The 3 L’s
Geez the thought of that number and letter (3+L) together harken days of law school and the sheer apathy of the third year, but I’m not writing about law. I am writing about real estate. It used to be that Location! Location! Location! were the most important aspects of selling real estate. Well that remains true to some extent. But in the transformation to online sales venue, the three L’s might go something like: Landing Pages, Landing Pages, Landing Pages.
Landing pages simply transform ANY online advertising that you do. In college, I worked at Home Depot, and there we had to focus on cross-merchandising–where you would remember that you needed to buy nails when looking at a 2 x 4. Landing pages are similar to cross-merchandising in that you have to get inside the mind of your potential lead.
Most commonly people think of landing pages in the PPC scenario, but they are more vast than that. If, for example, you have a banner ad on your local newspaper, link that to a specific landing page. We can debate all day where your users will originate, but a safe bet is that more than half of the audience will be from the local demographic. Therefore, the landing page should be local in nature–you can drop the “city, state” info and personalize the page to your neighbor.
When creating a landing page there are some essentials. In fact, Yahoo! sent me an email today that captures the top 10:
1. Tell them why they should buy from you
2. Keep ‘em with you
3. Don’t try to say too much
4. Make it simple
5. Call them to action
6. Get specific
7. Flaunt what you’ve got
8. Search yourself
9. Rally the believers
10. Let them make the choice
