Real Estate Marketing Academy

16 Expert Tips & Tricks for Convincing Calls to Action on Your Real Estate Website

By Elizabeth Christensen

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real-estate-website-lead-capture-calls-to-actionIf you’ve ever searched for a product online or signed up for a website or service, it’s guaranteed you’ve come across and clicked on a call to action (CTA).

When you signed up for that monthly travel newsletter or bought a gadget from Amazon, did you know the “buy now” button and the copy surrounding it has a specific name and purpose beyond helping you complete your purchase?

These CTAs combine stellar design, strategic copy, and calculated on-page placement to get consumers like you to take desired actions. The best CTAs are seamless, don’t interrupt buyers’ browsing or user experiences, and — most importantly — get prospects to click and convert into paying customers.

The goal of any CTA on your real estate website is really singular in purpose: to inspire your visitors to take action, whether that’s filling out a form to download some type of content or, better yet, to get in touch with you or your agency and learn more — or set up a consultation.

Below, you’ll find 16 savvy tips and tricks that can help you craft relevant and alluring CTAs you can use across your website — ones that can ultimately generate the real estate leads you need to continue to scale your business and further dominate your local housing market.

1) Always infuse clear, concise, and straightforward language for your real estate website CTAs.

Keep your message simple and succinct. You want to ask your prospects to take action in a clear and effective way. Most of the time this means being to-the-point as much as possible, so your site visitors know without a doubt what they should do and what they’ll be receiving.

2) Make sure your value prop is evident to your audience within the first 30 seconds.

What’s the benefit of your business to a potential customer, and how does the CTA communicate that? Simply, people want to know what’s in it for them. To get a prospect to take action, a CTA should clearly explain not only why they should take the action, but what exactly they’ll receive after doing so. If a CTA on your site is tied to a guide for first-time homebuyers or data around the best schools in your community, the CTA should make that clear.

Peapod’s CTA below is effective because it clearly demonstrates the benefit to the customer. It tells them what to do based on their location, encourages them to “Start Shopping,” and includes an offer of money off their first order.

3) Emphasize the time-sensitive nature of certain CTAs pertaining to calls or meetings.

We’ve all seen advertisements and holiday sale signs full of exclamation points and bold, colorful words that play on your emotions, specifically, the feeling that something will run out soon.

For instance, if you work in an exclusive area and homes tend to go off the housing market very quickly, make it clear how important it is to set up a showing or contact you immediately by using urgent language in your CTA. Words and phrases like “immediately” “now” or “call me today” are good choices.

4) Make your CTAs as benefit-oriented as possible to entice more clicks and form fillouts.

In the example below, when a lead enters their home address and clicks the button, they’ll learn the relative value of their home. The benefit people receive from providing their information and clicking is obvious. The call to action, “request a free home valuation” is bold and evident on the page, while the following paragraph explains the benefit to prospects.

In all of your CTAs, strive to communicate value and the advantages your prospects will receive by clicking.

5) Be compelling with your promotion (e.g. get right to the point with your “ask” of visitors).

That’s right, your CTA copy needs to be both brief and intriguing. It’s not an easy feat, but it’s achievable, not to mention necessary if you want to see any amount of conversions on your website. To succeed at this element of enhancing your CTA copy, once again consider the benefits coupled with persuasive sales-worthy language.

6) Segment the CTAs you create by audience and use those different ones site-wide.

If you’ve got several distinct customer personas — think buyers and sellers, people who are in the market for a second home, couples who are downsizing, etc. — you can create a few different CTAs especially for each audience type that promotes offers each customer will find useful based on their needs.

In the Spotify example below, both CTAs are focused around price point, and the language is more engaging and detailed under the premium option. The buttons themselves are straightforward: “Get Spotify Premium,” and supporting details like “high-quality audio” and “no ads” entice customers to select the paid option.

7) Craft CTAs that are pertinent to your customer personas — and only those personas.

Put yourself in your prospects’ shoes for a moment. If you visited your website for the first time to scope out the latest listings, would you be more intrigued by the typical “sign up today” or a more specific “subscribe to my monthly newsletter for all the latest news in the Boston market”?

Almost undoubtedly you’d prefer the second option. Why? As we mentioned earlier in this post, customers want to feel a company understands them.

A case study conducted by Kissmetrics found that prioritizing the specifics and relevance of a message increased conversions by 68% as compared to using a generic CTA.

8) Stay consistent in most respects so you can properly A/B test your various CTAs.

Do you want your real estate leads to view a neighborhood video tour you’ve put together, or should they provide their contact info to receive a handful of your recently sold listings? No matter what you want your site visitors to do, make sure your message is consistent across the page. With the average attention span at a measly 8 seconds, you can’t afford any added confusion or distraction when it comes to your lead conversions.

9) Implement appropriately sized CTAs on your site: not too big, not too small — juuuust right.

According to research, the best size for a CTA depends on where it is on the page. For example, for calls to action featured within a blog post or email, 600 x 200 pixels is ideal, while those within a sidebar look best at 250 x 400 pixels. Regardless of where on a page your CTA goes, it should be featured prominently, and be large enough so there’s no way your site visitors can miss it.

10) Placement on mobile and desktop is important to nail, so test this out over time.

It’s no secret that nearly everyone is mobile-crazy, which means you have to optimize your CTAs for both desktop and mobile users. That means including your main call to action at the top of the page, as well as giving each tappable and clickable asset enough space to be interacted with.

11) Multiple CTAs are okay … as long as you have enough copy in between them on a page.

Why put a CTA in one spot when you can put it all over the place? When it comes to your calls to action, less is not more. But rather, the more frequently a prospect is reminded of an opportunity to sign up for something on your real estate website, the more likely it is that they will.

In the example below, TripAdvisor uses multiple CTAs with different language and sizing to its advantage. The buttons don’t take away from the main visuals on the page, but are noticeable and clear enough to inspire action. The first two CTAs on the page, “Join” and “Find hotels” command action, while the last call to action clearly states the value a customer receives from the app.

12) Click triggers can help boost your CTA engagement rate (e.g. social proof, like reviews).

There’s an idea discussed on Copyblogger that CTAs can be made more appealing to your website visitors when they’re supported by something called click triggers — that is, added bonuses that boost conversion rates. These can be anything from a positive testimonial, your agency’s value prop, or data to persuade your leads to take the plunge.

13) Play around with contrast, as it relates to your IDX real estate website design.

Believe it or not, there’s a lot of debate in the world of website design around which colors are best to use to encourage site visitors to click. Research shows green and orange are popular for CTA buttons, but no matter which color you decide on, it should contrast nicely with the rest of the page.

Square is a great example of the effectiveness of the contrasting CTA button. The page is designed simply with neutral colors, which draws the eye down to the clickable blue “sign up with Square” button, and the dropdown menu buttons above that encourage prospects to take action as well.

14) Test all of your CTAs using custom UTM parameters and Google Analytics.

Just like any other part of your real estate website, it’s an excellent idea to perform A/B tests on the CTAs you decide to use. Testing conversion rates from your calls to action is an ongoing process, but you can start by tracking how many clicks you receive from a CTA after a set amount of time (say a month), and then changing up the color of the button or how you describe your value prop and testing the results again.

While it’s important to notice and track how your site visitors interact with the pages of your website, it’s equally necessary to take note of how people engage with the various CTAs on your site so you’re able to replicate the successful messages later on across your website content.

15) Use supporting images to make your website more aesthetically appealing too.

The visuals you choose to include within your CTAs should enhance and support your CTA copy, not take away from, or worse, contradict them. For example, if you’re offering your leads resources for new residents of your community, you probably wouldn’t include your agent headshot, or a recently sold listing photo.

16) Include alt text and descriptions in image-based CTAs for SEO value as well.

There are times when the images on your site just don’t load. Remembering to add alternative text to your CTA images can still communicate their value, even if they don’t appear on the page, plus it can also boost your site’s SEO.

Choosing even a few of these elements to incorporate into the calls to action you use can make a positive difference when it comes to the number of prospect-to-client conversions on your website.

Tune into this exclusive Placester webinar to learn how to attract the right real estate leads to your website today!

Placester real estate lead generation webinar

Do you have a favorite CTA best practice for your website? Be sure to share it with us in the comments below! 

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