Day 21 of the Fello 30 Day Challenge was all about database growth, with one expert leading the way: Dillar Schwartz, Owner of The Dillar Group. She has spent decades growing her team of realtors in Central Texas, and has trained more than 200 agents in her career as a real estate coach.
Here are 4 ways that you can use Fello Landing Pages to drive database growth.
Dillar’s first breakthrough came from experimenting with some of the first landing pages her team made in Fello, and they created a Santa Claus-themed page for customers, saying that Saint Nick had lost his address book and needed them to type in their address to help him out.
Clickthroughs spiked, and that’s when she realized: “we didn’t have to take landing pages in Fello so literally.” By broadening her goals beyond the typical need to sell someone a house in the next 30 days, she gave her team license to ask a simple question: “How creative can I get with this?”
By encouraging her team to make creative choices, they were able to help their pages stand out from every other agency. If your fundamental information is communicated clearly, everything else can help you distinguish yourself from the competition.
At its core, a landing page is an exchange between your team and your prospect: You’re asking them to share personal information for your database going forward, and you’ll give them unique info relevant to their ideal home that helps satisfy their own curiosity or interest in continuing your conversation.
Dillar shared an important lesson she had learned from previous campaigns: “If you give a buyer all of the information, they’re gonna walk away.”
This insight helped frame how her team builds landing pages to maximize engagement: They focus on offering key bits of information that would satisfy the curiosity of a customer while still keeping them around for future conversations.
On landing pages and even on yard signs, they would have riders and headers with phrases like “Scan here for your home value,” with the info gated behind a name and an address being offered to Dillar’s team. Hundreds of people joined their database each time through this approach.
Dillar knows the idea of building landing pages can feel like a lot. She stresses that between Fello’s tools and Canva, she was able to create a handful of landing page templates that her team just slightly modifies for each new campaign they run.
With those handful of flexible landing page styles in their collective back pocket, Dillar’s team is empowered to create pages targeting specific needs, milestones, or market conditions.
They’ll create campaigns tied to holidays or local events; they’ll create region-specific or neighborhood-specific landing pages, or sub-pages that call out the specific types of homes they’re looking to sell for interested buyers.
Over time, this has allowed Dillar and her team to move away from creating robust and individualized emails for each of those situations, because a landing page (or a QR code redirecting to that landing page and shared via social media) can accomplish the same job, allowing her team to use their time and creative energy elsewhere.
As a final thought, Dillar spoke to the trend of “analysis paralysis” that a lot of teams face when considering a new campaign or marketing angle to connect with new customers, and her advice was crystal clear: “Stop thinking of your landing page as a hot, direct-seller lead. No. What you need is to start building an intentional database.”
The key to making those connections and building that database? Vulnerability and authenticity. Dillar quickly rattled off a series of themes and segments her team has used to find and connect with new customers: Dating, Taxes, Santa Claus, Trumpet Players, the LGBT community, and more.
Some of those campaigns or pages had hooks that were a single sentence or a handful of words long. But they all served to help her team stand out from the crowd and connect with prospective customers on a more personal level.
Ready to start growing your database with landing pages that actually get responses? See Fello in action.