The Ideal Destination For Seller Lead Traffic From Facebook
Feature Download: Download the Facebook Seller Lead Generation Template. The step-by-step guide you need to generate seller leads from Facebook. (Download Now)
If you want to drive seller leads from Facebook into your database, so you can nurture them and convert them into clients, you’ve got to have several elements in place to make this happen.
One of those elements is a destination. A destination that is ideal for seller lead traffic. A destination that “grips” the prospects and convinces them to hand over their contact information to you.
But as we all know, potential sellers are wary. They simply don’t want to be contacted until “they are ready.” But, our problem as real estate agents is how do we stay “in their line of sight” until they are ready?
We’ve been led to believe that just “getting our name out there” over and over again will “remind” prospective sellers we are ready, willing and able to help them.
Ha! That’s the biggest joke of all.
While yes, there is some truth in the “top of mind” concept… it only works well if you are in front of the same person, with the right message, repeatedly (as in at least weekly).
The only way you can consistently be in front of the same seller prospect often enough to “drive home” the “exposure” needed, is to get that seller prospect into your database.
So… if you are wanting to generate real estate seller leads from Facebook, you need to drive them to the perfect destination.
A landing page that is built solely to convince them to “convert.” In other words, a landing page whose sole focus is to get the traffic that you’ve driven to that page, to “give up” their contact information to you.
A landing page is NOT just another page on your website.
The sole focus of this type of website page, aka a landing page, is to capture the contact information from the traffic (aka leads) that land on the page.
Think about it. Where are you going to move people to when you run a seller focused ad on Facebook?
If you are driving traffic to the main page of your website, or driving it to a “search for homes” page, you are spending a whole lot of money and getting a whole lot of nothing for it.
Abysmal results at best.
If you want to capture a seller lead’s information, you’ve got to drive them to a place to do this.
If you want results, you can’t drive them to your main website URL. You need to drive them to a page meant to capture their information.
If you want fantastic results, you need to drive them to a landing page that converts and converts well.
And let me tell you, landing pages are NOT created equal. Not at all.
Just because you can create a landing page just about anywhere, doesn’t mean you should. It doesn’t mean it will work well for you.
So many real estate agents are OK with capture results of 3% – 5% – 10% and call it “good”… because that’s what the “norm” is and what has been touted within the real estate industry as acceptable.
I’m here to tell you that 3% – 5% – 10% are NOT the norm for landing page capture conversion rates. Not. At. All.
In fact, if you aren’t getting at least 35% – 40% capture rate on your landing page, something is wrong. Very wrong.
Here are some things to evaluate on your landing page. Elements that will make or break the success of your landing page.
1. Look at your layout. In this case, the shorter the better.
Most of the time, when I audit real estate agents landing pages, the first thing I see is that it’s WAY too long.
Paragraphs and paragraphs. Tons of images. Scrolling is required.
These are big no-no’s if you want your landing page to convert.
You don’t want anyone to need to scroll beyond “the fold” on your landing page. You want all of the essential elements visible immediately – the moment they land on your page.
2. Less is more. Don’t try to convince or teach on your landing page.
This one is a biggie. Real estate agents are focused on trying to “sell” on the landing page. And by sell, I mean sell or convince the person to “opt-in” for whatever it is they are offering.
Here’s the thing… the sale should already be done with the ad. Once you’ve got the traffic to the landing page, you do not (and should not) need to sell again.
More often than not, the “convince pitch” ends up frustrating the traffic and convinces them to do the exact opposite of what you want them to do.
3. Maintain a singular focus. Don’t have links to any other resources or places.
This. One. Is. The. Most. Important.
Your landing page is NOT another page on your website.
This is NOT the place to give traffic other options “just in case they aren’t interested in what you brought them there to opt-in for.”
Don’t be so worried about capturing everyone that you fail to capture anyone.
There should be NO other links on your landing page.
There should be no other options for the traffic other than to opt-in or leave the page. That’s it.
No home searches, no links to your website, no “just in case you want something different” options, nothing.
4. Call-to-action is important. It is the same message as your ad verbiage.
In today’s distraction filled world, we forget what we were doing from one SECOND to the next (I used to be able to say one minute to the next).
In other words, if they click on your ad but get interrupted while your landing page is loading, and then come back a few minutes or hours later, they will close out without opting in if your landing page doesn’t have a clear & concise call-to-action.
The same call-to-action that was in the ad. The same call-to-action that convinced them to click on your ad in the first place.
Here’s the deal…
If you aren’t paying attention to these elements on your landing pages, you are leaving money at the table. A whole lot of money. Piles and piles of money.
What have you been missing about landing pages? Have you been using them? What are you going to work on tweaking now?
If you’ve missed out on the other pieces of this training series, here they are for you…
There are 4 essential elements that are required if you want to generate real estate seller leads from Facebook (start here).
You will want to have these all in place before you spend time inside Facebook’s Power Editor creating your ads…
- You need to write words that woo, words that convince homeowners to take action and convert homeowners into your database.
Now all you’ve got to do is put in the work and then mesh it all together.
I want to help you do this. That’s why I created the Facebook Seller Lead Generation Template.
It’s a step-by-step guide you need to generate seller leads from Facebook. You can download the template here.