Imagine you are a prospective property buyer.
You’ve browsed realestate.com.au for hours, days, and weeks, honing your short list of potential properties.
You’ve looked at photos, read compelling descriptions, and sat daydreaming about the parties you’ll hold once you move into your dream home.
Once you’ve picked a property or two, what’s the next step?
As a real estate agent, the answer might be obvious to you. But a buyer, especially a first-time buyer, might need help figuring out how to go from browsing listings to signing on the dotted line.
And every property is different. Some have open home. For others, you can book a private inspection. But how do you book? Call? Online booking?
Don’t leave your prospects hanging!
You need to tell them exactly what the next step in the purchase process is in a compelling way that encourages them to take action immediately.
And you do this in a call to action.
What is a Call to Action
A call to action (CTA) is an action statement directing a potential buyer to do something specific, usually, but not always, to make a purchase.
At its most basic, a call to action is a ‘buy now’ statement. For simple retail transactions, a ‘buy now’ button is all that’s needed.
Because the buying process for real estate is more complex than a retail transaction, the call to action is the next (or first) step in the buying process, usually to book an inspection or attend an open home.
Why You Should Include a Call to Action in Your Real Estate Copy
You’re a real estate expert, so you know the buying process like the back of your hand. But buyers don’t always know how to buy a home. It’s a big deal – people need guidance.
As a good agent, you’re there to lead buyers through the buying process, and your call to action is the first step. The CTA eliminates decision fatigue and lets buyers know what to do to start their home-buying journey.
The right call to action will also help sell your property. By reinforcing the benefits, conveying a sense of urgency, and giving a direct next step, people are more likely to take action.
What Next Actions Would You Like Your Prospective Buyer to Take?
How should you put in your call to action?
What action would you like potential buyers to take?
Would you like them to book an inspection? Attend an open home? Register for auction? Call the office for a chat? Visit your website for inspection times? Call for more information?
Letting buyers know what action to take helps them and saves you time by directing them exactly in the right direction.
A note on real estate agent marketing: A call to action should be on all your marketing collateral, not just your property listings. For your marketing copy, you may want to include a secondary or ‘soft’ call to action to appeal to those who aren’t ready to take action yet but may be in the future.
Not sure you’re ready to sell? Call today to arrange an obligation-free valuation so you can make an informed decision with the most up-to-date data available.
Join our mailing list to receive market updates and insights for your area.
The Right Call to Action for the Right Target Audience
You want to make the buying process as smooth as possible. Any friction can make a sale fall through.
And the wrong call to action can cause friction, which is why you need to consider your audience.
For example, if you’re selling a home in a retirement village, the prospective buyer may feel more comfortable making a phone call than booking online.
On the other hand, younger generations often hate making phone calls. So if you’re targeting a first home buyer, an online booking form may be a better option.
Obviously, this is an overgeneralisation and many homes appeal to multiple demographics. The point is to have both options to make the buying process as accessible as possible for potential buyers.
What Makes an Effective Call To Action
A well-written call to action does three things: it summarises the main benefits of the property, conveys a sense of urgency – why the potential buyer should act straight away – and tells the buyer the exact next action they need to take.
A good call to action is an action-oriented phrase using clear, concise language and starting with a verb. For example:
- Call today
- Book an inspection
- Visit our website for inspection times
There’s no leaving the potential buyer confused as to what to do next.
A call to action usually comes at the end of your copy along with a summary of the benefits.
Don’t bury your CTA; make sure it stands out and is easy to read!
Reinforcing the Benefits
Prospects will be more likely to act if they are reminded of the compelling reasons why they should inspect the property you’re selling.
Your call to action is where you reinforce the benefits of your property in a quick summary.
The key to nailing the call to action is knowing what benefits will resonate most with your target audience, which means you need to understand their desires and pain points. You want to make the offer so irresistible they can’t help but call you for an inspection.
Act now, and you could be sipping cocktails by your own private pool this summer. With an enviable lifestyle on offer, this home will be a popular choice. Avoid disappointment by calling the office today to arrange an inspection.
Creating a Sense of Urgency
Get buyers off the fence and to your open home by creating a sense that they will miss out if they don’t act now.
Two motivators can generate a sense of urgency:
- A short-term offer
- High competition
An example of a short-term offer is in retail sales: ‘this sale ends on Sunday.’
Real estate examples include:
- Beat rising prices by getting onto the property ladder now
- Buy now and lock in low-interest rates
It’s also possible to use this motivator for short-term government incentives like the home renovator’s grant.
The more common motivator in real estate calls to action is high competition, mainly when demand is high or the housing supply is low.
Creating a Sense of Urgency
- Act quickly to secure
- The market is moving fast
- This is a highly sought-after lifestyle location
- Highly sought-after school district
- Sure to be snapped up quickly at this price
- Priced to sell
- Houses in this area rarely come to market
- An offer like this is as rare as hen’s teeth
- Last vacant block in the street
- Call today or call now
- Avoid disappointment
Common Real Estate CTA Examples
Common real estate CTAs include:
- Call us today to book an inspection
- Click the link to book an inspection
- Register now
- Want more info? Call John Smith, and he can guide you through the process.
- Move quickly to inspect
- Add this to your ‘must-see’ list
- Arrange an inspection
- Be quick to inspect
- Come and see for yourself…
- Make an appointment for a preview
- Book a viewing
- Register your interest
- Find out more
- Arrange to take a closer look
A call to action is an essential part of your real estate description. However, many, many listings don’t include one. You’re making it harder for buyers to take the next step by not adding a call to action!
Be the go-to solution to their buying journey by making the process easier – use your call to action to guide them on their first step.
Don’t have time to craft compelling real estate calls to action or write listing descriptions that have your potential buyers counting down the days until inspection time?