At eXpcon Miami 2024 on Tuesday, San Diego-based eXp Realty agent Jesse Zagorsky delivered an insightful session titled “Making the Phone Ring: Calls to Action That Work.”
Packed with actionable takeaways, this session provided attendees with essential tools and strategies to create effective calls to action (CTAs) that engage potential clients and drive business growth. Here’s a breakdown of the key points shared during the session.
Defining a Call to Action
Zagorsky kicked off the session by defining what a call to action means in the world of real estate marketing. A CTA is more than just a simple message — it’s about targeting the right audience, understanding where they are in the home buying or selling process, and delivering a message on the right platform. Effective CTAs guide potential clients toward the next step in their journey, whether it’s attending an event, booking an appointment, or requesting more information.
“Effective calls to action aren’t just about getting immediate responses – they’re about understanding your audience, building trust, and guiding them to the next step in their journey.
“Defining your audience is crucial – if you’re marketing to everyone, you’re really marketing to no one.”
Targeting Your Audience
One of the foundational elements of creating a powerful CTA is knowing your audience. As Zagorsky highlighted, understanding the thoughts already running through the minds of potential clients is crucial.
“When you choose an audience, the key is to enter a conversation that’s already happening in their mind. Understand their concerns, desires, and motivations, and craft your message to meet them where they are. That’s how you create a call to action that truly resonates.”
Most people are motivated by the same basic desires: more money, more time, reduced risk, and increased status. Crafting a message that speaks to these needs will resonate and capture attention.
Zagorsky emphasized the importance of using tools like Google Trends and TikTok Insights to research popular search terms and trends in the real estate space. For example, using highly searched terms like “Will mortgage rates ever be 4% again?” can lead to more engagement compared to generic phrases.
Warming Up Your Audience
One of the key points Zagorsky made is that not every potential client will act on a CTA right away. In fact, action often comes after multiple touches or interactions. For agents trying to get sellers to engage, a content strategy should focus on educating and building value before asking for a commitment.
Effective CTAs in Action
Throughout the session, several effective CTAs were shared as examples of what works in the real estate industry. Fellow eXp Realty agent Kyle Whissel, for instance, focuses on two main CTAs: inviting people to events or open houses. These simple yet targeted messages helped him close over 100 deals this year.
Another effective strategy mentioned was the dynamic QR code combined with a “Z-estimate” offer, which saw a high engagement rate. Ed Laine from Seattle also shared some top-performing CTAs for sellers, including “Find Out What Your Home is Worth” and “We can bring you a cash offer that can close in as little as 10 days.”
Leveraging Technology and Retargeting
Zagorsky emphasized the power of retargeting, with click-through rates 10 times higher than those of initial ads. By staying visible and nurturing leads through monthly market updates and retargeting strategies, agents can maintain a strong presence and boost engagement.
Tools like Mailbox Power were also discussed, offering agents the ability to send personalized messages through dynamic QR codes, making it easier to capture leads and prompt action.
Final Takeaways
The session wrapped up with a few key takeaways for agents looking to improve their CTAs:
- Know your audience and understand where they are in the buying or selling process.
- Craft compelling CTAs that address your audience’s needs.
- Warm up your audience with value-driven content before asking them to act.
- Utilize the right technology and retargeting strategies to maximize engagement.
