Z57 Website and Marketing Support

Lead Capture


Lead Capture

It isn't good enough to just get people to look at your website.  In order to generate business from your website, you need to have tools set up to actually capture their contact information (name and email address) so you can followup with them and eventually turn that email address into a workable client.

Lead Capture Products

Z57 has several product upgrades available for your use to help you capture more leads from the traffic you receive.

Website Forms

Your website is pre-built with several forms that can capture contact information.  Check back for tips on how to enhance these forms. 

Landing Page for TrafficPLUS or other PPClp_clip_large.jpg

A landing page is basically an unbranded search form where visitors who land there give you their contact information and can also put in search criteria before being forwarded to the MLS search on your website.  See a Sample

The landing page accomplishes three major things:

  1. Maximizes your Lead Capture
  2. Prepares you for more effective Followup
  3. Allows you to track your ROI

We want to take the traffic you are currently paying for through TrafficPLUS (or other PPC program), and increase the percentage of those visitors who will actually fill out the form.  This is where being unbranded comes in. When I say unbranded, I mean we strip off any pictures of you, company logos (unless restricted by your brokerage), and contact information.  The goal is to make this look like a straight search form, perhaps one that is tied directly to the MLS.  Visitors are much more inclined to fill it out this way.  To give you some averages, for clients using TrafficPLUS I would expect to see a lead capture rate of about 10-15% (5% if you are doing PPC through search engines).  With a landing page, the average lead capture rates I see are 15-30% (10-20% for search engines), I've even seen as high as 45%.

One of the major challenges my clients experience is not necessarily getting the leads, but turning those leads into conversations.  Rather than just getting a name, email, and possibly phone number, the Landing Page gives visitors the option to fill out their  actual search criteria as well.  If you know that John Doe is looking for a 3 bedroom 2 bathroom condo in Carlsbad for $400,000, now you have something to work with!  You can get him signed up on iHomefinder or your MLS's automatic listing alerts (without a doubt the best way to followup), and you also now have something specific to ask him about or to send him when you followup personally!

Have you ever wondered where your leads are actually coming from?  Landing Pages are designed ideally to be used by one program at a time-- which means that the ONLY traffic that should ever see the landing page is for the program you point to it.  Landing Page leads are given unique IDs (for example, instead of saying Find a Home they may say 11111 or TrafficPLUS or PPC, etc).  That way you know exactly which leads came from TrafficPLUS (or other PPC) and which didn't.  Take this a step further and you can do the math to figure out your exact lead capture rate for the program, and you can finally know which leads you are actually able to close over time-- thereby computing your overall ROI for the program.