Mastering Facebook Pay Per Click (PPC) Ads For Your Real Estate Business Part 14

June 17, 2011

Always Use Squeeze Landing Pages

You don’t want people clicking your ad, visiting your site, and then leaving.  That’s just a waste of money and many people will do this if you don’t capture their contact info on your landing page.  What you need to do is capture that person’s interest by having your ad link to a squeeze landing page.  A landing page is the page people get directed to when they click your ad.  A squeeze landing page has a single thing to offer (eg. foreclosure properties) and the visitor is either interested or they aren’t.  If your Facebook ad clearly states “Toronto Foreclosure Homes” and someone clicks it then you can bet if your squeeze page describes the exact same thing and only that you’ll have a lot of people following through and providing their email address for receiving updates via email on this type of property.  Remember, the entire point of your real estate website is building your email database of qualified prospects, and squeeze pages are a very important way of doing that.

The reason they’re called squeeze pages is they reduce or ‘squeeze’ the page visitor’s choices down to a single choice, usually a Yes or No proposition.  In this case, they’re either interested in what you’re offering, or they aren’t: they’re either interested in signing up for receiving the information you’re offering them, or they aren’t.  If you’ve really laser targeted the prospects who can view your ad then you’re more likely to get people signing up for your mailing list than if your targeting was more broad and unfocused.

Make sure you tell your would-be signups exactly what they’ll get and how often.  Don’t offer them 10 different things.  Just offer them one thing that directly parallels what your Facebook ad offers.

Try making your squeeze pages truly a single Yes or No proposition by eliminating anything else from these pages that might distract them or cause them to wander away from this page before giving you their email address.  If possible, have your website’s normal navigation area or menu absent from your squeeze pages.  You don’t want them checking out the rest of your site until you have their email.

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