How to Convert More Real Estate Leads from Facebook

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Words matter in real estate. The message you craft for leads will determine how many convert. If you are not seeing the sales figures you need, you may want to take a look at your call to action on Facebook and other platforms.

What Is a Call to Action?

A call to action (or CTA) is the part of your marketing that encourages your leads to do something. It’s the phrase or sentence that tells readers to “sign up,” “get started”, or “download a free trial.”

This sentence has outsized importance in marketing because it is the one most closely linked to action.

What Is a Good Call to Action?

A good call to action will persuade leads to do something that advances your relationship with them and leave them satisfied at the end.

A good call to action will convey a clear message about the action a lead should take and the benefit they receive if they do. Then, the call to action will deliver that benefit.

Because of the competition for attention on Facebook and other marketing platforms, good calls to action are often short. They use a few powerful words to convey a meaningful message. In this blog post, we’ll show you how to arrange these words to improve you call to action.

1) Define Conversion Event

Before working on your call to action, you should define a conversion event. What action, precisely, do you want leads to take? This will help clarify your call to action and the type of language to use. Your conversion event could be to sign up for an email list, try out a saved search feature, register as a member, view a listing, etc.

2) Provide Benefit

Your call to action should demonstrate a benefit. This provides the reason why your leads should take the requested action. Common benefits in real estate include up-to-date information, free consultations, exclusive details, and loan pre-qualification.

Facebook IDX

3) Make It Personal

You only have a few seconds to build a relationship with your lead, so you should use more personal language. You can address your leads directly by using words like “you” and “your.” Or you can speak from their shoes by using “I,” “me” and “my.”

4) Demonstrate Expertise

You should imply leadership in at least one aspect of your business. This tells leads why they should listen to you over the dozens of other calls to action they’ve seen recently. Words that convey expertise include “insights,” “advice,” “answers,” “data,” “analysis,” “consultation,” “opinions” and “conclusions.”

5) Stay Concise

Attention is fleeting on Facebook, so you should keep your call to action short. Several marketing experts say less than 150 characters is ideal.

6) Quantify

You should use figures to strengthen your message. If the benefit you offer is some sort of savings, how much? If the benefit is access to a database of listings, how many? Figures make your call to action more impactful and increase the chances your leads will follow it.

7) Imply Action

Your call to action is not a passive description of your product or service.  It is a trigger for a specific action you seek. Therefore, your language should be direct and active. You should use the command form to motivate your leads.

8) Use Questions

Questions provide another good way to promote action because they naturally elicit a response.

9) Social Proof

If you can’t make the case for your business in your call to action, consider someone who can. This can be a testimonial from a client who has used your services extensively. It can also be a subscriber count that shows the cost of missing out.

10) Instant Gratification

Don’t keep your leads waiting unnecessarily. If you make the promise of a benefit, deliver it immediately. Your call to action should be predictable. If a lead follows an action, he should receive the benefit promised.

11) Pique Curiosity

Calls to action need to be powerful and concise, yes. But we should not digress into simple distractions. Instead, you should pique the curiosity of your leads and prompt them to think a little longer about your message and brand. You can do this by teasing your benefit without giving away the details.

Now you know how to write a strong call to action and convert more real estate leads from Facebook. Your call to action should be dynamic. Test a call to action and then make adjustments based on conversions to find the optimal message for your audience.

For more from Realtyna, check out 12 Ways to Generate New Real Estate Leads From Old Blog Posts and 11 Ways to Increase Facebook Likes as a Real Estate Agent.


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Rick Frissell
HomeXpress Realty - Valrico, FL
aka "The Red Baron of Real Estate"

A VERY good blog Morgan Taylor with a great list of reminders.  I think my greatest omission is the benefit.  In our minds, a feature would be enough of an explanation of the benefit which is not always true.

May 16, 2019 05:37 AM #1
Anita Clark
Coldwell Banker Access Realty ~ 478.960.8055 - Warner Robins, GA
Realtor - Homes for Sale in Warner Robins GA

Excellent FB tips and an easy to follow blueprint for near-term success. Well done Morgan!

May 16, 2019 03:15 PM #2
Bruce Hicks
Best Homes Hawaii - Honolulu, HI
Your Lifetime Friend/Helper!

I havent personally seen any sucesses from Facebook.  Makes me wonder if FB is promoting this more than anyone else Morgan Taylor .  Long time ago I started with FB only to contact family and friends 4,000+ miles away. They are NOT in my marketing territory.  When I try to promote my listings, it lands on deaf ears, unless I have to pay for zip codes and I don't want to throw money down the hole.  I have other lead sources outside of FB.

Aug 15, 2019 02:36 PM #3
Bruce Hicks
Best Homes Hawaii - Honolulu, HI
Your Lifetime Friend/Helper!

Hi Morgan Taylor I guess I'm a bit old fashioned.  Successes have been with asking for referrals via conversations.  Usually when we send out 500-1000 postcards to targeted customers, we get at least one listing or one sale.  Look for blogs on PostCards.  Blessings!

Aug 17, 2019 03:32 PM #4
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