What would you be willing to do to increase the number of leads your real estate marketing generates by 55%? You might be surprised to learn how simple it is. In their 2012 Marketing Benchmarks Reports study, HubSpot found that companies that increase the number of landing pages from 10 to 15 saw a 55% increase in leads.
Exactly What is a Landing Page Anyway?
A landing page is a single web page (sometimes called “lead capture page” , “squeeze page” or “lander”) where a visitor is directed from some advertisement source. These can be visitors from search engine results, classified ads (like Craigslist) or direct mail campaigns. Landing pages are also commonly used for directing traffic from social media posting. The purpose of a landing page is to capture a lead from your web traffic. Typically the process involves collecting an email or phone number in exchange for some offer.
Why Are Landing Pages so Important?
The purpose of your real estate marketing is to convert traffic into leads, right? So many real estate professionals fail to manage this vital process. Landing pages are a simple way to dramatically improve the conversion of your marketing efforts.
How to Design High Performing Landing Pages for Real Estate.
Now we will discuss the mechanics of designing a landing page specifically for commercial real estate. You can easily adapt this design for residential realty or even for marketing apartment communities. The fundamentals are the same.
To the left is a sample landing page from one of our clients. You will notice that there is no navigation on this page. That is on purpose. The purpose of this page is to capture the name and email address of the visitors and not lose them as they search through a complicated website.
Here are some important features to consider when designing your own landing pages.
A: Include your logo. This is an excellent opportunity to reinforce your brand and image.
B: Include your phone number. Again, the goal is to convert your website visitors into leads and the best way to connect is via the phone.
C: Make the “Champion Feature” about the space itself. In this example, the visitor linked to this page from the client’s Craigslist ad. The visitor is interested in a specific space so market the space first and not the property. The worst possible scenario is to advertise a space and link them to an irrelevant home page.
Some important elements to consider:
- Keep it visual – add a floor plan to show what the space looks like.
- Identify the suite number, type, and size.
- Write a short description of the space.
D: Include a strong “Call to Action” (CTA) above the fold (the content in the upper half of a webpage that appears before the visitor needs to scroll down). This is the most important part of your landing page. The call to action should offer something in return for entering their contact information. In this example, the visitor can download a property flyer.
This is where you get creative and test lots of different offers. Some common CTA’s we design include free market reports, custom property searches or even free 30 minute consultations. You should experiment and test them to see which ones produce higher conversion rates.
E: Use high quality images and don’t clutter up your landing page. The visual appeal of the landing page has a huge impact on its success. Keep the content concise. If it doesn’t need to be there, leave it out.
F: Be sure you include a secondary CTA just above the fold. In this case, the secondary CTA is “Call for More Information”.
G: Always include customer reviews or testimonials to increase the credibility of your offer and brand.
H: Finally, you may want to include an option to search for additional spaces. This would be the only link back to the client’s main website. Again, we are offering few options to the visitor to improve lead conversion rates.
There is a lot to consider when designing and testing landing pages but the payoff is huge. Be sure to share with us your successes (and failures) by commenting below.