Are you struggling to generate leads from your website? Or maybe you have a few submarkets or communities that need some “extra love”. You can always spend more of your marketing budget to get more leads – but after a certain point, the cost per lead will be too high.
So what do you do – Landing Pages.
Your next step could be to use Landing Pages. This is with the assumption that your campaigns on Facebook & Google AdWords are setup correctly and are performing.
Let’s get technical. A landing page is the 1st page on your website after the Ad is clicked. But in this context, we mean a specially designed page that’s sole purpose is to convert that visit into a lead. Yes – every page should have call-to-actions that are easy to find and enticing, but on these landing pages – the only option is to either leave the page or become a lead.
And they work! We have seen pages that convert up to 18% of visitors – consistently! (See image below)
So how do you get started?
You can build landing pages in your current website or use a 3rd party tool. The result is what matters, however we are partial to utilizing a tool, so that you have more control over the layout and functionality of the page – without involving too much IT.
I personally love the Unbounce tool for building landing pages. It is very simple to use and integrates with almost every CRM out there (Lasso Included!), so you’ll be sure that no lead is left behind. Unbounce has plans starting around $100/month. You’ll find that most of the landing page builders are around this same cost.
All you’ll need to do to setup is to either create a subdomain for your current website or purchase a new domain to use exclusively for landing pages. Either way you go, the “IT” portion of getting this setup should only take a few minutes and will not disrupt your website.
When should you use landing pages?
There are a few circumstances where “no matter what” a dedicated landing page will be the best choice, but there are some other situations where the decision to use your website or a landing page could go either way.
The goal conversion rate of visitors to your site to new leads should be between 1.5-2.5%. You can break this down by community and submarket to see which are having a more difficult time generating leads. Keep in mind this can be due to factors outside of your control, such as pricing & where the homes are being built.
Below are a few examples of when a Landing page would be a great choice to make to generate more leads.
1 – Slow Communities (sometimes): You’ll first need to make sure you are spending enough to generate the leads you are looking for, but if you are and you still need more, then build that landing page!
2 – Low Performing Submarkets (sometimes): First make sure you are spending enough, then build your landing page.
3 – VIP/Coming Soon/Presale Without Fail (always): We have ran landing pages for coming soon communities and the Presale Without Fail Process many times and they ALWAYS outperform a standard community page on the website. Conversion rates from 10-20%!
4 – Home Tours / Events (always): If the event is large enough – such as a Home Tour, then a dedicated page with the event details works very well. Typically we do not have a lead generating component on this page – but use it an extended version of the Facebook ad as well as a perfect page to use in the email marketing for the event.
Quality vs Quantity
Typically the quality of leads from your website will be higher than the leads from a Landing Page. Expect this & plan for it. Set the expectation up front with your sales manager & OSC that the leads from landing pages are typically closer to the beginning stages of their home buying journey. You will want to setup a separate sales process to handle these leads if the volume of leads would overwhelm your salesteam.
Remember the only option on the landing page for the Google or Facebook user to take is to become a lead or leave. There will be those that will submit the form without wanting to talk to someone today or even this week.
Landing Page Examples
Below is one example of a Landing Page we built using the Unbounce Tool. Unbounce has prebuilt templates or you can start from a blank canvas and easily match your current website’s branding. While the design is very important, what is just as important is the “offer” you are providing to the visitor. Being clear on why they should submit the form is crucial for conversion rates.