Landing Page Best Practices

Optimizing lead capture with your landing pages

Outbound prospecting is how you'll fill most of your recruiting funnel  (e.g., cold calling, career nights, mass contact, etc.). However, that doesn’t mean you should ignore your passive inbound lead opportunities.

The landing page is a great, low-effort way to find new inbound leads and improve brand awareness. If done right, your landing pages draft your current agents to help grow the office and give them a stake in the recruiting process.

Here are a few best practices for getting your landing page customized and in front of your next potential recruit. Click here if you’re not sure where your landing page is or how to edit it.

Personalize and Localize

When you join Brokerkit, your landing page is ready to collect leads out of the box. However, that doesn’t mean you should leave it as is. By necessity, the copy and header image are generic and editing those to be specific to your team and market does wonders.

First, upload a high-resolution picture of your team or office - shots of your agents at awards banquets, team outings, or volunteering all work great. If you or someone in your office is comfortable editing images, you can add logos - don’t go overboard with additions. The image will have text over the top, and we don’t want it to be too distracting.

Next, we want to personalize the copy. What makes your office an amazing place to work? What’s most important to agents in your market? What questions and concerns do you constantly hear in recruiting appointments that you can address here? Why do you love working in and serving your community?

If you’re unsure what to say, don’t worry - often, the people around you are your best resource.

Rather than write-ups explaining why your training is the best, please include a picture and testimonial from an agent saying how your training changed their career. Or a photo of a veteran staff member and a quote explaining all they provide for the agents. Or a blurb from the head of the local food bank your office donated to, thanking you for your service to the community.

The people your office has helped are often better at articulating why it's so great than you could ever hope to be.

Incentivize and Celebrate

Every agent in your brokerage has their own landing page - it looks exactly like the team page but has their contact information and automatically tags them as the referrer any time it generates a lead. However, your agents will never use their landing pages if they do not see a clear benefit.

First, if your franchise or brokerage doesn’t already have incentives for referring an agent, you’ll want to implement some. It could be a cash bonus or some percentage of the recruit’s company dollar, or it might be as simple as “marketing bucks” or a raffle ticket towards some prize. You don’t need to spend a fortune, but you need to get them excited and make sure they feel appreciated.

Second, make a show of it. Call out top referrers in sales meetings and celebrate every new recruit and the agent who brought them to you. Even if it feels cheesy to you, it’s important for your office's culture that the agents feel they have a hand in making it a better workplace.

Finally, make sure they’re properly trained. When you roll out Brokerkit, send the invites and have your team log in during a sales meeting. Ensure they know where to find their landing page link and what to do with it. If you’ve already rolled out Brokerkit and haven’t gotten buy-in from the agents, they’re likely due for a refresher.

Getting Exposure

So you’ve personalized your page and engaged your team—that’s great, but now we need people to see all your hard work.

First and foremost, it needs to be linked from your "Careers" link in the header and footer of your company site. We want maximum exposure if a potential recruit visits you. If your site happens to be IDX enabled, shoppers will see the "Careers" link as they look for their new opportunity, meaning every lead is also a potential new agent. Check here for how you can also embed the Brokerkit landing page in your site with an iFrame or here on how to forward the URL to use your domain.

Next, your agents will want to add the landing page link everywhere they can - their email signature, social media, and personal sites.

Your team should be doing the same. That means putting it up on all company social media, linking to it as the recruiting page on your company site, and posting it on job boards like Indeed and Craigslist. Joining and posting in Facebook groups of job-seekers, agents, and people who might be ready for a career change is a great way to reach people - just be careful not to spam, or it’ll have a negative effect.

If you’re willing to spend a little, you can create Facebook or Google Adwords ads to promote your landing page and target people interested in a career in real estate. That gets more complex than this guide can cover, but you should know that your Brokerkit landing page has fields to enter Facebook Pixel (see here) and Google Analytic IDs (see here) to easily track if your ad spend is effective and to enable remarketing campaigns using Google or Facebook, which are the highest converting type of ads. This article here also covers the various options for lead capture for Meta/Facebook leads.