It always amazes me how some of the best consultation calls happen at 6 p.m. on a Friday night. I found myself on such a call recently with a fairly savvy client who wanted to pick apart every campaign right down to the p.s. line. During this 2 hour call, we reviewed his accounts and analyzed his tracking reports. He was generating great leads, but we noticed that some of his landing pages were outperforming others. We knew we were on the verge of uncovering something big so we kept digging.
His primary method of marketing has always been through Google AdWords and the campaign we were looking at was offering a free MLS Search. Here is where we found that one of his customized landing pages was outperforming the others by over 5%! So we decided to run a split test to see how this page did against the default. The results again showed that the customized version of the page performed far better than the default.
Was this a happy accident, or marketing genius?
If you are driving all of your hard earned and paid for traffic to your general website, you’re missing the mark. Your landing pages are critical, and quite different from a general website. If you are running focused campaigns that drive traffic to focused landing pages - congratulations, you’re getting closer to genius.
If you are running focused campaigns that drive traffic to focused landing pages and constantly tracking and testing to achieve optimal results - you are going to make a lot of money online.
How would you like to have a lead generating system setup for you that essentially runs on auto-pilot, allowing you to wake up to an inbox full of fresh, hot leads everyday?
It is not uncommon for busy Realtors to throw marketing pieces out there with a hope and a prayer that someone will pick up the phone or contact them through their website. The “spray and prey” method of marketing is for those who do not have the time or inclination to get into the head of their customers. Direct response marketing is where the money is online.
It’s not about eye balls, but about getting your visitor to raise their hand.
And the time you have to make an impression is literally nanoseconds. So what are the elements needed to craft the perfect landing page for your campaign? Here are a few tips to start:
1. Know your target audience. If you are targeting first time buyers, offer a benefit that will appeal to those buyers. What are their pains, worries, desires etc. Choose one idea and run with it (i.e. Free Hotlist of Affordable Homes For First Time Buyers). Create a headline that targets that specific audience and include a specific area in the headline.
2. Focus on the benefits. Your prospects want to know what’s in it for them. How is this service going to help them fulfill their wants and desires.
3. Make sure there is a strong Call-To-Action. This is often in the form of a promise and is most effective when it sits on top of an opt-in form (Sign up to receive your FREE Hotlist Today)
I recently gave an online workshop for over 200 Realtors on landing page design and how to generate quality leads. The webinar contained real world examples of how Realtors are using direct response techniques to achieve optimal results.
You can gain special access to the recorded call by clicking here.
You don’t have to reinvent the wheel or be a marketing genius to generate high quality leads online. All you need is a system that has done the research and testing for you, so you can get back to doing what you do best: helping people buy and sell real estate.
Comments (17)Subscribe to CommentsComment