Don’t try to close a lead on the first click to your real estate agent’s website, writes Josh Ries. Instead, try to earn the next step.
Last week, I was on the phone with an agent who was showing off his brand new website. He spent a lot of money on it, and the pitch from the developer was simple. It “mirrors” Zillow. He thought it was a win until he told me the important part. That means his conversion rate was at an absolute level.
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I looked at the site for about 30 seconds and immediately formed a hypothesis. It wasn’t the design, it wasn’t the photography, it wasn’t the IDX feed. It was a call to action. He built a portal-style website with no portal-style traffic and wondered why it wasn’t performing better.
Direct and indirect calls to action
A direct call to action is a high-commitment question aimed at someone who is already ready. think:
Book a showing Schedule a tour Talk to an agent now Request a call.
These work when you have a large amount of traffic, as even a small fraction of ready visitors is still a large number of people.
Indirect calls to action are low-friction questions for people who are interested but not ready. think:
Get More Information View Details Download Buyer’s Guide Request Neighborhood Report.
These are useful for private agents because they provide easy next steps to more people and give them a natural reason to follow up by giving them what they’re looking for.
The real problem is not the website. it’s a mismatch
Larger third-party portals can use direct CTAs because they exist in different universes. They have a huge amount of traffic, a lot of intent from online searchers, and a constant flow of people who are ready to go. Single agents don’t have that much volume, so copying a portal playbook usually results in conversion issues rather than branding wins.
If you’re an independent agent with limited traffic, a direct call to action like “Book a showing” will only reach a small percentage of people who visit your site. Most visitors are not ready to make any plans. They browse, research, compare, and procrastinate.
If your primary call to action is too direct, your site is essentially telling most visitors, “This isn’t for you.”
Why direct calls to action kill low-traffic websites
Only a small number of viewers are ready to take high-commitment action at any given time. Screening reservations, phone reservations, and tour requests are a high commitment and demonstrate true intent. This works because if the amount of traffic is huge, there will still be a lot of people even if it is a small percentage of the huge number.
If the amount of traffic is low, that small percentage will be almost empty. Conversion rates drop not because your website is broken, but because your call to action is only relevant to some visitors. If you want better conversions as a solo agent, your calls to action should match the stage most people are at, which is usually not ready to act yet. Ready to learn.
A fix is an indirect call to action to get the next step
An indirect call to action is not a weak one. That’s smart. It gives you a reason to meet your visitors where they are and engage with them without making them feel pressured. Rather than asking them to join the show, ask them to take small steps to keep them moving.
It’s not trying to close on the first click. You’re trying to earn the next step.
Buyer-side example: What to use instead of “Book a showing”
If your site has a big button that says Schedule a Viewing, you’re only talking to a small percentage of buyers who are ready to tour your home right away. Most visitors have not arrived yet and leave without raising their hands.
A better approach is to use simple, low-friction calls to action that align with how buyers actually behave online. Buyers can click Get More Info even when comparing neighborhoods. They can request full details and disclosures without feeling like they just signed up for a cold call. They can ask for private video walkthroughs, neighborhood reports, or listings of similar homes. Because it feels helpful, not intrusive.
This also makes it easier to follow up. The following message is not a “check in”. It’s delivery. This is the information you requested. Click here for the neighborhood report. Here are three similar homes that match what you were looking for. This allows you to continue the conversation without having to follow them.
Seller-side example: What to use instead of a “free home appraisal”
On the seller side, a “free home appraisal” attracts clicks, but it also attracts a lot of low-intent curiosity. Many homeowners don’t have their hands on the list. They’re testing the waters, discussing online quotes, and shopping around with agents to see who can give them the highest number. If your offer is generic, the follow-up becomes guesswork, and that’s when things get awkward.
Instead, use indirect calls to action to help make decisions and build trust. We provide price ranges based on recent sales, neighborhood activity reports, or simple net sheet estimates. Provide a home preparation checklist, or a quick breakdown of what buyers are currently focused on. These are still simple “yes” actions, but since you have something useful to send and explain, it also creates a real reason to engage again.
Build for your traffic, not theirs
If your conversion rate is stagnant, don’t start by redesigning everything. First, think about what you want from people. If your requests are too direct to your traffic, your site will always feel like it’s underperforming, even if it looks great.
If you are a solo agent, your job is not to look like a third-party portal. Your job is to convert limited traffic like a personal agent. This means your CTAs should match the intent level you actually have, not the portal intent level.
Josh Ries is a real estate agent and lead generation consultant. You can connect with him on TikTok and Instagram.
