Why You Need a Website and Landing Page for Property Marketing
Published: August 13, 2019
In this digital age, buying and selling – even negotiating – are done online. A digital presence is almost mandatory if you want your business to thrive. The real estate industry is no exception. In fact, home buyers start their buying process by searching online. 86% of potential buyers use online as their main tool to search for property1. This is Why You Need a Website and Landing page to reach those potential buyers and provide your next property project with qualified leads.
So how can my property listing be found online?
In the digital space, home buyers find you in either of the two ways:
- By appearing on Google Search Results
- By being discovered through online property listing websites like Realestate.com.au or Domain.com.au.
Property marketing managers started investing in Facebook or Google ads to boost their chances of being seen first. Once you spend money for ads on search and social media platforms, the next crucial step is to make sure you capture information of the leads clicking on your ads.
What can I do to make sure leads don’t fall-off?
You need to have a landing page. A landing page is a separate form or page from your website where prospects are redirected after they click on your ad or property listing. This page is sometimes referred to as a lead generation or capture page, where your prospects leave their contact information.
Why do I need a landing page?
Aside from a website, you must also invest in building a strong landing page. Here are some of the reasons why:
1. It serves as the catch-basin of your leads.
You would not want to let your ads money go down the drain. Now that your ads have worked for you and prospects click on them, your next step is to make sure that there are less or no fall-offs. You should be able to capture these leads’ information. A good landing page will address that.
2. You will be able to build a quality email list.
Leads that click on your ads and fill out your lead generation form can be categorized as lukewarm or warm leads. It means that they have an interest or intent in making a purchase. You can further nurture these leads by sending email communications about your listings and special offers.
3. It will allow you to re-target.
If you embed cookies in your ad links and on your landing page, you can re-target leads who did not fill out and submit their contact information. Ads will now follow them whenever they browse the internet and will help strengthen their interest. Aside from that, these cookies will also give you rich data and insights on the behavior of your target customers.
What makes a good landing page?
A strategically designed landing page will help you turn intenders to home buyers. Create a converting real estate landing page by following these tips:
1. Keep your layout as clean as possible
When home buyers are at the early stage of the buying process, they want the information to be as streamlined as possible. Limit the content of your landing page to only include straight to the point information relevant to your audience.
2. Write catchy and persuasive headlines
Your headline should be short, crisp, and be able to communicate your offer and grab the reader’s attention. Here are a few examples of strong headlines:
- “Discover your perfect home”
- “Upgrade your living experience today!”
- “What’s your home really worth?”
3. Include stunning pictures
When it comes to real estate marketing, imagery is the key to getting prospects to contact you. Hire a professional photographer to take the best shots of all angles of your property listing. Make your prospects want to immediately book an appointment with you and see the property themselves.
4. Display a clear call to action (CTA)
Your page visitors should clearly know how to avail of your offer. Write your CTA as simply and as guiding as possible. Make the CTA button visible and click-worthy by using bold and contrasting colors. Examples of CTA are:
- “View floor plans”
- “Show properties”
- “Schedule a tour”
5. Your contact information
Let your audience know when, where, and how to contact you for more information about the property listing they are looking into. Your contact number, email address, business hours, office location (if any) should be available on your landing page.
What makes a good website
A property website in this strategy should compliment a landing page. Where the landing page is focused on leading the potential buyer down a funnel to capture their enquiry, a website is about informing their decision making process.
This type of website can provide greater detail on the types of apartments available, floorplans, location and amenities while still using Call to Actions that encourage the visitor to make contact with a sales person. This benefits projects with a longer delivery timeline, for example land estates or precincts where multiple residences might be under construction.
Consider the following benefits when building a project website:
- Over the life time of the project leads that haven’t purchased can be directed to the website to further their education on your offer.
- The website builds trust and authority in a potential buyer. Providing background information about the developer or completed projects in the website also helps a buyer feel that you can deliver on the development.
- As your project construction progresses it can be displayed on your website via photos or time-lapse video, creating urgency to purchase. A targeted email campaign to past enquiries that haven’t acted yet can be motivated by informing them of the progress of your property.
A website and landing page work hand-in-hand to make an effective marketing strategy. The website is your source of authority and deeper source of information. It makes your property listing and contact information readily accessible to potential buyers any time of the day. On the other hand, a landing page serves as the catch-basin of leads funnelled from your paid marketing efforts. It leads awareness and interest to action because this is the point where your leads submit their information and agree to be contacted. We have created successful landing pages and websites for our clients as part of their marketing strategy. If you would like to see how to set up a similar strategy for your next project, get in touch below.
1. Residential Consumer Property Seeker Report, January 2015.