What is a landing page?
We were going to write our own definition of a landing page but here’s an excellent one written by Unbounce.com:
“In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.”
Further, they describe a lead generation landing page:
“Lead generation landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.”
What to include on your lead capture landing page
This page should include an offer of something of value from you in exchange for their contact information. Your form must also include some type of CTA (Call to Action).
For example your landing page may have wording similar to this:
It’s always important to know what your home is worth, whether you are considering selling, remodeling or refinancing. Fill out the following form and we will be happy to provide you a free home value report, so you can see what your home is worth right now, in today’s marketplace.
Then you include a form for them to fill out (I recommend you at least get their first name, last name, phone number and email address) that includes a strong call to action like ‘I Want My Free Market Analysis Now.’
Once they fill out your form, you receive an email letting you know their information and that they have requested a CMA (Custom Market Analysis). You can then produce and send them their report – and consider them a hot lead.
You can create your own landing page on your own website, but the simplest way is to subscribe to a company that offers these pages already setup (with successful data on the layout). I would also be sure to select a company that specializes in the real estate industry.
A few more advanced lead generation companies are even able to track the IP address of your landing page visitor and may be able to provide you additional contact information on them – even if they don’t fill out the form.
How to get prospects to your landing page
You can effectively use Google AdWords or Facebook ads to target your leads and get them to your landing page. Don’t forget to use a strong call to action in your advertising that mirrors the landing page.
So when you’re ready to generate more leads, get yourself a landing page with an exciting call to action and get advertising it!