For the 364th episode of Mail Right Show, Jonathan Denwood and Robert Newnan explain landing pages that convert a visitor into a lead. The episode discusses the term landing page, getting ROI(return of investment) through different landing pages, and dives into how marketing has changed over the past years. Robert Newman is the founder and CEO of the inbound marketing agency, Inbound REM, with more than ten years of experience in the real estate SEO industry. Meanwhile, Jonathan Denwood is the CEO and co-founder of Mail Right, a platform that builds WordPress websites and combines digital marketing tools in a streamlined, user-friendly package that helps generate leads.
What is Landing Page
The simplest definition of a landing page is a page that people land on. What confuses many is the messages you can get to have somebody land on a specific page on your website. You can have an email landing page by directing people to it from an email campaign. You can get somebody to land on a page in various ways. Since multiple individuals connect different branding with something that is still essentially a landing page, landing pages have started to have additional terminology linked to them, such as squeeze pages and click funnel pages.
Getting ROI From a Landing Page
- Valuation Landing Page – Offer a cane system, a better solution, or a more customized home valuation. Home valuation pages, where you’re using an automated tool, still work, generate leads, and give ad names to your database. Many people also add more value than the average marketer does to a page, like embracing videos.
- Property Search Landing Pages – This landing page is like a bar where you can search for property. It drives you into neighborhoods and shows all the listings there, providing a guided search experience on-site.It might be interesting to have a search bar connected to the experience the search landing page provides if you’re using a platform similar to Sierra Interactive. Suppose everything on the site is narrowed down to neighborhoods, buildings, or something particular— so that someone can get a very drilled-down piece of information.
- Coming Soon Landing Pages – Home buyers provide their contact information in exchange for early access to the images, details, and price of a property displayed on the landing page and soon to be on the market.If this strategy is successful, there is one marketing positioning that everyone would need to be aware of: the chance that a certain number of people will be highly enthusiastic about whatever development you choose to do. If your page is doing well, people are interested in the neighborhood, the structure, or whatever else you’ve included as Coming Soon on your website.
- Community Guide Landing Page – It conveys a value proposition to your farming area. It is a community page that covers a broader area, divides it into smaller categorical areas, and directs people to those smaller categorical areas while still being quite informational. You can also use a custom map for this kind of landing page.
- Exclusive Buyer or Seller Content Landing Page – This type of landing page is kind of linked to evergreen pages because you’re offering guidance, exchange, and consumer pain points. Evergreen is a page you write that you don’t change or only change sometimes. You have to take the time to transpose it digitally and use excellent graphics or white spacing to make it digestible. But it would help if you had your seller and buyer’s road map that is custom to you, your sales approach, your team’s approach, and your approach.Exclusive means that you have an exclusive offer that gets trickier depending on your state and the law relating to your MLS. Some places, like California, have a cooldown period when you take on a listing. There is X amount of time between taking the listing and listing it with your contracted MLS system. You could send an email to all of your customers, and before the thing is even fully digested into the MLS, you could already have offers on the property, which you can consider as an exclusive offer.
Changes in Real Estate Marketing
Many realtors have realized that marketing has changed. Now the market is getting hard with not so easy advertising directions for people, and the referrals have stopped coming in; some people surrender, while others figure out ways to connect with people.
The only strongly performing marketing section now is messages passed through Kinesthetic. Kinesthetic is learning a fancy language for saying that people are embracing the idea that they want to see you before they call you, which means a video, not just a picture of you or a resume. Somebody is using video as a tool to explain the neighborhood, to explain lifestyle, to explain themselves. And if a person connects with them, they’re getting the call. Nevertheless, whether it’s a video on YouTube or Instagram, video is the way to go. Everybody should have videos on the website and other channels.
Paid Advertising and Direct Marketing
When the market slows, direct marketing stops working; there are people with significant budgets with direct marketing efforts but not working or not returning the money and might be losing money. Instead of throwing that money away, now is the time to take control of your marketing and make moves in your strategy. Try to figure out where to put your money and where to put your time.
Paid advertising is when you go to a direct source. Another way to put paid marketing is search marketing. For instance, if you want to get in front of somebody directly. You’ll pay YouTube, Pay, Instagram, Google, or pay somebody, and these platforms will put advertising in front of you tomorrow. Meanwhile, direct marketing goes directly to the audience.