Real Estate Landing Pages (Our Customer Favorites + Why We Think They’re Great)

Whether you’re an independent realtor or work at a real estate agency, you can gain a competitive advantage if you have owned digital properties to drive your paid and social traffic to.

Owned properties — like landing pages — provide you more control in real estate versus relying on popular listing sites where the journey isn’t always clear, you can’t customize your call to action or match your branding.

In short, real estate marketing can really benefit from lead capture landing pages because they allow you to:

  • Establish and grow your mailing list, ensuring you can follow up with and remarket to interested prospects later.
  • Showcase properties especially well, creating urgency and delivering especially compelling offers (like granting early access to listings, for example).
  • Track social and paid campaigns better. With a listing site you don’t have access to metrics and can’t determine ROI as quickly as you can with a landing page.

Ultimately, you can use landing pages to understand exactly who is interested in a property, entice prospects to book appointments (or other offers) and wow new clients with on-brand design.

In this post I’ll break down some of the best ways to start using real estate landing pages with a few examples from Unbounce customers.

1. Showcase your listings (and grow your mailing list)

At minimum, every real estate broker needs a place to share listings online. But ideally, you’ll want to own the experience.

RE/MAX agents Matthew Davidson and Kimbe MacMaster know this first-hand.

These independent agents use Unbounce landing pages to showcase an overview of a property: quick stats, a photo gallery, a video and details on the community. And while a property is available, prospects can book a showing as the call to action:

Featuring trendy parallax scroll, this page converts at 0.38%. Click to view full-length landing page.

Once the listing is sold (nice work Matthew and Kimbe!), the CTA changes to allow interested parties to sign up for early notice for similar listings in the future:

This post-sale CTA swap is a terrific way to build your email list for advertising similar properties in the future.

Having used the Unbounce Loft template, Matthew and Kimbe can simply duplicate this page each time they need a dedicated place to feature a listing. This allows the duo to be listing-specific when they link from a Facebook or search ad, ensuring a seamless ad-to-landing-page experience for potential buyers.

According to the Unbounce Conversion Benchmark Report, 41.6% of marketers in real estate have at least one page that converts under 1.3%, so Matthew and Kimbe’s conversion rate above is in line with what we see for many real estate marketers.

See how your conversion rates stack up in real estate (and nine other popular industries)

Download the Unbounce Conversion Benchmark Report to see how your landing page performance compares to your competitors.

By entering your email you’ll receive other resources to help you improve your conversion rates.

2. Entice buyers with exclusive pre-sale info, floor plans, price lists and more

Booking viewings of individual properties is great, but what if the real estate you’re selling is still in development?

Working with large and small-scale real estate developers, Rennie helps their developer clients plan and execute all aspects of their marketing and sales strategy, including online advertising. As part of their online strategy, they create project-specific landing pages and direct all paid traffic to those pages to gather leads.

Here’s an example created for The Pacific by Grosvenor:

This real estate landing page currently converts at 7.92%. Click to view full-length page.

Jennie Sebastian, Rennie’s Digital Marketing & CRM Manager, shared that the marketing team typically has a kick-off meeting five to six weeks before a campaign. Once they determine targeting and put together a media schedule, creative — including development of the landing page — can begin.

The campaigns typically employ search ads, display, Facebook, Instagram and WeChat, but the team is always looking for new ways to reach their target audiences.

As many real estate marketers can likely empathize with, Jennie shared:

One of the biggest challenges in online marketing is coming up with a strong call to action that entices users to provide us with their personal information.

Depending on the phase of the project and assets available, CTAs range from, “Sign up now for early access” and “Download all floorplans now,” to “Book a private appointment now.”

Through numerous A/B tests the Rennie team has found that more specific CTAs convert significantly better than more generic ones, as they clearly articulate to a prospect what they are receiving in exchange for their information.

Which brings us to landing page idea number three…

3. Get prospects to picture themselves in their dream home with a virtual tour

Just as Jennie from Rennie told us above, compelling CTAs are very important in real estate marketing, and offering a virtual tour has proven to be very effective for their team:

We recently offered a virtual tour using special 360 degree photography for one of our projects in Calgary. After updating the CTA to “Take a virtual tour now,” we saw a significant increase in the conversion rate.

Here’s an example page of theirs, which converts at 4.15%:

Click to view the full-length landing page.

Clicking the CTA button triggers a form gating the tour:

Even if you can’t wrangle 360 photography, you can still get prospects to picture themselves in their dream home.

Simple videos, photo galleries, or even the hero image on your landing page can do the trick. But be sure to test.

Example test of hero image variants

Here’s an example from Coronation Properties via digital agency Rocket. They test variations of their pages with different key elements of a property featured in the hero image.

Here’s a variant wherein the bedroom is the hero shot:

And another where the kitchen takes the spotlight:

The takeaway here?

Get creative with videos, 360 tours, or even experimenting with your hero shot, to give clients a glimpse into the property that’s right for them.

4. Offer up relevant listings to abandoning visitors

While landing pages clearly offer a competitive advantage in real estate, you also want to ensure you’ve optimized your website for conversions.

As our customers at Brixio know, you can try out an Unbounce overlay to ensure you’re not missing out on conversion opportunities. Overlays allow you to show relevant offers to specific users at the perfect time, making them less likely to leave your website without converting

Unbounce Convertables

We love their idea for an overlay triggered to appear on exit to those leaving a website, tempting potential real estate buyers with off-market or exclusive listings.

Here’s a preview of what they had in mind:

With Unbounce, you can launch your overlay at any point during someone’s visit on your website: on exit, on arrival, after delay, on scroll and on click. Find out how Unbounce overlays work here.

5. Test a simple value prop to prompt more commitment-heavy offers

For marketers in the business of custom real estate, your offer of a tailor-made home is much more commitment-heavy than simply moving into an existing place.

This poses an interesting challenge: interested prospects likely have many questions, may be exploring many options and need a reason to trust you immediately.

Here’s agency Rocket’s solution: an on-brand, clear landing page (where prospects can “enquire today”):

This page converts at 1.84%. Click to view full-length landing page.

This small offer accompanied by all the fine details serves as a type of micro conversion, ensuring Manor Homes’ prospects have the chance to reach out and get the conversation started about a custom home.

Get creative with your own micro conversion incentives! For example, you may want to consider inviting prospects to download a collection of your custom homes to preview at their leisure.

6. Offer up relevant content marketing (so you can nurture leads later)

Plenty of businesses use content marketing to reach their target audience, and as Edina Realty knows, this applies to the real estate industry too.

As a subsidiary of Home Services of America, Edina Realty’s licensed pros guide customers through home buying and selling. To provide the most value to their clients, they deliver unique and useful content via custom landing pages.

Check out this Unbounce landing page they created to distribute their Ultimate Guide to Selling Your Home – it converts at a whopping 18%:

Click to view full-length landing page.

By combining content strategy with retargeting, Edina Realty is able to reach prospective leads throughout the funnel and deliver quality leads to their agents.

Hannah Kaeter, Digital Marketing Manager at Edina Realty, told us about the importance of educating leads:

One of the key challenges in our market is a low inventory of homes for sale at lower price points. With this challenge comes an opportunity to educate potential sellers — many of them first-time sellers — about the process so they can evaluate and make informed decisions about their own property and situation.

Ready to build your digital property?

Overall, the above examples illustrate the importance of having a dedicated place to send your paid and social traffic, which can make all the difference in whether you can track the ROI of your real estate marketing. This beats relying on common listing sites — especially in the case of condo developments or offers that require sophisticated branding or high commitment, like custom homes.

Replicate the success of these realtors with Unbounce’s real estate templates, and be sure to download our Conversion Benchmark Report for a breakdown of where you stand in this industry.

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Real Estate Landing Pages (Our Customer Favorites + Why We Think They’re Great)

15 Tools for Uncovering the New Features Your Customers Want Most

Savvy entrepreneurs know to base their decisions on data rather than assumptions. Try as you might, the products and features that you think will resonate strongly with your audience often don’t. In order to refine your offering and produce something that creates real value for your audience (and in return, money for you), research is required. Here are 15 of my favorite tools that I use to determine what products, services and features my customers really want. 1. Answer The Public Google’s autosuggest is a great tool for learning about what people are searching for in a particular niche. Answer…

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15 Tools for Uncovering the New Features Your Customers Want Most

Infographic: How Long Does It Take To Rank In Google?

how long to rank

Ah, the keyword game. One of the greatest achievements for a search engine optimizer is to get their web pages to appear on the first page of Google search results for their desired keywords. As Google ages, more and more of the optimal slots for these prized keywords are taken. And the more a web page ages, the more links from around the web will point to it and the harder it becomes to unseat. For instance, when someone wants to reference or link to a certain topic, it’s a typical habit for someone to do a quick Google search…

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Infographic: How Long Does It Take To Rank In Google?

How to Storyboard a Marketing Video (When You’re Not an Artist)

Whether you like it or not, content marketing is embracing the visual culture of today and moving towards video. According to HubSpot, 43% of people want to see more video content from marketers, and four times as many customers would rather watch a video about a product than read about it. Which, unfortunately, doesn’t bode well for blog posts. With written content becoming less effective as time goes on, you’re probably already thinking about creating video content as a part of your marketing strategy. You might be eager to jump right in and start creating videos, but planning your content…

The post How to Storyboard a Marketing Video (When You’re Not an Artist) appeared first on The Daily Egg.

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How to Storyboard a Marketing Video (When You’re Not an Artist)

5 Terrible Websites You Should Copy

This isn’t the definitive list of the worst websites I’ve ever seen. But if you’re a sensitive soul with design proclivities, I’d get a blanket and a cup of something soothing before you dig in. There are horrors ahead. Apart from laughing at them, why should we ever look at terrible websites? Wouldn’t it make more sense to learn from the best, rather than the worst? You can learn a lot about what not to do from failure. (If I were planning to go that route, I’d have started here, with the self-declared ‘world’s worst website.’) But the sites in…

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5 Terrible Websites You Should Copy

How To Optimize Conversion Rate On Website Templates

Optimizing conversion rate for web templates

The huge number of website templates available today has made it easier than ever to launch a professional-looking website—whether or not you know how to code.

Besides representing an easy, useful starting point, templates are more cost-effective than contracting with a designer (which can cost $10,000+). They also let business owners leverage established design patterns to create a consistent, pleasing digital experience.

According to Josh Dunsterville of KlientBoost, as interviewed by Shanelle Mullin of ConversionXL:

“As humans, we pay attention to patterns, in fact we seek them out. We expect when we visit a site to find the logo in the top left corner, followed by the navigation in the top right. When we come to a site that breaks these patterns, it does one of two things. It either intrigues us, or frustrates us.”

That said, all of these benefits come with an important caution: website templates are built by designers to look pretty, not by CRO specialists to convert.

Using a website template can help you launch an MVP quickly and affordably. But after your site is live, it’s up to you to undertake the conversion rate optimization work necessary to drive maximum performance.

Process

For performing CRO on website templates, you require appropriate tools for your situation and a plan to use them.

Choose Your Tools and Technical Processes

Thanks to advancements in web technology, you have plenty of options to choose from when it comes to split testing tools.

If your website runs on WordPress, a platform-specific split testing plug-in may provide the targeted functionality you need to work within your CMS. Alternatively, if you are looking for a tool that’s platform-agnostic and free, Google Content Experiments is another great option.  

If you need more complex testing and customization options, look for third-party tools like VWO. As an example, if you’ve built an eCommerce store on Shopify, which doesn’t have a native split testing tool built in, you may find the program’s Shopify integration helpful.

Take features, pricing, and your personal comfort with each option into consideration before you make your final decision.

Choose What to Test

To some degree, deciding the specific tests you’ll run may indicate your choice of tools and techniques. If you want to test the impact of different product landing page variations on the overall revenue, for example, you’ll need a tool that’s capable of attributing and calculating the monetary value of individual conversions.

Beyond this decision, however, the process of choosing what to test can be overwhelming. Since website templates are made from so many different moving parts, how do you decide where to begin?

The following 3 approaches should give you clarity:

1. Optimize Closest to the Money

In an article for Shopify, Tommy Walker shares the following sample screenshot:

Shopify Survey Report

Looking at this data, Walker states:

“Think about the people who visit your site. Some are random, some are window shopping, some will never buy. But those people who add something to their cart and reach the checkout… they’re motivated.”

Although you could start anywhere with your website template CRO, Walker suggests looking at the abandoned checkouts mainly because that’s where the most motivated prospects are. In this case, figuring out how to turn more than 47 buyers out of 192 shoppers would have an immediate bottom line impact.

On an eCommerce website template, that means the checkout or the pricing (especially if you’re using a product sourcing solution that offers suggested prices).

On an educational blog or corporate template, that might mean the CTAs that lead to your desired action. In either case, find the step before prospects become leads or customers and focus your attention there, no matter what type of website template you are working with.

2. Test Big Wins vs. Small Tweaks

The Obama campaign’s 41 shades of blue split test is famous for a reason. But when you’re working off a stock website template, testing button colors should be the last thing on your mind.

ConversionXL’s Peep Laja puts it this way:

“There is no best color, it’s always about visual hierarchy. Sure you can find tests online where somebody found gains via testing colors, but they’re all no-brainers. Don’t waste time on testing no-brainers, just implement. You don’t have enough traffic, nobody does. Use your traffic on high-impact stuff. Test data-driven hypotheses.”

When working with website templates, one of the easiest ways to find big wins to test is to compare your template with your competitors’ sites. What elements do they have that your site design doesn’t?

Maybe it’s a row of trust logos on the checkout page. Maybe it’s a product page layout that emphasizes larger images.

Try to figure out what makes them tick. Then, test similar variations on your site against its default template design. Going big will give you a better direction for moving forward than lining up multiple, small tweaks.

3. Optimize for Performance

Remember earlier how I told you that website templates aren’t built by CRO experts? Well, they aren’t built by web performance experts either….

The result, in many cases, is website templates that load slowly and perform poorly, even if these look really cool after they are loaded. Gavin Ballard, writing for Shopify, describes it this way:

“Sitting on a high-bandwidth connection in our offices, and not experiencing our stores through the eyes of customers, it’s easy for both developers and clients to overlook performance and instead focus on that snazzy new lightbox or worry about the colour palette.”

Website template optimization doesn’t have to be about page layouts or checkout flows. Speeding up your site might be enough to boost performance, given that “a 1 second delay in page response can result in a 7% reduction in conversions.”

4. Survey Visitors on Site Behavior

Finally, don’t forget that one of the fastest ways to uncover problems with your website template is one of the easiest—just ask people.

Use live chat tools or survey tools (depending on your business’s unique needs and processes) to ask why people chose not to purchase. Was there information missing? Did they feel your site was untrustworthy for some reason?

Take the feedback you receive using this approach and use it to drive the future testing decisions you’ll make.

Website Template Testing Challenges

According to Josh Uebergang, writing for Shopify, as you develop a website template CRO program, there are several challenges you need to be aware of. Site users on platforms like Shopify, WooCommerce, or BigCommerce must be especially cautious. Some of these challenges are as follows:

  • If checkouts happen off-site (as in, on a domain like checkout.shopify.com), it may be difficult to track and properly attribute the final revenue generated. This is especially the case with Safari users.
  • Sending out abandoned cart emails—as all e-commerce sellers should be doing—can throw off the results of your CRO campaigns.
  • Users who browse on one device and complete their purchases on another can cause the same attribution problem.

Uebergang offers solutions for these challenges in his article. These involve properly configuring your third-party testing tool and integrating its data with Google Analytics. But for now, what’s most important is recognizing some of the challenges you may encounter when testing your website template.

Building a Website Template CRO Campaign

Technical challenges aside, one of the worst things you can do with this information is nothing.

Remember, your website template wasn’t built to make sales. It was built to look good enough for you to purchase it from the template marketplace of your choice.

Use the tools and strategies described above to start improving its performance today. Don’t put your business at a disadvantage by sticking with a template that isn’t optimized to your needs.

What other tips do you have to add on the website template CRO? Leave a note in the comments below with your suggestions.

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How To Optimize Conversion Rate On Website Templates

How to Create a Customer Journey Completely From Scratch

How many times have you lost interest in a product? Let’s say it was a shiny new SaaS that caught your attention and you tried it out. Then, after a few minutes or a handful of efforts at it, you left. Never to return. It’s probably happened more times than you can count. Think back to times when that’s happened to you. Why did you lose interest? It’s likely that you lost interest because something went wrong along the way. Maybe you found a competitor’s product that was better, or maybe you weren’t convinced enough to buy anything. In other…

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How to Create a Customer Journey Completely From Scratch

What is Web Spam?

Web Spam: Intentional attempts to manipulate search engine rankings for specific keywords or keyword phrase queries. But isn’t that what SEO is? Trying to get your website content to rank better in search engine results? Well… There’s a fine line between doing everything you can to give your website content the best shot at ranking well in the search engines, vs. trying every sneaky trick possible. The Old Days of Web Spam – Keywords, Keywords, Keywords Everywhere! The first search engines (Lycos, HotBot, AltaVista to name a few) used a fairly basic approach to ranking webpages. For the most part,…

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What is Web Spam?

CSS Grid Gotchas And Stumbling Blocks

In March this year, CSS Grid shipped into production versions of Chrome, Firefox and Safari within weeks of each other. It has been great to see how excited people are about finally being able to use it to solve real problems.

CSS Grid Gotchas And Stumbling Blocks

CSS Grid is such a different way of approaching layout that there are a number of common questions I am asked as people start to use the specification. This article aims to answer some of those, and will be one in a series of articles on Smashing Magazine about layouts.

The post CSS Grid Gotchas And Stumbling Blocks appeared first on Smashing Magazine.

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CSS Grid Gotchas And Stumbling Blocks

VWO Research – eCommerce Consumer Survey Report 2017

With advancements in technology, the eCommerce sector has seen a major shift in its strategies over the years.

As an eCommerce business, you may be facing many challenges, owing to these shifting paradigms. Whether it is fighting the competition, reducing cart abandonment, or dealing with multiple sellers, the challenges can be multifaceted.

In this report, we aim to provide a solution for all these stages of challenges by using insights straight from the horse’s mouth.

We interviewed about 1,000 online consumers on their online buying habits and their experiences with current eCommerce enterprises. Consumers were primarily from the US and UK within the age group of 18-60.

With this report, you will understand some of the most common challenges, take a look below –

Market Expansion Challenge

As an e-commerce business, you are vying not only with other players in the industry but also with offline retailers and businesses overseas.

On being asked about their buying habits, about 51% of the customers said that they combine their online and offline shopping experiences before making a purchase.

Omnichannel eCommerce Marketing Stats

The competition from international businesses also becomes intense as 56% of the respondents said that they had made a purchase from an international store, and another 31% were willing to experiment.

Low Website Conversions

After consumers choose to land on your website, there can be many hiccups before they complete a purchase.

These were some of the key findings in website optimization, which eCommerce enterprises should focus on.

Understanding Your Customers Better with Personalization

With the myriad of tools and technology available, personalization strategies are becoming a must-have instead of a good-to-have.

About 36% of buyers were more likely to buy if a website showed products, based on their browsing history.

Going Strong with Mobile Optimization

Optimizing for mobile is still super-important as about 47% of the respondents said that they preferred using mobile when shopping online.

The report also provides valuable insights around check process optimization and customer reviews.

Challenges with Logistics

The last part of the report talks about the logistics challenges that a customer may face after completing a purchase. These can include shipping challenges and challenges associated with multiple sellers.

In the Report

Based on the recommendations of seasoned eCommerce professionals, this report focuses on the 3 above-mentioned challenges facing eCommerce managers, as the digital channel grows and diversifies. The report is aimed at client-side eCommerce practitioners who have a hands-on role in managing and growing the eCommerce channel.

eCommerce Survey CTA

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VWO Research – eCommerce Consumer Survey Report 2017