Any click campaign out there is obviously focused on this goal: Getting clicks, getting leads. The real estate industry is no different, in fact is more so, reliant on effective PPC advertising to gain traction in a saturated online universe. Converting clicks into actionable visitor responses is so important, and is largely the responsibility of the Landing Page.Landing page optimization is a critical component that must be made effective. Once you have a click, you now have the dynamic medium of the web to transmit your message. Graphic design, detailed form submissions, images, animation, video; all these tools you have at your disposal! But a full refrigerator does not itself create a gourmet meal, and likewise it is important to keep in mind these key elements of effective landing page optimization. Remember, you are trying to get a total stranger to give you some of their most personal of contact information, and you can bet they are asking, “What’s in it for me?” Here then, are the top five rules to adhere to regarding landing page optimization:
Make them an offer they can’t refuse
Again, “What’s in it for me?” If that answer is a rebate, a free TV, special buyers or sellers tools, there’s your hook, that is going to grab a person and entice their curiosity for your pitch. Your landing page
Use great photos of current property listings you represent
Selling a house inevitably includes the image of that property. Landing page design that attractively showcases a great property (and a great price) is going to get leads.
Make sure they can read the entire page, including navigation options, in under 5 seconds
Nobody reads anymore. People get the quick facts, and then they leave. If those quick facts make sense, they stay. Think bullet points, bolded text, underlines, pictures that are worth a thousand… You get the point.
Make sure you only require the needed lead gen information
Name, email, phone number – any questions?
Make them an offer they can’t refuse, and then don’t give it to them before you get a chance to email them the info personally
If possible, set up your landing page to require a personal response to that visitor if they go forth and complete all your required steps. Any great real estate agent knows their best marketing tool is their mouth, and the more you can focus the interaction towards actual verbal dialogue, the more tailored you will be able to offer your services.