How to Use a Landing Page to Capture Leads

If you look at real estate websites, you will notice that most of them have this generic looking design and the same kind of information. Typical pages may include an about page, services page, inventory page, testimonials page and a contact page. While this is the standard format for most websites on the web today, it may not be the most effective, especially if you are interested in generating leads.

Such websites are designed for a singular purpose: information. They are built to provide unidirectional information. If you want to generate leads, you will need to work with a different type of website, a landing page. Let’s talk a bit about what a landing page is then jump into how you can use it to generate more leads for your real estate business.

What is a Landing Page?

While a website is designed to provide general information, a landing page is designed to provide specific information. This constraint is implemented to focus the prospect’s attention on a narrow band of information cues. Typical website shave multiple pages and layers that the visitor can navigate to find out more about the business.

With landing pages, there is only one page. I many cases, there are no other navigational tools. In fact, most effective landing pages have no other clickable elements except for the call to action button. This design funnels prospect towards taking a configured and desirable action on the page.

Outcomes

The outcome of any landing page is tied to the call to action on the page. As a real estate agent, your most desirable outcome is for a prospect to key in their details. This action moves them from being an unknown prospect to a known one. With this outcome in mind, a landing page can help you generate leads by focusing visitors on what it is you want them to do.

Also, a landing page, because of the very specific information on it, will act as a filter for those visitors who are not your target audience. So, if your landing page is talking to first-time home buyers, the content will not appeal to a different audience. In this way, you can be sure all the emails you collect are filtered for first-time home buyers alone.

Landing Page Ideas

Now that you have a good idea of what a landing page is and does, how can you apply this to your real estate business? There are some approaches you can employ to get some leads trickling in. Here are a few you can start with:

• Newsletter: In this landing page, talk exclusively about the benefits of subscribing to your newsletter. Talk about the number of subscribers you already have and what kind of content the prospects can anticipate. You can also add an archive of your past newsletters to sweeten the deal.

• Free home valuation: This resonates well with home sellers. Reel them in by telling them you need more information to give them an accurate valuation.

• Inventory catalog: Offer a current list of all your inventory in exchange for an email address.

• How-to guides: These are great especially if you are working with people hoping to increase their home value before selling. Include guides on how to upgrade a kitchen, garden, bathroom, etc.

• Webinars: Home buyers and sellers are always on the lookout for resources that can help them better navigate the housing market. Provide free webinars on issues like home staging, mortgage financing, building permits, etc.

• Other downloads: Whitepapers, reports, and other downloads are also a great way to get people to perform an action and enter your conversion funnel.

As a real estate agent, you must consider using landing pages if you are to increase the number of leads you generate online. Relying on your regular website alone may be robbing you of precious new leads that could help you grow your business.