[Video] Marketing Academy Secrets #23: How to Use Unbounce to Convert Visitors into Leads
In Episode #23 of Marketing Academy Secrets, we talk about how to use Unbounce.com, a landing page editor, to convert visitors to your real estate website into actual leads.
Landing Page Recap
A landing page, in essence, is a way to have specific information for an audience that you’re targeting. For example, if you’re targeting first-time homebuyers, you want to make sure you have a landing page that really speaks to the challenges that they have and the questions that they’re asking.
What’s great about landing pages is that they allow you to offer an exchange of information for their contact information. That’s really want you’re trying to do. You want to get traffic to your site, build trust, and make an exchange of their information for the valuable information that you have. Once you do that, then you have permission to contact them.
Unbounce is a really simple tool to use. If you go to their pricing page, you’ll only see their three tiers, but if you scroll to the bottom, there’s a free version of Unbounce, which is a great place to start.
What I like about the service is that you don’t need any experience using HTML or CSS and you don’t need to be a graphic designer. They’ve got lots of templates and lots of great graphic components that you can drag and drop into place and create a landing page in moments.
Some other features that they have include great analytics. You can connect your Google analytics account and really see what kind of traffic you’re driving. If you’re using Adwords or Facebook ads to drive traffic to those landing pages, you can see how many folks are landing there and where are they actually clicking. So, you can figure out whether your copy is correct or whether the image you’re using is any good.
Who’s your audience?
So, the first thing to think about is, who are you really speaking to?
You have to think like the buyer thinks. They’re trying to find information on particular houses, particular neighborhoods, what it’s like to live there, etc. They don’t necessarily want a guide right away on how to get a mortgage, though they might, and you really want to make sure that your landing page coincides with the messaging you’re using to advertise.
For example, if you’re advertising The Most Beautiful Neighborhoods in Boston, you want to make sure that your landing page really has some representation of beauty, because you promised that. Then, the offer might be “Here’s a Walking Tour Guide of the Best Neighborhoods in Cambridge.” That might be something of value. You really have to play with what the offer is. You’ll find that some offers convert better than others and the more you play with it, the more you can replicate that success.
Sellers are generally interested in what other houses are selling for, what the market is like, how they can price their home, etc. They’re really trying to be strategic about getting the best value for their home so that they can reap the rewards of home ownership. So, what you want to think about is how to provide insight and something they can take away in exchange for their contact information that they’ll find useful.
Landing Page Outlines
Before you create your landing page, you want to make sure you have an outline.
Who is the person that’s going to land on this page and what is their demographic and reasoning? You want to think about age, sex, family, no family, is this the first time they’re buying a house or selling a house? Those types of things will allow you to speak more appropriately to that particular customer.
Next, you want to consider the value. What are you going to offer in exchange for their information? It’s got to be something that’s really compelling, because they’re not going to freely give you their name and email for nothing. So, you want to think about, “Is there a report or some information or an ebook, guide, or infographic – something that they actually want – that they will exchange their information and the permission for me to speak to them?”
Then you want to write the copy, which is really important. It needs to build trust but also compel action. It needs to be very concise, because they’re not going to spend a lot of time reading it. If you take the time to write the copy correctly, you’ll get a higher conversion rate.
Don’t worry about failing on the first time. What happens is that you’ll create a landing page, see what kind of traffic comes through, and then you can tweak it. With these tools, you can change it rapidly without a lot of work and without a developer.
Next, you want to focus on an image. What are the visuals on this landing page and how are they going to help tell this story and drive conversion? So, if you’re talking about listings, you want the best, highest quality visuals of homes that you can possibly find. If you’re talking about information regarding a geographic area, use an image of that area, an image of a map, or something that tells the story without having to use words.
What you’re trying to do is make that connection in an instant that there’s going to be an answer to their question and you’re the person to provide it.
Lastly, and most importantly, the CTA. That’s the part that’s going to get them to type their name and email into your form. So, you want to really think about what the compelling 5-to-8 word sentence is that’s going to get them to act.
Go to Unbounce.com, scroll to the bottom, and sign up for free. Enter an email and they’ll confirm it. Then, you’re going to create your first landing pages. It’s really simple to set up. They’ve got a WYSIWIG – What You See Is What You Get – graphic editor. You’re going to drag a headline onto your page that will grab your leads’ attention. Drag some text that will be your CTA. Then, import an image that can either be an entire background image or a small graphic. Then, you’re going to drag your call-to-action form onto the page.
My suggestion on the form is to not ask for too much information. Don’t ask for First Name, Phone Number, Last Name, and Email. People will get a little wary about giving that much personal information all at once. Sometimes, just asking for an email is enough – that reduces the friction – and sometimes you want a first name, so that when you contact them, you can start to build a relationship.
Unbounce Landing Pages & Your Website
Now you want to make sure that you’re using this landing page in conjunction with your website. You want to make sure that there’s a similar look and feel and similar language. What’s great about Unbounce is that it works really well on our platform, Placester.com, or an existing site that you have and you don’t have to alter your site to use these landing pages.
If you want to learn more about this or any other online marketing topic for real estate, visit placester.com/academy. You can sign up for our newsletter and we’ll make sure we send you the best information about how to be a better real estate marketer.
Published on November 29, 2013
Written by Seth Price
Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s a founding team member and VP @Placester, author of the bestselling small business marketing book, The Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches.