| Lead Generation 3 Min Read

As part of your overall digital strategy, a big part of what you should be doing is trying to drive users to a lead page to convert; and there’s a lot of ways to get them there.

It might be through your content strategy, your link building campaign, your advertising strategy, or a multitude of other ways, but you always want to drive someone to a lead page to convert.

Over the years, we’ve seen a lot of lead pages, and a lot of them have the same common mistakes that are making them much less effective than they can be. Personally, I think that happens because with templated real estate website solutions, agents are often left to build their own lead pages, and they don’t know how to do it effectively.

If you’re responsible for building real estate lead pages, here are 5 things to do that we know, based on data, will help you get more conversions:

1. Only Ask for What You REALLY Need:

This is probably the most common real estate lead page mistake: asking for more information than you actually need. A good example is a home evaluation lead page. I’ve seen home evaluation forms that have 25+ fields, and while that’s nice to have information, it’s making it less likely someone will actually convert by putting up a barrier of  fields that take time to complete. No one wants to fill out a form with that many fields.

Instead, think about the minimal amount of information you actually need from them. As part of a home evaluation from, for example, all you really need to know is their first name, how to contact them, and the property address; everything outside of that basic information isn’t really necessary, and instead, you can ask them any additional information once you have your first contact with them.

2. What Does Your Form Button Say?

This may sound trivial, but when it comes to building high converting lead pages, everything matters, including what your submission button says on your conversion form. Most websites will have the word ‘submit’ on the button as a default, but if you think about it, that’s a fairly aggressive word. Changing the button text to something friendlier, like Let’s Chat, Next Steps, or Get Help can definitely result in a higher conversion rate and more form submissions.

3. Remove Your Exit Points:

Once someone gets to your lead page, you want them to stay there are take the appropriate action. You definitely don’t want them to leave and go check out your latest blog posts; you want them to fill out a form or call you. And a great way to do that is by removing the option for them to do anything else that will make them leave your lead page.

The fact is, your lead page does not need a navigational menu, redirection buttons, or anything else that allows them the opportunity to leave without doing what you want them to do.

4. Build in Some Proof

By backing up the offer on your lead page with proof that the visitor is not the first person to do it, and even that the other people ahead of them had a positive result, you’re more likely to get conversions.

For example, if I want people to download my Seller’s Guide on my website, then having a testimonial by someone that says how much the guide helped them learn about selling their home gives some confidence to my new visitors that it can do the same for them. The more you can back up your claims with proof, the more likely you are to get more conversions.

5. Content is King

They say content is king, and when it comes to lead pages, that’s absolutely true.

Your content strategy is how you build all of your messaging, and it directly works towards convincing someone to contact you. When it comes to lead pages, often, less is more, so try to limit the amount of content you have, but still be clear in defining a few key points:

  • How can you solve a problem they’re having?
  • Why should someone trust you? 
  • What can you offer them?

If you’re clear about who you are and what you’re offering, more people will be comfortable with contacting you.


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