Why Are Multiple Landing Pages Essential to Your Marketing Strategy?

Why Are Multiple Landing Pages Essential to Your Marketing Strategy?

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As a real estate broker or agent, your success depends on getting quality leads that result in the buying or selling of a home.

Imagine being able to talk directly to a qualified buyer or seller, leading them strategically through the decision-making process. And imagine doing all this without actually being present.

Now imagine doing this in multiple locations at one time. That’s the great advantage of multiple landing pages.

Multiple landing pages are essential to creating ongoing leads of home buyers. From millennials to baby boomers, 4 in 10 people go online as a first step when they are searching for a property to buy. And although they will still seek the help of a real estate agent, 43% of online searchers buy a home they found online.

Read on to learn about the benefits of having multiple landing pages and how they can benefit your real estate business.

Multiple Landing Pages Boost Marketing Efforts

Landing pages are cyber sites independent of your business website. They have one objective and one business goal: To convert leads into sales for a specific product or service.

Multiple landing pages can capture leads for you 24/7. They can impact your conversion rates significantly.

The process is automated and is always working to build a database of targeted quality buyer and seller leads. Leads from landing pages have a higher conversion rate than regular website pages.

Increasing the number of landing pages is an effective way to build leads and increase conversions. However, when capturing leads, take care not to ask for too much information.

People don’t like to give too much information online. That’s why it’s best to limit lead gathering forms to one or two pieces of information like name and email.

Landing pages offer many possibilities for reaching new markets with a variety of tools. For example, you can automate your landing pages to generate an email campaign for specific marketing goals.

Page design is also a foundational element. A dynamic real estate landing page design is crucial to capturing lead information and increasing conversions.

You can spend a lot of money on a high-tech website, but that does not guarantee conversions. When it comes to landing pages, simple is better.

Any way you look at it, landing pages are essential for online marketing success in the real estate industry.

Landing Pages Focus on One Objective

Each landing page has its own objective and should be focused on one business goal. You don’t want to complicate the decision-making process by giving visitors offers that compete for their attention. Make it easy for them to take action.

Want to increase the conversion rate on your landing pages? You can experiment with different messages or approaches using A/B testing to determine which has the best conversion performance.

For example, you can have a landing page that offers a free home evaluation to determine market value. This would be targeted toward home sellers.

Another landing page could target first-time buyers in the initial searching stage by offering a guide on types of mortgages. And a third landing page might publish listings for buyers looking for specific features who are further along in the buying decision.

All the landing pages would have a way of capturing leads in exchange for access to information that offers value to the prospective client.

Your landing pages can work offline as well. You can link your landing page URLs to QR codes, yard signs, flyers or postcards. Once they arrive on your landing page, you will be able to say a lot more and target more specifically to your audience’s needs.

Multiple landing pages also help in recruiting new agents. A landing page for recruiting real estate agents for your agency allows you to highlight your agency effectively. And it’s proven to draw a lot of traffic and give you quality prospects.

Easy Navigation Directs Action

Good navigation is crucial to successful landing pages. Once your prospects land on your page, what they do while they are there and how long they stay is dependent on good navigation.

First, it’s absolutely essential to have good loading speed. People are used to getting information quickly, and if your landing page is not performing well in this area, you will lose your prospects.

When waiting for a page to load, most people begin to get impatient in less than one second, or “a blink of an eye”. In that short span of time, they could be clicking away to your competitor’s site. So make sure you have a good loading speed.

Today, more people are accessing the information on their smartphones. So design your landing pages with mobile devices in mind.

Make navigation easy. Using hands and fingers for navigating on a smaller, hand-held device is more difficult than on a desktop. Menus and buttons should be easily accessible.

Content for mobile display should be simple to read with lots of white space. Avoid adding a lot of graphics that can crowd small spaces.

Today, many people, especially millennials, use smartphones to get their information. Reaching them requires a more responsive strategy. They are using different means to find you like apps, QR codes, or googling keywords in a search engine. Consider design elements that are user-friendly for mobile devices.

Landing pages give you more control of the navigation process than you have on your company website. Because landing pages have one objective, visitors are restricted in the choices they can take. Here are two important guidelines to keep in mind:

  • Don’t use links that will take visitors away from your landing page
  • Limit visitors to two choices: Click on your call to action or close the page

You want them to focus on your call to action, so don’t give them any possibility for distractions.

A Strong Call to Action is Key

A call to action is the focus of a landing page. It should appear prominently on the page. Ideally, it should appear above the fold. That means you can see the call to action without scrolling down.

Colour impacts the buying decision. Some 92% of people make a judgment about a product or service within 90 seconds based on colour.

Using colour for the call to action button draws attention to it. Red is a good attention getter, but some studies have found that contrasting colours may be stronger. If you use contrasting colours, be sure the colours don’t clash with your page colour scheme.

You can test different sizes and shapes for your call to action buttons. Just make sure the text is legible and the button is easy to click on.

Make the call to action directions clear. There should be no question about the action you want your prospect to take.

A strong call to action gives you a great opportunity to build your brand stronger. Multiple landing pages help you increase authority and credibility in your industry.

Once you get the lead information you need from your visitor, you must deliver on your promises.

Here are some items you might promise to deliver in exchange for lead information:

  • A pricing report
  • An e-book
  • Home buying guide
  • Information about neighbourhood schools or shopping
  • Videos on how to sell a home

Customizing your site will attract attention to your offers. Use clear headlines and include a long list of benefits to help the decision-making process.

Gather Valuable Target Audience Data

One advantage of a landing page is its ability to target a specific segment of your target audience. Your content is driven by who you’re speaking to.

Multiple landing pages can help you get a lot of valuable data on your target audience. Here are some helpful marketing data you might be able to capture:

  • Consumer behaviours
  • Challenges your target market faces
  • Their preferences in real estate properties
  • How they want to be contacted
  • Their real estate needs

Multiple landing pages allow you to use different content with different segments of your target audience. For example, you would use different language and offers for first-time buyers than you would with people buying a second home.

You can create multiple landing pages by copying one landing page, then changing elements of the page to appeal to specific segments or your market. It’s a quick and easy way to differentiate offers that appeal to the different segments.

Create email campaigns that target the various segments in these ways:

  • Demographics
  • Time of day they want to see homes
  • Families or singles

As you do your research and learn more about your target audience, you will be able to reach out to them more effectively on your landing pages.

Get Greater Exposure and Visibility

More pages mean more contacts and more visibility.

Multiple landing pages provide more opportunities for contact than you would get with just one website. It’s like you had lots of websites and people can visit you in lots of different places.

Having multiple landing pages keeps you relevant in the mind of the consumer. You can share the newest info on housing and what’s happening now in your local market with potential buyers and sellers. Here are some key benefits of making this information available:

  • Gives the prospect the ability to share the information with others
  • Creates buzz around your real estate services, which increases word of mouth advertising
  • Ability to target specific social media platforms

Visibility in noisy cyberspace is a challenge. Competition is stiff and strategies for high search rankings reign supreme. Multiple landing pages improve your SEO ranking.

A good SEO strategy will drive traffic to your multiple landing pages. If you’re looking for a way to improve your local SEO strategy, take a look at these great ideas.

Make it easy to find social media buttons on your landing pages to facilitate sharing. Having a good social media strategy can take your message where the people are and give you lots of exposure. Here are some great ideas for how to use social media in your real estate business.

Command a Strategic Online Presence

A strong online presence draws traffic to your website. What your visitors see, hear, and feel when they land on your landing pages matters. The appearance, tone and visual appeal of your content should be purposeful and have a clear focus.

Use strong images. In the same way, you stage homes for showings, your landing page content should be personal and compelling.

Photos get an emotional response. Pay attention to photo placement. If you use photos with people, make sure the people are looking toward the lead generation form and not away from it. There is a psychological aspect to how we process information, and subconsciously, a lot goes on in our heads when we take in new information.

Language matters. Keep your sentences short and use active voice. Avoid sales talk or words that cause friction. Some words, can make people feel uncomfortable or pressured to act. Here are some words to avoid.

  • Buy
  • Give
  • Submit
  • Sign up
  • Download

Instead, use non-threatening words like “click here” or simply “go here”. Also, it’s better to use “my” rather than “your”. For example, “Click here for your free e-book” does not test as well as “Click here for my free e-book”.

The language you use should be specific and have urgency. For example, “Northwest side home listings” is not a very motivating subhead. Replace it with “27 new listings in the $300K to $500K range in Northwest San Antonio available now.”

Demonstrate your expertise. Testimonials and statistics command attention and contribute to a sense of authority. Credibility builds trust. And trust builds relationships that lead to business deals.

Design a Welcoming Look and Feel

Page design is also a foundational element of successful landing pages. A dynamic real estate landing page design is crucial to capturing lead information and increasing conversions.

You can spend a lot of money on a high-tech website, but that does not guarantee conversions. When it comes to landing pages, simple is better.

Remember to check content for scannability and readability. Use sleek, clean fonts with plenty of white space. Don’t overcrowd. Keep the language simple.

To maintain brand awareness, be consistent with the placement of your company logo. Use company colours and identify your brand. Make sure that the feel, tone, and message of your content is consistent with your brand.

Your brand is your reputation. For more on building your brand reputation, check out this blog.

Finally, don’t forget to say “thank you” to those who follow through with your call to action.

Time to Take Action

If you’re not taking advantage of multiple landing pages for boosting your marketing efforts, you’re missing an amazing opportunity to reach new levels of success for your real estate business.

When done well, a multiple landing pages strategy for generating leads has the potential to grow your real estate business exponentially.

At Real Estate 360, we specialize in websites, landing pages, and marketing automation. If you would like to learn more about what we do, visit our website and drop us an email.

We are ready to help you take your real estate business to the next level.

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