What the Heck are Lead Capture Landing Pages?
What are Lead Capture Landing Pages? And Can Real Estate Agents use Them?
You’re reading through one of Tom Ferry’s latest blog posts when you see a box for a free, Tom Ferry FSBO script. You click it, and it navigates you to a box requesting your name and email address so that the FSBO script can be sent directly to your email account. You fill it in and submit, and immediately you see the notification that the FSBO script is waiting in your inbox. Great for you, and great for Tom Ferry. You just have used one of the millions of lead capture landing pages on the internet.
Business professionals, companies, and real estate coaches use lead capture landing pages every day. They utilize these lead capture pages so that they can gather your email address, name, and other personal information.
When they have collected your contact information, they will use it to target you. Business and brands will use the personal information you submitted to send you more emails, target you with online ads, or even send you text messages. For instance, if you signed up for the Tom Ferry FSBO script, chances are you will see more Tom Ferry emails in your inbox over the coming weeks.
The goal is to turn you into a customer by striking while the iron is hot. Since you have shown interest in a brand, product, or lifestyle, the businesses will then try to get you to buy into their product or services. For Tom Ferry, he hopes you will attend one of his events or buy one of his coaching products. This is a cornerstone of content marketing.
Can Real Estate Agents Use Lead Capture?
If a real estate agent or team has their own website and wants to use it to get new clients, they absolutely can and should use lead capture pages. Using lead capture landing pages allows real estate agents to get useful information about leads that already have an interest in them or their real estate services – these are highly qualified leads.
These types of leads are low hanging fruit, ripe for the taking. But people hate giving out their personal information online. So how can Realtors get their website visitors to up their contact information willingly?
Offering Value: The Key
You didn’t just surf over to Tom Ferry’s blog with the intention of giving out your contact information. Nobody likes filling out the form. The only reason you shared it was because you were thinking about checking out the free FSBO script.
You willingly gave your contact info up because you wanted to see if Ferry’s free FSBO script (say that 5 times fast) would make you and your business better. In other words, Tom Ferry and his team were offering you something of value, that might improve or make your life easier. So, giving up your name and email address didn’t seem like a big deal.
Well, that’s all well and good for Tom Ferry, but agents don’t generally have a script, free trial, e-book, or pdf that homebuyers want to download. Instead, they do have something more urgent and timely: listings. Listings are the greatest asset a Realtor can share with any homebuying lead. Homebuyers are interested and want to see as many listings as possible that match their search criteria.
We all know that Zillow may get a ton of traffic, but they struggle consistently in two areas. 1. Zillow has a huge history of data inaccuracies from old listings to Zestimates. 2. Zillow is so huge that their data is not tailored to niche home searches. If the buyer wants a 2/bd 2/ba lakefront property in Littleton, Colorado facing west towards the mountains in the Marston neighborhood, Zillow is not going to be the place to find it.
But more importantly, the NAR is still reporting that most homebuyers and sellers find their real estate agent through a referral:
“Referrals continue to be the way that most buyers find their real estate agent. Referrals by friends, neighbors, or relatives were higher among buyers 37 years and younger (48 percent) and 38 to 52 (39 percent) compared to older generations.”
Word of mouth is still king. When referral leads scope out an agent, they are likely to check them out online, which should lead them to the agent’s website.
Integrating lead capture landing pages for real estate listings and property alerts are one of the best ways to get a lead’s contact information. Homebuyers want to look at all of the listings that match their home search criteria and are willing to give up their contact information to do it easily and effectively. Agents simply need to set up a landing page for leads to fill out. Then leads can receive tailored listings directly in their email or via text.
In return, the agent collects contact information for the lead that they can use to reach out. Additionally, agents also get a pulse on what type of listings the leads were looking at and prioritize them accordingly. Real estate agents looking to create a lead capture landing page on their website use an IDX provider that offers lead capture like Buying Buddy.
What to Do with Lead Contact Info
Once a lead has filled out the lead capture landing page, the best place for the contact information to go is directly into a real estate CRM. Other uses for lead contact information include:
- Call them immediately (of course)
- Send a personalized email
- Convert the lead using a real estate CRM
- Send SMS text property alerts matching their criteria with calls to action (CTAs) to contact the agent about showings
- Upload lead email addresses or names directly into Facebook Ads to run targeted Facebook/Instagram ads
- Run retargeted Google Ads
- Offer moving guides and neighborhood guides tailored for the lead’s area via email
- Send a monthly market update email for leads not yet ready to buy/sell
Google Analytics: Checking for Effectiveness
Once lead capture landing pages are active on an agent’s website, they can track their effectiveness. To check for effective lead pages and form fields, real estate agents should check out Google Analytics for their website. Agents can also see how people interact with the lead capture page and tweak the sign-up message after looking for inspiration.
Lead capture landing pages are everywhere online. Business and digital marketers, like Tom Ferry, use these tools to collect contact information on leads. The contact information is then used to convert the leads into loyal customers and clients. Real estate agents can use lead capture techniques to get lead information by offering something of value to leads. The easiest way to do this is by offering tailored listing updates to homebuyers. It’s easy to take a page from Tom Ferry, and capture leads visiting your website and turn them into clients.