Infallible CTAs: Call-to-Action Strategies for Your Real Estate Website

A call-to-action (CTA) is a phrase or a button that prompts your website visitors to take a specific action, such as signing up for a newsletter, requesting a consultation, or downloading a free report. CTAs are essential for converting leads into customers, especially in the real estate industry, where the buying cycle is long and complex.

However, not all CTAs are created equal. Some are more effective than others at capturing attention, generating interest, and motivating action. In this article, we will share some of the best practices and examples of infallible CTAs for your real estate website. By following these strategies, you can increase your click-through rates, conversions, and sales.

1. Use clear and compelling language

The first rule of creating infallible CTAs is to use clear and compelling language that communicates the value and urgency of your offer. Avoid vague or generic phrases like "Click here" or "Learn more", which do not tell your visitors what they will get or why they should act now. Instead, use specific and action-oriented words that convey the benefits and the next steps, such as "Download your free guide" or "Schedule your free consultation".

For example, look at the CTA below from Zillow, a leading online real estate marketplace. It uses clear and compelling language to entice visitors to sign up for their email alerts, which provide personalized recommendations and insights on the local market. The CTA also includes a subheading that reinforces the value proposition and addresses a common pain point of home buyers: finding the right home at the right price.

!Zillow CTA

2. Use contrasting colors and design

The second rule of creating infallible CTAs is to use contrasting colors and design that make your CTAs stand out from the rest of your website. According to a study by HubSpot, a marketing software company, red CTAs outperformed green CTAs by 21% in terms of conversions. This is because red is a color that attracts attention and evokes emotions, while green is a color that blends in with the background and conveys calmness.

However, this does not mean that you should always use red for your CTAs. The best color for your CTAs depends on your website's color scheme, your brand identity, and your target audience. The key is to use a color that creates a contrast with the surrounding elements and draws the eye to your CTA.

For example, look at the CTA below from Trulia, another online real estate marketplace. It uses a bright orange color for its CTA, which contrasts with the blue background and the white text. The CTA also uses a large and bold font that makes it easy to read and click.

!Trulia CTA

3. Use numbers and social proof

The third rule of creating infallible CTAs is to use numbers and social proof that demonstrate the credibility and popularity of your offer. Numbers and social proof are powerful persuasion techniques that appeal to the logical and emotional sides of your visitors. They help you establish trust and authority, reduce uncertainty and risk, and create a sense of scarcity and FOMO (fear of missing out).

For example, you can use numbers and social proof to show how many people have already taken advantage of your offer, how many spots are left, how much time is remaining, how much money they can save, or how much value they can get. You can also use testimonials, ratings, reviews, badges, logos, or endorsements from reputable sources to boost your credibility and social proof.

For example, look at the CTA below from Realtor.com, yet another online real estate marketplace. It uses numbers and social proof to show how many homes are available for sale, how many people are searching for homes, and how many people have found their homes through Realtor.com. The CTA also includes a testimonial from a satisfied customer, who shares her positive experience and outcome.

!Realtor.com CTA

4. Use multiple and varied CTAs

The fourth rule of creating infallible CTAs is to use multiple and varied CTAs that cater to different stages of the buyer's journey, different types of visitors, and different goals and preferences. Not all of your visitors are ready to buy or sell a home right away. Some of them may be just browsing, researching, comparing, or dreaming. Therefore, you need to provide them with different options and incentives to engage with your website and move them along the funnel.

For example, you can use multiple and varied CTAs to offer different types of content, such as blog posts, videos, podcasts, webinars, ebooks, reports, case studies, or infographics. You can also use multiple and varied CTAs to offer different types of services, such as consultations, appraisals, listings, referrals, or partnerships. You can also use multiple and varied CTAs to offer different types of incentives, such as discounts, coupons, free trials, guarantees, or bonuses.

For example, look at the CTAs below from Redfin, a technology-powered real estate brokerage. It uses multiple and varied CTAs to offer different types of content, such as a home buying guide, a home selling guide, a home affordability calculator, and a home value estimator. It also uses multiple and varied CTAs to offer different types of services, such as buying, selling, renting, or financing a home. It also uses multiple and varied CTAs to offer different types of incentives, such as a 1% listing fee, a 30-day money-back guarantee, and a $500 bonus.

5. Use A/B testing and analytics

The fifth and final rule of creating infallible CTAs is to use A/B testing and analytics to measure and optimize the performance of your CTAs. A/B testing is a method of comparing two versions of a CTA to see which one generates more clicks, conversions, or sales. Analytics is a method of tracking and analyzing the behavior and feedback of your visitors, such as how they interact with your CTAs, where they come from, what they do after clicking, and why they leave or bounce.

By using A/B testing and analytics, you can gain valuable insights into what works and what doesn't for your CTAs. You can test different elements of your CTAs, such as the wording, the color, the size, the shape, the placement, the frequency, or the timing. You can also test different combinations of these elements to find the optimal mix for your CTAs. You can then use these insights to improve and refine your CTAs and increase your conversion rates and sales.

For example, look at the CTA below from Opendoor, a company that buys and sells homes online. It uses A/B testing and analytics to test different versions of its CTA, such as "Get an offer" or "Sell your home". It also uses A/B testing and analytics to test different placements of its CTA, such as on the top, on the bottom, or on the side of its website.