Custom Landing Pages: The Key to Real Estate Website Lead Generation
By Carolyn Berk
About Website Design
What are visitors seeing when they browse your real estate website? If the answer isn’t “custom landing pages,” you’re missing a big opportunity to personalize the home buyer or seller journey.
Tailoring your website to different types of visitors is essential if you don’t want to leave sales commission money on the table.
Here’s everything you need to know to craft custom landing pages that can transform your real estate website into a powerful lead-generating machine.
What is a custom landing page?
A custom landing page is a special section of your website that you send people to after they click on a call-to-action (CTA).
For example, a person may arrive on a custom landing page after clicking a link in a Tweet that encourages them to download your newest ebook. Your custom landing page can prompt them to fill out a form so they can download the ebook, which in turn provides you with their name and contact info so you can follow up through phone and email marketing.
Custom landing pages typically have no connection to your website’s navigation. Instead, they stand alone and can only be accessed from a link that’s provided in marketing content.
For more on this subject, you can check out this short video by our VP of Branding, Seth Price:
Why are custom landing pages so important?
A custom landing page allows real estate professionals to capture information from prospective clients.
In addition to the regular “Contact” page on your agent site, custom landing pages allow you to tailor your lead capture approach and collect the specific contact information that you need to increase your lead outreach.
What are the best practices for custom landing pages?
If you want to convert your website visitors into leads, then well-crafted custom landing pages are essential.
What goes into a good custom landing page? While there’s no set formula for a successful landing page, adhering to the five best practices below will help you generate more leads and guide website visitors to take the next step in showing interest.
1. Write a Clear Call-to-Action on Your Custom Landing Page
When you include a prominent call-to-action (CTA) with very simple messaging on your custom landing pages, your website visitors should know exactly what to do next.
To motivate people to volunteer extra information, the trick is to offer something of value in exchange:
- Maybe they’ll receive a free website template if they sign up for your newsletter.
- Or perhaps they’ll get access to a neighborhood guide if they provide their contact info.
Whatever you offer, make sure (1) your audience will want it, and (2) that they know exactly what they need to do to obtain it.
2. Keep Custom Landing Page Forms Short and Concise
Your website visitors are busy, and an easy way to scare them away is to ask too much of them. This is especially true when it comes to asking them to fill out a really long custom landing page form.
While it’s certainly helpful for you to know all the details about their home buying or selling needs, you run a greater risk of form (and site!) abandonment with each extra question you ask.
Require your audience to provide the bare minimum of contact information, such as their name, email address and phone number. Remember, you can always ask them for additional details about their real estate needs once you follow up through an email or phone call.
3. Offer Visitors To Your Custom Landing Page Something To Acquire Them as a Lead
Lead nurturing is a two-way street. Your audience won’t provide you with information or take next steps if there’s nothing in it for them.
By offering something of value on your custom landing page, you create an incentive for them to take a step closer to becoming your client.
However, you want to ensure that what you offer lines up with their needs.
For example, a couple who is considering moving to your town would be incentivized by a free neighborhood guide with information about regional attractions, businesses and schools.
Not only will they learn more about your area when they download this guide, but you’ll have their contact info and will be able to help them find a home to purchase in your town.
4. Avoid Visual Clutter on Your Custom Landing Page
Most pages on your website will likely have many navigational options and elements such as social share buttons, blog posts, and so on. However, that should not be the case with your custom landing pages.
These should feature limited navigation and reduced visual clutter; basically, only provide the bare necessities. By keeping the design focused, you’re creating an environment that reduces the risk of visitors becoming distracted and failing to complete a form submission.
5. Use Directional Cues on Your Custom Landing Pages
The way your custom landing page is designed can also influence whether or not a visitor fills out your form.
The key is to guide visitors’ eyes towards important focal points.
Try to incorporate some or all of the following into your custom landing pages:
- Use arrows to get the clicks you want. They can point to your CTA, a form, an internal link, or anywhere else you want to direct website visitor attention.
- Highlight the most important links on your custom landing page. If you want visitors to submit a form they have filled out, make sure a “submit” button is prominently featured at the end of the form. You can also experiment with the font, size or color of links that you want to emphasize.
- Consider how your audience will read the page. Make sure your most important elements are at the top of the page, or “above the fold.” That way, it will be the first thing visitors see when they arrive on your custom landing page.
Published on November 14, 2017
Written by Carolyn Berk
I am a Content Marketing Associate at Placester, where I regularly share helpful real estate marketing strategies through Placester's Academy.