When it comes to generating real estate leads online, landing pages can be at the forefront of all your marketing campaigns.
The primary use of landing pages across industries is to sell products. It’s a bit different for the real estate industry. Your prospects are not going to buy or sell homes right away after visiting a landing page. So, your focus will obviously be on collecting emails of home buyers and sellers and then launching a drip email campaign to nurture these leads.
Landing pages provide an array of real estate lead generation opportunities to realtors. You can use landing pages for –
- Promoting property listings
- Promoting events such as seminars for buyers and sellers
- Promoting your offers
- Offering free consultation
- Newsletter sign-ups
- Sign-ups for guides on buying and selling homes and investing in real estate
- Brand awareness
While a growing number of real estate professionals are using landing pages, the problem is that many don’t pay attention to three most important factors that can have a huge impact on the conversion rate: Call-to-action, design and the choice of text for the headlines and the copy.
Real Estate Landing Pages: Good, Bad & Ugly
Here is an example of a landing page that I found when I searched for ‘New York Real Estate’ in Google.
It was a PPC (Pay-Per-Click) ad. The company must be paying a lot of money to the search gain to appear at the number #1 slot for this competitive term:
It’s quite shocking to find that the company is driving traffic to a landing page that has no call-to-action, lacks in design and leaves a visitor completely confused as to what is in it for him. The landing page offers a free property valuation tool, but it’s nowhere to be found.[optinform]
Now, have a look at another landing page that I stumbled upon from the same search term:
The landing page has a clear call-to-action with a great design and text for the headline and the copy.
The company has used its home page as the landing page for this PPC campaign. It’s debatable whether it’s the best strategy when you want your landing pages to have a laser-sharp focus (like promoting featured listings or offering guides to collect emails).
If you are using landing pages and feel that your conversion rate sucks even after driving a huge amount of traffic to them, here are a few steps you can take to increase your landing page’s conversion rate.
What’s in it for your prospects?
You should come up with a unique value proposition and be able to explain it to your prospects clearly.
Think of it this way: If you need to explain your offer in 10 or 20 words, what words would you choose?
These words should hook your visitors instantly. As soon as they land on your page, a realization should hit them hard – “Oh Yeah, That’s Exactly What I am Looking For”.
Let’s assume you are a home seller. You landed on two different landing pages that offer a guide on how to sell a home fast.
Headline of one of the landing pages says: ‘Sell your home fast’
The other says: ‘How to Sell Your Home in the First Week’
Which guide would you sing up for, huh?
To come up with a unique value proposition, you also need to study the competition. Check out landing pages of other real estate professionals in your area and see what they are offering. Try to stand out by providing a unique value. More importantly, you must be able to communicate the value proposition effectively.
In order to get get Google search results for landing pages, use search queries like ‘Home buyers seminar – register today‘, ‘How to buy your first home – Free ebook download‘ etc.
Deliver on your promises
Coming up with a great headline and copy to communicate your value proposition is definitely not enough.
Your prospects will feed betrayed if you don’t deliver on your promises.
If the headline of your landing page says: ‘how to sell your home in the first week’, you should be able to demonstrate how your prospects will be able to achieve this after reading your guide.
Keep it simple and laser-focused
Home buyers and home sellers are anyway stressed out. You don’t have to make it more complicated for them.
Too much text or too many call-to-actions will spoil the conversation rate.
If your landing page is meant to promote a free consultation offer, don’t crowd it with featured listings, sign-up forms for guides, discounts and other offers.
Keep in mind that you need to explain your value proposition to your prospects in minimum possible words without leaving anything out.
It may sound easy, but it’s the biggest challenge you have to overcome when creating a landing page.
Make it credible
In order for a landing page to leave a profound impact on visitors, you need to add some credibility ingredient.
Use testimonials from your previous clients to convince prospects of the credibility of your value proposition.
Keep testing your pages
Studies prove that slight changes in the copy, images or headlines can have a substantial impact on the conversion rate.
For each lead generation campaign, you should create multiple landing pages and determine which one has the highest conversion rate.
Here are some more suggestions for you to increase your landing page’s conversion rate:
- Create a sense of urgency with “Limited Time Offers”.
- Don’t make your visitors fill up long sign-up forms. Studies suggest landing pages that collect bare minimum information from visitors have a high potential of conversion.
- Small details like the color of call-to-action buttons, font size and shape can have an impact on conversions.
You should start using landing pages for real estate lead generation right away, if you aren’t doing it already.
They can be a great tool to generate leads, if used the right way.
And, use these tips to increase the conversion rate.