Landing Pages, Call to Action

They’re here! Now what?

More than likely, your home page is not the most visited page of your website. If you are active in SEO, SEM and Referral Website Traffic almost any page on your website is likely to be ‘landed’ on by prospects.

Rotating call-to-action banners and Landing Pages

By analyzing Google Analytics, you will be able to make observations about your website visitors that will allow you to craft unique ‘call-to-actions’ that have a goal of getting them to either sign-up for a property search or to give you their contact information for some other information (open house info, school report, etc).

How your call-to-actions are written and presented are critical in making it easy for the prospect to do business with you.

Think like Amazon.com

People are at your website for only a few reasons. The quicker you make getting to the information they want with One Click and add value at the same time, the more likely you will achieve your website goals.

This is where looking at the Google Analytics data is key. You have to make sure that you are putting the right message in front of the right person as much as possible without leaving out any key markets.

Landing Pages: The Soldiers of Your Website

The best landing pages are about specific actions or promotions (Free Home Warranty, Seller’s Guarantee, etc) or specific sales markets / key words (Danville, CA Homes for Sale or a particular neighborhood or condominium complex perhaps).

A good landing page maximizes SEO and SEM on many levels as well as providing the prospect with One Click ability to find what they are looking for. Someone searching for San Ramon Real Estate, Homes for Sale etc could easily find this page here, which gives them numerous ways to One Click the information they expect to find and it includes other reasons to contact us.

It is important to create appropriate call-to-actions on every page of your website while also having specific Landing Pages supporting your SEO and conversion efforts while giving prospects Amazon.com like One Click ability to find what they are looking for.

Make is clear and easy for people to do business with you and more business will come to you.

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You Have a Lead, Now What?

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You have a lead, now what? Or, "Not all leads are created equal."

Getting a lead to an agent is one of the most critical aspects of actually closing Online leads. Why? If you give a lead to the right agent in the right way (put the right person in the right place at the right time with the right information), your chances of closing it and getting the revenue are much higher.

But you cannot just GIVE an agent the lead, there has to be an exchange of information from the person giving the lead to the person getting the lead. And it has to be immediate.

If an agent is getting 'a notification' of a lead from an email system, all interviews I have done tell me it is about worthless. And that is true, most leads are worthless. And if they are not worthless, the time it takes until they close can be over a year!! Agents soon learn that they are just 'wasting' their time with tire kickers and quickly lose interest in even receiving new leads.

On the other hand, hot leads only last for minutes sometimes, and hours most of the time (I have had agents tell me this after they learn that another agent had been emailed first but never responded or responded late, etc).

If the lead is not to the agent within 15-20 minutes of the prospect clicking 'send', 'enter', etc. forget about it. A good way to think about it is, take 10% off the chance of closing it every hour an agent does not respond. So if you are getting leads hours or even the day after they made contact it is likely that they will not go with your agent.

Why? Internet browsers typically visit more than a few websites looking at more than a few properties that may catch their interest. So they very easily could email 2, 3 or more offices. Most of the time none of them will respond 'right away', but when an agent does, the close rate skyrockets.

Figuring out 'what is up with leads' is most definiatly not the strength of most sales people. Many companies have dedicated departments called Customer Service to deal with inbound leads and calls before ever 'turning them over' to sales people.

Lead Qualification

Before ever 'turning a lead over' to a sales person (Realtor), contact, and preferably voice, must be made between the prospect and the office. When an inbound lead is received, either by email, phone, etc. an office representative must immediately be able to respond appropriately providing whatever information is being sought along with 'upselling' the person on the agent's services.

"Yes, this is still for sale, I will have one or our agents that knows this home call you with the details. Are you currently working with an agent?....."

A professional that is available and able to respond 24/7 is obviously critical as well as being trained to 'handle' the lead in both questioning and distributing. That is not too much to ask for is it?

Lead Distribution

AND THEN......... a call must be made to the agent that is going to be able to respond to the lead either right away, the next day, etc as requested by the prospect.

Emailing a notification to an agent that is in a concert with their blackberry turned off is obviously not going to work when the prospect wants to talk now about another broker's listing!! And that happens.

The office representative can give the agent all the information they need including any 'sense' of the prospect that they gained during their conversation which will put the agent in a MUCH better position of then meeting that prospects needs and asking for the committment for business.

By setting the agent up for success out of the gate with the prospect, you give your agent a major advantage in getting the business of that person.

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(Next - Lead Management / Reporting)

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Keep in mind the power to generate traffic and leads that a broker website will achieve when it has every single listing pointing back to the broker site vs. each agent sending their 1-2 listings back to their sites. It is David vs. Golaith, but in this case, Golaith wins. And all it takes in one broker to get all the leads from SEO in any one market.

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Search Engine Marketing: Good writing leads to good SEO.

The importance of writing: Local content, call’s-to-action, blogs, etc.

Headlines are keywords strung together to increase SEO

(Since SEO is what people are searching, it makes sense, this is a good thing)

Anyone can post local information and links. It is important to do this correctly so that you maximize both SEO and SEM potential. There are not many agents that do this at all, let alone do it well.

Knowing how to create the right content, posting it properly both structurally and organizationally, is the difference between people finding you or your website living in obscurity.

Headlines sell, but they also have the power to attract when done right on the Internet.

There are probably hundreds of “city real estate” reports running around on the Internet. But you can greatly increase the chances that it is your “city real estate” report that is found.

During my time as the head of Internet Sales at PR Newswire for the West Coast I learned a lot about this.

Your Office is an Information Resource

A smart broker will co-opt their agent’s as the experts in their markets by creating a publisher/writer relationship with agreeable agents; publishing local reports on the broker website or blog with the agents contact information and link to their website given.

When done correctly, the agent’s information will be presented better and will be seen by many more people potentially than if it were on the agents’ own website. This makes the agent an ‘authority figure’ to everyone that comes to the office website, which is now a lot because all the SEO, SEM and referral traffic!

Good content (interesting topic, well written and laid-out nicely), written and posted properly, is an easy, but mostly untapped way to gain the best kind of SEO there is. Organic and unpaid from people searching for exactly what you are ‘writing’ about.

This is when success can start building on success as far as SEO and SEM and when the website can really attract leads which are then given back to the agents.

That leads to increased SEO and leads for both.

This is such a new area that is not being taken advantage of for many reasons.

But Broker’s could easily provide agents with editorial guideline and content requirements and then post to the main office

Another reason that an office blog in some form is critical is that when an agent leaves your office, the blogs and other content leave with them.

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