Again this should be unbranded and certainly not a part of your main website or allude to it in any way. The purpose of this page is to continue the theme of an instant online valuation, make them aware of some of the benefits of using the tool and most importantly to tag them with a tracking pixel for Facebook. No distractions and no other options but to click through to the tool, or leave.
I would also include reason for them to enter the correct email address, maybe a guide or some other free gift. This will drastically increase your conversion rates and capture of correct email addresses.
Click here to see a demo of a simple but highly effective landing page. (After you’ve read the rest of the post first!)
Re-Targeting Campaign – Facebook
This is where some of the real magic happens!
Because we are now tracking everyone who visits the landing page, we can ask Facebook to serve all those people with adverts. So if they bounce away at having to supply their details you can now have another go, maybe with a different offer [Lead Magnet], a free guide or something similar.
At this stage you could even go all out and start advertising your company!
Now if you’ve been good and followed the instructions above, then they will have no idea that the valuation tool advert and your company advert are linked. They’ll think it’s some spooky coincidence that they were thinking of selling and now they are seeing your adverts. Now you can call this sneaky if you like or you an call it magic, they both work on the same principle.
E-mail Marketing System
This is a necessary but often overlooked part of the system, so much so that most of the Val Tool providers have woefully it’s overlooked intergration. It will help you nurture the leads who sign up into clients, sometimes long after they signed up.
After they have signed up you should send them a series of emails, first thanking them for using your Val Tool then following up with some helpful info on maximising the potential value of their home. Remember this is not an opportunity to bleat on about how great your company is and what you sold around the corner. Well it is but you shouldn’t.
Use it as an opportunity to build a worthwhile and lasting relationship.
And there it is, a system of generating warm leads for your valuation tool and converting them into hot leads you can follow up.
Earlier I mentioned to longevity of these Val Gen tools and how I thought it was limited. This doesn’t mean you shouldn’t invest in one. So long as you have a proper system in place with a dedicated landing page, I would certainly invest.
Like I said, using the system I’ve outlined here, once the Val Tool gets a bit stale you can simply start to offer something else as a free giveaway. Something that is unique to you and your brand and then simply adjust your landing page and adverts accordingly.
I also said that you would be better of offering something of value to your website visitors that positions you as the expert worth calling in. What I mean be this, is that once they are actually on your website everything should be geared towards them giving you a call. Expert advice, free guides, handy tips, everything else is an opportunity to opt out and not to call you.
Offering them a val tool at that point is like going into a shop to buy something and the shop assistant advising you to check the product online first. They are in the shop already, sell it to them now!
Please leave comments below, it really helps to know what you think!