For the 373rd episode of Mail Right Show, Jonathan Denwood and Robert Newnan discuss how realtors can build a landing page that generates leads. Robert Newman, the CEO of Inbound REM, an inbound marketing firm, has spent the last decade in the real estate SEO business. Meanwhile, Jonathan Denwood is the joint founder and CEO of Mail Right, a platform that builds beautiful websites on WordPress and combines digital marketing tools in a streamlined, user-friendly package. This episode delves into understanding landing pages, leads, and strategies to create an effective landing page.
What are Landing Pages?
A landing page is a page that somebody lands on on your site or the entry page. It is the initial page that introduces a new offer or service when you land on it for the first time. As the digital era stretches out to the horizon, landing pages are no longer limited to the homepage of websites. Recently, some people do not land on the homepage but on internal pages. So, selecting a subject that ensures effectiveness and drives results is crucial for landing pages.
What are Leads?
In real estate, results are usually defined as getting a lead. But it is an information-gathering process for potential prospects. By shifting your mindset from expecting immediate sales to aiming for an extensive list of prospects who could become viable transactions within the next one to two years, your expectations will align with reality. This will also allow you to adjust your budget per your expectations. But you’ll also likely have to spend a long time holding on to these leads before you realize your profit. And once the profit starts, you must keep consistently doing the system to keep that pipeline alive.
Now, when building a landing page for lead generation, the primary objective is to make an exchange between the client and you. The intention is to provide the client with valuable content, usually access to listings, as this has been historically significant in the industry.
Content Magnet/Content Drop
An example of a content magnet is a website with 50 products; 49 products are offered for free, but the 50th isn’t and asks the user to register on the site to access it. You magnetize and attract people, then you have to give them your information to exchange, generating a low to medium-intent lead.
When building a website, adopting a “less is more” approach is advisable. The information on your page should be enough to generate interest and encourage sign-ups. You can provide them with the full details, but it can’t be too much information, as this may discourage them from providing their contact details. Moreover, selecting a platform that offers a library of landing pages that have been heat mapped is essential. Heat mapping involves using a tool that tracks the movement of a user’s mouse on a landing page, providing insights into their interests and engagement with the page’s content. However, if you create these landing pages on your own, it will be hard. It requires expertise to balance providing sufficient information and delivering your message, which will induce them to give you some information to get the lead magnet.
Creating an Effective Landing Page
Effective means people understand what the thing is; thus, an effective website effectively tells visitors what you are trying to communicate. If you want effective landing pages, you must understand what you’re getting into. You will get a higher volume if the digital marketing is working, and it is crucial to implement automated processes for initial outreach; otherwise, you will be overwhelmed l with the amount of low to medium-quality leads it will generate. Unless you’ve got a personal assistant or a team on board to deal with it, you will have to utilize marketing optimization to do that outreach after they get the lead magnet from the landing page.
Two popular landing pages nowadays are designed to get a result: Shopify and ClickFunnels. These companies operate on a common principle: directing customers to a single page where you can do everything you need to do on a whole website into a single page. This approach capitalizes on our tendency to prefer scrolling rather than turning pages. It aligns with Google’s strategy of implementing infinite scrolling for search results, as humans have a natural predisposition to but we’ll scroll endlessly. A landing page is also a clever sales language. You usually add your social proof to the same page and ensure that nobody leaves the page.
Furthermore, try to provide something unique and useful. People tend to remember who you are when you have a high-value content site where every page is designed with intent and delivers value. For instance, do you have contingency plans? Have you accumulated maps, lists of amenities, or other materials you can utilize over the years? Do you have a compilation of HOAs (Homeowners Associations) fees? Consider creating a PDF document containing this valuable information and attaching it to your webpage. By making it downloadable, you can significantly boost your SEO ranking. These resources will drive user engagement and satisfy your clients. And, if you offer high-value content, they will willingly provide you with their contact information. Additionally, it is advisable to refrain from using automated text messages as they tend to disengage people and deliver low-value marketing communication.