I spent some time today looking at other real estate agent websites and landing pages both of HomeGain clients and in the search engines. I will say that most HomeGain agents are doing it correctly or are close.
However, this email is really for the others who are not doing it right, or if you are marketing on the Internet and still use your home page as your landing page.
It’s amazing to me how many Realtor and Broker websites don’t even try to capture names, emails, and phone numbers. Their [home buyer and seller] visitors come to their websites, use their tools, and then call another agent.
Firstly, do you understand what a landing page is?
I know, some of you might be smirking right now, but there are a lot of people that don’t have any idea what that means. A landing page is the page in which a customer coming to your site lands on.
For instance, if a customer comes to your site from the Internet and when they click on a link they end up on your home page, your home page is your landing page. If a customer clicks on a link that comes to a portion of your site with your search tools, then that is your landing page. I guess it really is what it sounds like.
Your landing page should simply be the page that you want everyone to land on based on what you are marketing. One landing page may be your search page and another might be your featured listings page.
Regardless of which page you use, you should have some form of lead capture on that page. If you don’t, you are throwing your money away.
I use different landing pages for each city that I am marketing. If I am marketing Melbourne Florida, then my landing page will be Melbourne related with my IDX Search with my lead capture tool. If I am marketing Palm Bay, then my landing page will be Palm Bay related. You want your landing page to be related to your search terms. In fact, although I don’t know if this is true, it should get you a little higher in the search engines but don’t quote me on that!
Below are two examples of my landing pages:
As you will see, these pages accomplish two goals for me. They capture the lead of course, but just as important, they give me enough information about what they are searching for to start my lead conversion program.
Capturing a name, email address and phone number are nice, but finding out what they are looking to buy and capturing their name, email and phone number gives you a lot more ammunition on your side when it comes to lead conversion.
Keep in mind, most of your leads are not going to contact you or answer your phone calls. If they don’t, then you will have a hard time staying in front of them with information they want to see. They will most likely delete most of the emails you send their way. However, if you did capture this information, you could immediately set this up in an automatic update system to keep in front of them with new listings a few times per week.
For those of you who do not capture information from your visitors, you are pretty much spending money without having success. Of course you may receive a lead or two here and there and they may be really good but you have to remember that sales is a numbers game.
To be successful you must always be building your pipeline. The bigger the better!
Hopefully this gives you a little insight into landing pages and how they can help you or not help you. The choice is yours! As always, if you would like me to evaluate your landing page please don’t hesitate to call or write me. I’m always here to help!
Mitch Ribak is the Broker/Owner of Tropical Realty of Suntree, Inc in Florida.