Leads are the holy grail for any business. In the world of lettings, they come in the form of landlords and renters, with agents drumming up ways to find the best renters for great properties. From canvassing to advertising on renter platforms, there's a wealth of options for attracting new landlords and renters to your lettings agency.
Landing pages, in particular, can be a fruitful way of marketing to your target audience. A landing page can increase leads by a whopping 220% if done right, and it's definitely something that your letting agency should be thinking about.
In this guide, we're bringing you the lowdown on landing pages for letting agents. Learn everything you need to know for creating a landing page that converts, from the type of content needed to how you should design one.
What is a landing page?
Landing pages exist to generate new leads. They are a webpage used to capture information, such as contact details. And they often feature a message that encourages people to provide their details at the end of the page.
They offer a specific message to your target persona. That's why a letting agent landing page should focus on landlords or renters, but not both at the same time. A landing page appears on social media, search engines, websites and can be part of a pay-per-click (PPC) campaign.
Potential leads click through to the page much in the same way they do a website. Landing pages can be linked to your web page or act as stand-alone content via emails, targeted advertising and other marketing methods.
Craft a landing page for your target audience
The most crucial aspect of nailing a landing page involved crafting a message that targets a specific audience. Landing pages aim to solve a particular problem for a very defined target audience, such as landlords or renters.
If, for example, you're trying to attract renters, think about a message that appeals to their needs. Then customise the information on that page so it speaks to renters only, whether it's encouraging them to find a new home or advertising perks of a particular building. The same process applies for landlords.
Create a catchy headline
Landing pages typically look like a regular web page, so you'll want to draw people in with a catchy headline. Think about the renter or landlord's primary benefit for signing up with your agency and display that information in your headline.
Open questions are known to draw more engagement, as are messages that tap into an emotional mindset. Landing page headlines are the first thing people will see, so you want to create one that keeps them interested and engaged with the page.
Make the content concise
Now that your renters are intrigued, it's time to reel them in with informative and engaging content. Some landing pages read like a blog post; others are short on the detail and get straight to the point. There's no right or wrong way to create a landing page, as long as your copy is concise and flows clearly throughout.
Be sure to optimise your page for SEO, as you'll want it to rank well on Google and other search engines. Use a keyword planner to see the phrases people use when searching for a home and try and incorporate them in a natural way. However, you shouldn't force keywords into the page. Everything should flow naturally.
Focus on design
Design is arguably just as important as the message, especially as good designs capture attention. Be simple with your page layout, using your logo, a lead capture form and maybe a few images or illustrations where you have bits of copy. Make use of white space and keep everything flowing naturally.
Think about the buttons people will need to press to advance or submit their information. Will the page be dynamic or static? All of these factors play into a good-looking landing page that makes it easier for people to read the content displayed.
Make the lead capture form easy to read
The lead capture form is the end goal of the page. You want people landing to read the content, feel excited and enter their details in your lead capture form. So you need to ensure that it's easy to read and straightforward for them to use.
The entire landing page should be easily digestible, but the lead capture form needs to be super simple. Otherwise, people won't use it, and you won't convert shiny new renters or landlords. Try not to ask for too much information (keep it basic with an email address/phone number and name) and use a short lead generation form.
A smooth landing
Some methods for attracting new leads are obvious; others are slightly more leftfield. A landing page can be a great way to hone a core message towards a landlord or renter and boost your conversion rate as you sign up more people for your agency.