A Resource Guide To Creating High Converting Real Estate Seller Lead Home Value Landing Pages
Landing pages are web pages that are designed for one goal and one purpose that lead to business sales. That goal is conversions, and conversions are when a lead ( a web visitor ) takes the outlined steps that you want them to take and that you have laid out in your design of the landing page process. Conversion goals can include everything from downloading an ebook for sellers or home buyers to submitted their information to get a home valuation report on their home.
For many Real Estate agents the question of “How Do I Generate Leads Online?” is often a mystery, or was one… More recently online Real Estate Lead Generation has become a welcome choice for agents around the world. What was once a old school marketing play used by industries of all kinds, had now become a very profitable lead generation tool for agents.
Why You Need Real Estate Seller Leads
Let’s back this up a little… Listings are the life blood of Real Estate sales. Without listings there are no sign calls, which means there are no buyer leads, which means no showings, and it goes on and on… With a listing, you control the market, the more sellers you have the more of the market you control. That is why you hear the term, “list to last…”.
Now that we have established the importance of getting listings, let’s go back to why leads realtors are crucial to your online Lead Generation as a Real Estate agent. Seller Leads are typically categorized as home seller leads that are home owners that are asking for or have requested the following types of information;
- A Home Value Report
- A Market Report
- A Custom CMA
- A Seller’s Ebook Guide or Study
The generation of these types of leads is a great way to build a database of home seller leads that you can reach out to and market and prospect with over time. The more you give great and resourceful information to the seller leads that you have captured and connect with over a period of time the better the opportunities you create with each lead to turn them into a client and win a listing.
This type of lead generation may take more time, and is usually a long term commitment and every lead counts. On average we see each lead taking about 5 to 7 months before they become a seller. Follow up is key with this type of seller lead generation.
Why You Need Seller Lead Landing Pages
One of the biggest mistakes a Real Estate agent can make is sending paid marketing traffic to their main Real Estate website. I know this sounds counter intuitive, but it’s really not. Your main Real Estate website probably has little direction or connection to the actual marketing campaign you are running on Social media sites like Facebook or your email or postcard campaigns and this type of lack of focus on your main site is a confusing message that will leave home seller leads scratching there heads if the message is different than what the marketing ads or campaign is advertising.
To make a better example here, image you are running a campaign on Facebook targeting home owners in your local Real Estate market and you have an ad that looks like this on below;
And the messages is asking the home owner how much there home is worth, and you have the tool or the solution to help them find out about that question you have put in front of them. However, let’s say that this ad links to your main Real Estate website and some where on your site that has more options than a McDonalds drive thru menu, is a “What’s Your Home Worth” page and that page is buried a few links deep next to many other distracting links and calls to action presented to the home owner.
Ok, let’s keep going. Let’s say that this seller leads does make it to your site and after they clicked on your ad with the hope of find out the value of their home that they want to sell in the near future, they end up on your main Real Estate website. They are instantly confused, there eyes bounce every from image to text, to a home search tab, to a about me tab and so on…. They are lost and now so is the opportunity to capture that lead.
They wanted the information they were promised via the ad you ran. They took the right steps you asked of them and then it all failed… Why? because the were not sent to a landing page that kept the same marketing message that the ad presented. A website has many distracting items, all sorts of information that is pulling a web visitor in different directions. It says to the home seller lead, DO THIS, DO THAT, COME OVER HERE, NOW CLICK ON THIS…. The message isn’t reduced to the main goal, the goal of the original questions asked in the Facebook ad that was created to generate the lead.
To visually illustrate the point, here is a heat map of where users are moving there mouse and where they eyes are moving to when they visit a website with more than one link or message on the main page;
You can see that visually the web visitor is being pulled in every direction, making their mind spin with choices.
Where as a landing page has one simple message that is mirrored with the ad campaign that you are running. It has one goal, the goal to convert the lead. A good landing page removes any chance or opportunity to confuse or distract the web visitor, in this case the home seller lead.
Here is an example of a great landing page, you can see that it has one clear message with one goal and that any distractions such as links, or header menu or any other images, or calls to action are removed.
Using Quality Copy For Your Landing Page
With landing pages that focus on home valuations the best copy is short and sweet. It’s important to keep the message from the marketing ad relevant to the landing page copy, so you want to break it down into these sections. These are the basic top for parts to landing page copy;
- the headline
- the sub-headline
- the must know information that they are going to get when they give you their contact info
- the nice to know information that peaks their curiosity and gets them to move forward
This break down of copy is telling them first what you are going to give them and second what you want them to do. The message should be clear and no extra fluff added, unless it is really great information that had been tested and proven to convert more leads.
Here are a few seller lead landing pages that use this type of copy;
As you can see both of these landing pages use a headline that has a clear message. They also both have sub-headlines and then a call-to-action button that tells the seller lead what to do next.
There Can Only Be One Conversion Goal.
As I said before, each separate landing page should only have one conversion goal. That goal may be a home valuation, a free seller’s guide ebook or something else, but if you try to split the attention of the lead that is visiting the landing page and try to get them to achieve more than one goal, then your hurting your chances of achieving the goal first and second you are lessening the effect that the landing page has and therefore conversions will go down and so will your lead volume.
The Call To Action Element. It’s Crucial.
The main goal or the entire purpose of the landing page is to make the web visitor take a very specific action and they will need to be told how to take that action and what to do next. Therefore your call-to-action button is critical and probably one of the most important parts of your landing page, next to your headline.
Optimizing your call-to-action button can a great way to significantly increase your conversions of seller leads. One effective and easy change to generate higher conversions is changing your call-to-action copy into a possessive pronoun. For example you would say “my” instead of “your”, this change has consistently seen higher conversion rate numbers.
For example a landing page company called Unbounce ran an A/B split test on the two words “my” and “your” and they discovered that this one simple change increased their conversions by 90%!
Other studies show that this use of the call to action can improve your conversion by over double and this is because it personalizes the call to action and conveys subconsciously an existing relationship with the visitors to help lower the apprehensive they may have. Another great and easy change to test is the color of your CTA ( call to action ).
Using a contrasting color for your call to action button helps to stand out and catch the eye of the seller lead. If you are using a color palette that has blues and greens with white text, you may want to use a orange call to action button then.
Here is an example of a landing page that has a call to action that is a contrasting color that stands out;
Better Calls To Action = Better Lead Conversions
Next to color of the call to action button and possessive pronouns the next and most crucial part of the CTA is what you are telling them to do. The words you use, can make a huge impact on your conversions. Using the standard submit and download words drive down conversions like a rock and you want to stay away from those boiler plate submit button words at all costs…
Here are a few CTA’s that are winners from our past campaigns that have helped us when we are working on capturing more leads.
The following CTA’s are for Home Valuation Landing Pages.
- Find My Home
- Get My Home Value
- Log In To See My Home Value
- Show Me The Valuation
- Calculate My Homes Worth
These CTA’s when used with the right message on your landing page can boost your conversions higher and help you to get Motivated Home Seller Leads from your landing page.
Background Photos: Stock Photos vs. Real Original Photos
Most often your home valuation site has a large background photo as the appealing back drop to your landing page design, helping to send the subconscious message to the home owner that this is about their home and Real Estate values. It may be a local landmark that makes a deeper connection to the market area you are targeting or it can be just a front shot of a house. Whatever it is, a picture makes an impression and says more than what you could ever write on the landing page to convey trust me or don’t trust me… It’s easy to scare people off with the wrong image, whether it’s a blurry low resolution image of a living room or a stock photo of a sold sign in front of a ranch house.
Let’s go over the pros and cons of each one;
- PROS- stock photos are less expensive than original photos and there are often a large amount of them available for what your searching for.
- CONS- There are many agents using the same image and if the stock photo is popular then it may be also getting used by many different industries as well, making it less personal and generic, which can be a turn off and make your landing page look like a large mindless company and hard to trust.
- PROS- Original photos can make a more personal impact in a deeper way that connects to the emotional of the home owner. After all selling your home is one of the largest events in your life and is very emotional. It also build trust, if you use local images or a home that is typical of the homes in your area you are targeting.
- CONS- These types of images are typically more expensive and they can be harder to pick, with only a handful of them to choice from. Taking your own can be accomplished but the time and money spent to take the right image and getting it right can be tricky as well.
Here is an example of a landing page with an original image;
This was taken of a home in the southwest market and many of the higher end homes around that area looked similar to this so this image was successful in it’s application.
If you are having a hard time finding the right image for your landing page, don’t worry there are plenty of great sites that offer some original images that look great and can be used for your background image. Here are just a few that we love and suggest;
A/B Split Testing Your Home Value Landing Page
A and B split testing is essentially testing one landing and it’s selected changes from the original design of the page against the design of the landing page with certain changes. For instance landing page A had a blue call to action button and landing B had an orange call to action button. Then after days or weeks of web traffic on this landing page and after a percentage of users have visited the landing page and made certain actions on the page, for example they have clicked on the blue button more times than the the orange button.
This is a great way to test which parts or which changes to your landing page create a higher conversion rate.
It’s best practice to only A/B split test one element of your landing page at a time. This way you know exactly what that certain change was and how to use it. For example you may want to test the background image first and then later test a different headline or change the color of the call to action button, but it’s best if you don’t try to test all these changes at the same time.
Here are a few of the items on your landing page that you may want to test out:
- Your headline
- Your Sub-Headline
- Your Call-to-Action ( text )
- Your Call-to-Action Button ( color )
- The Overall Color Scheme
- Your Offer and It’s Message
Test and track each one and see what helps to convert the highest and then make a decision on which one to use and stick with.
Tools To Use For A/B Split Testing Your Seller Landing Page
In order to really test what works and what doesn’t and get data and analytics back and what’s winning and what’s not you’ll need some powerful software to help you accomplish this. Here are two great A/B testing tools that you can use to kick start your split testing.
Convert.com offers A/B split testing that starts around $125 a month.
Optimizely.com offers A/B split testing that offers a free starter plan.
Home Value Landing Page VS. Your Main Real Estate Search Site
Both are meant to capture leads and both have equal importance to your marketing. Many agents argue that your main Real Estate Site should be the one getting the traffic and the attention of the marketing dollars… However the landing has a large role in lead generation and wins by capturing almost more leads by focusing on one conversion goal and one message, where as your main Real Estate site speaks to buyers, sellers, and maybe renters… it also has links to many different options.
Each site has it’s own goal and it’s own message, so just be wise when setting up marketing ads for each one and make sure that your message matches whichever site you are sending them to.
Home Valuation Landing Page Best Practices
Here is a quick overview and check list on what are the best practices for building higher conversions on your landing pages;
- Your call to action button should stand out from the rest of the site.
- Your headline should explain the benefit or clear describe the solution
- Keep your copy short and sweet
- Use photos that related to the subject or the market area
- Test each element of your site with A/B split testing
- Use a great call to action
Creating great landing pages that convert takes time, however by testing and trying different things you can start to reach your goals with your Real Estate business and see what works for you best. Each market is different and so is every home owner so take time to test your landing pages and give each test the time it needs to prove the results.
There are many different types of landing pages out there to choice from, we suggest that you use this guide a rule book for which ones you should use and work with as your lead generation tool. Here are a few things to keep in mind when picking out a new landing page to work with;
- Can you edit every part of the landing page? Remember having control over the colors, buttons, text, font and changing the images makes a difference.
- Does is allow you to use Google analytics code to track your performance?
- Is it mobile responsive. Does it look amazing on every type of device from mobile to desktop?
- Can you edit the headline and subheadline text?
- Can you edit the call to action buttons?