Over the past few years I have implemented online lead generation systems for our brokerage and have become a big fan of lead generation using landing pages. This week we are hearing some great strategies for agents using landing pages from some experts in the business.
Let's hear what Peter from Top5Agent has for us on landing pages for REALTORS.
At this point you know that being a player on the web is the right call for agents in virtually any area, but what happens when potential homebuyers actually end up on your site? Do you offer up a reason for these visitors to stay on your website, or do they simply arrive on your general home page without any direction or information on how to proceed? If you’re firmly in the latter category, it’s time to take a moment and talk about why having a unique and engaging take on landing pages can help you capture even more leads.
The Real Scoop on the Power of Landing Pages
To start off the discussion the right way, let’s talk about what a landing page is, as well as why making the switch to strong offerings on this front is more important than ever before. Essentially, a landing page is a unique website page that helps boost your conversion rate with potential customers by offering a clear call-to-action message (CTA), as well as something of value to the person on the other side of the screen. After filling out a few details and submitting this information, the user then makes his or her way to the other areas of interest on your site.
So just how beneficial can well-crafted landing pages be as you welcome prospective homebuyers to your site? When compared to average offerings, optimized and refined landing pages can generate up to five times as many conversions or leads. The moral of the story here is clear; if you’re a realtor who isn’t directing consumers to the right portions of your site via specific landing pages as part of each ad or promotion, you’re leaving a ton of business on the table.
Making a Great Digital First Impression
Now that you understand the true value of a proper landing page, it’s time to talk about how best to capture the huge lead generation potential – in some cases up to a 60 percent increase – found within these offerings. A good place to start auditing your landing pages is with the “5 Second Test.”
Essentially, this test aims to answer three questions: What is this page about? What do you, as a digitally savvy realtor, offer a potential homebuyer? And how can this prospective client take you up on the offer? If it takes more than five seconds to answer this group of questions, then something needs to change. However, if you pass this test, and work with someone who can put the rest of what you’ve learned here to good use, there’s no reason why you can’t capitalize on the increase in leads that come with a stellar set of landing pages.
Additionally, optimized landing pages also offer a variety of search engine optimization (SEO) benefits. It might just be a pleasant side effect, but having a boost in terms of your page rankings via this practice is a nice way to help buyers and sellers in your area find your site and generate even more leads and conversions.
Going a Step Farther with Real-World Examples
Of course, talking over the particulars of landing page best practices is only part of the learning process. To truly show you how these assets work on behalf of your digital persona, let’s look at some real-world successes and failures. First up is the winning end of the spectrum.
After taking a look at the landing page associated with the River City development in Toronto, you’ll notice a few distinct features. First, this page has a clearly present and focused CTA and message that grabs the reader’s attention. Additionally, the response form is easily accessed and well-placed. Finally, the aesthetically pleasing imagery helps wrap up the “complete package” offered by this landing page.
On the other side of the spectrum is the less than stellar example offered up by My Condo Pro. On this landing page, there’s no clear CTA or message, and the sign-up form is located near the bottom of the page. These issues might not seem like much at first glance, but when it comes to your impact with potential clients and conversions, these stumbling points can end up being catastrophic.
The “Dos and Don’ts” of Winning Landing Pages
As far as “game changing” additions to your landing page and common mistakes go, there’s a few things you need to keep your eye out for as you start exploring this digital territory. Let’s start with the “dos” side of this discussion.
First, winning landing pages have attractive imagery and video content that can help boost conversions and engage the viewer. Additionally, offering up eye-catching headlines that focus on building curiosity and intrigue around your value proposition – all while skipping the overt “buy this now!” language – also play a major role in the process.
From here, breaking down the benefits of your offer in bullet points, or some other easily digestible format, continues the process of enticing the reader to take the plunge and convert. Utilizing clear, straightforward CTAs that only take up about a sentence or two of on-screen real estate also goes a long way with your landing page audience. Finally, having a lead capture form that helps track these sign-ups and bolsters your user information database ensures that you harvest all the data needed to continue to refine and optimize this process.
In terms of the “don’ts” that can turn viewers off in a hurry, putting too much text on your landing page, or having too many fields and questions for these clients to fill out, can undo all of the progress you’ve made on this front. Fortunately, if you’re able to make good use of this information and present a page that helps viewers find the right home, discover their purchasing power, evaluate home-worth, or delve into some other important topic or niche, there’s no reason why your landing page can’t join the ranks of the highest converting members of this field.
Putting the Right Foot Forward
From realtors just entering the business to established names in markets far and wide, Top5Agent has helped many real estate professionals boost their leads significantly, all by implementing smart online presence tactics and industry-leading custom landing pages. Top5agent provides a variety of innovative web solutions for the real estate industry, including modern agent’s websites, integrated CRM, customizable easy-to-use landing pages, and social media and blogging content management. Top5Agent also offers custom web development and design, web hosting, branding, and various pay-per-click lead generation programs.
The experts here at Top5 Agent help brokerages and agents alike create and utilize their online presence properly, all while increasing lead capturing potential by 40 to 50 percent. All of our customizable websites are sleek, modern, and possess a variety of tools to engage visitors, capture leads, and convert these potential consumers into satisfied clients. Top5Agent also conducts free educational sessions for real estate agents and brokers that cover a wide range of topics, such as social media, lead generation and capturing, pre-construction landing pages, and branding best practices. If you’re looking for customer-oriented services that deliver creative and effective results, look no farther than Top5Agent.
To find out more about Top5Agent online solutions, including our killer Landing Page Creator, click here!
I hope you have gained some value from our guest post this week.
As always when we bring in a guest who offers their product or services from AgentsBoost we NEVER take a cut or make a dime. We believe in what they have to offer PERIOD!
Strength and Courage,
Wade
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