Landing pages are web pages that are different and separate from your primary website. A landing page is a standalone web page where visitors land after they click on a link. Landing pages are designed to drive traffic for a specific real estate marketing campaign goal. The main objective of landing pages is to convert visitors into qualified leads by prompting them to act and take the next step. A good landing page should be unique to a specific audience segment, personalized to the users, educate visitors on the benefits of your services, provide a sense of urgency, and make it easy for them to sign up. If you’re not using targeted landing pages for your real estate business, you are missing a huge opportunity to capture high-quality leads online!
How will your leads “land” on your real estate landing page? Combine these marketing and advertising techniques for increased efficiency and the greatest results:
When your prospects "land" on your landing page, they should find relevant content to click on and be converted to warm leads. Each page typically contains a form that asks visitors for their contact information in exchange for something of value. A landing page will entice your visitors to take action, such as completing a contact form, requesting buyer or seller guides, neighborhood updates, property reports, property valuation, recently sold homes or new listings updates, e-book download, home video tour, YouTube video or a webinar, upcoming home tours registration, participating in a special offer or promotion, etc. The possibilities are endless!
A Homepage is generally the first page of your website and serves as an introduction to your brand and your services. It should summarize your real estate business and give a general overview of your offerings.
A Landing Page is more of a lead generation and promotional tool, which is used to turn your visitors into leads and customers. Landing pages focus on getting your visitors to perform a specific action, such as, requesting a Home Valuation, showcasing your listings, focusing on community farming or property searches, requesting home buyer, seller or community guides, scheduling property showings, scheduling a consultation, signing up for an email list (such as new listings updates), downloading an e-book/flyer/newsletter/report, signing up for an event (such as webinar), purchasing a specific product or service, etc.
Landing page stays focused on a single topic or offer throughout the page and uses a specific call to action, such as "Sign Up", "Schedule Now", "Request Now", or "Buy Now". Landing page usually removes the navigation options, such as home/about/contact/etc. to prevent visitors from getting distracted and clicking away.
Landing Pages can receive traffic from paid and unpaid marketing campaigns, such as search ads, social ads, email marketing, direct mailing, blogging, Social Media postings, promos and special offers announcements on your website, etc. Landing pages also make it easy to track data, like where most of your traffic came from and how effective your ad campaign or email marketing campaign was.
While homepage is on your root domain (www.yourwebsite.com), your landing page can also be a secondary page on your website (www.yoursite.com/landingpage) or a subdomain (landingpage.yoursite.com).
In short, your homepage tells visitors about your entire business in general, while a landing page focuses on generating leads by promoting a specific service, product, or event. You don't necessarily need a website to have a landing page. Some agents decide to use a landing page as their homepage or website or multiple landing pages if they are looking to collect customer leads and offer specific products or services. However, for most businesses we recommended using both, website and landing pages, as part of your marketing tools.
As you increase your marketing efforts with emails, ad campaigns, social media and other marketing campaigns, you should start using landing pages to drive your prospects to take specific actions, turn leads into customers and generate more sales.
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