What the Heck Is a Landing Page?
In real estate, the goal is simple—find clients and close deals. But let’s be honest, with all these shiny objects and marketing strategies available today, sometimes it’s hard to know where to begin. One tool I love in my marketing toolbox is a landing page. So what exactly is a landing page, you ask? I’m glad you asked because I just wrote a whole article about that, which you can check out here.
So, now that we’re all on the same page (pun intended), let’s dive into the most important aspects of creating effective landing pages in real estate.
1. Design with a Clear Objective
The first thing you need to know about landing pages is that they have one job—to get people to do one thing, which is usually to get your lead magnet into their hot little hands. The problem is that most agents start with an objective like:
- I need leads for my real estate business!
That is way too vague to work with. Instead of just grabbing anyone off the internet, ask yourself, “What kind of leads am I actually looking for?” For example, first-time homebuyers are going to have very different questions and be looking for very different answers than someone looking to sell their home. Think about the kind of clients you want to attract and create content for that person.
Once you’ve identified the target audience you’re looking for, you’ll want to choose your offer. This is usually something like:
- Seller’s guide
- Investment properties list
- Homebuyer’s checklist
- Home maintenance checklist
- Neighborhood guides
- List of properties below X price point
- How to use VA loans
- First-time homebuyer checklist
- Out-of-state homebuying checklist
- Small multi-family investment properties
- Large multi-family investment properties
Now that you have something of value to offer your audience, it’s time to create a call to action. The goal of your landing page is to convert site visitors into leads. The CTA should tell visitors exactly what you want them to do. This might be:
- “Click here to download the checklist!”
- “Click here to get the guide!”
- “Click here to watch the webinar!”
- “Click here to view properties under $X!”
- “Download the home maintenance checklist now!”
- “Download the neighborhood guide now!”
- “Get the list of investment properties now!”
Then, you need to decide what you want in return for the item you’re offering. In real estate, you’ll want to keep it super simple. Typically, I only ever ask for a name and email address. That’s it. Getting their email is important so that you can continue the conversation and build trust. But again, you want to make it as easy as possible to get people to hand over their info. Asking for too much will only serve as a roadblock to getting the leads.
2. Clearly Articulate Your Unique Value Proposition
It’s easy to get so caught up in trying to learn all the things that we don’t actually think about what we’re trying to achieve. Knowing your ideal client’s pain points, questions, and objections will make the value proposition much more compelling.
For example, if your ideal client is a first-time homebuyer, you can expect they might be searching for information on things like:
- How to find a good lender
- How much money do I need to save to buy a home?
- How to find a good real estate agent
- How to find the right neighborhood
- How to negotiate with the seller
- What does my credit score need to be to buy a house?
Knowing the questions that your ideal client has and being able to answer them in the same way they’re searching for them is key to converting traffic into leads. Think about it. Would you click on a generic headline like “How to buy a home” or one that spoke directly to your situation like, “How much do I need to save to buy a home in Virginia Beach?”
3. Make Sure Your Landing Page Is a Lead Capture Form
Landing pages are usually a simple lead capture form on a landing page in real estate. In fact, the only thing that should be on your landing page is your offer, a clear headline that tells people exactly what they’ll be getting, the lead capture form, and a strong call to action. That’s it.
Any distractions like navigation bars, photos of you, or additional content will only serve to detract from the task at hand, which is converting visitors into leads. Save the additional content for a follow-up email or drip campaign. Your landing page should be short and to the point. What will your visitors get, how do they get it, and where should they go to get it?
4. Create Strategically Designed Landing Pages in Real Estate
I don’t want you to think that you need to go to web school and learn to design pages. Trust me, you have options. Many customer relationship managers (CRMs) and internet data exchanges (IDX) systems have landing page builders included. KV Core has an amazing, easy-to-use landing page builder that makes it easy to create different landing pages for your various lead magnets.
If you’re not on a CRM/IDX system that has one, then you have several other options available to you. I’m not here to give you a hard sell on which one to choose, but I can tell you that I’m a huge fan of Follow Up Boss. It’s easy to use and the support team is second to none. You can also check out the rest of the tools I love for more insight.
5. Give Examples of Effective Landing Pages
Examples of landing pages work the same way as traditional sales funnels. They can be simple lead capture forms or full-blown 15-page click funnels. Some of my favorite examples of effective landing pages are actually just really simple lead capture forms.
Take a look at the example below. It has everything you need and nothing you don’t. It offers something valuable in return for a person’s contact information, it has a simple lead capture form, and a strong call to action.
What I love about this example is that it has a simple form that takes up the majority of the space and doesn’t have anything distracting like multiple links, ads, or even pictures of me that take away from what the visitor is really looking for. The closer you can make your landing page to what the visitor was searching for, the more likely they are to convert.
But what if you’re not offering something to your visitors right away? How do you convert your visitors to your landing page when you don’t have an offer? Easy. You can use a lead capture pop-up like this instead:
Right Time, Right Message
It’s important to know your audience and deliver the right message at the right time to get the most conversions. A quick and easy way to capture leads is with a lead capture pop-up like the one below:
This example has everything you need and nothing you don’t. It offers something valuable in return for a person’s contact information, has a simple lead capture form, and has a strong call to action. But wait! What if you’re not offering something to your visitors right away? How do you convert your visitors to your landing page when you don’t have an offer? Easy. You can use a lead capture pop-up like this instead:
Yes, I am quite obsessed with giving people a way to join my database. The reality is, 3% of your visitors are actually going to be ready to buy in the next 90 days. That leaves 97% of your visitors who aren’t ready to buy right now. And who knows what they’re going to do with that information. But I do know that if you’re not capturing the 97% of people who aren’t ready to buy right now, they will be gone forever. That’s why I love pop-ups! They offer visitors an alternative to leaving your site without joining your database, which in turn gives you more leads in the long run.
6. Always Drive Traffic to Your Landing Pages
The best-laid plans are only good if you can get in front of your ideal clients. A killer landing page is useless if no one sees it. So, how do you get more eyes on your landing page? Easy. Create some traffic. There are many ways to create traffic, and the more ways you create traffic to your landing pages, the better the overall results you will see.
Start with organic traffic. Post the link to your landing page on your social media pages. Share the link in your posts and stories. Use links in your bio to give access to your landing pages. Add links to your YouTube videos. Encourage your email subscribers to share your content with their friends and family.
When you’re ready, step it up and invest in paid advertising. You can use targeted Facebook ads or Google Ads. You can even boost your posts on Facebook and Instagram. This is a great way to get more eyes on your landing pages. Once you have created some good content, put some money behind it and put it in front of more people.
7. Content Marketing Will Always Convert
Marketing can be an overwhelming topic to discuss. In real estate, the goal is always to find clients and close deals. But before you get started, you need to have a plan. And in order to have a plan, you need to know where you’re at. That’s where content marketing comes in.
Content marketing is just a fancy way of saying marketing with content. It’s all the stuff you share online, whether it’s a landing page, a blog post, a reel, an email, or a website. Everything you share is content, and it all helps you stay top of mind. The problem with content is that there’s a lot of it, so it’s hard to get people to see it.
The best way to think about your content marketing strategy is to think about how you find information online. Do you just search on Google and then look at the top result or two? Or do you do a Google search, then hop over to Instagram or Facebook to see what your friends and family have to say?
Your visitors are probably doing the same thing. So to get your landing pages in front of people who want to see it, you need to create some additional content that helps your visitors find you across multiple platforms.
By creating additional content like blog posts, Instagram reels, and videos, you can drive traffic to your landing pages and get more leads in the long run.
Are you still using landing pages in your marketing? Do you think they still work? I would love to hear your thoughts. Join the conversation below!
Happy closing!
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