Elements of an Effective Real Estate Website Call to Action

Couple Responding to Call to Action
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A real estate website should be generating leads. So how effective are you at creating an effective call to action for each prospect type you want to attract? Or, are you sporting a website with one or more of those ineffective "sign my guestbook" or "subscribe to my newsletter" forms?

Real Estate Website Visitor Characteristics

Let's look first at the general characteristics of your real estate website visitors if you've done a good job of getting them to the site. There are certain things we know about your site visitors who have an interest in your local real estate market, buying, selling, or investing.

  • They want to remain anonymous as long as possible.
  • They want to do research at their own pace and find answers to their questions.
  • They want to search local listings.

Don't assume, short of a referral, that there are any other motivations. Your site visitors want information, answers and they don't want to talk to you right away. Whether you like it or not, the vast majority of your site visitors will take what they want from your site and never let you know who they are. Why should they?

Segment Your Prospect Niches for a Better Call to Action

We have these visitors, and we know that some will be thinking of buying a home, some may want to list their home for sale, and there could be some investors as well. We've also hopefully created niche content for each of these groups. Most websites have a section or navigation tab for Buyers and one for Sellers. You should have content there that is of interest to each and answers questions specific to each prospect group.

For Buyers:

  • Information about the offer and negotiation process.
  • Answers to questions about home inspection and repair negotiations.
  • Description of what a Title Binder or Commitment is and what's in it.
  • Information about the mortgage process and insurance application.
  • Closing costs information.

For Sellers:

  • Every item above, but from a Seller's perspective.
  • Things to consider before listing their home.

Both groups will be searching listings to see current prices and availability. Get this minimal content created from both buyer and seller perspectives, as you'll want to create a call to action for each page or article specific to the information there.

Offer More via Email Delivery

Now we're going to look at the content on each of these pages and create a specific and different call to action for each. We will offer something extra, and as irresistible as possible to our site visitor. For all of these, scrub any personal or address information such that the people and property cannot be identified.

Offer and negotiation process: For the buyers, offer them actual contract page copies of the offer and counter-offers in a typical deal. They will jump on this offer, as they will get to look at a real-world deal and how the negotiation works. Do the same for seller pages. However, the difference between the two will be your comments with the documents. You'll make them specific to whether the call to action is directed to a buyer or seller prospect.

Home inspection and repair process: From each prospect's perspective, offer a partial copy of an inspection report with deficiencies and the document negotiating their repair or compensation.

Title Binder or Commitment: This one is easy. Offer a scrubbed binder copy with your prospect-appropriate notes and explanations.

Closing costs: Remove identifying information and provide either the buyer or seller side of a settlement statement with closing costs explained.

You're getting the idea. They are on the page or reading the article because they're seeking information about the topic of that page/article. Your call to action should be strong, show the value of what you're sending, and stress the "real deal" aspect. They're going to not just get general information, they're going to see what it looks like in a real-world real estate transaction.

Your form should require only their name and email address for delivery. You can have a phone number field, but make it optional and tell them so. That is unless you want to get 555-555-1212 over and over. Do these things and watch your suspect-to-prospect conversion skyrocket on your site.