Learn How to Make a Strong Real Estate Call to Action

Jun 16, 2020


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You just unveiled a beautiful new, SEO-optimized website for your real estate business and you are already receiving significant site traffic. You know exactly what kind of blog content you want to write and have already posted a few informative and well-researched blogs that have received good engagement. Your real estate services are ready to be enjoyed by the world. But how do you encourage your website visitors to become your loyal customers? How do you inspire them to trust you and make that first step to sign up for your services? Creating well-crafted and cleverly positioned real estate calls to action will be one of the most important additions to your marketing content and will allow your admirers to follow through with their desire for your services.

In our experience, without a great call to action in commercial real estate marketing, you will have minimal prospects, conversions, or sales! The more call to action prompts you to have throughout your marketing, the faster you can boost conversions and grow your e-list and your real estate investing business. Ready to boost conversions and grow? In our latest podcast, Aaron and I share our real estate call to action tips and tricks to reach your ideal customers and increase your business engagement and sales.

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What is a call to action?

Many business owners assume that their customers will automatically sign up for their services once they see how wonderful their offerings are. This assumption is one of the greatest roadblocks in creating a thriving and sustainable property business. Using words such as “sign up now” or “take advantage of this limited-time offer” that link to a service, free content, or a sign-up form, a business owner allows a potential customer to immediately respond to an offer, rather than waiting to think about it, eventually forgetting to take advantage of it completely. Simplicity and ease are key to tasteful and effective calls to action and lower the likelihood that potential customers would find them salesy and annoying.

What are the types of calls to action?

The kind of calls to action you create will depend on where they will be used. For example, you may have a different call to action in a video than you would on your sales page. Some of the more common places where you could include a call to action are videos, blog posts, podcasts, social media, emails, newsletters, email signatures, the right-hand sidebar on a website, landing pages, website pop-ups, calls, texts, and direct mail communication such as postcards.

Where should you place a call to action?

A call to action can be included throughout a piece of content but should not be too frequent so that it distracts or annoys your potential customer. For instance, you can include a call to action before and after a blog post, in a widget at a bottom of your website, before, in the middle, and at the end of a video or podcast, in the signature or a PS of an email or a newsletter, on the right-hand sidebar of a webpage, at the end of a social media post, and in a website pop-up.

It is good to be strategic about where you place your call to action – placing it before or after a related topic would be much more appropriate than after an unrelated content. The most effective real estate calls to action are informative, clear, and simple. They don’t require a prospective customer to be burdened with too many choices, lengthy sign-up procedures, or additional content that takes too much of their time. Call to action can be a great tool that can effectively remove the barrier between what potential customers want and what your business can offer. If you choose to include more than one call to action, make sure to have a consistent style and tone throughout all of your prompts.

What is some lesser-known prime real estate for calls to action?

The bottom of a webpage is one of the easiest places to add a call to action. Sometimes, due to the nature of the call to action and space or formatting restrictions, it is only possible to place a call to action at the end of a webpage such as a landing page. However, you can create a clickable button at the top of the landing page which will bring the visitor to the bottom of the page where they can see and engage with the call to action. If your website allows it, don’t forget to take advantage of the powerful right-hand sidebar on your website – it is one of the best real estate for calls to action! Here, your prompts will be visible right away and you can include more than one prompt. For instance, you can add a clickable button to a newsletter sign-up form and display social media buttons where your potential customers can follow you.

How should my calls to action look like?

Calls to action can take on many forms, depending on your marketing strategy. On websites, blogs, and social media posts, calls to action are written content (usually at the beginning and/or end of a page) which includes clickable links or buttons leading to a place where potential customers can take action. Many websites use pop-ups to motivate visitors to make an action. Pop-ups may seem like an unnecessary distraction, but they do work to attract new customers. As long as visitors are given a chance to look through the content they were looking for before a pop-up appears, it is okay to use them as a call to action method. Along with buttons, clickable photos, charts, memes, GIFs, cartoons, and any other graphics that convey the desired message can be used as calls to action.

For videos and podcasts, calls to action are snippets of audio or video added to the beginning, somewhere in the middle, or end of a podcast or a video. We all are familiar with YouTubers prompting us to “subscribe” and “like” their content at the end of their video. In addition, direct mail is still a very effective marketing method and a great way to inspire action. For example, call to action real estate postcards can contain effective visuals and incentives and include an email or a phone number where prospective customers can email, call, or text to take advantage of your services.

How can you optimize your call to action with the right language?

Some words and phrases used in the real estate digital marketing world are so salesy that they make us cringe and look the other way even if a particular real estate service seems wonderful. A careful choice of words in a call to action can optimize the user experience and help convert curious visitors into paying customers by gaining access to your services in an easy and pleasant way. Words and phrases that invoke a sense of becoming a part of a community or of excitement to receive certain benefits will be your best bet. Some of our favorite words and phrases to include in calls to action are “buy/activate/join/share now,” (the word “now” is wonderful to use because it has a sense of urgency without seeming pushy) or excitement-evoking phrases such as  “save your seat,” “grow your e-list,” and “share your a-ha moment.”

How to optimize your blog posts for higher conversions?

Blogs serve not only to inform and engage your potential customers but also to help you present your knowledge and authority in the property/real estate field. As a result, you have an opportunity to build trust with your blog readers who are then more likely to become your paid customers – that is, if you cleverly and tastefully include calls to action in your blog posts. Another benefit of blogs is that visitors can comment on the content and engage with you and other visitors, creating an opportunity to build a community around your business. A blog also provides you with plenty of space to add engaging photos, illustrations, or diagrams that will keep your visitors interested and more likely to scroll through your entire article. At key places in your blog, you can place calls to action such as short prompts or graphics that link to social media, podcasts, your YouTube channel, or downloadable free content such as e-books, video scripts, and articles.

The bottom of your website is another excellent opportunity to add a call to action such as an email sign-up form. Take advantage of this valuable real estate for calls to action that may be too distracting if placed anywhere else on your website. Make sure to add a button on the right-hand sidebar of your webpage which links to your call to action at the bottom of the page in case some visitors don’t scroll all the way down through your content. If you decide to use pop-ups, time them well so that your readers get the opportunity to read your content before you re-direct their attention to another task.

How can digital content marketing help your real estate business?

Many business owners are busy developing their services and would rather delegate the time-consuming marketing to people that know how to do it effectively and efficiently, with minimal cost and high customer engagement. At Smooth Sailing Business Growth, we specialize in strategizing and implementing all of your content marketing and sales funnel efforts (blogs, videos, podcasts, social media, emails) so that you can focus on what you do best (and what you love) without killing yourself, trying to figure it all out on your own, doing it inconsistently, and burning the candles at both ends. Through my team of dedicated and talented experts, we take care of all the overwhelming details and moving pieces. We plan, create, implement and maintain systems, and handle all elements of content marketing for your business – from blogs, podcasting, video marketing, social media, emails, sales funnels, lead magnets, online events, and more. The bottom line is: we get it done so your business can sail to massive growth!

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Are you a Real Estate Investor who gets stuck on what to write about or don’t have time to create content week after week? Here you can find two week’s worth of Done For You Content to help you get noticed, showcase your expertise, and nurture your audience without all the work! Blogs, video scripts, emails, social media, graphics, and more will be right at your fingertips!


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Need additional help with your next business growth strategy?  Book a Strategy Session with me, Lyndsay Phillips, to help you get clear on your online marketing goals, develop an effective marketing strategy, and create branded content that will turn prospective clients into paying customers. You will not only save time and your precious energy but will also be able to focus on growing a thriving business.