Learning these 10 misconceptions will increase your prospective leads.
Landing pages for your Real Estate business should be the most important part of your marketing plan. Landing pages are designed to funnel leads through a quid pro quo process. Leads give you their contact information and you give them access to your expertise. Below, I will go over the 10 most common real estate landing page misconceptions.
- I have a website so I don’t need landing pages. A lot of real estate agents don’t believe they need landing pages and hope that prospective leads will land on their website, click on the contact page, call them to make an appointment to view their listings or to create a representative agreement. This does happen, but rarely. Remember that all the values you have in your business are potentials to provide your prospects an answer to what they are searching for, making you the expert they will rely on.
- You only need a couple of landing pages. Most realtors believe that they only need one or two landing pages. They usually just create one for buyers and another one for sellers. Other potential areas to take into consideration new homebuyers, investors, luxury homeowners, featured listings, communities, farmland and vacant land. Think of the leads you would like to attract and how you can create a landing page to market them. Remember the more lead capture pages and funnels you offer, the better chance you have of making a sale.
- Long forms are better than short ones. Long forms could discourage prospective leads since they don’t know you yet. Make your forms as short as possible until you gain your lead’s trust. You should track and test different forms and layouts to see which bring you the most leads, clients, and profit..
- All important information should be at the top of the page. Placing Call To Actions (CTA) and other important information above the fold are considered standard to minimize scrolling, but some pages have been analyzed to convert better in PPC (Pay Per Click) and Facebook ad campaigns when more value is placed at the top before your CTA. Test it out to see what works best for you.
- The convert percentage rate is the only rate to consider. The converting rate is important, but remember landing pages are just one step in your marketing funnel plan. The goal for your landing pages is to give your leads the information they are searching for and therefore the opportunity to create a relationship with you and your business. The end piece of the of converting your lead is when you make the sell. Sometimes lower-converting landing pages lead to more sales than their higher-converting counterparts. It is all about the offer and how you deliver on your promise.
- The landing pages should include all of the reasons why they should convert. Don’t try to make your landing page a place to give your prospect all the information you offer at one time. You should set up autoresponders and drip emails along with other ways to deliver more information to your leads. This will help you bond with your lead in a natural way vs. hard selling.
- No Significant Traffic. Lead pages are not intended for SEO. Lead pages are targeted traffic with paid ads or targeted traffic with your subscriber’s email list. Lead pages will also help you to grow your subscriber’s list and start conversations with a lead.
- Once a landing page is created, I can keep on using it. If you are still using last years landing page and conversions are low, it is time to make changes. Your strategies have grown and your design should be updated.
- I should keep the main navigation of my website When a prospect arrives on your landing page, the goal is to convert them. Navigation links allow your prospect to go off the landing page, distracting them of the original reason they landed on your page and often makes them abandon the site before the conversion. Removing all unessential links is the best way to prevent potential leads from getting distracted and therefore increases your conversions.
- CTA doesn’t have to match the landing page headline It is important to be consistent in your message for the call-to-action (CTA) and your landing page headline. If your prospective lead clicks on your CTA for more information only to find out that they are sent to your sells page, you’ll instantly lose their trust. The same goes if the headline reading differently than the CTA, it will cause confusion for your lead and they will probably think the link wrong. Be sure to test your links for any confusion to make sure you are delivering what you promise.