The CTA Cliché Fallacy
First impressions matter. Whether it be a beautifully staged home or a well-crafted property listing description, every detail helps in shaping potential buyer’s perceptions. Agents, in a push to capture attention, create a sense of urgency, fall back on overused call-to-action (CTA) phrases like “This one won’t last!” or “Priced to sell quickly!” While effective in other industries, agents may be doing more harm than good for their listings. This article delves into why it may be time for real estate agents to rethink the use of CTAs and consider the unintended consequences that could arise from using these clichés.
The Limitations of Real Estate CTAs
When marketing consumer-based products, it is common practice to employ CTAs to drive consumers to make quick decisions. The idea is to capitalize on impulse buying by playing to the consumer’s emotions. Phrases such as “Limited-time offer!” or “Buy now, while supplies last!” are well-documented (FOMO) fear of missing out marketing techniques that leverage scarcity and urgency to prompt a consumer to act. However, buying a home is not like buying a gadget or a piece of clothing. Real estate transactions are typically high-stakes, emotional, and involve significant financial commitments that require a great deal of thought and planning.
Little evidence exists to suggest that traditional CTAs directly accelerate the sale of homes by creating a sense of urgency. Instead, they may often fall flat in the real estate context, where buyers and investors are looking for assurance, value, and trust rather than pressure to act immediately. Using these tactics may misalign with the decision-making processes of potential homebuyers, who need to carefully evaluate factors such as location, price, amenities, and the broader market before making a decision.
The Backfire Effect: When CTAs Lead to Doubt
Think of a typical property listed with a CTA such as, “This property won’t last long!” When a potential buyer sees the listing is still available weeks or months later, it becomes a red flag. If the property was not supposed to “last long”, why is it still on the market? The inconsistency can easily create a backfire effect. Instead of generating interest, the CTA introduces doubt. The property may now be perceived as having hidden issues or being overpriced—leading buyers to question its true value, increasing the likelihood they won’t want to see the property.
When buyers encounter an unsold property that was promoted with a sense of urgency, they may interpret the prolonged market time as a red flag. The sense of urgency that was intended to drive action could instead be the catalyst for skepticism and hesitation. The result? A listing that sits on the market even longer and potentially sells at a reduced price, undermining the agent’s credibility in the process and hurting the clients’ chances of maximizing the sale price.
The Real Buyer Mindset
Homebuyers and investors alike are motivated by a need for confidence. They want to feel assured that they are making the right choice—not pressured into a decision. For many, purchasing a home is the biggest financial decision they will ever make. Unlike impulse purchases, buying a home is a deeply considered, information-driven process that involves weighing multiple factors, from the property’s condition to its location and market value.
Investors are similarly cautious and data oriented. They seek out properties that align with their financial goals and expect thorough information, accurate pricing, and a clear understanding of the potential return on investment. Emotional language and urgency-focused CTAs do little to sway these buyers, who are unlikely to be influenced by sales tactics devoid of data-driven value.
The Perils of Overpromising and Under-Delivering
Overpromising is a major pitfall of using CTA clichés in real estate. When an agent declares, “Act now before it’s too late!” and the property remains unsold, it can harm the credibility of both the agent and the property. This approach sets an expectation that, if not met, may lead buyers to assume there is something inherently wrong with the listing.
When a listing remains on the market for an extended period, it becomes increasingly stigmatized. Buyers begin to wonder why it hasn’t sold, and their imaginations often conjure negative explanations—whether warranted or not. Over time, the property’s perceived value may decline simply due to the perception of “market age.” An ill-advised CTA might be a contributing factor in this narrative.
A Better Approach: Transparency and Value
Instead of falling back on the clichés of urgency and scarcity, agents should focus on transparency and demonstrating the property’s value. Highlighting what makes a property unique, emphasizing its best features, and addressing potential buyer concerns head-on can do more to attract genuine interest than empty urgency.
- Provide Comprehensive Information: Sharing complete, accurate information helps build trust. Discuss property features, recent renovations, and even potential drawbacks honestly, especially if the property is a rehab, to position yourself as a credible source.
- Leverage Market Data: Instead of saying, “Priced to sell quickly!” provide comparable sales and market trends that support your pricing. This helps buyers see that the property offers real value relative to the market, without feeling like they are being pressured into a decision.
- Highlight Genuine Scarcity: If there is a legitimate reason to emphasize scarcity—such as a low inventory of similar properties in the area—back it up with data. A statement like, “There are only two other homes with this layout currently available in the neighborhood” provides tangible context that buyers can trust. Using this approach, you are still adopting a CTA approach but you are using facts to create a subliminal CTA avoiding the pitfalls of using cliché CTAs.
- Create The Connection: Use descriptive language that encourages buyers to envision themselves in the home. Avoid high-pressure statements and instead focus on helping buyers imagine their life there: “Imagine enjoying a cup of coffee each morning in this sunlit breakfast nook.” Create the story, every home has one unique to itself. Facts tell but stories sell.
Conclusion: Rethinking Real Estate Marketing
The use of cliché call-to-action phrases in real estate marketing may seem like a quick way to create urgency and attract interest, but the reality is that these tactics can backfire. Buyers today are savvy—they can see through empty promises and are more likely to be deterred by inconsistencies between the marketing language and the realities of the market.
For real estate agents, the path to success lies in authenticity and value-driven communication. By avoiding clichés and instead focusing on providing meaningful information and building trust, agents can create a genuine connection with buyers and ultimately achieve faster, more successful sales. The key is not to rush buyers with urgency, but to make them feel empowered and informed in their decision-making process.