Real Estate Landing Pages: how they work and why you need killer ones
Are you wondering what real estate landing pages are? This is an introductory guide to how landing pages work. And why you need them in your business.
Today’s post is going to be all about real estate landing pages and why yours need to be in top-performing condition to convert leads online (which is really where all of your potential clients are waiting). There are so many different kinds of landing pages, which can make setting them up seem like a daunting task, but it doesn’t have to be.
Note: This is an introductory guide. If you’re a more advanced marketer, check one of these out.
Here at Easy Agent Pro we make this even easier by setting up flawless lead-generating and capturing real estate landing pages for you. If you have our LeadSites, then you can already attest to the value that the built-in seller landing page adds. If you don’t have LeadSites, I’d still suggest creating your real estate landing pages with either LeadSites or something like LeadPages because they make it so super easy. You’ll have hundreds of themes to choose from and can have them live in literally minutes.
Today, however, I thought I would talk about what exactly real estate landing pages are and what they can do for you.
A landing page is literally what it sounds like: a web page that a visitor can arrive at or “land” on. But it goes much deeper than this. When we’re talking about converting leads, your landing pages will actually serve as standalone pages, separate from your real estate website, that have been designed with a specific goal in mind.
To ensure that this happens, you have to give visitors a single objective, which might be filling out a form and capturing their info through that form, for example. This kind of form will provide you with the opportunity for your visitors to convert. Whether they’re entering an email address to subscribe to your blog, or giving their contact information for a freebie you’re offering, this is the time when a visitor will be willing to share with you details about themselves in return for something of value provided by you.
A secondary type of landing page is a Click Through page that helps to persuade the visitor to click through to visit another page. The goal of this type of page is to “warm up” the visitor to your services and may contain images or more information to help persuade them to conduct business with you.
Also remember that a landing page is not the same as a home or welcome page. Your main website page serves a more general purpose, while your real estate landing pages have a focused objective that will directly impact and influence the success of your real estate website.
Once you’ve established your goal for a landing page, you need to provide a clear and concise Call to Action. This is probably the most important part of any landing page and it can often determine how successful your conversion rate is. This CTA needs to be tied directly to your goal.
No matter your landing page’s purpose, there are a few steps you can take to increase the quality of your CTA. It’s the first thing visitors will see when they click on the page, so make it good.
Having a strong visual image can help your CTA to be more effective. Try using contrasting colors for the CTA button. It’s human nature to be drawn to drastic variations in shades and will help attract the eye directly to your page’s objective so the visitor knows right away what they need to do to gain further access to your expertise.
Now that we’ve talked about color scheme, what exactly should your Call to Action say? Well, for starters, keep it short, sweet and action-oriented. You should assume that many of your visitors are merely skimming the page to begin with–remember we live in a world where people hold entire conversations in 140 characters or less that are often half made up of emojis–so you really need to make an impression in order to see results.
“Download Now” “Click To Read” “Try It Free”
These are all examples of strong, action-driving CTAs.
Think of your CTA as the headline of your page. You need to let your visitors know what you’re asking of them in a clear and engaging way that makes them want to read on.
One of the most engaging pieces of your real estate website is easily going to be your agent blog. This is where you’re offering free information to your visitors. Wouldn’t it be cool if you could turn your existing content into a lead-generating landing page?
We thought so too and that’s why we developed LeadLock.
LeadLock lets you turn any page, post or listing on your website into a landing page instantly. For instance, if you want to turn a blog post into a landing page and have people opt-in before they can view it, you can do it! Just add #LOCK behind any of your blog post URLs and you’re done!
Maybe you already having a couple real estate landing pages, but still aren’t getting leads. Well, how many landing pages do you actually have? Companies who have 6 to 10 landing pages see over a 50% increase in leads when they add a few more pages to bring up the total to 10-15. Why? Because more pages means more opportunities to convert. Plus, this can have a big impact on SEO as well, which is one of the best ways you can increase your chances of driving more qualified leads to your site. Quite simply, the more pages you have, the more you will show up in searches.
I hope this post was helpful to you and has given you more insight on how landing pages work and why they matter. Overall, just keep the purpose of your landing page in mind: Make it easy for folks to convert. That said, the ultimate goal here is not only increasing conversion, but getting better leads.
Want to know more about landing pages? Check out these posts:
Let’s boost your lead gen.