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?
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.
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.
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.