One of my favorite things about running a real-estate-specific Facebook group (which happens to include a lot of smart, experienced industry professionals) is getting valuable, practical lessons served up and handed to you. Almost every day. For free.
All of the comments are verbatim from Marc (except for the takeaways, which are mine):
Color Me Red
“….one little idea – make the calls to action (CTAs) more prominent. A different color – something distinctly offset from the color of the page. The conversions you will get from using opposite, strong colors will surprise you. A simple solution, make the CTA the same color as your header.
Here’s another little quiz – guess what color CTA gets the most conversions?
Red is the most powerful, most clicked call to action button color. For example we changed a green CTA button (because it was their brand color) to red (which they were frightened of) and watched conversions increase by 21%.”
Takeaway: Increase conversions by making your CTA buttons red and or the same color as the header of your applicable web page or marketing piece.
Lose Your Head
“A few years back we did a really cool test. We printed 2,000 post cards for a client. Same exact message on both. One had a picture of an agent on the card, the other did not. Both had a very clear and defined call to action – a phone number. Each had a different number so we could get accurate results. We sent 1,000 to one set of addresses and the other 1,000 to the other. Anyone want to guess which card got more responses and which didn’t? And if you are so daring, include in your guess how many responses the one you think was less actually got?
The two postcards we tested. The one with the agent’s image on it – zero responses from 1,000 people. The one with no image got an almost 20% response.”
Takeaway: Lose your headshot and watch your response rate rise.
Repeat What You Said
“Refine. Repeat. But I think you are a minority and I base that on my experience working in the biz. Most do not track, analyze and come to a cognizant conclusion that if something done gets 3x the traction as something else – odds are, stay focused on doing variations of that thing.
I know on our blog for instance that in the past, I’ve tried several times to write about certain topics that just get no comments or has a low open rate. That sent me a clear message – get off that topic. Whereas the stuff that continues to get us lots of comments and big open rates – keeping writing variations of that same topic.”
Takeaway: Figure out what works. And then do more of that.
Thanks, Marc, for these three practical takeaways we can put into action immediately…
Image courtesy of Andres Rodriguez.