Last week I talked about having a clear call to action that would appeal to your target audience (here is the link in case you missed it: http://realtytechbytes.com/the-case-for-a-call-to-action). This week I want to expand on that concept and tell you how I think your call to action should be implemented.
To start with, if you you are advertising your services, pick the one that that will bring the most qualified clients. By qualified I mean the ones that are looking for the service that you want to offer. Don’t just look for home buyers, look for home buyers that want to live in a specific town, or neighborhood, or school district. Don’t just look for sellers, look for sellers who want to do a short sale, or sellers who want to trade up or trade down, or sellers who want to move because of a job transfer. You get the idea I hope. You want to look for a more tightly focused niche than just buyers or sellers.
Structure your ads so that they appeal ONLY to that niche that you are looking to serve. Once the ad is built, make sure that you do not send the traffic that it generates to the main home page of your website! The reason is simple…if you send them to a landing page that contains information that is targeted to the niche that you want to serve, you will stand a much better chance of converting that lead into a prospect.
You may have noticed that I said landing page. A landing page is page on your website (Or it could be a stand alone website, Facebook business page, etc.) that has as it’s sole purpose that of capturing leads which you can then follow up.
It does this because it contains only that information that is of interest to the person who landed there. (Remember, they came because of an ad that you ran).
Some common features of landing pages are:
Interesting information that is laser focused on the reader’s real estate “pain point”. In other words it has information that the person can use to solve a problem the reader is having.
A lead capture form. This is a form that collects the reader’s name and email address. Trying to capture much more than is counter productive as the more info you ask for the less willing people are to provide it.
An offer of additional information that is compelling enough so that people are willing to fill in the lead capture form in order to obtain it. I call this an “ethical bribe”. In other words, “if you give me your name and email address, I’ll send you this report”.
Including social sharing buttons is a great idea as the person landing there may find that your offer is so compelling that they want to share it with their friends on Facebook, Twitter, LinkedIn and others. Make it easy for them to do so.
Some things that a landing page does NOT have are navigation links to other areas of your site. Don’t confuse the issue…they don’t care about your awards, past successes and that you are the number 1 REALTOR® in the area…at least not yet! They are there for one reason only and that is to get the info that your ad promised, so make sure that you deliver that value to them.
Finally, keep it short. Ideally everything should appear above the “fold”. Don’t make them scroll down!
Just doing this one thing will dramatically improve the number of leads that you get from your website…and the good news? You’ll know exactly what those leads want because they came from a razor sharp lead generating landing page!
If you need some help with this concept, please do get in touch!