Writing Calls to Action (to contact the agency)

[Gerry]

I think we'd all agree that the call-to-action is a very important element in your real estate content. It must be true that some ways of writing it are better than others.

Does anyone have any ideas for what makes an effective call-to-action? What can we say to make a user want to contact the agent or agency?

We need to establish what it is that makes a user want to contact the agent or agency. Is it always because they have already decided to hire a professional to help them with real estate? I suppose that many people click because they have questions, and they haven't been able to find answers anywhere else, and your website (or bio page) impresses them most out of all the local sites they've researched.

I think the link text in a call to action should be informative rather than promotional. However, I'm really not sure. I'd think that web users usually have a mission, and they seek the links that they think will accomplish their mission. Anything that looks too salesy will probably deter a person from clicking, unless they're already looking to hire you, in which case it doesn't matter a whit what we write there.

Therefore, I think "More info about Smithville real estate" would convert better than "Contact a Smithville real estate agent!" Am I giving users too much credit?

[ericbramlett]

I don't believe so...I think that people plug their info when they expect to receive something in return. Check out what how I've set up my contact sheets - "What's the value of my home?" "Newsletter/Analysis" "Custom Search"
http://www.ericbramlett.com/mls.php

I think you have to offer a user something in order for them to "pay you" with their contact information.

[webmaster]

Yes but Eric, how do you get your users to click on a link to get to that page? That is more the kind of call to action I think Gerry is talking about, not the supporting message once you get there. (Sorry for speaking for you Gerry, and of course I could be wrong)

[ericbramlett]

I've had a ton of luck w/ the "useful tools" on the lefthand side of the page - it's on every page. People sign up for the monthly newsletter & market analysis - which I get from the board - and I send them out on a monthly basis. It turns into a drip campaign that has paid off pretty big for me. I think that I get them to click on the page by offering up information - I think you hit the nail on the head when you said it was more effective to offer "free real estate market knowledge" than to have a button "contact me"

Every "call to action" that I've provided is simply a button that offers a free service - free CMA, free custom search, free market analysis, free newsletter, etc...

[ericbramlett]

Think about some of the larger lead generation companies and how they operate - justlisted.com/housevalues.com: Offering free CMA or free properties "just on the market." Lendingtree.com - free "comparison loan shopping" There's really no call to action, just enticement through free "insider knowledge" - same reason that Zillow has been so successful.

I've always been of the opinion that most buyers go to the internet to look for properties - it's all about how you can entice them w/ additional services, and make them "pay you" with their contact information.

[ericbramlett]

Gosh - sorry to be so long-winded here, but I keep thinking about it. Look on this page and count how many times you can click on "custom search" or "house value" or plug your info for free information...we're basically trying to give them every opportunity to get more info:

http://www.onesourceaustin.com/

[Gerry]

Ah, I see. You're suggesting something very valid, but different. I was just trying to think of ways to WORD a more straightforward call-to-action. Yours is like holding out candy, but then shaking a finger and leaning down, pointing to your cheek for a kiss. I'm sure it works well, but it's not quite what I want to do. Thanks for the insight!

Any more ideas?

[webmaster]

Of course we have touched on this already Gerry, but what about the idea of using a supporting image as a main call to action (Above or in the content) - like we do at http://www.northcountyluxuryhomes.com/buyers.php - and then having the text with html text link (Colored, underlined or both) beginning or following the text?

[KSA]

Gerry,

When I think of a call to action, I always think of it in terms of presenting a benefit. The WIIFM - what's in it for me. How you word it depends on what you want the visitor to do.

The example you gave is a little tough to work with, but let's say that you want your visitors to end up on your Smithville real estate page. I'd think about the benefit to them of doing that, and use it in the call to action.

So, if Smithville is the site of several new upscale developments, your call to action might be something like:

Looking for luxurious new construction homes? Find the perfect solution with Smithfield real estate.

Does that provide a useful perspective?

Kathleen

[Gerry]

Thanks Kathleen,
Thet seems effective; set up the idea ("Looking for X?") and then provide the avenue ("Here it is!"). Make sure they know what they're getting.

By the way, in my example, I'm not trying to get users to a page about Smithville. I'm trying to get them to the bio page or contact page, and I'm using relevant anchor text.