By Jaime Westman

Step right up and buy a house from me! If that’s your call to action, you might want to tone it down a bit. Somewhere between a carnival barker and a ho-hum shrug of the shoulders should do the trick. But setting the right tone can be tricky, which puts even more importance on your message.

Don’t succumb to the urge to over complicate things. The majority of visitors to real estate sites are looking for listings, featured properties, home evaluations, community information, details about the market and advice from a professional, which is you. Keep those primary actions in mind when forming a plan. People are filled up to you-know-where with clutter these days, so keeping things simple, clear and enticing will convert visitors into leads and leads into clients.

“You can’t sit around waiting for the phone to ring anymore; you can’t treat the business that way. You need a system in place to keep up with your marketing efforts and the listings and the information – things will make them pick up the phone. Then it’s up to the agent, of course, to follow through.” –John Duncan, HouseHunt agent in the Houston metropolitan area

Since calls to action are crucial to success, make them as engaging and personable as possible. People like to be wanted, so don’t expect them to “do the right thing” or know what to do next when they get to your site. And remember that even the best calls to action can be bogged down if your site isn’t search engine friendly, mobile friendly, takes a long time to load or forces visitors to hunt for the information you promised. Whenever you create a new blog post, add a call to action at the bottom that links to the landing page of a particular offer or piece of information. Guides and webinars are also good because people on your site are eager for this type of information. And if you’re the one to give it to them, that’s all the better for you moving forward.

Using action words whenever possible also helps. Rather than say “search here,” say “find your dream house/next home here.” Instead of saying “sign up for the newsletter,” say “sign up to receive all of the latest market information and tips.”

Being creative also helps, so constantly revise your approach when you find things that work best. Give or show prospects examples of how you match clients with perfect homes. Let them know that they can contact you for a free home matching consultation, or that they can receive free tips and information about short sales and foreclosures in your area. Provide a quiz or poll that will stimulate their interest and provide you with more information about their needs.

“What it really comes down to is staying in front of somebody, and then it’s a numbers game. Keep them engaged and interested so when they’re ready to buy, they’ll think of you.” –Chris Cochran HouseHunt agent in Riverside, Calif., on effective marketing.

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