!

Jul 22, 2009 12:09 AM #26
Anne Marie Malf
Malfi Marketing Solutions ~ for real estate professionals - Yardley, PA
Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA

Troy - thank you for stopping by and happy you found the post helpful.

Lou - thank you and wishing you luck and success too!

Evelyn - Excellent!

Bill - LOL - I know what you mean - hey just think - more for you!

Naoma - great question.  Some suggestions off the top of my head are: Present this card for ________, Ask for Naoma to receive _________, Log onto (website name) to receive your free copy of ___________.

Russ - thank you and I hope it helps.

Jason - thank you - I always appreciate your feedback on my posts my friend.

Nevin - Excellent - follow-up and finding out if you're providing them what they need is key - great job!

Joan - thank you and I hope so too.

Gary - thank you and I think there are so many ways to use a call to action that show your potential clients that they can trust you and that you provide services they need.  Getting creative with it is half the fun.

Jason - thank you and it appears we think alike in our advice to Naoma.

Jul 22, 2009 03:06 AM #27
Anne Marie Malf
Malfi Marketing Solutions ~ for real estate professionals - Yardley, PA
Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA

DeVonne - thank you and happy you stopped by to check out my post.

Sharon - Great - hope it proves helpful.

Rosalinda - thank you and it's great that you have implemented many of them and hope the new ideas will prove helpful.

Svetlana - Thank you for the great compliment.

Richard - thank you - I would suggest you visit Marti's blog for some great buttons he often shares with his friends here on AR.  I know there are many sites out there as well that allow you to create and customize your own buttons.

Paula - Excellent - so happy that my suggestions will help you further improve your site.

Christine - thank you and you got that right - always will be a work in progress.

Jay - thank you on both accounts - I always love having new readers that contribute to my posts with their valuable comments so don't hesitate to share.

Roland - thank you - just say the word and I'm on it!

Chris - thank you for the fabulous compliment - brought a smile to my face which is a great way to start your day.

Vickie - Wonderful - hope they will be helpful.

Fernando - Exactly!  And thank you for subscribing - I look forward to hearing more from you as I always love to interact with my readers and get their valuable input - I always end up learning something new.

Judy - Thank you - I guess a lot of people noticed I stepped back for awhile - it's good to be back.  Thanks for subscribing - love having you aboard for further interaction.

Bob - thank you and I agree - but if we think about it we need it in all areas of our business and need to use it in varying degrees.  Ultimately Calls to Action are simply showing your customers what the next step is in doing business with you. 

Jul 22, 2009 03:21 AM #28
Brian Schulman
Coldwell Banker Residential Brokerage, Lancaster PA - Lancaster, PA
Lancaster County PA RealEstate Expert 717-951-5552

A good call to action is paramount.  Some calls to action that I thought would be great didn't have the impact I thought they would.

Jul 22, 2009 03:37 AM #29
Patricia Aulson
Realtor - Portsmouth NH Homes-Hampton NH Homes

Great post today with lots of tips to think on.   Thank you .

Patricia Aulson/portsmouth nh real estate

Jul 22, 2009 04:44 AM #30
Lisa Udy
Platinum Real Estate Group - Logan, UT
Logan Utah Realtor

Hi Anne Marie!

I think I need to work on my calls to action, but this post is a great kick in the pants to get started. I need some search buttons for my blog like Todd Clark has. His calls to action are perfect. Thanks!


Jul 22, 2009 05:36 AM #31
Sheila Kennedy
J29 Project - Rochester, NY

This is great info Anne Marie!  It is a great reminder on how to do it better.  I get very complacent and forget that there are many people that I haven't given the opportunity to get to know me and my services better. A call to action is just the thing I need to focus more on. I am so glad you are back in the saddle!  I relish all of your knowledge that you so willingly share with the Rain.  Thanks!

Jul 22, 2009 05:44 AM #32
Crystal Kilpatrick
Team Leader -Crystal Kilpatrick Group - Austin, TX
CHLMS,CNE, CRS - Austin & Central Texas Home Sales

Great advice Anne Marie!  A good call to action is important!  Thanks for the ideas.

Jul 22, 2009 08:17 AM #33
Erica Ramus
Erica Ramus - Ramus Realty Group - Pottsville, PA - Pottsville, PA
MRE, Schuylkill County PA Real Estate

All direct marketing ads need a Call To Action or it's likely you'll never hear from your prospect.

Jul 22, 2009 10:13 AM #34
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Anne Marie - I absolutely agree that all marketing and advertising must have a call to action.  Recently, I reviewed a proposed agent marketing piece and it was simply too cluttered.  I would rather break something down into multiple e-mails as opposed to overload one with too many messages.  Glad to see you back.

Jul 22, 2009 12:54 PM #35
Monica Bourgeau
New Phase Business Coaching - Portland, OR
Business Coaching

Thanks for the suggestions on the creative calls to action, we needed some new ideas :)

Jul 22, 2009 02:20 PM #36
An Marshall
Berkshire Hathaway - St. Augustine - Saint Augustine, FL
Your St Augustine Real Estate Consultant

Somehow, I always seem to diminish this very important step. 

Jul 22, 2009 03:08 PM #37
Anne Marie Malf
Malfi Marketing Solutions ~ for real estate professionals - Yardley, PA
Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA

Bob - Exactly and that is important reason to keep at it and determine what works best - some will work right away and others will need tweeking - email campaigns will always be a work in progress because content and clients are always changing.

Patricia - You're very welcome- happy you stopped by.

Lisa - Fabulous - so happy you found it helpful my friend.  On another note - will be emailing you back on your question.

Sheila - Thank you my friend - happy to be back and it's so nice to be appreciated for what I share - you're one of my biggest supporters in that effort.  Great point - we constantly need to be looking at ways that we can allow our readers, clients and potential clients to get to know us, the services we provide and this is just one of those ways.  So happy my info will be useful in your efforts to do this.

Crystal - You're so very welcome and thanks for stopping by to check out my post.

Erica - This is so true - we need to not be afraid to put that out there - that is afterall the result we want - for them to contact us and we can't be afraid to ask for what we want.  Most people are not going to want to search for how to contact us - we need to provide it.

Ryan - This is a great point my friend - it needs to be visually pleasing and easy - most will move onto the next thing or email if it's too frustrating to read.  Sometimes we are all guilty of wanting to provide so much info, me included, that we don't realize having that forum of email campaigns and blogs gives us the opportunity for muliple points of contact.  Happy to be back.

Kevin and Monica - Excellent!  Happy I could help.

An - And now you have so ideas to get you on track!

Jul 24, 2009 12:10 AM #38
Pangaea Interior Design Kitchen & Bath Design, Remodeling
Portland Oregon - Portland, OR

Excellent tips!I have bookmarked this so my next newsletter will be much better!

Jul 24, 2009 10:46 AM #39
An Marshall
Berkshire Hathaway - St. Augustine - Saint Augustine, FL
Your St Augustine Real Estate Consultant

I am having my website re-designed and I appreciate the information and I plan to incorporate it.  Perfect!

Jan 02, 2010 02:36 AM #40
William James Walton Sr.
WEICHERT, REALTORS® - Briotti Group - Waterbury, CT
Greater Waterbury Real Estate

I don't know how I missed this Anne Marie, but I am definitely book marking it and coming back to digest this fully so that I can incorporate it on my website and in my blog posts.

Jan 27, 2011 10:51 AM #41
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Anne Marie Malf

Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA
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