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Who? What? When?: Your Guide to Real Estate Marketing Verbiage

You’ve had your real estate app for a few years or a few days, either way, you need an effective Call To Action (CTA) on your marketing pieces. So, how do you invite customers and potential leads to download your app? Looking for a better way? We’re here to help.

We’re familiar with the story, you launch your app and are excited to write your first Facebook post or order 5,000 postcards announcing the news. You want the wording to be perfect but maybe marketing verbiage isn’t your specialty.

No matter what type of real estate marketing you’re doing the most important piece is the Call to Action. Don’t worry HomeStackians, we’ve put together a cheat sheet to get you started.

As a real estate agent, you wear many hats. You’re constantly marketing and branding yourself. You have great communication skills. You’re a salesperson and a therapist – managing emotions, giving advice and knowing everything about the real estate transaction itself! If you don’t have a huge marketing team on your payroll it’s safe to say you’re doing a lot of the legwork when it comes to generating leads and branding yourself to your sphere of influence, past clients, and your farm. Point being, you want your precious time and investment to matter and to yield results.

First, let’s take a step back and look at what a Call to Action is and why it’s so important.

We’ve all heard the common sales acronym “WIIFM”. The minute your prospects see a marketing piece the brain begins the “What’s In It For Me” thought process. Your marketing, whether it’s a full page magazine ad, a Zillow profile description or even the back of your business card – needs to be compelling in a specific way. This is why having an app is such an incredible marketing tool.

Typical CTA’s look something like this:

  • Call Me
  • Contact me to see what your home is worth
  • Visit My Website

Not very compelling is it?

You need to guide the prospect to the next step in a helpful, compelling and specific way. By doing this you’re answering the WIIFM question that’s forming in their mind before they have a chance to move on. Your app is the piece you (and they) need – a valuable, and free tool! The invite to download it should be helpful and specific.

Let’s take a look at a few examples:

app store call to action
Right away you see a very specific Call to Action stating their app is more reliable and accurate than current solutions. Then they’re instructing viewers to “Download Our App”. Specific + compelling = check!

real estate app marketing bench

If you’re an Altadena resident and you’d like to know what’s going on in your area, you now have a free tool to view listings, home values, etc.! Farm based app names are great for this because it’s not an agent asking for personal info, it’s the agent giving a free search tool (without referencing them at all.) This breaks the barrier of entry you may have while farming you territories. And rest assured, you’ll get each user’s contact info when they download the app!

real estate marketing example with call to action

When buyers see this sign rider and download the app – they get instant access to info on that home and an accurate and speedy search tool for all homes in the area. Val did a great job effectively communicating this!

We hope this helps get your marketing wheels spinning!

Download this cheat sheet with about a dozen CTA examples to make your own.
download cheat sheet for CTAs

Do you have a specific campaign coming up? Let us know, we’d love to chime in with marketing and CTA input!

Posted by HomeStack on September 17, 2018

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