One of the catalysts for growing your property management company is generating viable leads. There are plenty of ways to do this, some easier than others. Thankfully, setting up a lead magnet on your website is one of the easiest. If you’ve never done so, however, the process can seem daunting. To clarify things, here is a step-by-step guide on how to use your website to attract and collect more leads.
Step 1: Creating the Magnet
Just as the name indicates, a lead magnet is designed to draw in prospective customers and (hopefully) convert them, or at least get them to the next stage of the sales funnel. Typically the magnet itself is a gated digital “item,” whether it be a video, an eBook, a white paper, a course, etc.
A lead magnet is not a product, in that it’s not something you charge a monetary price for. It’s a marketing technique. In order to access the item in question, the user provides his or her contact information, which you can then use in your nurturing process.
The type of lead magnet you create will depend on your particular audience. The goal is to develop something of value – something that your prospects will have no problem sharing their email address in order to obtain access. If it’s not something of value, it won’t produce the results you’re after.
Start by thinking about some of the most common questions you get from new property management customers, or what their biggest pain points are. Then, create a lead market that will educate them or help solve their problems.
Step 2: Create a Landing Page
Once you’ve developed your lead magnet, the next step is to create a landing page associated with your property management website that will serve as the home for that magnet. A landing page is a single page that is dedicated solely to the digital item in question. As such, it should contain clear, concise copy that educates visitors about what the item is and compels them to take action.
Keep in mind that a good landing page should be simple and straightforward. It shouldn’t contain any additional promotions or ads. If you’re unfamiliar with building landing pages, there are plenty of helpful resources available. For instance, services like LeadPages and Instapage have ready-made templates that make it super easy to get up and running.
Step 3: Set Up the Confirmation Process
Once someone enters their contact info and clicks the CTA button, it should automatically trigger a confirmation. There are several ways to do this. For instance, you might redirect users to a separate “Thank You” page. Or, you could set up a popup message.
Whatever confirmation method you choose, the user should know that their request for the lead magnet was successful, what the next steps are (i.e. “check your email with a link to confirm”) and, of course, that you appreciate their interest.
One highly effective way some businesses set up their confirmation process is to create a “double opt-in” situation. In this case, not only does the user share his or her email to download the lead magnet, but there is also a follow-up email containing a confirmation link. By clicking that email link, the user essentially opts in twice. This can help prevent spammers and improve the quality of your leads.
Step 4: Promote Your Lead Magnet
The last step in the lead magnet creation process is to promote it to the masses. Again, there are numerous different ways to do this, and the more diverse your approach, the more successful you’re likely to be.
Link your landing page to areas of your website and blog. Highlight it with an alert strip or popup to make sure visitors notice it. Share the link to your landing page on your social media channels. And, of course, use it in your digital ads to attract traffic. Be sure to target your ads specifically toward those who are most likely to be interested in property management related content. That way you won’t waste your money.
Lead magnets can be a powerful and highly effective marketing tool for your property management company. Once you start getting bites, it’s time to move on to the next phase of the funnel, which involves following up and nurturing those leads. The more work you put into this process, the more it will pay off in new business and ongoing growth.
