In this presentation, Aaron Stelle with WFG National Title, talks about the words and psychology you can use to get your real estate clients to take action. This includes ways to get their attention, build authority, and sound different.

1. Call to Action
Creating Marketing That Gets Results
Aaron Stelle, VP Marketing and Technology
astelle@wfgtitle.com | wfgtitle..com

2. Why do we
need a plan?
WHO AM I?
www.HowToBeSteller.com

3. Getting
Started

4. Audience

5. Message

6. Mechanism

7. Outcome
&
Goals

9. Creating More Compelling Content

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BE SIMPLE,
1
Your goal is to ADD VALUE to your sphere while
sharing your business and lifestyle…

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TRANSPARENT,
2
Give your SPHERE a glimpse into the everyday life of
YOU, remain top of mind!

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& AUTHENTIC
3
STAY IN YOUR LANE…
Get Creative, don’t waste time!

13. Top 5 Most
Persuasive Words

14. You / Their
Name

15. You / Their
Name
According to Experian
Marketing Services,
emails with
personalization in the
subject line see a boost
of 29% in the open rate.
Add a first name,
neighborhood, or pet’s
name in that subject line.

16. Free

17. Because
A well-known principle of human behavior says that when we
ask someone to do us a favor we will be more successful if we
provide a reason. People simply like to have reasons for what
they do.

18. Because
“Excuse me, I have 5 pages. May I
use the xerox machine?”: 60%
compliance.
“Excuse me, I have 5 pages. May I
use the xerox machine, because I
have to make copies?”: 93%
compliance.
“Excuse me, I have 5 pages. May I
use the xerox machine, because I’m
in a rush?”: 94% compliance.

19. Instantly

20. New

21. Choosing Your
Words

22. Verbs Adding a verb to a call-to-
action will generally
increase click through.
• Get
• Receive
• Continue
• Start

23. Value Words • Included
• With
• Quality
• Happy
• Satisfied
• You might also like

24. Urgency
Words • Limited Time
• Hurry
• Before it’s too late
• Going Fast

25. Credibility
Words • Featured In
• Trusted
• Verified
• Expert
• Specialist

26. Marketing
Principals

27. The Scarcity principle: It’s science, look it
up.
Opportunities seem more valuable
to us when they are less
available.
• Studies show that people are
more motivated by the thought
of losing something more than
gaining something of equal
value.

28. Let’s compare…which one converts
higher?

30. Negativity Bias
The average click-through
rate of an article increases by
63% when it has negative
superlatives like bad, worst,
and never in its title.

31. Negativity Bias
INSIDE YOUR BUYER’S MIND 🧐
Your buyers are loss averse — they’d rather opt out of winning $150 than risk
losing $150.
That’s because studies show that the feeling of loss can be 2X more
powerful than the pleasure of gain.

32. Negativity Bias
Hubspot could have written an article titled “17 Tactics to
Improve Your Website,” but they’re in on the power of
Negativity Bias. They spun the article to have a stronger
emotional response with this title:

33. Tools

34. Unsplash
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35. Pexels
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Fiverr

37. Bonus Content

39. The WFG Client Advantage

40. Thank you!
Let’s Connect!