How to Craft a Compelling Call to Action

Services for Real Estate Pros with BRE# 01392374

Have you ever seen the term “call to action” (CTA) as you’ve read about marketing? If you’re a real estate agent, you may have been scratching your head.

What is a call to action? What’s the purpose of it?

And most importantly, how do you create a good one?

Here’s what you need to know.

What is a Call to Action?

A call to action is when you end a piece of content with an invitation for the reader to do something specific.

For instance, in many of our blog posts, we invite you to check out our real estate marketing materials, or perhaps leave a comment about your own experience.

A CTA answers the question in the readers’ minds, “Now what?”

“I’ve read this information. I’ve learned something. Now what?” 

The CTA tells them a specific action to take next.

The Purpose of a CTA

The goal of any call to action is to move the prospect further into relationship with you, so that they will want to do business with you.

Start by thinking about where the prospect is in your sales funnel. A sales funnel has four basic steps: awareness, interest, engagement, and sale.

People first become aware that you exist. Then, they become interested in what you do. Next, they engage with you – by subscribing to an email list or joining a Facebook group, for instance. Finally, they work with you to buy or sell a home.

The purpose of a CTA is to start where they currently are and invite them to move forward in the funnel. Of course, the call to action should be related to the content as well.

Here are some examples:

  • An article about preparing a home for listing can include an invitation to call you for an appointment.
  • A social media post about your target neighborhood can invite them to a local event you’re participating in.
  • A Facebook ad can invite them to download free information from your website (and thus join your email list.)
  • An email to your list about neighborhood property values can invite them to call you for a free assessment.

Creating a Call to Action That Works

There are lots of ways to give an invitation that will fall flat. You can move too fast – asking someone to marry you on the first date. You can be slimy – sliding into someone’s direct messages with a sly “Hey girl…”

You can be totally irrelevant, like the person that bursts into your conversation with friends to tell you all about their new business venture. Or, you can just be spammy, like the person who friends you on Facebook only to immediately message you about buying a product.

How do you avoid the pitfalls and create a CTA that really works? 

Be Relevant

The call to action should be relevant to the content (farming postcard, blog post, email, or other type) and also to where the prospect is in their journey.

If they’ve just heard of you for the first time, invite them to your blog. If they’ve been following you awhile, feel free to invite them to make an appointment to meet with you.

Create Urgency

Why should someone take action right now on your invitation? You want to point out that it’s in the reader’s best interest to act right away.

Limited time sales and coupons are a good example of this. For real estate, offer a set number of no-obligation sessions about a specific aspect of real estate and let folks know they are going fast. Or, explain the many benefits they’ll get from downloading your free guide or joining your email list.

Share a Benefit

Speaking of benefits, a great CTA makes it clear why taking the next step is such a great idea. Maybe they’ll learn something their neighbors don’t know. Maybe they’ll be able to move their home much more quickly, or learn how to get top dollar.

Having a strong benefit helps encourage folks to follow through on your call to action.

Trigger Emotions

What emotions cause people to take action? Curiosity, fear of missing out, and desire for relief of a problem are some of the strongest.

How can you create content and a call to action that takes advantage of this? As a Realtor®, try phrases like, “Discover your home value now,” instead of “Call me.” Or, “Sell your home for 10% more” instead of “Contact me here.”

When you use emotions in your call to action, you’ll have a lot more success!

Ready to Put Your CTA to Work?

A call to action only works if you put it in front of your prospects. You have to be visible!

Are you ready to take action and see great results? Don’t wait – get started with our postcards and other marketing materials today!



This post originally shared on PrinterBees' Real Estate Marketing Magazine.


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Will Hamm 03/12/2019 10:27 AM
Real Estate Sales and Marketing
Real Estate Rookie
Marketing 101
call to action
marketing lessons

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Peter Mohylsky
PrimeSouth Properties - Santa Rosa Beach, FL
Let me help you find your path to the beach.

Thanks for sharing this information with us all.  Happy new year

Jan 30, 2019 05:04 AM #1
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros

To get in front of buyers and sellers this is very important.  You have great points here.  Thanks for sharing.

Jan 30, 2019 06:02 AM #2
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Nadine Call to Action is the keep to make the phone ring.  Great blog.  Can I reblog it sometime in March?

Jan 30, 2019 07:21 AM #3
Gwen Fowler-CRS- 864-638-3599 SC Mountains & Lakes--
Gwen Fowler Real Estate, Inc - Salem, SC
Gwen Fowler Real Estate, Inc.

Thank you for your post. This is something that when writing blog posts I struggle a little bit. 

Jan 30, 2019 07:29 AM #4
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

You've offered some much more creative ways to phrase a Call to Action than Call Me. Which is what I've been doing wrong!

Jan 30, 2019 11:04 AM #5
Kona Home Team (luva llc) Lance Owens (RS)
Kona Home Team (luva llc) - Kailua-Kona, HI
Getting transactions done, when nobody else can!

Great blog, thank you for the tips.

I look forward to putting them to use

Aloha and Mahalo 

Jan 30, 2019 06:46 PM #6
Greg Mona
Faira Homes Corp - Scottsdale, AZ
Real Estate in the 21st Century!

Another great post, Nadine!  These are solid tips. The question that has to ultimately be answered is one that applies to any consumer, especially in real estate, which is "What's in it for me?". That question answered in a compelling manner will set you apart from your competitors.

Jan 30, 2019 07:21 PM #7
Deanne Olivas

Thank you, Nadine. That was great inforrmation.

Jan 30, 2019 08:36 PM #8
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

That call to action is the important part of the equation if we want to stay in business.

Jan 30, 2019 11:31 PM #9
Amanda S. Davidson
Amanda Davidson Real Estate Group Brokered By eXp Realty - Alexandria, VA
Alexandria Virginia Homes For Sale

Nadine, a call to action is imperative and makes such a difference in direct mail response and recognition. I stopped by because I wanted to let you know I asked my assistant to reach out to PrinterBees yesterday because we are looking to change who we use for direct mail pieces and I had bookmarked one of your posts. She had a great experience both in the online chat and then when she called in. She was raving about the person that helped her with questions. Thank you for such a positive experience!! We're working on deciding on our order now and will be placing one soon.

Jan 31, 2019 07:51 AM #10
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

"Hey, girl..."   Haha!    I appreciate how you went into great detail about the relevance, timing and the person's connection level, for developing a call to action that works.    

Jan 31, 2019 01:15 PM #11
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Good time to review my CTA with your tips!

Feb 01, 2019 08:26 AM #12
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great tips for call to action.  Compelling someone to continue the convesation is a continue source of searching to get the right phrase, just the right question.  Thanks!

Feb 04, 2019 01:36 PM #13
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

This is a great reminder...for lots of kinds of communication,...just get it done !

Mar 12, 2019 02:02 PM #14
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Nadine Larder - You make some great points. - Key point is "to make a prospect move further into a relationship".  Some can be very pushy. I have seen this on LinkedIn. After connecting with in a day they want to schedule a 15 min call to show how they can help you....No thank you! 

Mar 12, 2019 04:59 PM #15
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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