Courtnie Erickson, Real Estate Content Specialist, Getwrittn.com

As a real estate agent, you understand what it means to sell — that’s how you make your living. You understand the importance of staging a home to impress potential buyers, how to highlight upgrades and unique features on a property, etc., all to entice and motivate potential buyers. When you write real estate copy, you do the same thing. You must tell your readers what you want, how to do it, and why they should. This is your call-to-action and it is one of the most important aspects of content writing.

 

What is a Call-to-Action?

 

A call-to-action is when you tell your readers what you want them to do. It is a form of instruction. Let’s look at a few examples of real estate calls-to-action.

 

  • Ready to purchase your dream home? Contact me today and let’s start the house hunt!
  • Want to stay in the loop for the latest real estate listings, industry news, and upcoming events? Sign up for my monthly newsletter today!
  • Don’t miss out! Follow me on Facebook, Instagram, and Twitter for new listings, housing tips, and my latest blog posts.

 

Unfortunately, writing a call-to-action isn’t simple. You want it to produce results, not just take up words on the page.

Where Should I Include My Call-to-Action?

 

The answer to this question is simple … everywhere! According to Small Biz Trends, approximately 70% of all small business websites lack a call-to-action. For each piece of copy you publish, whether on your real estate blog, monthly newsletter, or even your social media page, it is vital that you include a call-to-action.

 

Your social channels are one area where a call-to-action is often overlooked but it could produce huge results. Rick Fuller, a real estate agent in Antioch, California explained to Getwrittn that social media is so important to a real estate agent because that is where the consumer is.

“As a realtor, you want to make sure that people know who you are and you want to be at the front of their mind. One of the ways you can do this is by being on social media because 51% of Facebook users and 38% of Instagram users are on those social platforms multiple times a day.”

Another type of content that can produce powerful results are newsletters. Monthly or weekly newsletters offer a simple way to connect with your audience and provide updated information. It is also a great tool to become an expert in the industry and stay in the front of your reader’s minds, even if they aren’t in the market to purchase or sell a home today. A few calls-to-action you may include in newsletters are:

 

  • Watch a video
  • Follow on social channels
  • Check out a blog post
  • Refer a friend or neighbor

 

If managing a monthly or weekly newsletter seems too tough or you just don’t have the time, outsource the work to experts who will make sure all the essentials, such as a powerful call-to-action, are included.

Tips to Writing Calls-to-Action that Work

 

If you want to push your audience to do something, you must use the right words. Here are a few tips to help you write strong calls-to-action.

 

Use Verbs

 

Action words are essential if you want your readers to act. Make sure you include strong verbs and if you have any questions, test it out on a friend or family member before publishing. They can tell you if you need a little stronger hook.

 

Keep it Concise

 

Your readers should never guess what the call-to-action is. They should always know what you want them to do and when they should do it. Keep the call-to-action short, simple, and straightforward.

 

Make Sure the Reader Understands the Benefits

 

Most readers will not do anything unless they know the benefits. Let’s go back to our three calls-to-action listed at the beginning of this article.

  • Ready to purchase your dream home? Contact me today and let’s start the house hunt!
  • Want to stay in the loop for latest the newest real estate listings, industry news, and upcoming events? Sign up for my monthly newsletter.
  • Follow me on Facebook, Instagram, and Twitter for new listings, housing tips, and my latest blog posts.

 

What are the benefits of each call-to-action? The answers include:

  • Beginning the house hunt today.
  • Receiving the latest real estate listings
  • Learning industry news
  • Obtaining local event information

 

Know Your Devices and Audience

Your call-to-action will be different for users on a mobile device than those on a desktop computer. This is because each type of user exhibits different behavior. Approximately 69% of all internet users spend their media time on their smartphones.  Plus, when your website is poorly designed and difficult to navigate, it will hurt your conversion rates regardless of writing a fabulous call-to-action. Fifty-seven percent of internet users say they won’t stay on a website if it was poorly optimized for mobile devices.

 

Fuller says that when developing a new website, it is essential that you make it both appealing to the eye and user-friendly.

 

“The reason you want it appealing is because the more appealing it is, the more interesting the site is. You want your site to be user-friendly because the last thing you want is the consumer to feel lost on your website. It is very frustrating when you go to a website and you aren’t able to navigate around and find what you are looking for.”

 

Give Your Audience a Time Frame

 

You want your readers to jump on the action. You must make them feel like the action Is urgent and they will benefit when completing it right away. To do this, use measurements of time. Words such as now, today, in June, etc. will make the reader act faster than no deadlines or time frames.

 

So Now What?

 

Writing a strong call-to-action is essential when creating a real estate blog, newsletter, social media channel, even landing pages, etc., that will produce results. Take your time and make sure your message and action are clear. If you need additional assistance, hire someone who can help you create content that converts, impresses, and engages your audience.