A Call to Action (CTA) is an essential tool in motivating potential buyers and renters to interact directly with a real estate brand, whether through a detailed listing, a captivating virtual tour, or a digital interaction such as clicking a button on a real estate website. On these webpages, CTAs are fundamental to the user interface design, often showcased through attractively designed buttons and compelling messages. These elements are crucial in guiding users towards taking specific actions that are advantageous to the real estate business, such as scheduling a viewing or inquiring about property availability.
The potency of a CTA is critical to the success of a real estate landing page. When expertly crafted, a call to action immediately captures the attention of visitors, presenting them with a straightforward choice: to act or continue browsing. This decision is pivotal in driving real estate transactions, from enhancing property inquiries to finalizing sales.
In this analysis, we conduct a data-driven review of various real estate landing pages, evaluating their effectiveness based on the precision of their CTA design. Our methodology, rooted in empirical data and scientific methods, employs the Act Score—a metric that assesses CTA efficiency. By applying predictive eye-tracking technology, we study the timing and positioning of CTAs and assess ergonomic design factors to compute the Act Score. This comprehensive approach enables us to effectively assess how well CTAs engage and convert potential clients, providing actionable insights for optimizing user engagement on real estate platforms.
