Creating the Perfect Real Estate Lead Capture Page

When discussing online marketing, especially Facebook ad campaigns, one thing we often hear from real estate pros is something like, "I know everyone swears by it, but it didn't work for us. I don't know, I guess our marketplace must just be different."

Is their particular marketplace different than others? Of course. Does that mean that the marketing engine does not work in their particular marketplace? Of course not. So if we can agree that all marketplaces are different, but that the marketplace doesn't always dictate the strength or results of the marketing vehicle, what assumptions can we draw?

It's very simple: one very important piece of their ad campaign is flawed. It's flawed so badly that qualified leads leave and move onto other things without offering their information. More often than not, that flawed, but very important, piece of the puzzle is the landing page they directed the homeowner to.

Landing pages are critical. Done correctly, they can instantly grab lead information, winning the real estate professional that all important qualified lead. Done incorrectly, though, the landing page can become nothing more than a nuisance that the homeowner perceives as annoying, causing them to take an "on to the next one" stance.

Online advertising works. It not only works, but it can make agents and brokers tons of money. The landing page is one of the most important elements that dictates the success or failure of any online marketing initiatives.

Whether you are doing Google Adwords, Facebook ad campaigns, Instagram ad campaigns, banner ads on any number of sites, or even informational content pages on your real estate website, you HAVE TO use landing pages. To that end, today I'll share with you the elements and best practices involved in creating "the perfect" real estate landing page:

1) Keep your URL short and sweet (and memorable)

One thing that makes me crazy is when I see a marketing piece that is really well done, but has this fatal flaw. They almost did everything right. The graphics are on point, the message is compelling and the call to action is perfect. The problem? The URL they chose to drive people to is simply too long.

You have to remember that homeowners are inundated with marketing messages. You have seconds to get their attention and to get them to want to act. Why build all that goodwill to get an interested lead, only to lose them because they don't want to type in your extremely long website address?

Keep your URL short and simple and you will win.

2) Your website has navigation. Your landing pages should not

When you drive a homeowner to landing page, you have to remember that the purpose of getting them to your landing page is to do one simple thing: Give you their name and contact information. That is all.

Your website may be awesome, but if you use the same navigation on your landing pages that you do on your website, you run the risk of users getting distracted and not doing the one thing you want them to do.

Notice how this page does have Roger Prasad's branding and logo, but there is no navigation, and nothing else for the homeowner to do—EXCEPT fill out the one form he wants them to fill out.

3) Make your offer clear

Maybe your offer requires some description with the landing page to better explain what prospects will receive in turn for giving you their information.

As you can see, this landing page from our website offers a demo video of our capture marketing system. The video has a few parts to it, so in order to maximize the chance that a prospect fills out the form, we give them a short, sweet description of exactly what they are going to get if they fill out the form.

Bullets are my favorite way to do this, but no matter what you do, be concise.

There are many things that go into a successful landing page, but if you follow these basic steps, your response rate will be higher than you have ever seen it, and your pipeline will be full of leads.

To view the original article, visit the Leading Agent blog.