How To Create Call-To-Actions That Work

Real Estate Broker/Owner with Fathom Realty

Are you running pay-per-click campaigns, creating content for your website, and then posting that content on social networks like Twitter and Facebook? If you are, that's awesome and a great first step but if you are not generating the number of leads you want to, then maybe it’s time to evaluate what you're asking your website visitors to do once they land on your site. It's not enough to just attract visitors to your site, you need to get them to take action and for that you need a solid call-to-action.

What Is Your Call-To-Action?

Sadly, for many of the real estate sites I visit, the only call-to-action I find is just a 'contact me' page. A website visitor needs a real reason to reach out to you or share their contact information with you. That is where a 'call-to-action' (CTA) comes in. A CTA is meant to convince a visitor to click on a button or link and continue down a conversion funnel. It can be a simple non-intrusive request like "watch this video", or a much more demanding request like "request your free ebook". The purpose is to request the visitor to provide personal details and contact information. A good CTA will ask for their information in exchange for something of value.

When you are competing for Internet leads, it’s going to take more than a 'contact me' page. Here are some things to consider.

Unless you have incredible and consistent new articles on your site, the 'Sign Up For My Newsletter' CTA has to be the weakest call-to-action on a real estate site. Aside from the 'contact me' page, of course. Make your call-to-actions bold, with graphics and colors that your visitors can’t miss. Offer things of real value to make it worth their time and worth giving up their precious contact information.

Let’s face it, most people are lazy. Me included. I very rarely go to page 2 of Google looking for something. The same is true with a call-to-action. If a website visitor's eyes don’t find something interesting within the first 5 seconds, people are going to bounce (bounce is a website analytics term for 'leave your site right away'). So keep your Call To Action above the fold on your site.

Here Are Some Call-To-Action Ideas

For this scenario, we are going to offer a free eBook for First Time Home-buyers. Have the visitor fill out a form on your site in order to receive instant access to your free eBook. An eBook can be in a PDF format. Once they fill out the short form, the 'thank you' page can have the link to download the eBook, or you can have an auto-responder email that sends them the download link. If you really want the CTA to stand out, embed a short video outlining what they will learn in the book.

We have all heard of offering First Time Home Buyer Seminars but if you really want to cater to Gen Y (and some Gen X), consider offering an online webinar. Remember that when you are pointing people to the information, you want to send them to a 'landing page', not just the front page of your site. The landing page should be devoted to capturing their contact information prior to them viewing the webinar.

Other call-to-actions include things such as: Download a FREE eBook on How To Make Money on Investment Property; Receive a FREE Relocation Package; Download a FREE Report on Local Schools; Receive a List of Foreclosures in McKinney; etc.

For some visual examples, visit Fathom Realty's career site. There are several call-to-actions on the page to include a pop-up offering visitors a free eBook, as well as an offer further down the page to use our commission comparison calculator. While one requires a form to be filled out, the other does not but is still considered a call-to-action as it prompts the visitor to take another step toward making a decision. See the examples here -

No matter what your call-to-action is, make certain that your offer and the corresponding offer will answer the crucial question your visitors want to know... “what’s in it for me?”.

Have you used any CTAs that have really worked for you? Do you want more information on how to create and distribute eBooks and reports? Post your comments below and keep this conversation going.

This article was originally posted on Fathom Realty - How To Create Call-To-Actions That Work

Posted by

Josh Harley is the Founder and CEO of Fathom Realty. Josh is a serial entrepreneur, tech geek, innovator, disruptor, marketer, teacher, artist, U.S. Marine, and an Alaska-raised sweet tea fiend.

As the CEO of Fathom Realty, Josh helped earn Fathom a prestigious place on the Inc. 500 list of Fastest Growing Companies in the U.S. … not once, but three times in a row. Josh also made the Swanepoel Power 200 list of Trendsetters for 2017.


Comments (60)

Virginia Kazlouskas (Gregory)
Harmony Real Estate, Inc. - Hudson, NH
Your Southern NH Realtor!

Working on some calls to action this year... thanks for some good suggestions, will bookmark it.

Jan 26, 2017 08:24 AM
Richard Woodward NMLS#217454
Nexa Mortgage, NMLS #1660690 - Plano, TX
Service Beyond Expectations! Your Texas Lender

Thanks for the tips Joshua.  What lead funnel program would you recommend.  I am currently using Lead Pages just what to make sure I have a good source.

Jan 26, 2017 08:26 AM
John M. Acaron, CMI, MRSA
Master Mold Inspector & Chief Mold Assessor

Great post! Good pointers!! Thanks!

Jan 26, 2017 08:31 AM
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Selling the Main Line & Chester County

What an excellent post, have bookmarked this as I develop call to actions as a reminder of what is needed. Thank you for writing this information.

Jan 26, 2017 08:36 AM
Mike Bjork
Evolve Bank & Trust - Redondo Beach, CA

Great post, Joshua!  I think that many people forget to add their CTA above the fold.  I think they believe everyone of their site's visitors will read their info and add their CTA at the bottom of the page, which they may miss out on a large portion of their visitors.  Great advice!  Can't keep relying on the same offering on your CTA, as it can get stale very quickly.  Thanks!

Jan 26, 2017 09:29 AM
Anne Corbin
Long and Foster - Lake Anna - Spotsylvania, VA
Serving Lake Anna & Central Virginia

I just added this to my "to-do" list.


By the way, anyone know how I can bookmark this?



Jan 26, 2017 10:42 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

This is indeed a major weakness, I dare say, for many of us agents. I know I need to refine my CTA's.

Jan 26, 2017 12:14 PM
Anna Hatridge
R Gilliam Real Estate LLC - Farmington, MO
Missouri Realtor with R Gilliam Real Estate LLC

Congratulations on the feature!  Some great points.

Jan 26, 2017 12:23 PM
Carolyn Roland- In Delaware and S. Chester County PA
Independent architectural histor'n - Wilmington, DE
Carolyn Roland, GRI, CRS

Nice action-packed feature article!

Jan 26, 2017 01:45 PM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Thanks for reminding us of the importance of having good call to actions.

I will have to work on this.

Jan 26, 2017 02:30 PM
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

All good ideas, thanks.

Jan 26, 2017 03:31 PM
John Slocum
Premiere Property Group, LLC - Vancouver Washington - Vancouver, WA
Broker, SFR - Vancouver WA Real Estate

Hi Josh, great topic and helpful ideas.  We love it when prospects call us; and the video/webinar concept works!  John and Kat

Jan 26, 2017 05:44 PM
Paul McFadden
Responsive Pest Control - Seattle, WA
Pest Control, Seattle, WA.

That's a great list. Thanks!

Jan 26, 2017 06:44 PM
Joshua Harley
Fathom Realty - Plano, TX
CEO, Tech Geek, Innovator, Disruptor, US Marine

Thomas J. Nelson, Realtor, CRS , great question. Delivering the ebook is easier than you may think. If you're using Wordpress, then you can use a plugin called Contact Form 7 or a more robust contact form called Gravity Forms which is my favorite, albeit expensive. Either way, once a visitor fills out the form, you can set up a 'thank you' page that comes up once they hit submit. This is a great place to share the link for your ebook. To get the link, you can simply upload the ebook to your media folder and then copy the direct link from here. Now you will have the link that they can click on to download the ebook. Another option would be to include the download link within the autoresponder email that you can set up.

Jan 26, 2017 07:03 PM
Rick Frissell
HomeXpress Realty - Valrico, FL
aka "The Red Baron of Real Estate"


Jan 27, 2017 03:33 AM
John Marshall - FORE!
LoKation Real Estate - Cherry Hills Village, CO
Specializing in Golf Course Properties

Great Post Joshua Harley and nice to see it get featured, I love the idea of adding webinars along with the ebooks, thank you and my best to you and everyone at Fathom

Jan 27, 2017 05:21 AM
Janet Scarpello

Thanks for sharing! It is greatly appreciated.

Jan 27, 2017 02:01 PM
Lyn Sims
Schaumburg, IL
Real Estate Broker Retired

You don't give one example in the whole post.

Jan 29, 2017 08:47 AM
Joshua Harley
Fathom Realty - Plano, TX
CEO, Tech Geek, Innovator, Disruptor, US Marine

Good morning, Lyn Sims. I'm sorry there was some confusion. I gave a few exampes but perhaps you mean visual examples. You are right, for those who do not already know what a call-to-action looks like, a visual would be very helpful. I will take your advice and add some visuals to the article. In the meantime, here are two visual examples. The first is a pop-up that offers visitors to our careers site a free ebook - eBook example . The second is a section on the page that offers visitors a chance to use our built-in calculator to compare commissions - Calculator example . One requires them to fill out a form while the other does not but would still be considered a call-to-action. I hope these two visual examples will help you as you create your call-to-action plan.

Jan 29, 2017 09:37 AM
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Excellent points.  In my experience, all posts should have a CTA that will start them into the funnel.  Blogging for SEO is only half the battle.  The end game is to get your audience to engage voluntarily.

Feb 24, 2017 06:25 AM