Real Estate Marketing Academy

Calls to Action That Generate Real Estate Leads

By Matthew Bushery

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Whether you encourage viewers to download an eBook, sign up for a newsletter, or schedule a showing, your call to action (CTA) is the first step for converting website visitors into leads. But finding CTAs that work isn’t easy. Essentially, a CTA is either text or an image (or text over an image) that can go on any page of your real estate website. Its goal is to entice visitors to take a next step with your business. This can range from filling out a form to receiving a business offer or piece of content to actually making a purchase.

Bottom line: If you’re looking to boost your lead generation, you’ll want your CTAs to be optimal. As you work on creating your CTAs, your best bet is test, test and test some more. The gold standard for testing is “A/B testing,” where two alternatives are tried side-by-side while everything else remains the same.  For example: You could create two buttons for downloading your eBook — one green and one red — to find out which attracted more clicks, but perhaps keep the copy the same. Just look at Google for evidence of the importance of A/B testing: It conducted more than 7,000 A/B tests to its search algorithm in 2011, and they’re doing pretty well for themselves these days.

Below are some expert tactics for creating CTAs, along with suggestions for how to test and improve on your own:

Provide something valuable to your audience.

Even the best-looking CTA in the world won’t help you improve lead conversions if you don’t have something of worth to offer buyers. Downloadable content, the chance to receive business updates, invites to webinars, pricing and service information — there’s numerous avenues you can take regarding what to offer in CTAs. Whatever you offer your audience, just make sure it’s something they consider valuable.  Test a variety of offers to find out which generates the most interest.

Revisit the headline and value proposition.

Be sure you accurately and concisely display the value offered in your CTA to make it as alluring and relevant to your visitors as possible — in other words, know what they need and want to hear. Also, test out the length of your copy in your CTA. Even a one-word change can make a significant difference.

Offer a time limit on CTA offers.

When site visitors know they can act on one of your offers at any time, they may decide to put off clicking a CTA. But, when there’s only a limited amount of time to access your offer, they may be more likely to click. Test out copy explaining the limited-time nature of the offer and see if that boosts your results.

The fewer CTAs you have, the better.

Case studies have shown people don’t really want a lot of CTAs on a single page. Rather, they prefer a select few options to make their choices more simplified and less overwhelming. For your pages, implement at least one CTA, but don’t go further than two. And when using two, make sure one is for the offer detailed on the page and the other serves a secondary purpose, like a separate promotion or offer.

Use first-person language.

Research has discovered that CTA text featuring first-person language (“I want to download this ebook now!”) rather than second-person rhetoric (“You can download the ebook here!”) is the more successful option. It may seem like a minor adjustment, but in some cases, this change has led to enormous gains in conversions.

Make CTA button noticeable.

If they can’t see it (or at least don’t notice it), chances are, they won’t click it. Make your CTA buttons big and bold so visitors can clearly identify them and the offer that’s being promoted. Similarly, test out different colors and shapes of your CTAs. You’d be surprised what people find appealing online. For instance, CTAs that are orange, red, green, and blue have historically been shown to boost conversion rates.

“Give them quality. That’s the best kind of advertising in the world.”

— Milton S. Hershey

Play with positioning.

Traditionally, great success has been found by positioning CTAs above the fold, meaning the upper portion of the page. However, the old guard is changing, as CTAs below the fold have converted well, too. Want to know which works best for you? Try ‘em both. Then, whichever turns out to work better for you is the one you can stick with.

Simple is the way to go with CTA forms.

Ever click on a CTA and end up on a page to sign up for a newsletter, only to see a form that would take forever to complete? That’s not a great user experience in the least. When putting together a form, be sure to ask only for the core details you need from your audience — typically, their name, email and phone number. You could see conversion results like this fortunate brand.

Try using testimonials next to CTAs.

Sometimes, your CTA alone may not be enough to attract visitors and get them to click. This is where testimonials can help. Contact a few past clients of yours whom you enjoyed working with (and vice versa) and see if they’d be willing to quoted on your website. These snippets of compliments about your business placed next to appropriate CTAs help you gain the trust of visitors and serve as the final push they need to click through. Social proof is a powerful thing.

Add directional cues to incite CTA clicks.

While you’ll want to refrain from being too overt with language that pushes visitors to click your CTA (“You need to click this thing now!” is a bit too forceful, no?), you can still include language surrounding your CTA to convince people to click. An addition as simple as an arrow or image of a person pointing to the CTA button can increase conversions.

To improve lead conversions, you need to understand the role landing pages and CTAs play in your marketing strategy. Learn how to boost lead conversions with these marketing tactics by checking out Increase Real Estate Lead Conversion Using LeadPages.

How are you integrating more CTAs on your website? Share your thoughts in the comments below!

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