Over the last three months I have fallen in love with landing pages. They have changed the way I do business and more importantly the way I generate leads. I have generated over 500 leads for my email list in just four months using landing pages.
But I often get the question “what is a landing page and why do I need one if I already have a website?”
Good question. First let’s look at the differences between a website and a landing page.
First a website is a bunch of different pages that make up your site. These often include about pages, buyers and seller pages, contact pages, etc.
A landing page is one single page on a website.
The goal of a website is to let website visitors get to know more about you. It also lets people know about the real estate services you offer.
The goal of a landing page is to convert a website visitor into a lead.
A website is general and the target market is pretty generic. The focus of a real estate website is for anyone that has interest in buying or selling their home.
A landing page is specific. A landing page is focused on one niche. The entire page is geared towards one target market.
A website is a group of pages under one domain name.
A landing page is a part of the main website but looks different from the other pages on a website. A landing page will not have a navigation menu or a sidebar. It won’t have the distracting items that will be on the main website pages.
Here is an example of my home page for my website. It shows all the pages and posts on my website.
Here is an example of a landing page on this website. It only shows the website visitor one option. That is to download my free report.
Why do I need a landing page?
The next question I get is why do you need a landing page if you have a website? The reason for this is simple. A website alone will not net you as many leads as a landing page.
I know that seems hard to believe because on a website you are speaking to everyone. That reason alone should mean more leads. But that isn’t the case. A dedicated landing page will give you many more leads than your website.
1. Direct Attention
When someone lands on your website they click a few pages and then move to the next website. Why is this? Because you aren’t giving them a reason to stay. You aren’t telling them what to do. They aren’t drawn to anything special on your website so they leave. There is too much information on your site and they don’t know what to do.
Research says that these days we have the attention span of a goldfish. That’s about three seconds long. You have three seconds to capture someone’s attention when they visit your website. That’s pretty hard to do.
Instead with a landing page you have the opportunity to catch their attention immediately. You do this by creating an attention grabbing headline. A headline that speaks to their issue and the problem they are facing. Right away you over come their attention problem. Your headline draws them in and gives them a reason to keep reading. It’s this small action that will lead to visitors filling out your email form.
2. Niching down is rare
Most real estate agents try to capture every real estate lead they can find. It is rare to find a real estate agent that targets a niche market. In fact the thought of targeting just one market terrifies some real estate agents. I know what you are thinking. “Oh if I only target first time home buyers on a landing page then I am missing out on all the buyers in my area.”
But the good news is that you will actually get more leads by targeting one market. Why is that? Because when a first time home buyer lands on a landing page that is just for them they are immediately interested. It isn’t always easy to find real estate information geared towards one market. If they land on a page that is just for them they feel compelled to find out more.
Plus people are busier than ever. They don’t have time to search the internet to find answers to their questions. If you can give them all the answers and wrap it up in a nice guide they will give you their email address.
3. Look like a hero
When someone visits your website they don’t have a reason to give you their email address. Sure you may have a “what’s my home worth?” form, but so does every agent. And what about people who are looking to buy a home? They aren’t going to fill out that form.
A generic report like a home buyer or seller guide isn’t going to generate a lot of leads either. Why? Because you aren’t niching down. None of these options present a specific solution to a problem. They are generic.
Landing pages are great because you solve one specific problem for one niche. You create an opt-in offer geared towards first time sellers or investment property buyers. You speak to them, you speak their language. You find out what their pressing real estate issues are and you write a solution. When you do that you become their hero. You solve their problem and they trust you. They are happy to give you their email address in exchange for this information.
A Common Fear
Unfortunately most real estate agents won’t take my advice. They won’t create landing pages for one niche. The main reason for this is fear of losing out on business. Fear of not capturing all the real estate clients in their community. Fear of alienating potential clients by not including them on the landing page.
If this is you, I have great news for you! You can do more than one landing page. In fact I recommend that you do many landing pages on your website. In fact I have five different landing pages on this blog. I have one for email marketing and one for millennials. I have a landing page that is an ultimate guide all about landing pages. I also have two more that are dedicated to niche markets for landing pages and blogging. I also plan on adding more!
The key is to market them to different niche groups. Create a landing page for first time home buyers and then advertise it with a postcard campaign to apartments. Or create a landing page dedicated to downsizers and do a different postcard campaign to that group. The great thing about landing pages is you can have as many as you want as long as you are niching down to a target market!
To get leads from your website you must direct your traffic. You don’t want to direct them to the home page of your website and give them too many options. This is overwhelming and can instead have the opposite effect you want. That information overload can cause people to click away immediately. Instead be the boss of your website visitors. Use your marketing to show the visitor where you want them to go on your site. Even better give them the exact information they are looking for. This is how you to can generate an unlimited amount of your own website leads. This is how to make your website actually work for you!
Where are you directing people to on your website? Are you just doing a catch-all method on your home page and hoping that people will give you their email address? Please share with me how you are getting leads from your website in the comments below! Thank you!
If you aren’t getting leads from your website and are in desperate need to get those leads then sign up for my landing page class! This class will walk you thru all the steps I took to generate over 500 leads! Click here to get signed up today!