I need to come back down to earth. I’ve been doing real estate and real estate agent consulting for so long that sometimes I forget to mention the most primal things that are important in our business. In this case and on this particular day, I was on a Zoom call and I was asked the simple definition of a “landing page.” I always assume everyone knows this. Well, I’ve been humbled this morning, so I decided to go back to basics with this blog.
What Is a Landing Page?
A landing page is a separate, dedicated web page created especially for a marketing or advertising campaign. It’s where a visitor “lands” after clicking on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.
Like a web page, a landing page provides multiple goals and encourages exploration. Unlike a web page, though, a landing page is designed with a single focus or goal, called a call to action.
The importance of having landing pages in your marketing campaigns has led marketers to focus their efforts on landing page optimization. The best landing pages increase conversions by focusing on the goal, the objective, the customer and the message.
Landing pages have traditionally been part of your marketing funnel, as it allows you to build trust with your potential customers and prospects by offering something for them before they commit to working with you. You use the landing page to help you build up your contact list and start up your mailing list of future customers. You can also see that the landing page exists after prospects at the top of the funnel click a link in an ad, email, or anywhere else on the web.
A click-through landing page allows prospects to learn about a business and/or make a purchase decision; a lead-generating landing page collects information and establishes contact points in order to help create new leads or prospects. Many websites do not pay enough attention to their ability to continually attract new leads. If you have a website, you should put a clear call to action offering something of value for FREE.
Here are some examples of some offers you can add to your site, social media posts or ads to entice clicks and sign-ups.
-10 Questions You Must Ask Before Hiring an (CITY NAME) Agent
-How to Sell Your Home in 21 Days
-List of homes under/over $350k (so many angles with lists of homes)
-Home Buyers/Sellers Guide
-7 Questions You Must Ask During Your Next Home Inspection
-Free Home Buyer/Seller Webinar – 3 Secrets to…
-First-time Home Buyer Loan Program List – team up with a Lender
-Most Important Steps to Take BEFORE you Buy/Sell a Home
-Commission Rebate Coupon (10% 20%??)
-Email or Video Series on the steps of the real estate process
-Create a Power Point of your video series above and then save slides as a PDF to create your own EBook
-Market/Subdivision/Zip Real Estate Updates
-Relocation Packet or Guide
-Area School List with Ratings
-Buyer or Seller Disclosure Documents from your Stats
-Hook up with a Vendors, such as Movers, Inspectors… offer a Discount Coupon
-List of homes Close to a Major Employer – ie: Amazon, Google, School Districts, what is your area’s major employer?
I could go on and on!
Main Goal of your Real Estate Landing Page
Your landing page has only one goal and it should be to collect the contact information of your future buyers and sellers. Your landing page should be set up so that it collects at minimum:
- Contact Name
- Phone Number (optional)
- Company Name (optional)
There are several different reasons why someone might land on your website. Some people might find their way to your site when they’re searching for something. Others might land there because they clicked a link in an email, or ads. The important thing is that when they get to your “landing page” you give them something of value and they in turn provide you their information so you can keep communicating with them, a Lead Magnet!
How to use your landing page on Social Media
Social media posts are usually very enticing and will get people to click on them. After they click on the link, they land on a landing page that has some text and a picture. This is known as a Facebook post. If you hope your visitors chance upon your call to action (CTA) somewhere clearly on your website, a lead generation landing page takes them to a page that invites them to subscribe, schedule an appointment, or sign up.
If you want to use landing pages in your online marketing campaigns, you should use a company that specializes in creating the right kind of landing pages for the products you want to sell. A proactive and thriving CRM should have landing pages and matching drip campaigns already built in as part of the monthly/annual subscription. My favorite CRM (mine), has this all built in for you! Don’t re-invent this wheel. I have worked tens of thousands of leads in my top producing real estate business and I KNOW what it take to lead generate and then convert those leads to sales.
Not sure what to do with the information you’ve collected?
Agent friends… remember the money is in the follow-up! Get your engaging and long-term drip campaign in place and deliver your offer right away! From there, be sure you are educating, providing listings and instilling trust. Your campaigns are your life-line! Don’t scrimp and use the unresponsive campaigns prebuilt in most of our popular CRM software, okay? Get your campaigns ready for responding BEFORE you start lead generating or you will end up losing time and money on your leads. Trust me… you are filling a pipeline of clients. It doesn’t happen overnight so you need to remember you must stay top of mind! You can do it and I can help you!