Why is the Call-to-Action the final point of your lead generation strategy?
Think about the time you searched for a product on the web, you signed up for a website or service, you bought a product online, or you follow a company on social media. Each one of these signups is likely a result of an effective Call-to-Action (CTA).
Calls to Action are commonly ignored, rarely tested, and one of the most under appreciated elements of a real estate website. It's great to have a lot of traffic on your website or landing page, but the most important thing is to have conversions. Creating a CTA that will convince your visitors to take the right action isn't any an easy task. Do not Fear! We have some great tips that you can implement immediately in this article.
The CTAs for a product online or for signing up for a website or service are designed to turn website visitors into leads and customers. A compelling CTA will make sure to move the visitor to a specific action you want him to take. A compelling CTA makes the difference between someone continuing to just visit or scroll a website and zooming into a product, shopping, downloading or whatever various action that will retain the customer. Without a compelling CTA, the visitor leaves the website. And sometimes in a couple of seconds. Thus, a compelling CTA has a role to play immediately.
Make Your CTA Sexy!
A compelling CTA should combine an attractive design, be simple, have a strategic copy, have appropriate placement and match your Unique Value Proposition.
The following is an example of a good CTA. It has a prominent button for the primary CTA (Request A Demo) and a 'ghost button' for the second (See It In Action).
In contrast, the following is an example of an ineffective CTA button since the visitor can find the same information on the first tab of the header.
Everything in the design of the CTA is important and matters:
- And sometimes the association between 2 CTAs, a first choice (preferred option) or a second choice
Now, the fun part! Let's see the most popular, efficient and strategic CTA's for real estate developers and real estate sales.
The Art of Good Real Estate CTA's (or the perfect real estate CTA's)
When you work in real estate, you want your CTAs to reference the properties you’re selling or renting. Transforming the visitor on your website into a lead is of course your end-goal. There are different ways to trigger and inspire the visitor to take action. Here are four main strategies:
- Retain the visitor as long as possible on the website. You help them navigating your website, you guide them on their journey, you make sure they see it all. Possible CTA's are: "Search", "Read more", "Next", "How it works", ... Discover more below.
- Inspire the visitor to engage with your website. You can either trigger their curiosity or propose a reward or benefit through an engagement module. The visitor will then be giving his personal information and voilà, you have a lead. giving away free gifts is a popular marketing strategy, yet it continously works well as a compelling engagement for real estate where transactions are not small ones. Possible CTA's are: "Get my house value", "Win a free consultation", "List your place for free", "Take a quiz to find your house style"...
- Make the visitor ask for more information about a property. The visitor is then curious but also frustrated to not know everything. You trigger the visitor and you validate his interest in a property. This method guarantees even further qualification than the above strategies. Possible CTAs: "Ask for more details", "Request virtual tour", "See the exact location"...
- Encourage the visitor to speak with the real estate agent or undertake an action, propose CTA's with a direct action. Possible CTA's: "Be contacted by our representative", "Call me", "Schedule a visit" ...
You can play with a variety of buttons depending on where the visitor is on the page to trigger him to engage and navigate with your website. The use of these buttons is of course linked to the text and visuals content. Create multiple opportunities for engagement.
Now, let’s take a look at some good examples of Real Estate Call-To Action buttons.
1) Guide visitors through navigating your website.
Use CTAs to provide more info about your services and help the visitors to find what they are looking for easily. Your CTA tells them what could be valuable to look at next as they scroll through your website.
2) Trigger your visitor's curiosity and be engaging.
Use curiosity effectively to increase your conversions. Convince visitors they do not know everything and you have something interesting for them to discover by taking further action. The copywriting of the CTA needs to make your visitors curious about what's on the other side of the button. Tell people what you will do and what they will get but not every detail about how you do it - create some suspense.
Don't be afraid to offer a free trial of free consultation. Leave your visitors wanting more! Be creative and offer them something not linked to your real estate business and visitors may be more willing to share their personal information. These tactics will help you identify your visitors and gives you the chance to show them your product or highlight your service. Show your visitors why they should do business with you and why you are the best!
Engagement marketing is a vast territory of its own. Invite your visitors to answer quizzes, polls, entice them to interact with the website and share personal details. For example, a baby gift registry will make a landing page (not a website remember - a landing page!) and list the most popular baby names of the year to attract expecting parents and simply retarget them a few months later with their baby gift registry service. So be creative and follow our blog for more tips, we will post more on the topic. (We love interactive content and personalised customer experience!)
3) Make the visitor ask for more information about a property.
Triggering your visitor to ask for more details about a property is a smart strategy too. By doing so, they must share their personal details with you so that you can follow up, thus giving you a substantial lead. Additional details about the property can be sent to their mailbox or you can choose to unlock access to more web content immediately. This method activates an action and allows you to learn more about your lead's interests and desires.
4) Give your visitors a clear action to make. Write your CTAs for your target audience, keep your message simple and "to-the-point."
A CTA should be written to resonate with desired customers. For example, an elderly person or couple with children will be more inclined to click on "Schedule a visit" than an investor would. "Calculate tax advantages" - you need to create specific CTAs for each audience type in order for them to find the content useful and to convert into an action. Like below, here you get "Find your home," it is more cozy and compelling to families.
Sometimes plain text like "Get in Touch" or "Get Started" simply says it best. Using this type of language to imply the visitor is taking the first step can have lots of advantages. It suggests embarking upon an adventure or discovering something new. It is an easy and straightforward way to ask your prospects to take action effectively and immediately.
Keep your message simple and relevant. When it comes to persuading people to take action online, nobody likes to wait. Visitors like to have the choice, but also to be guided at the same time. Make the most important action you wish them to take clear.
And the final touch, make your CTA prominent and appealing and don't use a CTA with only one choice to convert, like "Call me".
There is no single rule or method to create compelling CTAs. Just remember who your audience is (your customer), make the CTAs visible and balance multiple buttons on one page for multiple opportunities for engagement and entertain them during journey - so that ultimately they take an action. Most importantly, don't forget to do a final check before publishing: test the links behind your CTAs to make sure they function!
Happy marketing and talk soon!
Lina, for the Prompto team