# RULE: CTAs and Copy Selection — Home Solutions TT

**Source:** adapted from `Brands/Factronics_Venezuela/01_knowledge_base/rules/Factronics_VE_CTA_Selection.md`.
**Nature:** governs which CTAs are used and how copy closes per asset.

## Approved CTAs (in English)

| CTA | Context |
|---|---|
| **WhatsApp us now — a real person responds within the hour.** → | Primary CTA — all clusters, all paid ads |
| **Message us on WhatsApp** → | Short variant for tight layouts / Stories |
| **Book a site visit** → | Consideration → Decision (pre-qualified buyers, family cluster) |
| **Schedule a private consultation** → | Investors and luxury (Eighteen Moka) |
| **Ask about financing** → | Financing landing page, nurture email #2 |
| **See available homes** → | Navigation to /communities |
| **By invitation only** → | Eighteen Moka luxury exclusivity |

## Closing rule (mandatory — see `HomeSolutionsTT_Project_Naming_Rule.md`)

Every content piece closes with a CTA **after** the pain is established, and the text around the CTA names a **real Home Solutions project** appropriate to the context.

Valid example:
> "Phase 1 of North Hills sold completely. Paid $180,000 in rent over five years and have nothing to show for it. **North Hills Phase II** is open in Santa Cruz, from approximately $1.2M. → **WhatsApp us now — a real person responds within the hour.**"

## Prohibitions

- ❌ Generic CTAs without a named project ("buy now", "the best homes")
- ❌ False urgency ("only today", invented scarcity, "act now or lose out")
- ❌ Guaranteed financing approval or guaranteed returns (see `HomeSolutionsTT_Compliance_Language.md`)
- ❌ Em dashes (—) or en dashes (–) anywhere in copy or in-image text
- ❌ Non-English copy in published content (this brand publishes in Trinidadian English; Spanish is internal only)
- ❌ Luxury language ("luxury living", "dream home", "world-class amenities") on mass-market projects