Every penny counts. More importantly, every click counts.
The worst thing that can happen is a lot of people click on your PPC ad (costing you money) but none of those people become a lead or turn into cold, hard, cash for your business. That would make your PPC campaign a waste of time and money.
Which is exactly why where you send people (i.e. the landing page) when they click on your ad is so critical…
If you send prospects (even motivated sellers) to a low-converting landing page, you might still get some leads, but you won’t get as many as you could (how hard is it to hit the back button and click on your competitor’s website instead?).
Sadly, one lost deal could equate to between $10,000 and $50,000 down the drain depending on your business model…
And that’s not money you’re willing to lose.
At Carrot, we’ve generated over one million leads for real estate investors and agents, all online. During that time, we’ve learned a thing or two (or 7) about building a high-converting landing page.
What is a landing page for real estate PPC?
A landing page is just marketing terminology for the page that you send people to in a given marketing campaign.
In the case of PPC advertising, it’s the page people go to when they click on your ad. For example, if I click on this result…
I go to this landing page (this is a Carrot member’s website).
The reason that optimizing your landing page is so important is because it helps determine the effectiveness of your ad campaign. If the page people go to after clicking on your ad is irrelevant or unpersuasive, or even takes too long to load… they’re not going to stick around and they’re not going to become a lead.
Now that you know what a landing page is and why it’s important, let’s talk about 7 elements of every landing page that has the biggest impact on conversion.
High-Converting Element #1: Simple Opt-In Form
At Carrot, we believe every real estate website (agent or investor) needs a high-quality, easy-to-fill-out, opt-in form.
And we don’t just believe that for no reason: it’s science. We’ve run hundreds of A/B tests on our member’s websites to determine not just whether opt-in forms perform better than a “Call Now” CTA (they do), but also what types of forms perform the best.
From one test we ran, we found that our member’s sites had almost a 30% conversion rate!
Here’s the heatmap from the test…
And here’s the data…
If you want a high-converting landing page right out of the box, our Carrot sites already have all the elements mentioned in this article baked right in. Or if you want to build one yourself (no biggie!), here’s what you’ll want for your opt-in form…
- Keep it simple and only have 3-4 fields for people to enter their information.
- Set up text message notifications for when a lead opts in so you can follow up fast (Carrot does this automatically!)
- Make sure that the form you use is above the fold — meaning, when people land on your website, it’s the first thing they see.
- Have a big, clear button that’s a different color than everything else on your website.
High-Converting Element #2: No Navigation Bar
When people click on your PPC ad and go to your website, there’s only one thing that you want them to do…
That is: give you their information so that you can call them, re-target them on Facebook, or add them to your email list. Anything that gets in the way of that goal — anything at all — should be removed from your landing page.
Which is why using a landing page with no navigation bar can help increase your conversion rate.
One example of this is from AmeriFirst, which removed their navigation bar to the tune of a 30% to 40% raise in conversion rate.
At Carrot, when you create a new landing page with our easy-to-use landing page builder, we automatically won’t include your website’s navigation bar.
Another thought to consider with landing pages is that you only want people to do one thing on your page and that is opt-in. So, you’ll need to remove all other distractions and temptations.
High-Converting Element #3: Compelling Title
The title of your landing page is arguably the most important element. It quickly tells website visitors and ad-clickers what you do, who you are, and/or how you can help them.
And while it can be tempting to be clever with your headline, my sales copy experience has taught me to be clear rather than clever — because if your prospect can’t even figure out what your headline means, they’re not going to give you their personal information.
Here’s an example of a simple but powerful landing page headline from MS Home Buyers.
High-Converting Element #4: Equally Compelling CTA
We already talked about opt-in forms on your website and how you need to have one. We even talked about how that opt-in form should be above the fold and easy-to-spot with a big, colorful button.
But what, exactly, should that opt-in form offer the visitor?
Should you offer them a downloadable guide to selling their house fast? Or a free e-book about the difference between selling to an investor and selling with an agent?
At Carrot, we think that best thing that you can offer prospects is… get this… exactly what they already want.
Offer a fair cash price to motivated sellers and offer access to exclusive listings to home buyers. People on your website already want something… and the best way to increase your conversion rate is to give them what they already want in return for their contact information.
From one test we ran at Carrot, we found that “Get My Fair Cash Offer” converted 49.55% better than “Click here to continue.”
Here’s the exact percentages…
Evidently, giving people what they already want isn’t just less work for you, but it converts better, too.
High-Converting Element #5: Testimonial
Our research at Carrot indicates that testimonials can really improve the conversion rate.
We’re so compelled by our own tests that we even include a testimonial on our Carrot homepage…
It’s no secret, though, that high-quality testimonials from real people can increase the conversion rate of your landing page. Some data suggests that people trust online testimonials just as much as a recommendation from a friend… you shouldn’t take that data lightly, especially considering how easy it is to add a testimonial to your landing page.
Here’s an example from Carrot member, MS Home Buyers…
If you’re using Carrot, you can just click the option for adding a “Credibility Bar” on your landing page and include your testimonial right there (just a few clicks!).
High-Converting Element #6: Image That Paints Desire
Using an image on your website can either lift your conversion rate… or it can distract visitors and hurt your conversion rate.
Ultimately, the image you choose should be relevant and paint the desire of your target market. Imagine, for instance, that you’re a real estate agent company in Roseburg, Oregon (like G.Stiles).
Well, Roseburg is an area with lots of natural beauty, and people looking to buy property there no doubt want a piece of this natural beauty to themselves, which is why the below image on G.Stiles’ website works so well…
It paints a picture of the prospect’s desire and helps them imagine getting what they want.
No one purchases anything until they can see it in their mind’s eye — the image you use should help people do just that, envision what it’ll be like to work with you.
In the case of marketing to motivated sellers, consider using an image/caption combo like the example below.
Your image should get the prospect asking, “What if that was me? How much better would my life be?” If it does, then they’ll be far more likely to convert and even work with you… all because they were able to imagine the benefits of doing so.
High-Converting Element #7: Quick Load Speed
If your landing page doesn’t load within just a few seconds… it’s remarkably easy for the visitor to exit and click on your competitor’s website instead.
That’s why you need a website which loads wicked-fast: Motivated sellers and buyers are often the people who will click away the fastest because they’re in a hurry to get answers.
At Carrot, we’ve optimized all of our member’s websites to be wicked fast. Here are the results of one of them being run through a speed test.
This helps with SEO rankings, and, more importantly, it helps with the conversion rate. When your website loads quickly, people stay longer and are more willing to work with you than if they have a clunky and difficult experience.
It’s not the most important element in the world, but it does make a difference…
And how much would it cost you if a motivated seller, could-be-a-deal left your website because it moved too slowly? $10,000? $50,000?
Yeah… it’s not worth it.