Few things are more valuable to real estate investors than what the industry has dubbed “hot” leads. After all, potential buyers and sellers are critical components of every single transaction. As such, it stands to reason that the more leads one can accumulate, the better off their prospects for investing in real estate will be. Now, that’s not to say each lead will translate into a deal, but you could argue the more leads one has, the better off their business will be. It is, therefore, wise to concentrate your efforts on collecting leads. One of the best ways I know how to do so is through the use of a real estate lead generation website.
Done correctly, website lead generation can serve investors as an invaluable tool. Lead generation websites gather the personal information of contacts that are, more or less, viable leads. More importantly, however, a real estate lead generation website has the power to bring in leads passively. There’s no reason a proper real estate squeeze page can’t continue to fill your own pipeline with viable leads while you are concentrating your efforts elsewhere. Therein lies the true benefit of a great lead generation website: it can produce leads without investing more of your time.
A truly great real estate lead generation website is the result of several components working together in order to direct traffic to a specific destination. Everything, from the URL to the page layout, must work synergistically to accomplish a single goal. It is worth noting, however, that there are four components that are more important than any other. If you are interested in learning how to build a lead generation website that works, these four things need to be present on your own real estate squeeze page:
Though no more than a sentence, the title of a real estate lead generation website has one important responsibility: to capture the attention of your audience. It is up to the title to convince people whether or not they should continue to read your content. A good title tag will draw in interested readers and keep their attention. As a result, you could argue the title is more important than the content on the page itself, as nobody will continue reading if the title doesn’t prompt them to do so. Consider the alternative: a bad title could prevent people from reading further down the page at all.
Once you are certain the title is catchy enough, embed a video upfront and center. Not only that, be sure to set it to auto play, ensuring viewers will at least start to watch it. If the videos good enough, viewers should actually want to continue watching. More importantly, the video should serve as a call to action while offering something in return. For example, a video could elicit a reader’s contact information in return for a free ebook. The key is to offer something that can be easily distributed in return for their personal information. Whether or not they are a hot lead remains to be seen, but — at the very least — the individuals that send in their contact information are interested in hearing what you have to say.
Directly under the video should be an additional written “call to action.” This is where you will politely offer the reader something in return for their info. I also recommend stylizing a button that stands out from the rest of the page; one that won’t cause any confusion as of where to click to inquire further.
Again, the sole purpose of a squeeze page is to elicit the contact information of an interested reader. There’s a good chance they will give you the information you seek if they wind up on your page, which begs the question: how can you drive traffic to your squeeze page?
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There are a number of ways to drive traffic to your real estate lead generation site, each as valuable as the one that comes before it. However, real estate is a numbers game; it always has been and always will be. The more strategies you implement, the better. At the very least, today’s real estate investors should be using the following techniques to drive traffic to their own pages:
Real estate website blogs have more to do with offering a value than anything else, but I digress. While I maintain a blog should serve as an educational tool, there’s no reason it can’t solicit a higher education. More specifically, however, a blog can serve as an introductory marketing funnel for your own real estate business. With that in mind, proceed to write blogs for the sole purpose of providing your reader base will valuable information. That way, they’ll grow to respect your opinion and continue to come back on a regular basis. More importantly, the better your blogs do the better they will be positioned in Google searches. Done correctly, your blogs can rank in simple searches, further increasing your exposure.
Be sure to provide a link to your lead generation website, however. In the event you are churning out valuable content, there’s no reason readers shouldn’t want to learn more. All you need to do is give them what they already want. If you have done your job and satiated their appetite for a higher education, it stands to reason they will want more. Simply give it to them; in the form of a link to your lead generation website. Perhaps even more importantly, let them know what they stand to gain by clicking said link.
Social media continues to play an increasing role in the lives of just about everyone with a phone or access to the internet. As of the second quarter of this year, “there are over 2.23 billion monthly active Facebook users” alone, according to Zephoria, a digital marketing outlet. Social media sites like Facebook are simply too big to ignore. There’s a good chance most of the people you know personally are already using social media in one way or another, which means there’s absolutely no reason you shouldn’t be using it to your advantage.
Use your business’s social media pages to drive traffic to your own lead generation website. Use the opportunity to direct people that are most likely already interested in your content to your desired squeeze page. Think of it as a funnel; your social media post should provide engaging content for your audience to keep them coming back. Once you have their attention, offer them an opportunity to learn more by sending them to your own website landing page.
The most direct way to drive traffic to your own real estate lead generation website is to use paid advertising techniques. As the name suggests, paid advertising will witness real estate investors pay for online “real estate” to advertise their product. For what it’s worth paid advertising is exactly what you’d assume: spending money on advertisements that are put in front of the online audience you hope to capture. Coincidently, there are several different types of paid advertising; the two you should concern yourself with are social media advertisements and PPC (pay per click) campaigns.
Social media advertising has grown in popularity with the rise of today’s most popular platforms, and you are only hurting yourself if you are not advertising on sites like Facebook and Instagram. There are simply too many people using them to ignore the reach you could experience with a single advertisement. For as little as a couple hundred dollars, in fact, a great marketing campaign could go viral and reach countless people. To that end, a PPC campaign will have you pay a fee for search engines like Google to place your content ahead of the competition. As the name suggests, PPC campaigns will only have marketers pay when their links are clicked on, which could result in a nice return on investment (ROI).
Paid advertising is just that: paid for. It works well, but at a cost that can sometimes be out of reach for investors with small marketing budgets. That said, choose wisely when to implement a paid advertising strategy, as there are free alternatives that could do just s well or better if done correctly.
A truly great lead generation website is an important cog in the machine that is real estate investing. As a critical component to an investor’s overall marketing strategy, however, website lead generation techniques are far from the only strategy one should consider using. If for nothing else, a proper real estate squeeze page is a compliment to an exhaustive marketing campaign; one that implements a myriad of other strategies. When combined with the right marketing vehicles, for that matter, a lead generation website can help investors realize success on an entirely new level.