One key objective of digital marketing is finding legitimate ways to get prospect information. Once you have contact information, you can start to create a relationship with that prospect. A great way to attract prospects to provide their contact information is to make an offer they can’t refuse on a real estate landing page.
What is a Real Estate Landing Page?
A landing page, sometimes called a squeeze page, is a page on the internet especially designed to make an offer to your prospects. For example, assume that you use Google Adwords to offer access to the MLS, giving buyers an easy way to look at homes for sale. When people click on that ad, you want them to “land” on a page that makes that offer; thus, the term “landing page.”
You may also make offers on social media sites like Facebook, or on your own website. Your home page, for instance, could have an attention-grabbing call to action offering a free market report. When people click on that call to action, they should end up on a landing page.
Characteristics of a Well-Designed Real Estate Landing Page
You could certainly set up any of the pages on your website as a landing page, but you won’t get the same response as you would when using a landing page. These tips will help you set up a good landing page.
Control the Content
One of the advantages of a landing page is that it can contain more information than the call to action button on your home page. However, internet visitors get bored extremely quickly. In fact, research shows that you have seven seconds to get a visitor’s attention.
Don’t write a book. Understand that the people who clicked on your original offer are already somewhat interested in your offer. Given that, make sure that the content on the page:
- Is easy to read. Use a large font and use white space effectively.
- Speaks directly to the prospect and their needs. If you offered MLS access, don’t start your page with a dissertation on how listings get on the MLS.
- Sells the value of your offer. Do identify the benefits of your offer and write them succinctly.
- Communicates Urgency. An offer with a deadline triggers a visitor’s fear of missing out.
Make it Mobile
Make sure your real estate landing page is mobile friendly. Keep in mind that almost 64 percent of mobile phone owners use their phones to access the internet.
Forget the Navigation
Don’t display navigation links. Most people would assume that a landing page should have navigation to the rest of your website, just in case someone was interested. The reality is that navigation links distract visitors from considering your offer. For example, AmeriFirst removed the navigation from their landing page and increased conversion by 30-40 percent!
Keep Forms Simple
Make your forms short and sweet. You may be tempted to ask enough questions on your landing page to qualify your leads. But, that’s not what a landing page is for. Create forms to obtain the smallest amount of information necessary, and you’ll encourage people to fill in the form. Then, qualify your prospects the good old-fashioned way.
Don’t let landing pages scare you. If you follow best practices, it’s just as easy to create an effective real estate landing page, as it is to obtain home showing feedback.
Another thing that holds real estate agents back from creating landing pages is a lack of things to offer. It does take some effort to make truly valuable offers. One way is to offer an informative eBook, and there are many (in this case 121) topics you can choose from to get more leads online!