CTAs (calls-to-action) are the key to turning website visitors into leads or buyers in real estate. They guide users to take specific actions like scheduling a tour, signing up for alerts, or contacting an agent. Here’s how to make CTAs work for your listings:
- Use clear, action-driven phrases like "Schedule a tour" or "Talk to an agent."
- Place CTAs strategically: above the fold, next to property images, or in exit-intent pop-ups.
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Tailor CTAs to visitor intent:
- Casual browsers: "Sign up for updates"
- Active searchers: "View floor plans"
- Ready buyers: "Book a showing"
- Test and update regularly: Experiment with button text, placement, and urgency to improve click-through rates.
Strong CTAs make it easier for visitors to engage with your listings, driving more leads and conversions.
The Perfect Real Estate Call To Action (See For Yourself)
How CTAs Work in Real Estate
CTAs (calls-to-action) are designed to guide visitors through their property journey, turning casual browsers into engaged participants.
Main Goals of CTAs
CTAs in real estate serve specific purposes, offering clear steps for potential clients to follow. Here are some common objectives:
| Goal | CTA Example | Purpose |
|---|---|---|
| Lead Generation | Sign up for an email newsletter | Collect contact details for follow-ups |
| Direct Contact | Schedule a call | Connect prospects with real estate agents |
| Resource Access | Download home valuation guide | Share useful information and build trust |
| Immediate Action | Schedule a tour | Help serious buyers take the next step |
Guiding Website Visitors
CTAs are essential for steering visitors toward meaningful actions. For those just browsing, low-pressure options like subscribing to a newsletter or following on social media are ideal. These subtle prompts help keep potential clients engaged without overwhelming them.
As interest grows, stronger CTAs like "Talk to an agent" or "Schedule a tour" take center stage, encouraging direct interaction with your team. To make the most impact, tailor CTAs to match where visitors are in their journey:
- Early-stage browsers: Offer ways to gather information and stay connected.
- Active searchers: Highlight property details and opportunities to view listings.
- Ready buyers: Provide direct options for contacting agents or scheduling tours.
Creating Strong CTAs
Writing Clear Action Words
Think of CTAs as your digital sales team, guiding potential clients to take action. Use straightforward, action-driven phrases to appeal to active property seekers. Examples include:
- "Schedule a tour"
- "Take a virtual tour"
- "Talk to an agent"
- "See immediately available units"
Make sure these phrases are not only clear but also visually stand out on your page.
Making CTAs Stand Out
Here’s a real-world example: The Ashland, a luxury apartment building, boosted its tour bookings by 15% and online applications by 10% in Q3 2023. How? By adding CTAs like "Contact the team" and "Browse open units" on its homepage.
The takeaway? Bold, visible CTAs can make a measurable impact.
Adding Time-Sensitive Elements and Clear Benefits
Once your CTA is styled and visible, add urgency or highlight the benefits to encourage immediate action.
For urgency, try:
- "Lease now"
- "Schedule a virtual showing"
For value, use:
- "Subscribe to our property alerts"
- "Get our monthly listing round-up"
- "Try our calculator to see what your home is worth"
A great example of this approach is Upstate Curious, a real estate team. In January 2024, they increased website engagement by 22% with approachable CTAs like "Our Listings" and "About Upstate Curious".
Where to Put CTAs on Listings
Once you’ve created clear, action-focused CTAs, placing them in the right spots ensures they grab attention and drive engagement.
Best Spots for CTAs
To maximize visibility, position CTAs in key areas on your listing pages. These include:
- Above the fold: Ensure users see them immediately without scrolling.
- Next to property images: Pairing CTAs with visuals draws attention.
- Within description sections: Encourage action while users are reading details.
- At the end of feature lists: Reinforce interest after highlighting property features.
- Exit-intent pop-ups: Catch users before they leave the page.
These placements align with user behavior and keep your CTAs noticeable.
Matching CTAs to Visitor Intent
Not all visitors are ready to make big decisions. Tailor your CTAs to fit their level of interest:
- For casual visitors: Use low-commitment options like "Sign up for updates" or "Follow us on social media."
- For serious buyers: Include direct action CTAs like "Schedule a tour" or "View floor plans."
This approach ensures you’re meeting users where they are in their journey.
Using Real Estate 7 for CTAs
Real Estate 7 offers tools to help you create and place effective CTAs that align with visitor intent:
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CT IDX Pro+ Plugin
Add MLS search features and include CTAs like "Browse Listings" to guide users to explore more properties. -
CT Automated Home Valuations Plugin
Use "Get Your Free Home Valuation" CTAs to attract leads with instant property estimates. -
Conversational AI (ChatSpark)
Prompt users to take action – like scheduling tours or requesting more details – through ChatSpark, available 24/7. -
CRM Integration
Automatically capture lead details when users engage with CTAs like "Contact Agent" or "Schedule a Tour", ensuring quick follow-ups.
By combining thoughtful placement with Real Estate 7’s tools, you can create CTAs that resonate with visitor intent and simplify lead generation.
Source: Industry best practices and case studies from RAG document
Making CTAs Work Better
Improve your CTAs by regularly testing, analyzing, and updating them.
Testing Different CTAs
Run A/B tests on individual elements to find what works best. For example:
- Button text: Try options like "Schedule Viewing Now" vs. "Book Your Tour."
- Size and placement: Experiment with different sizes and positions on the page.
- Urgency phrasing: Test phrases like "Limited availability" to create a sense of urgency.
Use the results to fine-tune your next round of tests.
Measuring Results
Monitor key metrics like click-through rates and conversion rates. Compare how CTAs perform on mobile versus desktop. Look for patterns over time to identify what drives engagement, and adjust your CTAs based on these findings.
Keeping CTAs Current
Check your CTA performance monthly or quarterly. If engagement starts to dip or market trends shift, update the text, design, or placement to keep them effective. Regular tweaks ensure your CTAs stay relevant and appealing.
Conclusion
Testing and fine-tuning your CTAs is key to improving their effectiveness. Focus on using clear, action-driven language and placing them strategically – whether it’s above the fold, next to images, or within descriptions – so they align with your visitors’ intent and where they are in their property search journey.
Aim for a mix of CTAs that nurture interest (like "Get updates" or "Explore community guides") and those that drive immediate action (such as "Schedule a tour" or "Talk to an agent"). Keep an eye on click-through and conversion rates, make monthly updates to wording, design, and placement, and you’ll likely see a boost in engagement and conversions.
