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Real Estate Marketing: How to Capture Leads on Your Website Landing Page

By Emmanuel Lao,Square 1 Group Jan 3, 2017

While nurturing leads in online marketing, a landing page can make all the difference. Landing pages may sound intimidating at first, especially if you’ve never used them in your real estate website design, but it’s an effective strategy for capturing leads for real estate agents.

A landing page is an alternative to sending people to your homepage. When someone lands on your homepage, you may not succeed in capturing the lead. Think about a time you’ve visited a company’s homepage, but you didn’t know how to proceed, or you may have felt overwhelmed by the amount of information on the page.

A landing page solves this dilemma by sending people to a page that targets the audience. Also known as a squeeze page, the landing page prompts users to complete a specific action, capturing a lead. Below is a mock-up of such a page.

For real estate agents, an effective strategy for capturing leads via landing pages is to design each landing page with a specific type of customer in mind. In this type of campaign, a landing page created for a home buyer or a first-time home buyer will look different than one created for a seller. You may also have landing pages designed for specific neighbourhoods.

Types of Real Estate Landing Pages

First, think about the different audiences you’re trying to capture. A first-time buyer and an experienced home buyer will have different needs. You will also want to target sellers, renters, and landlords. Furthermore, consider audiences with different home needs (houses, condos, etc.). Next, segment by neighbourhoods, so that audiences interested in specific neighbourhoods may be directed to the landing page for those areas.

Running a promotion on a landing page is a great way to offer something of value to the customer, so they will give up their contact information, which is crucial for following up with a lead later. A promotion may offer helpful and educational content for audiences looking for a real estate agent. Examples include guides, home reports, pricing reports, videos on how to sell a home, information on how to stage a home, or how to schedule a showing. This is also a great place to prompt users to download your app, if you have one, or encourage them to sign up for newsletters and updates.

What to Include on a Landing Page

The best practice is to include a headline, copy, and clean design on the landing page. How to use the landing page should be immediately clear to the user.

Next, your landing page needs a call to action. If you want the user to fill out the lead-capture form, the copy and the call to action should encourage this conversion. Don’t make it too complicated. Make it clear that you are asking the user to fill out the contact form, because you would like them to consent for you to send them more information or contact them through email. The goal is to capture leads you can encourage to further engage with your content.

How Audiences Get to Your Landing Page

There are various ways to direct audiences to your landing pages. Some of the most popular and effective look like the following:

  • Paid advertising
  • Social media advertising
  • Search engines
  • Email marketing campaigns
  • Email drip campaigns

You can use a paid service to design landing pages for your website, or you can work with your web developer to create them.

Remember, once you capture leads, it’s of the utmost importance to follow up. Continue to communicate with the real estate leads you are capturing on your landing pages, so you can engage with future customers and capture future business.

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