Landing Pages for Realtors Capture More Than Just Leads

by Mary Jackson, Sr. Operations Manager at Cook & James

This blog is a forum to curate expert commentary, opinion and thought leadership resources. In the past we’ve profiled topics including real estate cyber insurance issues, RESPA compliance through a COVID lens, communication issues that can impact a closing, commentary on real estate trends, and an overview of the ins and outs of flood insurance. Today, Sr. Operations Manager Mary Jackson, formerly our ace marketing manager here at Cook & James, continues her look at marketing tools by reviewing landing pages and why they’re important. (Previous blogs have covered YouTube, Facebook photo tips, and overall marketing strategies. If you want to learn more or attend one of the continuing education classes virtually, contact the office.)

A landing page is a web page specifically designed for marketing purposes, where users “land,” or are directed, after clicking on a link. Why are landing pages important in real estate? Well, with 84% of both millennials and boomers reporting using the internet for home searches, that vast majority just can’t be dismissed as critical to generating legitimate leads.

But landing pages provide more than just hot leads to show and sell a property.

Narrow Support and Pinpoint Priorities

Beyond capturing leads to follow up with and pursue to close a sale, landing pages directly support your business by focusing attention on one product or service. This is a totally different experience than having someone browse your website, click around and go down every rabbit hole, get lost in tons of options and never take your call to action.

Landing pages can captivate potential customers and urge them to focus where you’d like them to. Especially relevant for real estate agents, landing pages can advertise one property or a list of houses for sale in a specific geographic region. Landing pages can also offer other information like helping first-time buyers through the home buying process. By narrowing and focusing the landing page topic, you direct potential customers to act on your priorities.

Pair with CRM Tools to Generate More Detailed Leads

Most websites have landing page functions to easily allow designers to pair with a CRM tool to collect information and create a custom email journey. This process allows you to send a quick “thank you…glad you stopped by” note and opens the door for continued contact. By engaging people over time, you can send helpful content on a regular (but not annoyingly frequent) schedule, lock in your leads, develop relationships and close sales.

To easily collect information about potential clients, the best landing pages acquire contact information from visitors, notably name, emails and, for realtors, zip codes.

Provide Clients Immediate Value

In our continuing education about marketing tools, we suggest realtors offer free resources through landing pages. If you have an eBook, a brochure, a white paper or any other thought leadership piece, offer it as downloadable content on the landing page. Create inviting designs and clear buttons to attract people and push content to potential clients immediately. This makes you more valuable to them and, again, creates a relationship-building atmosphere.

Grow Email Lists

Obviously email lists are digital age gold and landing pages can help you build these lists. Even if a client doesn’t immediately respond after submitting their information into your contact form, their information is still valuable because you can add them into a drip campaign or include them in a monthly e-blast or newsletter as a way to continue to stay in touch.

Generate Data and Insights

If the contact information you collect is gold, the data and insights you acquire from analyzing landing page trends and usage is valuable digital age silver. As long as you use it to direct and guide the way you run your business.

Because landing page analytics can show you rich data like how many views a page received, the average view time, how far viewers typically scrolled on your page, and how many of those viewers actually submitted their information after browsing, you can see what’s working and what’s not. Wise landing page owners will use this trend information to direct continuous improvements not only on the landing page itself, but to the overall marketing strategy behind it. By analyzing which buttons were clicked, how many people scrolled down and how far, and how much time visitors spend on specific copy provides definitive information about where you should place calls to action, trim down content (or add to it) and the type of content resonates.

Next time I blog, I’ll go beyond why landing pages are important and discuss how they work and give a few basic and pro tips. Keep an eye on our ongoing virtual class and CE credit offerings to more in depth information about real estate marketing tools like landing pages and more.

Mary Jackson’s vast marketing experience and leadership skills brought her to lead the Cook & James marketing team in 2018 and she recently expanded her role into operations, in recognition of her stellar organizational strengths. She was drawn to the firm because of the culture, where she can work with other passionate, innovative and gregarious people like herself. She’s also drawn to the outdoors -- her ultimate goal is to hike through every national park which she’s working on with her husband and two dogs.

In addition to handling day-to-day non-legal operational activities and supervising marketing at the firm, Mary leads and continues to teach ongoing educational offerings for Cook & James professionals, colleagues and friends including classes in YouTube, Facebook, LinkedIn, advertising, and other traditional marketing strategies. Contact info@cookandjames.com for an updated schedule or to learn about bringing these classes to your office.