Social Media Ads are just the start of your Real Estate sales funnel. You need landing pages to keep those potential leads on track.
Without landing pages as a pathway from social media to your offer, potential clients get distracted. They can end up wandering off into the Instagram Ether... Or worse, into your competitor’s office.
Landing pages steer your clients towards becoming paying clients better than your homepage and keep their eyes on your exclusive listing. It is like giving them mild tunnel vision so that they don't get distracted from their task.
Their task? Letting you know that they exist and that they want what you have to offer...whether it is a listing, a how-to guide, or your great skills as a tough negoiator.
Let’s talk about why, as an Estate Agent, Listing Agent, Buyers Agent, or even Property Manager, you need a landing page and how they make your life easier.
Wait. What’s a landing page and how does it work?
A landing page is where someone “lands” after they click on a promotion or advertising link online. That promotion can come up from a google search but a lot of people use social media to talk about their promotions or freebies. A landing page usually offers some sort of incentive in exchange for information. Think of it as a no-frills website that only has one thing you can do on it...fill out the form. Click here to see an example.
#1 Websites are a Distraction
Repeat after me, “I solemnly swear that I will not use my website for a landing page.”
You are building your email list of potential buyers for investment properties. You decide to offer up a freebie in exchange for an email. And maybe an additional question or two. The next step is to get them to meet with you. Your end goal is to find 5 reliable clients for the next year that you KNOW are going to buy some investment properties.
This seems doable. Totally plausible. You can do this.
You have a great FB Ad targeted at the right demographic.
Your opt-in is a guide about how to gauge a good investment. You know you are providing helpful information.
People are interested in your guide! They click on your ad!
Your ad directs them to your webpage. There is a big banner across the front of the page that says “Get your Investment Property Guide Here”. With a very obvious space for their email.
They are interested in investment properties.
And they can see that you have a whole list of them on your website.
So instead of giving you their email, they help themselves to your website offerings.
ANONYMOUSLY. (clutch your pearls)
And they click right down that rabbit hole until they get distracted by a Tweet, or a text message, or any number of other things. The point is, they did not go back and give you their email.
…..you have lost them. (sigh)
That Facebook Ad that you created and paid for isn't converting to emails. That opt-in that you agonized over for weeks didn’t get read.
This happens over and over and over again. Pretty soon, you have 5 people who signed up for your opt-in. Because everyone else got distracted by your home page. And only 1 of them makes it to your seminar...they might only be there for the King Prawn Cocktail.
Why does this keep happening?
Because websites are designed to be clicked on. They are made to be explored. As soon as a user sees the opportunity to help themselves to all you offer, they will. (1) And then they disappear before you can get their email or attempt to find out what they need to move to the next stage.
Landing pages should have one goal and one goal only...to collect data or promote one singular product. They are a distraction-free zone with only one way out, through your email collection form.
Landing pages are what keep your potential email collection from going sideways and turning into... Poof...nothing.
#2 Segmentation Your Potential Client List is EASIER
Repeat after me " I solemnly swear that I will not pass up this opportunity to segment my email list."
Let’s go back to our investor list in reason #1. Let’s pretend that we are going after that same type of buyer. Only this time, you used a distraction-free landing page.
(Because by the time you scrolled to #2 on this list you know you need landing pages.)
In the form that you have the investment property buyers fill out, you can also ask them to tick a box or three.
It could be as simple as:
When are you looking to buy:
In the next 6 weeks
In the next 6 months
In the next year
I don’t know yet
This will help you to narrow down who you need to focus on and which segment you need to get in front of first. At 6 weeks they might already be in talks so your 6 months to next year segment might be your best bet.
A follow-up question could be:
Is this your first time investing in non-owner occupied real estate?
This simple yes or no answer can split your email list again, allowing you to know who needs what kind of help to get ready to buy. Those who have never purchased are going to have different needs than those who aren't new to the market.
You don’t want to offer a learning session to your experienced buyers. And your newbies don’t need to feel bad about not having a portfolio, so you don't want to offer a portfolio review to them.
Keep the number of questions to 3. You won't overwhelm your potential buyer.
If you do this, you are going to have several segmented groups to market to, keeping your sales funnel full.
#3 Landing Pages Keep the Focus on You & Away from Your Competition
Repeat after me, “I solemnly swear that I will not use my listing on my website for a landing page.”
You have a high-end property that needs the right buyer. They have to have deep pockets and they have to see your property FIRST.
You have your brochures printed, your FB ad and Insta pics are on point. Your QR codes are ready to go and pointed right at the listing on your website...
That same website also hosts a similar property. It's a little less expensive, and needs a little less work..and it's being sold by Deborah.
The person who beat you out of your top spot last month in commissions.
You need your potential buyer to see your property and your property only. You don’t get paid by the hour, you work on commission. And you don’t need to be helping Deborah out by putting her property in the running.
A landing page allows you to keep the blinders on your potential buyer and results in more conversions.(2) No outside links. No pictures of someone else’s waterfall and croquet lawn. Only the private pool you are selling. Only the mature garden with boxwood maze that you have pictures of.
Landing Pages are Powerful
Landing pages keep potential clients on track and generate meaningful leads.
When you have a segmented
email list, you can make your emails more personalized to their needs. Email still has the strongest conversion rates, even stronger than social media.(3) This is especially true in an industry, like real estate, that needs to build trust before they buy.
You just have to keep the blinders on your potential clients so that they don’t disappear. Or become someone else's client.
Landing pages need copy that convinces people that you are the trusted advisor they have been looking for.