A real estate business is a very tough, dynamic and highly competitive endeavor. But it can also be highly rewarding.
The same can be said about your real estate website – It can be somewhat tricky for individuals to figure out how to use it properly and how to manage it.
The good news is that once you’ve figured out how to use your website, you can turn it into a real estate lead generation magnet! If you’re having trouble getting more visitors and leads through your site, reading up on a few “how to”guides can help you fix the issue.
Today we’re going to talk about real estate landing pages and the reasons they’re so valuable to your website.
Here is the list of topics we’re going to cover in this article:
- What is a landing page?
- Why do I need a landing page?
- Why it’s different from any other page
- Why does it generate more leads
- More attention from visitors
- Niche landing pages
- Better conversion & lead generation
What is a landing page?
Your website and any website for that matter can be segmented into three different types of pages: The homepage, click through pages and landing pages.
If you’re missing one of these types, it’s time to go back to the drawing board because you’re probably also missing on some viewers and conversions.
All these pages need to be integrated into your sales funnel to gain leads/clients – also, if any of these pages are not optimized, potential customers and conversions will fall through the cracks and leave your website, possibly forever.
Homepage – The page of your domain; e.g. www.domain.com
Click through pages – About pages, services or listing pages. Click through pages warm up a potential customer for purchase. These pages usually display listings, additional information regarding a product or service, articles and so on.
Landing pages – Landing pages are used to collect personal information from potential customers, such as e-mail addresses, names, and phone numbers. This information is highly valuable for realtors and can be later used to turn prospects into regular clients. It can be your agent profile page too if you’re targeting people looking for a realtor.
Why do I need a landing page?
Right now you might be thinking “But I already have a contact page, why can’t I generate leads through it instead of creating a landing page?”. While contact pages may generate leads or inquiries, it rarely happens.
Visitors rarely visit the contact page organically, and advertisement campaigns that bring traffic to your contact page are usually a waste of time – the simple reason being that contact pages don’t convert as well as landing pages.
Why it’s different from any other page
A landing page is separate from a contact page or any other page on your website for that matter just because you can optimize it and customize it to a higher degree according to your targeted clients.
You can also try some A/B testing with two pages and see what works and what doesn’t, without having to change any other pages on your website.
Landing pages are also usually inaccessible to users from your regular website or pages. You can switch and alter them as you please and in your own time without ruining User Experience for the rest of your users.
The general idea behind real estate landing pages is to create a conversion funnel for all of your acquisition channels. Below are a few examples of real estate conversion funnels:
- A Facebook advertisement that targets millennials that directs to a landing page optimized for this specific segment of clients and their particular needs related to purchases, mortgage options, etc.
- A Google AdWords campaign that targets a specific keyword and directs to a landing page focused on that particular keyword.
- A downloadable E-book which can be exchanged for personal information such as name, e-mail addresses and phone number. The E-book itself can direct to different landing pages, according to the topic at hand.
Why does it generate more leads?
When someone visits your site, they may click through your pages, check out the about page and move on to another website – but why would they do that? Simple – you’re not giving them a reason to stay on your site.
People need to be told what to do; they need to know the next step and where it will lead them. If you don’t have excellent, in-depth content worth reading, they will most likely leave.
The opposite is also true – if you have too much information or blocks of text on your website they will leave for a site with a friendlier User Interface.
Nowadays the internet is highly dynamic and time is a precious commodity – if your users don’t find the information they need in the first 3-5 seconds they will leave your page. It’s becoming harder and harder for webmasters to keep up with the attention span of visitors.
Here is where landing pages come in.
More attention from visitors
Landing pages allow you to catch your visitors’ attention immediately.
Headlines and subheadings must be eye-catching and relevant to your visitors’ needs.
If your headlines and subheadings are well written, you will give users a reason to keep reading. The more they read, the more likely they are to fill out your real estate landing page form.
Niche landing pages
While most real estate agents try to capture just about any lead they can get their hands on, only a few of them take the time to niche their services and marketing efforts. Niche landing pages will have a much higher conversion rate than generic landing pages or websites.
Think that you’re building a landing page for millennial buyers. Nowadays people are busier than ever, so keep it short and compelling.
First, you will have to do a bit of research and find out the issues they are facing when purchasing a property. You can include these issues in a headline to grab their attention.
Subheadings can be used to segment answers to specific issues, eg. Location, financing, ROI, etc. On the bottom of the page, you can include testimonials and then your form.
Better conversion & lead generation
As with the example above, different demographics often face different issues or desires when buying property. There is a huge difference between first-time buyers and regular buyers. Landing pages need to be personal, specific and compelling to convert.
There’s no reason for a visitor to give you their details if you’re not able or not interested in helping them. By having individual landing pages for each segment of your market, you’ll be able to connect with your potential clients more straightforward and tell them that you’re there for them.
Landing pages offer real estate professionals the opportunity to create vibrant marketing campaigns focused on different segments of the market.
You are not limited to using only one or two landing pages. You can create as many as you want and we highly recommend it.