How do you know when a young millennial couple is shopping your website and dreaming about their first home? You don’t, unless they self-identify. How do you encourage them to reach out so you can support their search? That’s the topic of our blog post today.
We interviewed HubSpot Gold Partner Spencer Powell, with the Builder Funnel about how to develop an effective promotional landing page. “Effective” for purposes of this this article means that a landing page increases inbound leads for New Home Builder brands. The outcome of our interview is this Guide to Premium Content and Landing Page Success. If you read nothing else, listen to Spencer’s answer to our first question. It’s a compelling argument for creating landing pages that trade relevant premium content for a prospective home buyer’s contact information, so you can get them into your sales funnel.
Marketing Blueprints: Most of our clients have invested in beautifully designed websites with gorgeous imagery of their homes. Why do you need to use promotional landing pages in addition to a beautiful, well designed website?
Spencer Powell: The answer to this question of “why a landing page?” is a good one! We recently looked back at an early client and analyzed data over 3 years that looked at leads coming into their website. The data is compelling in support of landing pages as effective lead generators. Here are the simple data:
- 5-7% of leads came through a “contact us” form
- 93-95% of prospects who came into the website downloaded a brochure, eBook, checklist and filled out information on a landing page.
Home shoppers are researching and browsing tons of sites like Zillow, Trulia and Builder listing websites. If you don’t capture them when they are on your site, they may never come back. You need to give your prospects a reason to take action to launch themselves into your sales funnel. Every page on your website is an opportunity to convert a prospect into an engaged home buyer with your brand.
Marketing Blueprints: What’s the number one goal of building a promotional landing page? Read More