Are you utilizing landing pages in your real estate business? The hope of landing pages is to convert leads to clients by getting them to take some measurable action on the page. So what conversion goals should you have for your landing pages? You might consider them to be one or more of the following:
- Potential seller calls or emails you to set a listing appointment
- Potential buyer calls or emails you to set up viewings
- Homeowner submits their name, email and/or phone number to receive your newsletter
- Homeowner submits their name, email and/or phone number to receive a white paper, guide or market stats
- Capturing information to receive a home value report
Any of these are perfect opportunities to capture information and to start your relationships with potential clients. They are each different steps in the client process and have an important role to play. The ultimate goal, no matter the step, of course, is to land any visitor to your landing page as a client.
The Elements of Good Landing Pages
Depending on the specific call to action and goal of your landing page, you will have different elements to include on it. However, every landing page on your real estate website should have:
What is your landing page all about? If you are encouraging your web visitor to list with you, then a title like “What is your home worth in this market? Find out now.” would be great. For home buyers, you might have a title like “Be the first to find out about new homes on the market.” A newsletter sign-up page might be “Get Monthly Updates and Free Tips on [Your Market] Real Estate.”
If you’d like to go the extra mile, you can add a sub-headline that describes your headline a little more. But keep in mind, less is more.
Explain clearly and succinctly what are you providing on your landing page. Don’t feel like you have to go into great detail about the offer you are making. Tease just enough to pique their interest. You want to convince a potential buyer or seller that taking the action you want them to take will benefit them. This is a great spot for a testimonial or a short bullet list of stats supporting the benefits of the offer.
If you have an infographic for your guide, for example, show a snippet of it on your landing page. For listing appointments, you can show a map of homes you’ve sold in the past year or quarter. If you include a client testimonial, then a photo of your client (with their permission, of course) can help humanize your offer. Make sure your photo or image is clear and well formatted. A good, contextual image can help give your landing page more credibility.
The last thing you want to do is make it hard to get in touch. For newsletters and guides, name and email work great. For a home value report, you might want to require a phone number. You can ask for more information, just don’t make it required. Some people will give you more willingly, others just want to give you the bare minimum.
Call to Action
Finally, a call to action should be on every page of your website. This makes every page a landing page, instantly. Your call to action should change depending on the page. Here are some tried and true calls to action you can use.
- Find out what your home is worth
- Subscribe to my free monthly e-newsletter
- Click here for a comprehensive market analysis
- Get your free neighborhood market report now
- Search homes for sale in [your market/neighborhood]
Keep It Simple
Your landing page may be the first contact web visitors have with you. Keep it simple and easy to understand. If you see your website as a collection of landing pages, you will see more opportunities to generate leads with what you already have created and hopefully convert them into more real estate clients.
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