Today’s strategy comes from Bluegreen Communities, a US real estate company with an eye for good landing page design. According to Justin Stensrud, Bluegreen’s director of online marketing, the focus of any good online marketing strategy should be to get clicks that will secure leads, and the real estate industry is no different.
“With such a saturated online market, getting clicks to actually translate to buyers is crucial,” Stensrud says, explaining that the Bluegreen website uses images, video testimonials, graphic design, specialised promotions, form submissions and plenty of other tools to capture people’s interest.
“In the long run, it’s about capturing [visitors'] information, and converting them into our clients,” Stensrud emphasises.
“Good landing page optimisation tactics aim to make the webpage destination more appealing to key target audiences,” he continues. “We always make sure to use great photos of current land available for sale, because landing page design that pleasantly showcases the property will turn into leads.”
Stensrud adds that Bluegreen pay attention to their website analytics to find out as much information about their visitors as possible, and tweak their landing page design accordingly.
“We look at the entire online experience including variables such as ad copy, site design and keywords,” Stensrud explains. ”We also make sure our content can be easily shared via all the popular social media networks like Facebook, Twitter and Digg.”
Finally, Stensrud argues that gathering contact information from website visitors is crucial, so that agents can immediately follow-up. “After all, the more you can steer your buyer interaction to face-to-face, the greater your odds will be that you can turn those leads into sales,” he concludes.
Do you have a real estate marketing strategy you’d like to share with our audience? Get in touch at [email protected] and we’ll feature you in the next instalment of Agent Strategies.
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