Brian Rayl is the Co-founder and Chief Scribble Monkey of Home Value Leads as well as an active real estate agent in Dallas, Texas. Brian has been using the internet to generate real estate leads and attributes over 60% of his business to the world wide web. Find out more about Home Value Leads at HomeValueLeads.com.
For years, real estate agents depended on IDX websites or blogs to generate leads for their real estate business. The problem, however, is that the majority of the tools out there were more likely to generate buyers than sellers. While this is not necessarily a bad thing, most agents were lost when it came to specifically generating seller leads. This problem was often passed off to the theory that sellers didn’t go online to look for information or that the sellers were disguised as buyers looking for their next home before selling their current one — both of which are false. In this article, I will show you how to generate seller leads using landing pages and what to do once you get them.
A landing page is a website that is designed to provide specific information in exchange for contact information for follow-up marketing. The internet world also calls these squeeze pages or lead capture pages. Ideally, real estate landing pages will have an appealing yet minimalistic design, have a catchy headline, a good call to action, benefits of filling out the form, and a clear form that asks as little as possible. Landing pages have shown to be much more effective at collecting a user’s information as long as all of these aspects have been implemented correctly.
So knowing the criteria of an effective landing page, let’s look at how that translates to seller lead generation landing pages. What can you offer to give potential home sellers that would be of value to them? You can provide articles about the home selling process, how to increase the value of their home, or you can offer them one of the main things they are interested in: the current market value of their home. Once you figure out what your offer is going to be, you need to design your site around that offer. Determine what information you need to collect in order to deliver on your offer, how to appeal to the most people, and what website copy will be most effective to convince people to fill out your form.
At Home Value Leads, we say that we provide a “highly optimized landing page” but what exactly does that mean? You may be surprised by how much your results can change with a simple tweak of your seller landing page. For instance, changing the button from “Submit” to “What’s It Worth?” increased conversion rates on one of our sites by nearly 20%. Using a photo of a local home converted better than a photo of the city skyline. A blue background on our signup form performed nearly 50% better than orange. Having a single photo background performed substantially better than having a series of photos rotate through. Frequently make small changes to your seller landing page and test its effectiveness.
While it may be tempting to ask a bunch of questions on your seller landing page, less really is more. The more sections you add to your form, the less likely it is that someone will fill it out. In one test, reducing the number of fields on a form from 11(!) to 4 resulted in a 120% increase in conversion rate. Do you really need the user to say how many bedrooms, bathrooms, and square feet their home has or can you get that information elsewhere (like tax records or the MLS from previous sales) yourself? Keep fields to a minimum to make the most of your seller landing page.
The ability to respond to leads quickly is of utmost importance. Instant gratification through a download or automated email is nice, but studies show that you are much more likely to convert a lead into a client if you reach out personally.†This is where picking up the phone and calling is extremely useful. According to an MIT study on lead follow up, you are 10 times more likely to convert a lead into a client if you call within 5 minutes than you are if you call 10 minutes later, and 21 times more likely than calling 30 minutes later. I won’t go farther out than that, but needless to say the numbers aren’t pretty. What’s even worse is that according to an article posted on Forbes, 36% of leads are never called or followed up with. If this is your style, you might as well empty your wallet into the toilet and start flushing, because you will likely get the exact same results.
The best seller landing page can generate a ton of leads, but they are all worthless if you can’t convert them.†Lead management and follow up are the most important aspect of any lead generation that you do. Luckily, there are tools out there like Follow Up Boss that make lead tracking and follow up much easier to deal with.
Did you know that your seller leads will automatically flow into Follow Up Boss?