The ubiquitous "call to action" (CTA); you've probably read them hundreds of times. "Click here!" or "Call now to find out more!"—Just how much can a CTA contribute to your content, anyway? What makes a good CTA as opposed to one that people ignore? What are the best points to stress in a CTA for a property management website?
RentBridge, A HubSpot Platinum Agency, knows that there is a balance to be struck when you are writing a CTA. You don't want it to be too pushy, but you do want people to acknowledge it—and click! You have to provide your potential clients a good reason for clicking through or entering an email address to generate leads—and it's best if they know why.
With a CTA, Everyone Should "Win"
If you're writing blogs and calls to action, you should know that your marketing content needs to be chock full of benefits for your customers and potential customers:
- What does the specific piece of content offer your customer?
- What benefits will the customer experience if they follow through with the CTA?
You should always reiterate the main perks offered by the content that your customers are reading in the CTA. This way, when they click on the link or enter their mail address, they will do it with a purpose and look forward to awaiting the next action you ask them to take. Give your clients the marketing carrot, not the marketing schtick.
If the main benefit of your content piece refers to staying on top of fitness center updates, then your call to action should not be copied and pasted from the last bit of content about water heaters breaking in the middle of winter. Just as your potential customers can tell when you've put effort into content, they can likewise discern when you phone it in. Simply put, you could lose customers when people notice that you are too lazy to update your CTA.
Your Readers Are People—Speak to Them!
Your readers are property owners that are looking for assistance with their properties. Why do property owners look for property management companies?
- They don't want the headache of managing people.
- They need to save time.
- They do not feel they have the expertise to screen occupants.
- They don't have access to the mechanics and other workers that you do.
Speak to your reader in your CTA by addressing how your company will help with their needs. Tell them that following up will save them the headache of botched background checks and middle of the night service calls. If your property management company offers eviction services, be sure to stress that point.
An Effective CTA Is Urgent
Building a sense of urgency may be a bit harder for a property management company to convey in a CTA than a resort, weight loss pills, or "receive 25% off your next order," but it can still be done. Crafting a sense of urgency in a big ticket item or a long term agreement often has to do with the integration of external factors—primarily, timing.
If you have a general post about how property management can help people save time and money in the long run, post the piece heading into the busy rental season. Tell landlords that they only have x number of days until the next move-in rush and to make the change now!
Another way to build a sense of urgency among property owners would be to search out a time-limited deal that you can give them. You could say "Sign up for a full-service package now and receive 25% off" on snow removal, landscaping, or general maintenance for some amount of time.
Get as creative as you need to be: if you are unable to discount services, then offer holiday hallway decorations for a season and do the work yourself. With some clever thinking, you can give new customers a reason to click on that CTA that won't cost your property management company much up-front, but reap benefits long-term.
Can They See Clearly Now?
Potential customers need to be 100% clear that you are offering them a service and that you want them to click through and respond to your offer. Otherwise, you could end up with confused people wondering why you are calling them about managing their properties when they thought they were signing up for a flower of the month club at the end of a piece about landscaping.
A call to action that gets action is a piece that clearly states what it is and what it offers; you want it to include all of the necessary parts listed above. Here are some examples of great CTAs from HubSpot. You can also figure out if your CTAs are working by following these steps to analyze performance.
At the end of the content, reiterate the benefits highlighted in the content that you are offering. Offer to solve a common problem for your customers. Give them a good reason to click by creating urgency, and be clear that, yes, this is a pitch and you are offering them something in exchange for their trust.
A compelling CTA is just one component in the overall health of your marketing plan! Do you know all the individual elements at play in a successful marketing campaign? Take a look at our blog series on property management marketing to learn more! Part two, "Property Management Marketing Campaigns: Crafting Your Plan," addresses the fundamental pieces of any marketing campaign explicitly.