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What are Landing Pages (and Why You Need Them)

Remember How I Met Your Mother? Ted and Marshall often played wingmen for Barney, helping him meet women at their favorite bar, McLaren’s Pub.

A landing page is like your website’s wingman. But instead of introducing potential dates, its mission is to capture leads.

Also known as squeeze pages, splash pages, or capture pages, landing pages are standalone sections separate from your main website. They offer something of value—like a free resource or guide—in exchange for a visitor’s contact information. And that exchange is the key to growing your leads and boosting your business.

Websites work hard to get noticed, but it can still feel like a lonely journey.

Picture this: your real estate website has done everything right to be found. You’ve picked a memorable, intuitive URL. Your homepage clearly showcases an impressive real estate agent with an appealing value proposition.

The design? Eye-catching yet tasteful, with vibrant graphics that add flair without overwhelming. Your blog is filled with engaging, helpful content—something any other website might envy.

Navigating your site is a breeze. Visitors can easily find answers to common (and uncommon) questions, and your contact details are visible on every page, just where they need to be.

Despite all this effort, traffic is sparse—nowhere near enough to drive business. What can a website do?

Enter the landing page.

A well designed landing page acts as a place where information

can be exchanged and both parties effortlessly get what they want

The true power of a landing page lies in the contact information you collect, which allows you to market to leads over the long term—until they opt out. This is why landing pages are crucial for growing your business.

A well-designed landing page does more than just gather leads; it also funnels them into specific segments. This is why having multiple landing pages tailored to different audiences is essential. For instance, a page targeting vacation home buyers will be different from one designed for seniors looking to downsize, and each group will require a distinct marketing strategy.

Attracting the Right Leads

Whether you're targeting second-home buyers or seniors downsizing, it's crucial to design your landing page to attract the specific type of leads you want. At RMN, we spent over a year researching landing pages to discover which types generate the most real estate leads. As a result, we've developed a product that includes three of the most effective landing pages for real estate:

Lead Magnet Landing Page

Every landing page can be considered a lead magnet, as they all offer something of value in exchange for contact information. What you offer can vary greatly depending on your target audience.

For example, if you're targeting first-time homebuyers, you might offer a free e-book that outlines the steps in the homebuying process. This guide could include tips on assessing finances, finding a lender, and making an offer, helping to alleviate their uncertainties. It's not just about providing information; it’s about building trust.

You can also target people trying to sell their homes without a REALTOR® (FSBO). While FSBO leads might initially avoid agents, offering them a guide on avoiding common mistakes in the selling process can attract their attention.

Once they understand the risks involved, they might decide to work with a professional after all—likely the one who provided them with the helpful guide.

Lead magnets don’t have to be e-books or even real estate-related. You can offer anything from cleaning tips to fun activity bundles for kids. The key is to match the lead magnet to your target audience and ensure the value is high enough to justify the information you're requesting.

CMA Landing Page

A CMA (Comparative Market Analysis) landing page offers one of the most valuable tools in real estate: an estimate of a home's value based on recent sales. Offering a free CMA is a great way to attract warm leads who are already interested in learning how much their home could sell for.

These leads are primed for follow-up, and even if they’re not ready to sell immediately, you can continue nurturing the relationship over time.

Subscription Landing Page

A subscription landing page helps grow your email list by offering something your audience will regularly receive, like a newsletter or market report. For example, many of our clients use these pages to offer subscriptions to their branded magazines or biweekly local events newsletters.

Another great idea is to use subscription pages to invite people to sign up for webinars, private Facebook groups, etc. While some of these ideas might attract less qualified leads, they still help expand your audience for future marketing.

How to Maximize Your Landing Page Strategy

Landing pages are highly effective at capturing leads, but their success depends on follow-up. According to the NAR’s 2022 Home Buyers and Sellers Generational Trends Report, 73% of buyers hire the first agent they speak to. That means "speed to lead" is critical. Make sure your landing page sends you instant notifications when a lead fills out a form, so you can respond quickly.

Enhance with Other Marketing Channels

To boost the effectiveness of your landing pages, consider combining them with other marketing efforts, such as:

Postcards: Include a QR code that leads directly to your landing page, creating an instant connection.

Social Media Ads: Use platforms like Facebook to drive traffic to your landing pages. A well-placed ad can generate a steady stream of leads.

Finally, landing pages are only the beginning. To convert leads into clients, you need real conversations. At RMN, we offer coaching on how to follow up with leads and provide scripts to help you succeed.

By consistently nurturing your leads and following up quickly, your landing pages will deliver a reliable flow of prospects who are ready to become clients.

Leverage Social Media Ads for Lead Generation

One of the most effective ways to drive traffic to your landing pages is through social media ads. Platforms like Facebook provide a targeted approach to capturing leads by featuring your landing pages directly in advertisements. If you're interested in crafting high-performing Facebook ads, we have a helpful blog post to guide you.

At RMN, our mission is to help clients streamline their marketing so they can focus on what they do best—without worrying about where their next lead will come from. That’s why, beyond providing top-notch landing pages, we offer Facebook Lead Generation Services to run ads on your behalf.

The Key to Landing Page Success

While landing pages are a crucial tool for capturing leads, they’re just one part of the equation. Successful conversion from lead to client requires timely and personalized follow-up. No matter how well-designed your landing page is, real results come from real-time conversations.

Once a lead fills out a form on your landing page, it’s vital to reach out promptly to start building the relationship. Quick follow-up is the key to turning a lead into a long-term client.

When you choose our landing pages, you’ll also gain access to our professional coaching team. They’re available to guide you on how to approach and follow up with leads. Plus, we provide free call scripts to help you tailor your own follow-up conversations.

No matter the method you prefer, the most important action is to contact your leads as quickly as possible. A prompt follow-up increases the likelihood that your leads will become engaged prospects. With consistent outreach and your expertise, these prospects can soon become loyal clients, turning your landing pages into a reliable source of new business.

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Hubbub Digital

The easiest, fastest and most efficient to have to communicate with clients that we have found is with Hubbub Digital. Workflows are automated and can be set it and forget it. As a referring member of RMN we subsidize a a portion of your monthly cost for Hubbub. Hubbub replaces so many of the items you are already paying for, it is a crazy value. Check out the Hubbub Digital Features page to see it's top features and how it can save you money!

Are you Ready for the ReFi Boom?

As the upcoming refinance boom approaches, Realtors have a unique opportunity to significantly boost their income with RMN.

By leveraging your existing client database, you can proactively refer clients who may benefit from refinancing to RMN’s network of loan officers. Each successful refinance deal not only helps your clients secure better financing terms but also allows you to earn a share of the profits generated from these transactions.

This means that by engaging with your past clients and guiding them through the refinancing process, you can tap into a new revenue stream and maximize your earnings during this lucrative period.

With RMN’s streamlined process and profit-sharing model, you’re well-positioned to turn the refinance boom into a substantial financial advantage for your business.

What is the Real Estate Marketing Network (RMN)?

RMN is a network that facilitates collaboration between seasoned Realtors and loan officers. Realtors reccomend clients to RMN, which then markets these leads to skilled loan officers. This arrangement closely resembles the dynamic Zillow maintains with Realtors in terms of lead provision and compensation.

What do I need to do as a Realtor in RMN?

As a Realtor, your main task is to direct potential leads to RMN. RMN will take over to market these leads to adept loan officers. Should a loan officer face challenges with a client, you might be called upon to help collect necessary information. The loan officer is responsible for discussing rates, processing the loan, and so on. You'll then partake in the success following the closure of the loan.

How do I find loan officers within the RMN network?

RMN provides access to a network of vetted and experienced loan officers. Once you join, you’ll be able to connect with these loan officers and start collaborating.

How does RMN benefit Realtors?

Realtors have the opportunity to increase their income by participating in the profits derived from financing the leads they produce. This method serves as a means to enhance earnings beyond traditional commissions through collaboration with loan officers within the RMN network.

How do I earn profits with RMN?

When you refer a client to a loan officer in the RMN network and the loan is successfully financed, you earn a share of the profits from that financing deal. This is not a referral fee you will be expected to assist the loan officer by helping obtain the necessary documentation and help communicate with the client.

Will I be doing the work of the Loan Officer?

Certainly not! Loan officers are an essential component of the team and retain full control over the loan process. Only a loan officer is qualified to discuss rates and financing terms, making them indispensable. Once the lead is established, you may support the loan officer by assisting with paperwork and communication.

How do I track my referrals and earnings?

RMN provides a tracking system to monitor your client referrals, the status of the loans, and your share of the profits. You’ll have full transparency into the process.

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