Website Landing Pages to Improve Rightmove Featured Agent Advert Responses
11/02/2010
Many estate agents will have been approached by Rightmove with the offer of a Featured Agent advert by now.
The big news is that for the first time, Rightmove is pushing traffic through to your company website in a pop-up window.
Like any online marketing, once you've managed to entice the visitor to click on your advert (bright and strong block colours seem to be having the most impact), you need to convince them that you offer the solution they have been looking for. In this case, that you are the best agent to choose in that area.
If you just send them to your home page, your sales message risks losing focus - and they will probably have to click again to find out about your brand and USP.
Forcing visitors to hunt around is a sure-fire way of losing them.
However, if you provide a custom 'landing page' which focuses your sales message specifically to the advert they have just clicked through, the potential for success increases massively.
When you are paying a substantial monthly fee to advertise and the audience is so well targeted, it would be a waste not to.
We discussed this with Inspire Estates when they signed up to advertise their brand on Pound Hill search results pages, suggesting using our photo slider technology to provide an interactive sales point slider.
The landing page continues the strong branding of the advert and conveys the top 6 reasons for choosing Inspire ahead of the local competition, with a solid call-to-action at the end.
We've always maintained that the main job of an estate agent's website is to win new business. This combination of advert and landing page is a good example of how that can be achieved.
It will be interesting to monitor how well Rightmove's new service performs and we hope to have some statistics to share in a future post on the Modern Estate Agent blog.
To discuss adding something similar to your website, please give us a call.
