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Hey you! Read this now!

Digital marketing expert, Nelly Berova of Art Division, explains how to write an estate agent call to action that grabs attention.

Nelly Berova

Link to Digital Media featureIt might be just a few words, maybe even one, but the call to action (CTA) is probably the most important sentence you’ll write in your blog, social post or marketing material. No matter how much time you’ve spent crafting your content; how perfect your property photos or how clever and targeted your strategy, without the crucial call to action, you’ll struggle to move your clients onto the next stage of that all-important conversion funnel.

Link to Digital Marketing feature

Nelly Berova

This is true whatever industry you’re in and there are some universal rules you should be aware of. But as estate and letting agents, your CTA will be a bit different to that of someone selling, say, fast-moving consumer products or subscriptions. In our business we’re looking to take people on a journey that could last many months or years, if they sign up as landlords or vendors, or involve the biggest purchase of their lives, in the case of buyers, so the CTA needs to reflect this.

Without the crucial call to action you’ll struggle to move your clients on to the next stage.

Writing good CTAs

1 Be active not passive

Use active language that propels your prospects into booking that valuation, signing up for your newsletter or requesting a call back. Above all it needs to be very clear what you want them to do.

2 Create some urgency

For some CTAs a time limit can convince a wavering lead to act now rather than later. Attracting vendors or landlords is a long game of relationship building, so you don’t want to create a sense of panic, but time-limited offers can be a useful prompt. This might work if you’re trying to get customers to sign up for or download something.

3 Be visible

Make sure your CTA stands out on the webpage. Don’t tuck it away mid-paragraph or at the bottom as an afterthought. Pop ups, buttons and banners can be a great way of drawing the eye to these all-important instructions. Use bright colours that stand out and make sure your buttons look clickable.

4 Take away the risk

If you can work into your CTA words that suggest there’s no obligation or commitment, this can often be the final piece of information to convince someone who’s not sure.

5 Keep it conversational

Adopting a chatty tone and first-person voice can be a better way drawing people in and getting them to take action. Try ‘When can we show you round?’ instead of ‘Book a viewing’, for example.

6 Make it work for mobile

Remember that many of your customers are likely to be looking at your site on their phone or tablet. You need the CTA to be placed high enough up the page to ensure it is visible to all.

The best CTAs to use in every situation

If you’re wondering what exactly you should say in an estate agency call to action, here are a few perennials, and new ideas, we think really work. Short and snappy CTAs, such as ‘Start’ or ‘Find out’ tend to work well on social where brevity is everything.

If you want to them to commit to a booking…

Get a customer to book a valuation or landlord appraisal and you’re well on the way to conversion. You can take a direct approach or use more persuasive language:

  • Book a valuation
  • Arrange a consultation
  • Book a viewing
  • Find out how much your house is worth
If you want their contact details…

Building a relationship with someone who has read your blog or browsed homes on your site can start with a small commitment, such as downloading a brochure or checklist, signing up to a webinar or joining your mailing list. CTAs for this type of offer include:

  • Free download
  • Sign up/sign me up
  • Get started
  • Learn more
  • Join the movement
If you want to keep them on your website…

Good CTAs to keep people browsing your site include:

  • Search for a property
  • Find a property
  • Get an instant valuation
  • Find your dream home today
If you want them to talk to you…

You could add a ‘Contact us’ button but there are other, more personal ways of doing it:

  • Ask a question
  • Request a call-back
  • Find out more
  • Find out how
  • Check it out

When deciding which CTA to use, always think about your ideal buyer, what they want, and what will resonate with them. And whether you’re trialling a new approach or using a familiar message, it’s important to gauge what’s working and to change it if it’s not – so test your CTA first.

Need help with your digital marketing?
Visit www.artdivision.co.uk

February 15, 2022

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