Call To Action- what, how and why.
So what is a call to action? We’ve all seen them scattered across the internet and most of us have clicked them before we even knew what was being sold to us! Obviously, a call to action is a statement that should make a person want to follow through with the action you desire, this could be signing up for an email list or purchasing an e-book. Ideally it is telling your potential buyer exactly what to do. But how can we write these requests for our varying industries to be persuading and get our desired results without being pushy? Many business owners say they leave out calls to action because they think the user will automatically know to take action on an offer that is presented. Additionally, business owners may feel that these “salesy” buttons are obnoxious and will turn a buyer off. This is not true, and you can miss out on a lot of potential customers by not asking for what you want and providing a clear path for action.
In this blog post, I will walk you through some classic calls to action (CTA’s) and tell you how you can use them in your next post, article, or ad.
First, let’s go through the three rules of CTA’s:
Rule 1. Never list more than one or two different CTA’s. You should decide which action you want someone to take and use only that action in your writing. If you throw multiple products or choices at a buyer, the likelihood of them not acting at all increases by 78%. If you really want to get the message out, you can list the same CTA throughout the page. However, remember to use the same CTA and do not make cross offers throughout your product or service page.
Rule 2. Make your CTA short and concise. An entire sentence on why they should act will be redundant since you will (hopefully) have already explained your product, value and offer in the body of your ad, landing page or post. Stick to quick actionable wording such as “Buy now” and “Get Started” are classic examples of short and concise CTA’s. Do not get caught up in an attempt to be wordy or lyrical, just get to the point and get out of the way.
Rule 3. Follow up immediately on the action they’ve submitted. If someone request more information, give it to them. If someone is signing up for a free e-book, send it to them immediately (automation is key for this type of marketing). The worst thing you can do is get lead information and let it sit for a day or two before responding. When people fill out a form online it is because they are looking for immediate gratification or help, they are literally asking you to sell them something, so do it.
Now, what makes a killer CTA? Let’s go through some examples and tailor them to real estate.
1. Sign Up
This is a common but understated CTA. This CTA feels safe and should only ask for an email address, but is valuable because it can quickly gain you leads to put into an email blast with home updates or a newsletter with upcoming neighborhood information. Not only will you feel less pushy when adding this to a page but the user will feel comfortable with simply adding an email address.
2. Get Started
Always a favorite, this CTA is straight forward and once clicked should prompt the user to fill in some information about themselves that can be used for a follow up call or email. In real estate, you could use this CTA on a “Find a home” style landing page. On this type of landing page you could list several homes, talk about the community at large, help them find the perfect home for their lifestyle, state the CTA and follow up with them in a timely manner. Possible fields for input would include price range, family size, desired area, and email. This user list would then receive a catalog of suitable home choices and a follow up phone call. Make sure not to make the form too long though, as having a large number of form fields can dissuade a potential lead from signing up.
3. Join Free
This CTA plays into peoples’ greed. Most newsletters and email lists are already free to join, but by stating that it is free, more users are likely to try to claim their free item simply because of their innate nature of greed. Use this CTA for any email lists, home updates, or newsletters.
4. Call Now
This CTA can be scary, but it is a great way to talk directly to your potential buyer quickly while they have your product or service on the front of their mind. Getting someone on the phone is also a great way to catch them before they have a chance to over analyze their decision or find another agent.
There are so many more CTAs that can work for your business. You simply have to know your market and ask for the sale. In addition to wording, you must also consider things like size, white space, positioning on the page, and varying colors. I know, it is a lot to handle if you’re not in marketing.
Need help coming up with your own unique and effective call to action? The marketing team at Cook & James can help you craft the perfect CTA for your business. We offer so much more than professional at-home closings. Our firm wants to help the real estate industry grow and there is no better way to grow than by using the latest marketing techniques.
Live in Georgia? You can schedule a free consultation with one of our marketing professionals.