All real estate agents worth their salt are familiar with “calls to action,” but knowing the phrase and putting it into practice in your marketing messages are two completely different things.
According to HubSpot, “Calls-to-action (CTAs) are a key driver of lead generation. They connect two of the most critical pieces in the lead generation process: incoming traffic and opportunities for converting these new visits into leads. In order to optimize your marketing efforts for maximum conversions, you need to make call-to-action improvements.”
As someone who has built a business using CTAs in real estate marketing, I couldn’t agree more.
Below, I’ll break down five examples of highly effective CTAs for real estate agents and also take a look at what not to do.
First let’s talk about what makes a call to action effective.
Think about all the times you have “signed up,” “clicked for more” or “downloaded” that free PDF? Each one of those actions likely resulted from a highly effective call to action.
Examples of real estate CTAs
LIV Sotheby’s International Realty
Colorado-based LIV Sotheby’s International Realty was recently named the no. 1 Sotheby’s International Realty affiliate in the world for 2018 and for good reason. The marketers there are masters at using CTAs, and their marketing campaigns are filled with them.
If you refer to the first two images, you’ll see the firm’s website has several CTAs including the standard “Search” button, as well as a few creative ones like “Begin your property search here” and “Every home has a story. And so do we. View our agent films.”
The company also makes the most of a paid banner ad with a creative CTA that reads “Where do you want to LIV? Visit livsothebysrealty.com to service all of your real estate needs.” These are two great examples of CTAs that make people act and engage with the brand. The message is clear and simple, and the CTAs are prominently displayed and creatively designed.
“LIV Sotheby’s International Realty is a true lifestyle-oriented real estate brokerage, and our marketing and advertising campaigns always reflect our goal to help our clients ‘LIV the life they love,’” said Kristen Muller, senior vice president of marketing at LIV Sotheby’s International Realty.
“We strive to engage our clients and consumers in a way that evokes emotion and inspires them to want to learn more. One of our favorite CTAs is simply asking the question ‘Where do you want to LIV?’ This positions us as a resource while also encouraging the consumer to envision their dream home. The CTA is an essential part of any marketing effort.”
Berkshire Hathaway HomeServices Island Properties is another great example. Click on its website, and the homepage immediately showcases a CTA button that reads “Click to start your search.” The message is front and center, which draws the eye and tells you to act.
The same goes for The Agency, which has CTAs like “View listing” and “Search” on its homepage, plus a CTA in the upper-right-hand corner that reads “Login/Register.”
This takes you to a lead generation pop-up that tells you to “Sign up now” and “Create your account,” converting visitors into prospective clients by making them feel like insiders.
Christophe Choo with Coldwell Banker Beverly Hills makes sure to use CTAs in nearly every marketing piece he puts out. Whether it is his website, which displays “Find a home” and “Email us now,” or in his videos and social media, you’ll find some form of call to action.
Are you rushing off to see if your website prominently displays a call to action? What about your digital newsletters, blog posts, social media pages, videos and property ads? These are all areas where a highly effective CTA has the potential to generate more leads fast.
What makes a CTA stand out?
- It’s a noticeable element in the design.
- It’s obvious what it wants visitors to do.
- The wording is simple and prominently placed.
- It has a cleverly designed image or eye-catching font.
- Bonus points if it’s time-sensitive, using words like now, today, immediately.
Examples of poor CTAs
Rather than call out any real estate friends for poor marketing, we’ll simply describe what makes for a poor CTA.
- Not having one at all is the biggest mistake of all. No call to action is a missed opportunity!
- Over-complicating the message. Too much verbiage or cuteness will take away from the CTA.
- The website or marketing wording and design is more about the you than the client. Remember, it’s not about you, it’s about what you can do for your client!
How to word CTAs
CTAs should be quick, concise messages that get your customers to act and engage. It’s OK to get creative, but don’t complicate things.
Commonly used CTAs
- Register now
- Get a free home evaluation
- Help me relocate
- Sign up for property updates
- Contact us
These commonly used CTAs are perfectly fine, but you’ll likely convert more leads with something a bit more specific and creative.
An Inman article by Gregory Kiep makes the case for five CTAs that have consistently worked wonders at his real estate firm in Boston. They are centered around the following:
- Sign up for off-market properties
- Register now for homebuyer classes
- Click here for a sneak peek
- Reserve your spot for our webinar
- Download the latest market stats
See the difference between commonly used CTAs and those that make a greater impact?
Additional examples of highly effective CTAs are:
- Get to know the neighborhood. Download our guide.
- Call (insert your phone number) for answers.
- See where your home fits in today’s market. Download market stats now.
- Click for homes under $(X).
- Satisfy your curiosity. Subscribe.
- Sign up to see what hits the market first.
- Sell your home with us. Call today.
Want more inspiration? Take a look at HubSpot’s “31 Call-to-Action Examples You Can’t Help But Click,” and turn them into CTAs for real estate.
Where do agents commonly forget to include CTAs?
This is a big one guys. Agents commonly forget to use CTAs on their website, in property descriptions, on social media pages and even in direct mail pieces. Don’t miss this opportunity!
Never forget CTAs in these places:
- Website landing and contact pages
- Videos, including your YouTube channel
- Social media profiles and sponsored posts
- Email marketing
- Direct mail marketing
Try a few out, and see what works for you. To put it simply, ask yourself what your clients want and need, then give it to them in the form of a CTA. Put these tips into place, and you’ll be well on your way to creating highly effective CTAs that get your customers to act and engage with your brand.