While Facebook Ads are pivotal, they are only the first step of your marketing funnel. Once someone clicks on your ad, what happens next?
For a real estate agent, the sales process works a little differently. You may not be trying to sell anyone on anything but are looking to land new leads and clients. Still, the sales funnel idea remains relevant. People need to become aware of you, understand your services and appeal, and eventually commit to working with you.
A landing page is an important part of this process. It is a middle-of-the-funnel part of a website that will typically pop up after someone clicks on certain ads. Many agents and businesses create different landing pages that correspond with different ads. According to Tech Jury, 48% of marketers build a new landing page for each marketing campaign.
Landing pages are a key part of marketing, and real estate agents should be using them to continue interactions with their leads. Having effective landing pages will continue your relationship with a prospect and push it further along. Let’s look at four ways to create real estate landing pages that deliver.
Keep It Consistent with the Ad
When someone clicks on an ad, it is typically because they either liked the look of the advertisement or are interested in its content. Consider your landing page as an extension of that advertisement, both with the tone of the message and visual appeal.
In terms of tone, your landing page should provide more information on what you are offering your prospect. Expand upon the initial ad that brought someone to you. Talk about the value you offer as an agent; go deeper into your initial piece of content. Keep the voice and tone as consistent as possible, and don’t overwhelm with words. The punchier, the better.
Visually, there’s a reason someone clicked on your ad. Keep the visual format the same as the initial advertisement, with a color scheme and font that don’t differ. Consistency is key, as the goal is to make your marketing one cohesive journey.
Experiment with Video
Landing pages are middle of the funnel, meaning they aren’t supposed to be hard sells. They are for when a prospect has become aware of your offering, shown interest, and clicked to continue. The goal of a landing page is to maintain that interest and enhance it, expanding upon it to keep the interaction going. One of the best ways to do this is to include a video on your landing page.
According to HubSpot, embedding video content in your landing pages can increase conversions by 86%. Video is a medium that immediately captures attention, that keeps people engrossed. If you are trying to keep someone on your website and keep them interested in you as an agent, video can go a long way.
One of the best ways to utilize video for your landing page is to have an embedded video highlighting you as an agent and your track record of success. Showcase homes you’ve listed, clients you’ve worked with, or just spotlight your personality. Make it fun, personal, and inviting, and you’ll see results.
Include Customer Reviews / Social Proof
While you vouching for your abilities as a real estate agent will be helpful, most leads are aware that you have a vested interest in promoting your talents. If you want to have a more convincing landing page, you should leverage your success working with past clients and utilize social proof and customer reviews.
There is no one better to show potential clients how great you are than the people you’ve worked with in the past that have been happy with what you provide. According to the same HubSpot report, 36% of the top-performing landing pages have testimonials. This is a way to show leads both the legitimacy and experience of your real estate business and the happy customers you’ve created along the way.
This shouldn’t be the core element of the landing page, but using punchy quotes from previous clients on the side or corner of your content will be both visually appealing and effective. Customer testimonials are convincing and useful; make sure to include them on your landing page.
Have a Potent Call to Action
The most important component of a landing page is a call to action or CTA. The landing page is meant to continue the relationship from the initial advertisement, and the CTA is how you capitalize upon that. You need to try and induce action from the lead, or the landing page doesn’t have much of a purpose.
The best call to action won’t be based on a hard sell if you are a real estate agent. The real estate industry is about relationships and trust, and even if you have a great initial ad and a top-notch landing page, people probably won’t feel fully comfortable listing with you immediately or making any long-term commitments. That is why your CTA should be about furthering your relationship.
Your CTA should be about setting up a call or a face-to-face and allowing you to make a more comprehensive pitch. Make it be highly visible and stand out from the rest of the landing page. Using words like “free” will help. An example of a good real estate call to action would be “Click to schedule a free consultation,” or something along those lines. Have a highly visible, actionable CTA that furthers the relationship, and watch your appointment book fill up.
Now get out there and start generating more leads!
