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.
- Contact us
- Schedule a Tour
- Schedule a private appointment
- Download a brochure
- Download our move-in checklist
- Download (other Premium Content - discussed below)
- Your Process of Building a New Home (repurpose from your own content)
- Kitchen Design Guide (use your existing images)
- Beautiful Bathrooms (use your existing images)
- Model Home Comparison Guide and Checklist
- Move-in Checklist
- Home Buying Checklist
- Home Design Guide - options, selections, layouts, colors
- Download e-Book for Space Planning
- Financing Your Dream Home (repurpose your content into a PDF if your brand has Mortgage products)
- Existing Digital Agencies likely have your assets and can easily create some PDF's and a landing page.
- Builder Funnel can create all of this for you.
- Upwork has excellent freelance writers and artists who are easy to work with.
- Subscribe to landing page software. Here are a few of our favorites. HubSpot (our preferred choice, but it's more than just landing page software), UnBounce, Lead Pages. They're easy!
- A second landing page says thank you to the prospect for engaging. This second landing page can then be used for another Call to Action. Offer your prospect the opportunity to schedule an appointment at your Sales Center. Some of them will be ready to take that next step. You won't know if you don't ask them!
- The form they fill out should also initiate an email that thanks them for engaging and reinforces the benefits of the Community you are marketing.
- When a home shopper fills out the form, redirect them to a thank you page and the thank you page is a landing page with the download on it.
- You can then add a "step two" on the Thank You page that invites them to take further action and come visit the Community, schedule a private tour, join an upcoming event, attend a financing workshop, etc.
- If they fill out the form, you automatically have a sales-ready lead!
- Once they've filled out the form, they get specific nurturing campaigns tied into the Community. Nurturing Campaigns leverage your efforts to acquire a lead for your home buyer sales funnel.
- Re-engage your data base with a promotional email letting them know you have a new piece of premium content.
- Immediately present the content to prospects that are already part of your nurturing campaigns.
- Post information about your new premium content on your Social Media Pages.
- Write an article about your new content in your Newsletter before you send your next update.
- Write an article about your new content in your company blog.
- If you use a branded USB drive to deliver Community content, add the new premium content as a bonus.
Landing Page Checklist - Premium Content Success
Home shoppers are online researching and getting educated so that they feel comfortable with their choice of new home builder. Giving them content they can use in this process engenders trust and prospects are willing to share their contact information in return. We hope this blog post adds value to your Marketing and that you test some of these tactics to enjoy a higher volume of leads. Thank for stopping by! See you soon. Cheers! Leslie Bridges, Chief Blogger Marketing Blueprints is sponsored by Builder Promotions. Builder Promotions is a complete solution of branded products and print collateral that support the entire new home buyer journey.