What’s your Call-to-Action doing for you and your clients?

By
Real Estate Assistant with Malfi Marketing Solutions ~ for real estate professionals

"You can lead a horse to water, but you can't make him drink."

I'm sure you've heard this phrase before:

 "You can lead a horse to water, but you can't make him drink."

Your websites, blogs and email campaigns are tools you use every day to encourage potential clients to engage with you.  It's true, you can't make them call you but you certainly have every opportunity to engage with them and encourage them to make contact with you by providing great, relevant content and having calls to action that will help you build trust, credibility and shows you care about what they need.

In addition to great content, your call to action is one of the most important components on your email campaign.

 

Calls to Action should answer the following questions:

  1. What you want your recipients to do (Examples: buy something, make an appointment, visit your website or blog, fill out contact information or a form, get more information)
  2. Why they should click on your call to action (WIIFM)

 

To get the results that you desire, while at the same time appealing to your readers, make sure your calls to action are:

Visible - For best results your calls to action should be throughout your email (beginning, middle and end.)  With all the emails people receive each day, many are simply skimming the email quickly to see if there's anything of value to them to make them want to continue reading and taking action.

Clear - Don't crowd your email with so many calls to action, graphics and words that it's so busy and visually unappealing.  KISS ( Simple: keywords and phrases, bullet points and short paragraphs work best.)  Be sure to write in the present as a passive voice weakens your message.

"Call Now"Compelling - You want your calls to action to encourage them to take action.  Some key phrases to consider "Buy now", "Read more", "Call today", etc. 

Some persuasive words to consider using in your email campaigns:

You, your, discover, free, easy, introducing, gain, new, advice, no obligation, call today, results, proven, benefits, effective, save, value, now, win, right, why, guaranteed.

Rewarding - You've heard of WIIFM - what's in it for your readers to click on your call to action?  If they click here what will they receive?  Stick to incentives that make sense and offer value to your readers.  Perhaps you've teamed up with another service provider, such as a stager, who can help you by offering your clients a consultation or maybe you have giveaways or are having a raffle.  Get creative and tap into what your readers want and are interested in by conducting polls and asking them for feedback in another email campaign.

Direct - Your calls-to-action should link directly to your website or blog or should provide a phone number where they can contact you.  This is a perfect opportunity to invite your readers to your blog to further engage with them and find out topics that they are interested in for future email campaigns.

 

As I stated in my previous post, remember it's important to have specific email mailing lists setup so that your calls to action appeal to those specific contacts.  Emails to current and previous clients can be a bit more direct and an email to a potential client might need to start off softer.  An example of a softer approach might be having a call to action that encourages them to visit your website or blog or "learn more."

Now that you have ideas for putting together your next campaign with calls to action what should you do next?

Formula for Success

 

Review your reports to see the click throughs (A click through rate refers to the percentage of recipients that click on a URL that you provide in your email) and determine which calls to action worked best for each group.  Yes, it takes time and you won't get perfect results the first, second or third time you send your campaigns.

It will be a work in progress but this becomes your formula for success and will ensure more of your emails are not only read but that you are receiving the results you set out to achieve.

 

Since I like sharing, here are some creative examples of calls to action that you might consider using in your next campaign:

  • Watch this video on how to declutter your home.
  • See how we helped this seller get the results they were looking for
  • Listen to our client's testimonial of our services
  • Download our guide to getting your home ready to place on the market

 

Calls to Action

 

 

What are some of your creative calls to action that have yielded you great results?

Posted by

If it's not evident to you by now, consumers are very knowledgeable and computer savvy and are using the Internet to not only search for homes but for real estate agents and real estate professionals who they feel are like minded and can lead them to the results they are looking for.  

As we all know, there are only 24 hours in a day to get it all done...are you focusing on the right stuff to grow your business and meet your client's needs? Contact us today to get started!

Ready to take your Marketing to new levels? Anne Marie Malfi ~ Malfi Marketing Solutions.com ~ Copyright 2011

 

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Re-Bloggged 2 times:

Re-Blogged By Re-Blogged At
  1. Patricia Aulson 04/17/2010 01:47 PM
  2. Ryan Shaughnessy 04/20/2010 10:48 AM
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Topic:
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Location:
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ABC's of Real Estate Marketing
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email campaigns
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Rainmaker
69,426
An Marshall
Your St Augustine Real Estate Consultant
Berkshire Hathaway - St. Augustine

Somehow, I always seem to diminish this very important step. 

July 22, 2009 10:08 PM
Rainmaker
124,688
Anne Marie Malf
Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA
Malfi Marketing Solutions ~ for real estate professionals

Bob - Exactly and that is important reason to keep at it and determine what works best - some will work right away and others will need tweeking - email campaigns will always be a work in progress because content and clients are always changing.

Patricia - You're very welcome- happy you stopped by.

Lisa - Fabulous - so happy you found it helpful my friend.  On another note - will be emailing you back on your question.

Sheila - Thank you my friend - happy to be back and it's so nice to be appreciated for what I share - you're one of my biggest supporters in that effort.  Great point - we constantly need to be looking at ways that we can allow our readers, clients and potential clients to get to know us, the services we provide and this is just one of those ways.  So happy my info will be useful in your efforts to do this.

Crystal - You're so very welcome and thanks for stopping by to check out my post.

Erica - This is so true - we need to not be afraid to put that out there - that is afterall the result we want - for them to contact us and we can't be afraid to ask for what we want.  Most people are not going to want to search for how to contact us - we need to provide it.

Ryan - This is a great point my friend - it needs to be visually pleasing and easy - most will move onto the next thing or email if it's too frustrating to read.  Sometimes we are all guilty of wanting to provide so much info, me included, that we don't realize having that forum of email campaigns and blogs gives us the opportunity for muliple points of contact.  Happy to be back.

Kevin and Monica - Excellent!  Happy I could help.

An - And now you have so ideas to get you on track!

July 24, 2009 07:10 AM
Rainer
70,066
Pangaea Interior Design Home Stager - Redesign - Model Homes
Portland Oregon

Excellent tips!I have bookmarked this so my next newsletter will be much better!

July 24, 2009 05:46 PM
Rainmaker
69,426
An Marshall
Your St Augustine Real Estate Consultant
Berkshire Hathaway - St. Augustine

I am having my website re-designed and I appreciate the information and I plan to incorporate it.  Perfect!

January 02, 2010 10:36 AM
Rainmaker
646,601
William James Walton Sr.
Greater Waterbury Real Estate
WEICHERT, REALTORS® - Briotti Group

I don't know how I missed this Anne Marie, but I am definitely book marking it and coming back to digest this fully so that I can incorporate it on my website and in my blog posts.

January 27, 2011 06:51 PM
Anonymous
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Rainmaker
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Anne Marie Malf

Real Estate Marketing Consultant/Virtual Asst, Bucks County,PA
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A “Marketing” Virtual Assistant that will partner with you to increase your online and offline marketing. This blog is where I will share everything from helpful marketing, branding, time management tips and solutions to tons of advice, motivation and inspiration so that you are working smarter - not harder! I look forward to getting to know you and your business more.

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