You’re spending a hard-earned marketing budget on your PPC campaigns…
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.
This is 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 be 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 millions of online leads for real estate investors and agents. During that time, we’ve learned a thing or two 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 you send people to in a 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 essential is because it helps determine the effectiveness of your ad campaign. If the page people go to after clicking on your ad is irrelevant, unpersuasive, or even takes too long to load, they won’t stick around and will not 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 impact conversion.
7 Elements You MUST Have for High-Converting PPC Landing Pages to Maximize Lead Generation
High-Converting Element #1: Simple Opt-In Form
Every real estate website (agent or investor) at Carrot 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 whether opt-in forms perform better than a “Call Now” CTA (they do) and 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!)
- Ensure 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: Navigation Bar
When people click on your PPC ad and go to your website, there’s only one thing you want them to do…
That is: give you their information so you can call them, retarget them or add them to your email list.
A landing page with a navigation bar can help increase your conversion rate.
For real estate investors, a website navigation bar can be an essential tool for increasing leads by making it easier for potential clients to find the information they are looking for and navigate through your website.
A clear and intuitive navigation bar can guide visitors to the different areas of the website that are most relevant to them. For example, if a seller is interested in working with you the navigation bar can direct them to the appropriate page that includes information about your company.
Moreover, a well-designed navigation bar can help visitors discover other information that may be relevant to them and potentially lead to increased leads. For instance, a real estate investor may have a blog section on their website that provides valuable insights and tips for buyers and sellers. If the navigation bar includes a link to the blog section, visitors who may not be ready to buy or sell at the moment may find the blog content helpful and potentially become a lead.
A navigation bar that includes a contact form or a phone number in a prominent location can also help increase leads. Visitors interested in your services can quickly and easily get in touch without having to search for contact information.
A clear and well-designed navigation bar on a real estate investor’s website can help guide visitors to the relevant information they are looking for, encourage exploration of additional content, and make it easier for visitors to contact the investor, leading to increased leads.
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: opt-in. So, you’ll need to be sure lead forms are placed on all your pages.
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 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 won’t 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 discussed opt-in forms on your website and how you need many. 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 the best thing you can offer prospects is… get this… precisely 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 are the exact percentages…
Giving people what they already want isn’t just less work for you; it converts better, too.
High-Converting Element #5: Testimonials
Our research at Carrot indicates that testimonials can improve the conversion rate.
Our tests compel us even to 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 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 lift your conversion rate or 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).
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, 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 that 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 our member’s websites to be fast. Here are the results of one being run through a speed test.
This helps with SEO rankings, and, more importantly, 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.
How Do You Get Results?
PPC takes work but is essential for real estate professionals seeking more qualified leads. Real estate businesses can ensure high conversion rates by optimizing their landing page for conversion. This is especially important when targeting hyper-competitive markets such as Dallas, Miami, or Denver, where it’s even more critical for a business to have all conversion principles in place.
Doing so can increase lead generation by up to 2-3x or more compared to businesses without conversion optimization. With the right approach and strategy, you can use PPC to increase lead generation and build brand loyalty among your target markets.
If you’re already a member, here are some resources to help you learn more about PPC:
Other free PPC resources: