You have a golden opportunity if consumers reach your call to action. Whether they opened your marketing email, landed on your website, or picked up one of your listing flyers, they saw what you have to say and may be open to learning more.

But you have to motivate them to take that next step. If your calls to action aren’t generating the returns you want, ask yourself if they have these characteristics.

How do they benefit?

The promise of something good may not be enough. How does your call to action advance your audience’s goals? Consider the power of specificity:

  • “Call me today to get started” vs. “Call me today and let’s find your dream home”
  • “Contact me and I’ll answer your questions” vs. “Send me your questions about selling your property!”

What will happen next?

What awaits your clients and prospects on the other side of your request? “Click here to learn more” isn’t enough incentive. Let them know what to expect.

  • “Sign up now” vs. “Sign up now to receive weekly updates on recent sales.”
  • “Don’t delay!” vs. “Click subscribe now to be added to my monthly mailing list.”

What do you want them to do?

Boil it down to one step. Make it easy for them to keep going.

  • Click here
  • Fill out this brief survey
  • Call this number today

What will they be missing?

It’s not just that good things will happen if your audience takes action. It’s also letting them know what they may lose by skipping it.

  • Don’t miss another new listing!
  • Are you going to sell your house without this update?
  • Don’t be in the dark about these new strategies!

How do you turn attention into action? By making your clients and prospects so invested in your message that they have to hear more.