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Need Your Advice on the Proper Call-to-Action

by mrniceguy123
7 replies
We are real estate investors.

With our website, we want to introduce a fair portion of our website visitors to our "sales funnel", with the end goal of turning a fair share of them into investors...

...investors that will loan us money to buy, rehab, and resell real estate in our local marketplace.

On our real estate-focused website, I have an AWeber capture box for a free ebook that gives tips and insight on how to invest wisely and maximize profits as the kind of investor we are looking for.

Inside of that ebook, I would like to strategically place another call-to-action that would get them closer to contacting us to inquire about investment opportunities with us.

I made this post to get some suggestions and ideas on what that call-to-action should be.

There are two different niches of people that will be viewing this content at our website:

1. People that find it via SEO-Optimized content. That content isn't optimized for local traffic, as I was unable to find localized keyword phrases for most of the content on our website.

2. People that we send direct mail to (inviting them to invest with us) that are indeed local. In that mail, they are invited to view a specific page on our website that contains the AWeber opt-in capture screen for the ebook.

I know from experience that people that live local to us are more liable to be willing to invest, being that real estate is such a local business.

With that said, I'm more concerned about funneling a fair share of our direct mail correspondents (group #2 above) to the next stage in investing with us.

That "next stage" would be for them to call us (or email us, or whatever) to request a conversation about how we can help them make money by investing with us.

So in summary, my request is to obtain some ideas regarding suitable "call-to-actions" to include in the ebook to get them to the next stage in the process.

Thanks in advance for your help and consideration.
#advice #calltoaction #proper
  • Profile picture of the author ColdWritingLLC
    Originally Posted by mrniceguy123 View Post

    2. People that we send direct mail to (inviting them to invest with us) that are indeed local. In that mail, they are invited to view a specific page on our website that contains the AWeber opt-in capture screen for the ebook.

    With that said, I'm more concerned about funneling a fair share of our direct mail correspondents (group #2 above) to the next stage in investing with us.

    That "next stage" would be for them to call us (or email us, or whatever) to request a conversation about how we can help them make money by investing with us.

    So in summary, my request is to obtain some ideas regarding suitable "call-to-actions" to include in the ebook to get them to the next stage in the process.

    Thanks in advance for your help and consideration.
    I think you're right to focus on the second option.

    One points I'd like to make is that after receiving your direct mail and visiting your website you should consider these leads as already qualified. By forcing them to not only read your ebook but then contact you...well, I would say you've gone past the point of qualification and into a very passive and inefficient funnel.

    My advice would be to capture their phone number, best time to contact, name, and e-mail address when they enter your site. I suppose you could be less aggressive and only force the e-mail entry as well, but my point being that you should be contacting them and not the other way around. The e-book can still serve as a helpful and guiding information pamphlet and include a certain element of sales excitement but forcing the customer to act three times is bordering on masochism.
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    • Profile picture of the author mrniceguy123
      Originally Posted by ColdWritingLLC View Post

      My advice would be to capture their phone number, best time to contact, name, and e-mail address when they enter your site. I suppose you could be less aggressive and only force the e-mail entry as well, but my point being that you should be contacting them and not the other way around. The e-book can still serve as a helpful and guiding information pamphlet and include a certain element of sales excitement but forcing the customer to act three times is bordering on masochism.
      That makes sense, and I think I will take your advice. Although since this is a different approach than what I was originally planning on, it brings up some more questions in my mind:

      1. What would you suggest as the method to go about asking for them to enter their contact information? Do you have any live examples that show this method of capturing leads this way?

      I ask, because the page we're directing the direct mail recipients to will contain hyperlinks to blog posts I've created that are designed to show them that we know what we're doing, to help them become more comfortable with us.

      With that considered, how do you suggest I implement the opt-in into the page that encourages them to enter their contact information? Have call-to-action/data capture fields throughout the page?

      It would be great to have an example to reference so that I can figure out how to implement this.


      2. Where would the eBook fit into the grand scheme of things? Could they get that as a gift to help encourage them to enter their information?

      I spent about 2 months putting it together, so I definitely want to make sure it's put to use somehow, someway.
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  • Profile picture of the author Peter Lessard
    The first thing I would recommend is always focus your efforts on your core audience that you know converts. If local residents are the ones that invest it is imperative that you make sure every aspect of the process makes them most comfortable. Do not dilute your offer or by trying to appeal to multiple groups. When you identify a second group that also converts well build a new property and sales funnel for them.

    In regards to the remaining question of call to action in the ebook or making a recommendation as to if you should get their phone number etc.. as suggested by ColdWritingLLC above that all depends on why they came to the site. You have not given us enough information to receive proper guidance.

    For example what list are you mailing? or what triggered the visits?
    If you had a list of people that already invest in property that is a very different approach than dealing with a group that has never invested.

    If your message was something really direct like "We have 2 openings in our [city] mastermind investors group. Currently accepting applications to add 2 more serious investors to join us as partners. Minimum investment 100k."

    Now if they received a direct message like this and they still came to the site then I would get a phone number or book an appointment.

    On the other hand if its something generic like "Hi Steve we are a group of people investing in real estate in {city} and would like to introduce you to what we do." then you are miles away from getting them to take serious action.

    Please provide more information.

    I can also add that to get people to do something like give you their investment dollars you are usually looking at a longer funnel with an end of the funnel containing scarcity or urgency or relationship building where they begin to attend events and see how others are doing within the group. Again this will all be a sliding scale based on how qualified they are and how/why they came to you.
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    • Profile picture of the author Steve B
      I believe it would be a mistake to over think what you're trying to accomplish.

      You're not going to get investors to give you large amounts of money via a link in an ebook - you know that already.

      I think the best you can do is to get potential clients to take a second step and then a third, and then a fourth . . .

      By getting them to sign up to your list and read your ebook you have accomplished the first step.

      Now you need to further qualify them - get them to raise their hands saying they want to engage your process even further. Only you will know what that means. Maybe it's talking to someone on the phone about your program - I don't really know.

      One size doesn't fit all in your case. Give the clients personal attention to find out what they want - what's in it for them? Your business is very much about your investor - not your sales funnel. Make your investor happy by learning what he's looking for and you should have no trouble getting him to invest with you.

      Good luck,

      Steve
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      • Profile picture of the author mrniceguy123
        Originally Posted by Steve B View Post

        I believe it would be a mistake to over think what you're trying to accomplish.

        You're not going to get investors to give you large amounts of money via a link in an ebook - you know that already.

        I think the best you can do is to get potential clients to take a second step and then a third, and then a fourth . . .

        By getting them to sign up to your list and read your ebook you have accomplished the first step.

        Now you need to further qualify them - get them to raise their hands saying they want to engage your process even further. Only you will know what that means. Maybe it's talking to someone on the phone about your program - I don't really know.

        One size doesn't fit all in your case. Give the clients personal attention to find out what they want - what's in it for them? Your business is very much about your investor - not your sales funnel. Make your investor happy by learning what he's looking for and you should have no trouble getting him to invest with you.

        Good luck,

        Steve
        So I take it you disagree with ColdWrittingLLC's opinion that it's "borderline masochism" to expect to take people through 3 or 4 stages of "calls to action", huh?

        Don't get me wrong; I appreciate the feedback. I'm just a little confused on which way to go, here.

        I've heard over and over that it's all about testing to see what works best, and I understand that, as it's hardly ever a specific "right way" to go about things.

        I'm just unsure on the which method to employ first. Do I:

        1. Send the direct mail, which points them to the web page that shows blog posts to boost credibility, trustworthiness, and knowledge, which also contains multiple opt-in forms to the ebook (which gives them specific advice on how to make, and not lose, money investing in the manner that we want them to invest with us), and THEN place calls-to-actions within the ebook for them to contact US,

        or...

        2. Send the direct mail, which points them to the web page that shows blog posts to boost credibility, trustworthiness, and knowledge, that ALSO contains an opt-in stating that they'd like to learn more about our specific opportunities, so that we can contact them via phone to introduce ourselves.

        Which of these two options do you think is best to try first? I'm thinking it's best to try the second option first, being that it requires less actions on behalf of the recipients of our direct mail.

        Do you agree?
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    • Profile picture of the author mrniceguy123
      Originally Posted by plessard View Post

      For example what list are you mailing? or what triggered the visits?
      If you had a list of people that already invest in property that is a very different approach than dealing with a group that has never invested.

      They are 35-to-59 years old, married, who've owned their own home for at least a year (and have a mortgage on it), are interested in investments and financed (as a hobby or interest), their home is worth $150,000 - $1 million, they make at least $250,000 a year, and have a net worth between $65,000 to $2.6 million.



      Originally Posted by plessard View Post


      If your message was something really direct like "We have 2 openings in our [city] mastermind investors group. Currently accepting applications to add 2 more serious investors to join us as partners. Minimum investment 100k."

      Now if they received a direct message like this and they still came to the site then I would get a phone number or book an appointment.

      On the other hand if its something generic like "Hi Steve we are a group of people investing in real estate in {city} and would like to introduce you to what we do." then you are miles away from getting them to take serious action.
      The message in our direct mail was going to be more like the latter.

      Although, I'm open to making it more direct, if it's going to help keep us from wasting our time.


      Originally Posted by plessard View Post


      to get people to do something like give you their investment dollars you are usually looking at a longer funnel with an end of the funnel containing scarcity or urgency or relationship building where they begin to attend events and see how others are doing within the group. Again this will all be a sliding scale based on how qualified they are and how/why they came to you.
      Our end goal of the funnel is to have a brief phone conversation that leads to us having a one-on-one conversation about their goals. From there, we invite them to meet us for lunch where we go over our experience, qualifications, and go more in-depth with how we can help them.

      They will leave that meeting with a copy of our business plan. Our end goal is to build relationships, as that is key in any business, but especially ours.

      If they are interested in working with us at the conclusion of the meeting, we will gather their lending criteria, and contact them when we come across deals that meet their criteria.
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    • Profile picture of the author mrniceguy123
      Originally Posted by plessard View Post

      The first thing I would recommend is always focus your efforts on your core audience that you know converts. If local residents are the ones that invest it is imperative that you make sure every aspect of the process makes them most comfortable. Do not dilute your offer or by trying to appeal to multiple groups. When you identify a second group that also converts well build a new property and sales funnel for them.

      In regards to the remaining question of call to action in the ebook or making a recommendation as to if you should get their phone number etc.. as suggested by ColdWritingLLC above that all depends on why they came to the site. You have not given us enough information to receive proper guidance.

      For example what list are you mailing? or what triggered the visits?
      If you had a list of people that already invest in property that is a very different approach than dealing with a group that has never invested.

      If your message was something really direct like "We have 2 openings in our [city] mastermind investors group. Currently accepting applications to add 2 more serious investors to join us as partners. Minimum investment 100k."

      Now if they received a direct message like this and they still came to the site then I would get a phone number or book an appointment.

      On the other hand if its something generic like "Hi Steve we are a group of people investing in real estate in {city} and would like to introduce you to what we do." then you are miles away from getting them to take serious action.

      Please provide more information.

      I can also add that to get people to do something like give you their investment dollars you are usually looking at a longer funnel with an end of the funnel containing scarcity or urgency or relationship building where they begin to attend events and see how others are doing within the group. Again this will all be a sliding scale based on how qualified they are and how/why they came to you.
      test... just trying to see if my replies are sticking now, I just typed answers to all of your questions and submitted it but it doesn't appear to have shown up.
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