Yesterday, we talked about the importance of creating landing pages for your business in “How to build relationships using landing pages.” In this post I will be covering the why, when and how of using landing pages to help build relationships.
Why should I use landing pages?
Landing pages provide you with relationship-building opportunities, and that is the main reason you should be using landing pages in your business.
Landing pages allow you to make an instantaneous connection with a lead based on the keywords or ads that brought them to that landing page. By offering your leads something of value (usually referred to as a lead magnet) in return for their email, you can then continue to build that relationship with further communications.
Here are four more reasons you should be using landing pages:
- Capture and convert more visitors into leads: Landing pages allow you capture and convert a higher percentage of your visitors into leads. They also allow you to capture information about who those visitors are and what they converted on.
- Generate more qualified leads: Landing pages generate more qualified leads. Landing pages allow you to easily segment your leads into buyer and seller funnels according to geographic, demographic, behavioral and even psychological variables.
- Improve your online searchability: The more landing pages you are using, the more you broaden the opportunity for potential leads to find you online. Landing pages also allow you to tailor your content, keywords and offers to each specific lead type.
- Better message match: Another benefit of a landing page is that it allows you to better match your messaging and offers to the needs of your unique audience segments. Message match is key to building trustworthy relationships with your leads.
Now that you know why you should be using, let’s talk about when to use them.
When should I use landing pages?
Landing pages can be used with any marketing channel to improve conversions and help build better relationships with your leads.
To start, I would recommend using landing pages for all of your current inbound traffic such as email, social media, search, third-party sites and even referrals. Landing pages can be linked to just about any online or offline source due to how effective they are at converting visitors.
I would also recommend using landing pages in your follow-up efforts to capture additional data from the lead that will help you better understand their motivations and close the deal sooner.
From here, you can expand your landing page use to anywhere you like due to their versatility and overall effectiveness.
Landing pages can provide a significantly better user experience when you are giving your leads exactly what they are searching for — or sometimes even more than they were expecting. These visitors will be a lot more willing to provide you with their email if you are speaking directly to their needs and offering them something of value with a relevant lead magnet.
Now that we have answered the why and when of landing pages, let’s talk about the how.
How many landing pages should I be using?
The simple answer is that the more landing pages you have, the more opportunities you will have to convert qualified leads and build relationships.
That doesn’t mean you need to start with hundreds of landing pages, but instead create landing pages that speak to each of your audience segments and their needs.
An easy way to begin is to break your audience into simple segments such as buyers and sellers. Then create a landing page that focuses on the needs of the buyer and one that focuses on the needs of the seller.
Another easy starting point would be to create landing pages for each of your current lead sources such as Facebook, property listings, business cards, etc.
Now, let’s talk about how you get started with landing pages (it’s far easier than you might think).
How to get started with landing pages
The No. 1 reason real estate professionals don’t use landing pages is because they don’t believe they have the experience or the time to do so.
That is no longer the case. There are many online resources that can help you figure out landing pages. Search around, and read advice from the experts.