How To Build a High-Converting PPC Landing Page For Real Estate PPC Campaigns (7 Elements With The BIGGEST Impact)
You’re spending a hard-earned marketing budget on your PPC campaigns… Every penny counts. More importantly, every click counts. × × Real Estate Investor PPC Report 600+ highest profit motivated seller keywords Download Now 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. Let’s talk. 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 Google Ads, it’s the page people go to when they click on your ad. For example, if I click on this result… 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. Here’s a table summarizing the key differences of full webpages vs PPC landing pages: Feature Webpage PPC Landing Page Purpose Informational, brand awareness Lead generation, conversion-focused Target Audience Broader audience interested in real estate Highly targeted audience, e.g., motivated sellers Content Diverse content: bio, services, blog posts Focused on a single offer or call to action (CTA) Navigation Extensive navigation to other website pages Limited or no navigation to avoid distractions Call to Action (CTA) May have various CTAs Strong, clear CTA to capture leads 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 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… High-Converting Element #2: Clear & Actionable Content When it comes to capturing motivated sellers, clarity and action are key. Your landing page copy should be clear, concise, and laser-focused on the benefits you offer. Why is clear content important for seller-focused … Continued