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From Polychromatic
Why Calls-To-Action Are Important
What's a call-to-action? In marketing, a call-to-action or CTA is an instruction to the audience to provoke an immediate response, typically using an imperative such as "call now," "find out more" or "schedule an appointment."
Calls-to-action take on many different looks and purposes when you're marketing your real estate business. You're in business to sell homes so you need to generate new leads and referrals and to do so, you need to direct prospects to engage with you. This is where calls-to-action can help. A button, a banner and links are all calls-to-action and they always perform better when there is a sense of urgency.
Common Calls-to-Action
Download. Whether it's a First Time Buyer's Guide or Tips to Get a Mortgage, offering prospects something of value in exchange for their email address is a great call-to-action. Remember not to ask for too much in exchange or it will suddenly become a burden and the prospect will not follow through. Simply ask for a name, email and maybe one other piece of information like a phone number. The more you ask, the more you risk a higher abandonment rate.
Share. It can be a button or a word hyperlinked. Use this CTA when you want someone to share your social message or blog post. There are plug-ins available that will appear in your choice of spots on the blog post, but typically, a share CTA at the top of the post performs best. Facebook offers businesses a call-to-action on their pages. Leverage these to direct visitors to your website to connect.
Subscribe. If you have a blog, add a "subscribe" button. Place it in a few spots on your blog, particularly the first page in a column to the right or left of your content. You can add a "subscribe" pop-up when viewers are almost finished reading your article.
Scheduling. Offering a link to an online scheduler is a great CTA as your prospect can book an appointment with you without calling or leaving messages or any hassle. A link to a scheduler in an email or on a web page is easy for the visitor to use outside of office hours. A scheduler offers a calendar sharing only your available time. The client schedules time and you receive a notification. You can confirm the appointment or send out an alternative time. Online appointment booking is easy and client friendly, and the best part is that appointments can be made seamless through your email system 24/7.
Note that the online scheduler is probably used the least and offers the most value within emails. Leverage the online scheduler within your "new listing" emails to help clients schedule tours or setup appointments to sign papers. Add a link to your email signature and remind clients that they can book appointments according to THEIR schedule by using the scheduler.Impress upon the urgency to book time to view new listings in a very tight real estate market directly through your email signature.
Get More Information. This CTA is typically at the end of an article or web page. The CTA is to answer additional questions by contacting you or entering information in a contact form.
These are just a few of the CTAs commonly used in marketing to convert a prospect into a client. Add CTAs to every web page, blog post and email newsletters to generate interest while providing another touchpoint, a reason to connect with you.
