Thousands of Realtors® enjoy amazing success with their marketing materials. Typically, there’s one product that breaks away from the pack and brings in the best results (it’s the real estate version of the 80-20 rule).
But what makes a particular marketing material so much more successful than all the others—and what makes those that are successful such big hits?
In many cases, it’s the call-to-action.
What is a Call-to-Action?
A call-to-action, something Realtors should have on marketing materials, websites, and even in MLS listings, is something that prompts people to do something. You want your readers, visitors, or recipients to do something, whether it’s to click a button, download an eBook, or pick up the phone and call you… but you have to tell them that (and make it as easy as possible for them to do), so that’s where your call-to-action, or CTA, comes in.
This is true whether you’re using real estate postcards, from full-color, branded recipe postcards to “spring forward, fall back” postcards with your contact information on them or you’re using branded sports schedule magnets. You need a CTA (well, many CTAs) on your website, in your email signature, and every other place your potential clients see your name and contact information, as well.
You can’t just say, “Call John Smith at 555-1212 now,” and expect it to work (even if you pepper it with exclamation points), though. Your clients expect—and need—more than that.
Effective Calls-to-Action for Real Estate Professionals
Different calls-to-action are appropriate on different mediums, but they all need to have a few things in common.
Your call-to-action needs to grab people’s attention. It needs to feature contrasting colors (not the kind that hurts your eyes), be big enough to see, and stand out from the rest of whatever marketing material you’re using.
A Clear Value Proposition
“What’s in it for me?” Your clients are asking that question before they fork over their contact information—especially now, when every website requires us to sign up using Facebook, Twitter, or G+ so they can snag our information to slam us with targeted advertising everywhere we go. Your CTA needs to show your potential clients that there really is something amazing in store if they call you, download your eBook, or click your link.
Inspiring Text That Makes People Need to Act
Standard CTAs contain text like, “Subscribe now,” “Contact Us,” and “Call today.”
You need more than that when you’re trying to stand out in a crowded market. You need simple, descriptive, and well-designed CTAs.
Great calls-to-action include:
"Try it free" is the clincher on this simple CTA.
Kia has fiveCTAs on one page, and if you're interested in a Kia, you'll definitely click one of them. Check out "Build your own," "Summer SUV Clearance Event," and "Apply for credit online" in particular.
"Join free for a month" shows you that you have nothing to lose by trying Netflix, and they're sure to remind you that you can watch from anywhere. Why wouldn't someone sign up?
This simple CTA lets users know they can sign up for free; no risk, but plenty of rewards.
Another freebie, and there's something for everyone? These super-savvy CTAs can't go wrong.
These all work well for the web, but what CTAs work in print marketing?
Ideally, you’ll have something creative—not just “Call me today.” Try phrases like:
- Let’s talk about making this home yours.
- Start your house-hunt now!
- See this house today.
- Find your dream home now.
- Discover amazing real estate listings in (your city here) today.
What Calls-to-Action Work for You?
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