Heads In Beds Show - Every Section You Need On Your Landing Page To Get More Homeowner Leads

Starting point is 00:00:01 Welcome to the Heads of Med Show presented by Buildup Bookings. We teach you how to get more vacational properties, earn more revenue per property, master marketing, and increase your occupancy. Take your vacation rental marketing game to the next level by listening in. I'm your co-host Conrad. And I'm your co-host, Paul. 0.1, 0.2. All right, three seconds in.

Starting point is 00:00:28 Hello, what's going on? What's happening? Well, you know, we got, we timed it up here. You know, the one thing about me being a little anti-social on LinkedIn, the last oh let's say three months or so is that nobody gets to really experience the beard growth that you get to see right now so I just want you to enjoy enjoy

Starting point is 00:00:49 because this is something that nobody else gets to see right now but that's do you want to be flannel shirts you should wear a flannel shirt next time warmth some type of stocking hat maybe that's what it is maybe I just don't want people to see me in stocking hats I know it's very cold outside what's the temperature inside your house right now like what do you keep the heat out I guess so the main level

Starting point is 00:01:09 Upstairs is 68, 69. We don't have to keep it super warm. Down here, though, because it is semi-warm up there, it's like 62 down here. So space heater's always running. And like, I wear the layers because I'm cold. It is semi-legit, but I don't know. It's, I'm, as I always am, I'm ready for fake spring to be gone and to have real spring in Minnesota about it because we get three, four, five versions of let's go up to 40.

Starting point is 00:01:41 Then tomorrow, let's warm up to all of zero in the morning. And it's the free thought, freeze thaw game that we get to play. So maybe not what you're familiar with. Back to the old days, but how hard thing's going for you? Yeah, weather, weather's been pretty good here. I can't complain too much in that respect. It's been warmer. You know, there's not as much snow.

Starting point is 00:02:00 We have had like the cooler days, which is common in February, you know, where it's like in the 40s. but yeah, no more snow since that one January snowstorm. But this January's weather was just brutal. So February has been, it's funny. Usually it's opposite. Usually January is okay. And then February is terrible.

Starting point is 00:02:14 And this year, February has been okay. And January was terrible. So you never know how these things go. You can't be like the weather. Yeah, you take what you get. But all good. Can't complain about it. You know, it's funny.

Starting point is 00:02:23 I think about all the seasons changing. And a lot of our clients have wanted to make changes recently to their homeowner landing pages, a topic, Paul, that you know quite a bit about. So I did like it really, and it's rare. I feel like I get this opportunity. I feel like oftentimes when I'm speaking with clients, we have an hour together. Most commonly, some of our clients, 90 minutes for ones that we have a lot of scope with. And we're just bouncing.

Starting point is 00:02:43 Topic, topic, topic, topic, topic. So we end up covering five or seven things during the course of an hour or 90 minutes or something like that. But I had a call recently with the client. And they were redoing their homeowner landing page. And we did one hour on one thing, which was actually kind of fun because it allowed us to like dive a little bit deeper and say like, yeah, what are all the sections? They just do research and have moments in the call that were quiet. And we're like, okay, let's think about this for a second.

Starting point is 00:03:03 So probably something that I honestly would enjoy doing more of, like really getting to the, you know, really, get my dirt in the fingernails on like a really specific topic and going way down to the rabbit hole. I personally find that really enjoyable from time to time. And that's kind of what this was. So what spawned out of that was a conversation between the client about every single section that they could add to their homeowner marketing landing page. Now, again, not saying you have to use all of these. There's 23 on my list sections 100% of time. But there are situations or there are probably landing pages that you've looked at many times. in your career that I've looked at in my career where I'm like this lacks a little bit of information but maybe I haven't had a good list before I actually have referred to brooks list that he put out previously like the seven essential elements millennia page document I think that's on the ventory website so people can go check that out absolutely but I tried to take that build on a little bit maybe flesh out a little bit more and see yeah just ways that we can make these homeowner pages even more effective I do think this can be a little bit of a switching season for some folks like coming into the spring there's if you're buying a property this might be time that you buy it

Starting point is 00:04:00 Some people might switch before the season kicks fully into effect. But either way, it's kind of an evergreen topic in my mind. So I think this is a good one for us to dive it to. Absolutely. I mean, this is, again, this was life for a while. So this is definitely something that I am familiar with. But looking at just the exhaustive nature of this, I do. I think I mean, I kind of wish, you know, you've got a little prototype here.

Starting point is 00:04:25 I wish we would have had something like this to really be able to show people and visualize. because while, again, Brooke has done a great job with the USPs and really what identifying the items that the average homeowner or potential home buyer is looking for, this is really impressive here. I mean, this is this. I love just how exhaustive we're going to go here. I love all of the different things. And it really caters to, I think when we were talking to property managers it was. It was really trying to get them to think about it more as just the ROI. play or more than just the onboarding package play or it really is.

Starting point is 00:05:05 It's a comprehensive experience that's going to cater to different types of people. And I think we all know, you know, we've been on conversations with property managers to say, yeah, this owner, well, they're having a dispute with their sister who also partially owns them and they're doing this and that. And okay, that's one type of person. We inherited it from grandma and we want to use it, you know, 50% of the time. we also want to make a little money on it or those really heavily investment bound people that it's all about that ROI and if you don't hit the number you set with an expectation up front

Starting point is 00:05:38 we're going to churn real quick and find your nearest competitor and say make us more so I do I like that it's really identifying some of those I think identifying the questions that homeowners ask most frequently and providing an answer right there and as much as you can you want all those answers to come from that page and not having to be navigating around, not having to find different spots over here and over there and the late magnet and this and that. Do we need all 23 steps? I don't think it's a bad in some cases, but it would be a really long page. And we also know that people aren't going to make it all the way there. So, yes, picking and choosing some of these and making sure we're identifying the top ones.

Starting point is 00:06:25 I'm excited. Let's go. Let's go. We'll do it in bunches, probably. or just I'll just kind of grab a few and put them together. If we go turn by turn on 23, if the listener may be like, does the listener want a two-hour Joe Rogan podcast and the homeowner landing pages? If you do, please email me. You are a heck of a person

Starting point is 00:06:39 if you want two hours of us breaking down homeowner landing pages. You're probably kind of a sicko, which makes the concern for your mental health a little bit. It's broke. Yeah, yeah. Absolutely. It'd be someone who's just like homeowner marketing obsessed.

Starting point is 00:06:50 I think I can think of a few people. He'd be certainly number one or number two and not less for you. I like this one. The hero. So this is the first thing your homeowner sees. You know, I think oftentimes, you and I, Paul, we're very SEO classically trained. You and I kind of went through the SEO cauldron.

Starting point is 00:07:04 So that's where our brain is going to go, right? It's going to be San Diego vacation rental management or it's going to be Destin, Florida, vacation rental management, something like that. But it was interesting. During this brainstorm, we kind of thought of maybe two different concepts. Like one could be more of a SEO option, the one, maybe you use one more so for PPC and it could be a little bit more of like a benefits-driven copy. So maybe you're here with something like this.

Starting point is 00:07:25 You own your cabin, but it's our full-time job to manage your cabin for you. Like, that was kind of one concept that we played with. So there could be like some text underneath that, for example, too. Like the example page that I mocked up is the fictional company Conrad School Cabin Rentals, you know, manages your, you know, cabin rental in XYZ market. So you can earn more, have less stress and get to enjoy it whenever you want to enjoy the cabin, basically. So like a lot of things you can do with that.

Starting point is 00:07:46 But yeah, your hero, that's your header. You know, I think I do like the idea a little bit of having two options there where it's either like click to book a call and it would bring them down the page or make them fill out the form. We'll talk about those different concepts in a second. or maybe something to the right of like a video or like a little bit of a bio about you like you kind of play with different design concepts depending on what you what you like one thing that we did with um this particular client that we were talking with it they actually do have a short video like a two minute video about their property management services there's actually a link there you could click it and it'll open the video um to play that video um to play that again you could also embed that video down the page as well so there's kind of different ways to play with it so yeah hero i mean there's a lot you can do there but ultimately it's like all right anyone's anyone's doing a landing page is going to have like a big hero section that kind of is the

Starting point is 00:08:27 the most logical thing. I'll do two more sections and I'll kind of kick it back your way for your thoughts. The next thing underneath that here of my mind would be all your, excuse me, all your trust icons, right? So that's like we are 4.9.5 on Google. We have 75,000 Airbnb ratings at 4.87 stars ratings are average. We are an Airbnb super host. We're a verbal premier partner. We are a member of ERA. We've been in the Better Business Bureau with seven years. We are a member of the chamber, blah, blah, blah, blah, blah. That sort of thing. But just kind of some trust icons. I kind of see that as like, it's part of the hero, but it's kind of technically a separate section. And then I think the third section, this is where I think I really wasn't, have not been doing this the past,

Starting point is 00:09:01 but it's more of like that pain point or like problem agitation section. So this is kind of like the example copy that I have, you know, for when we're doing this concept was there's like a text block underneath it says you bought a dream cabin, but managing it became a second job, which is like not really what you want when you bought this cabin. You thought it was just going to be something enjoyable. And then you realize, wow, managing this is a lot of work, rates, revenue, guests, all that kind of stuff. And then there's kind of three points underneath that that talk about it. So you constantly get guest messages that you don't want. Late night check in questions.

Starting point is 00:09:28 What's the Wi-Fi password? It's 62 degrees in the bottom of this cabinet. I want it to be 70 degrees. I'm really upset. You have maintenance headaches problems. You get to constantly deal with contractors, et cetera. You got to figure out pricing. Pricing is this whole thing.

Starting point is 00:09:40 You left revenue on the table because you knew you weren't pricing things properly, et cetera, et cetera, et cetera. So you can figure out what your pain points are that you want to agitate. But in my mind, that's kind of like your hero, down to a little bit of proof of who we are and then leading into the problem agitation before we get into the exception. But your thoughts on those. three before we head on down the page.

Starting point is 00:09:57 Yeah. I mean, I think the one point, I mean, the one point you didn't like say specifically, but I think it's super important. The entire job of the hero section is to keep them scrolling or fill out that form immediately. I do. I think that's where you got to give credit to BISCOR's that they started to, I think this is a response to Ventory, you know, starting to improve some of their owner landing pages.

Starting point is 00:10:18 And one of the things the calls to action that I think we kind of stole back was that call to action like you talked about. either the form filled or that quick call to action to be able to call the property immediately and get that outreach in place. I think it is. I think there are, we focus on form fields because, you know, we want first name, last name, we want the contact information, we want the phone number, maybe the email. But sometimes people do.

Starting point is 00:10:45 They just want to reach out and call people. We're not all millennials who are afraid of the phone. There are people who actually do want to get on the phone and call some people. do think that that's something, especially knowing that your average homeowner or property owner is going to be in that, let's say, 35 to 55 range, the boomer range and maybe a little older, those are the people who still want to call. So making sure that that is easily available, I think is super important. The trust bar, you know, all of those things. I think VRMA membership, I think that probably carried a little more weight at one point. I think the partner badges are

Starting point is 00:11:22 important. I think you need to have those. Google rating is a non-negotiable, but property manages, properties managed as well, giving people some idea of, are you a small manager, are you a large manager, and really kind of allowing that to paint that profile of you're not the big box brand. You can talk about that in the pain points, but really letting them identify and understand, I know for some of the smaller managers, that is tough. It's tough to be property number 10 in someone's portfolio or property number eight or seven or six or five. So having that background of saying, I manage 25 properties, or I manage 25 properties, or I manage two properties. At least you're up front right away. And again, you're not going to have any questions down the road about

Starting point is 00:12:05 what's happening there. And I really like, you know, talking about those pain points, really helping people and get into that mindset of, oh, yeah, that's exactly what I'm experiencing right now. and problem solution, that's definitely, we can kind of paint that picture as we go down the page there. So I think tapping on the emotional side as opposed to just the number side or something like that, whenever you can do that, again, it's that deeper connection that hopefully makes them more inclined to convert, to give you their personal information so that you can kind of play the game of whining and dining down. Yeah, yeah, I think that's a good point. Why don't you take maybe the next two, kind of two out, I'd argue, pretty similar. Maybe the next two are similar after that. So yeah, talk me through four and five kind of on this list. What are your thoughts there? I know you worked on these in past. This is the one that I would say we spent the most work on at Pintory. Certainly the earnings estimator and the revenue calculator was one that started to move the needle when there was some, you know, when there was some value there. It's a little gamification. People want to be able to slide the bar. Ooh, how, you know, what kind of house, how much, how many bedrooms do I have to have in the house or to be a $100,000 home. Ultimately, if it's

Starting point is 00:13:22 helping, you know, anything you're doing with one of those lead magnet and lead generators, the one thing you have to be careful is, are they actually working? Are people just playing with the game and not actually giving you anything of value there? That's, I think they're great tools and I think definitely one of the highest converting elements that you can put on an owner page, but you have to make sure that, one, that R-O-I that you're projecting is actually what you're going be able to live on the back end because we started with a earnings-based conversation and that is going to be kind of what people remember the whole time. But then it is just making sure that it's it's something that is converting people and that they're just playing with it and they're

Starting point is 00:14:04 then dropping or you're finding that you're not getting any converted leads coming through. What makes us different? Unique selling propositions. This is certainly something that I think people struggle with. I think it is because we've gotten to a point where a lot of people do offer the same things. You know, it really, you really do set yourself apart as far as what are those small, niche, unique deliverables that you have? Do you have that onboarding package? Do you have a specific redesign package or things like that? Do you have a lower commission rate?

Starting point is 00:14:42 I think it's getting into the numbers, but what sets you apart? I think having a nice mix of qualitative and quantitative when you're talking about the USPs is important. You know, boutique versus national, local versus generic, hands-on versus automated. Some people are looking for that hands-off experience. Some people are looking for the monthly reports and not a lot of communication. It is. It's really, I think what makes anything we're talking about on this page really pop or work better is ultimately understanding who your target audience is with those homeowners.

Starting point is 00:15:19 And knowing that all those profiles are different, we talked about it a little bit above, but I do think that that's something that you're going to have different USPs for different homeowners profiles. And this is where, you know, you consider, I think, even setting up different pages and with these different USP sections for different types of audiences that you're trying to aggregate now, how you connect the dots to get them from point A to point B might get a little complex. But these are probably two non-negotiables when we're ultimately looking at what people are looking for. They want to know how much they're going to earn and they want to know what sets you apart from either what they're doing for self-managing,

Starting point is 00:16:03 what your local competitors are, or what a national competitor is going. Yeah, yeah. And that's the thing too is like we know everyone on that page is going to be cross-shopping you. So this idea of like, I'm going to convert them in the first visit, like you and I've talked to people off that ledge a few times. So yeah, and let's be honest, right, like the Vakasa implementation of that earnings calculator is unbelievably well done, that like initial version of it. And the fact that like that's what people want to know, how much money are going to make.

Starting point is 00:16:25 That's the first question they're going to have is what's our commission, how much money am I going to make? And it's usually like those are packaged together in the sense of like, tell me how you're going to make and how much you're going to take of it, right? Like that's kind of the initial piece there. So you can agree more. And yeah, I'll dive in the next one. So I think as you go along here, so this is where probably you,

Starting point is 00:16:41 get a little bit more custom depending on how you want to, you know, play this. But I think these next handful are kind of similar. So I'll list these four off because I think they all kind of fit in the same bucket in my mind. How this works or what our onboarding processes. That's kind of one idea. What's included? Like what do we do? What don't we do? Or maybe a little bit, keeping more positive what you do. Maybe that's like the next section. How we market your property. So channel distribution where you be a list of direct booking benefits and then kind of like our technology and tools. So I'm going to take those maybe in my mind here kind of as four separate ideas. So how it works on boarding process. At that point, let's say you're getting someone down

Starting point is 00:17:13 the page. They're kind of thinking at that point like, all right, these people seem to know what they're talking about. They seem very competent. They know what they're doing. I'm going to make all this money. All right. How is this going to work? So just a simple little visual, you know, like the mockup that we did of how we'll onboard just basically has like one, two, three, four steps like kind of laid out on the page left to right. And it's like, we evaluate your property. We, you know, we tell you what it's going to earn. Step two, once you agree, we do photography. We write all your listing descriptions. We get the cabinet. ready for rents, we modify, change it if needed, we do that stuff. We launch the cabin,

Starting point is 00:17:44 or I keep saying cabin, because I did this with a cabin client, but vacation home, whatever the case may be. We optimize it. And then number four, we send you a check. We send you a check once you get each booking or we send it monthly or whatever the case may be. So that's like a little example. It's a pretty small section, but I think it's a good, you know, understanding of kind of what that would look like of like kind of getting them. It's almost like priming them for like how this is going to go. It's kind of like, you know, a lot of people talk about this with, you know, a contract. It's like an assumed close. When I'm having a sales conversation with someone, I say, like, well, when we get started, we're going to do ABC, XYC.

Starting point is 00:18:12 I don't say, like, well, if maybe if you're thinking about it, you know, but if you don't want to do it, that's fine too. Like, I just assume they're going to onboard. And if they don't, they don't, that's fine. But like, you know, I'm going to assume that they're onboarding. And then in my sales conversations, it's easier for me to just be like, this is walking through the steps. And I think that's valuable. What's included, I like that. What's included in marketing are kind of, again, two separate sections.

Starting point is 00:18:32 You can kind of put them together. But here's all the stuff we're going to do for you. Like, I think people underestimate how much they do for their homeowners sometimes. Like I did that previously with a client on a call. I was like, well, once you get a cabin ready, like, what do you have to do? Oh, we have to do inventory. But pots and pans and forks napkins in there and go install the smart lock thing and all the stuff. And I'm just like, wow, imagine how much work that would be if I just bought one cabin or one vacation home.

Starting point is 00:18:54 And I was going to go do that in that. I mean, that could take me all, that could take me three or four days because first all, I don't really know how to do some of that stuff. Second thing, you don't know what you don't know, the chance of me getting it right out of the gate on pots, pans, you know, plates, you know, getting the smart lock stuff installed, getting all this thing. That's a lot of, like, tedious work. Whereas the property manager just knows how to do it. They've just done it 50 times before, maybe 200 times before, a thousand times before. So it's just such an easier process.

Starting point is 00:19:15 But if you tell them what you're doing, it's such a better experience the sales process. If you're chatting with that person, it be like, oh, yeah, well, you guys are doing a lot of this. Like, it justifies your fee. I think sometimes property managers, especially when they're working that investor type are just like, they're almost scared to say their fee or they want their fee to be really low. Well, yeah, I know the competition charges, you know, 15% commission. I'm closer to 20, 25. But I do everything for you.

Starting point is 00:19:35 Like, you know, like they almost get like a little defensive instead of saying like, yeah, here's the fee. as a reminder, here's everything we're doing, and this is the outcome of the result that you get from it. So I like that. Obviously, you know, you're going to hear me talking about marketing because that's, you know, our background marketing. So just reminding the, you know, homeowner again, like if you were to go do this yourself, you might list it on Airbnb. Maybe you'll do it on Airbnb in Verbo, right, in most markets. But we're going to do that plus XYZ ABC. We're going to put it on booking.com. We're going to put it on Google Vacation rentals. We're going to market to our

Starting point is 00:19:59 100,000, you know, person per year website, visitor audience list. We're going to send it out to our email list of 27,000 people. We're going to post it to our social page followers that have 42,000 people, whatever, these are all made up numbers. But you get the point. You're just kind of, you know, hammering those points home. And then again, I think that last section there could be, by the way, here's everything we do to make your life easier with technology and tools. So we use a modern PMS, whatever it is. We use Gasty, host away. We use streamline, whatever. I don't care what you use. It doesn't really matter for the purposes of this. But we use modern PMS. You can log in, block your calendar. We give you, we do all the dynamic pricing for you.

Starting point is 00:20:33 We do all the housekeeping management for you, all the software done for you. Again, just kind of hitting that point home of like everything we do for you and kind of mention that in there. So I'll take a breath there because I think those sections are really valuable. But it's kind of what it is in my mind, it's like lifting up the curtain a little bit behind the scenes of everything that you're doing and showing the homeowner of the value. That's kind of how I see those four sections. Yeah, I think you're, I mean, I think you're spot on with that.

Starting point is 00:20:53 I think it's, and it is talking about the PMS, the software stack. Does anybody really care whether you're using Streamline versus Guestee? probably not does anybody really know whatever that is does anybody really care what dynamic pricing tool you're using no but you do

Starting point is 00:21:11 you need to I think it is it's part of all those things part of the investment you're making in their success is that you are using all these tools and some of the top rated software in the industry to make sure that they are performing at their top level there you know going back to the onboarding process I think that's especially important as well

Starting point is 00:21:31 and just the nature of the Airbnb bros who are going to make money, you know, $10,000 the first week, you know, I think there are some people who are coming in with that expectation that that's what's going to happen. It's just list it and there's money. That's not the case. We all know that. It's, it'd be great if that were the case because we don't just be walking along with pocketbooks full of cash and just be happy. That's not the way it works. So really laying out that, three to five step process of okay this is what's going to happen we are going to evaluate your home to make sure it reaches our standards if it doesn't reach our standards we're going to level it up to make sure it is reaching our standards and then it is and this is when it's going to get listed this is when we

Starting point is 00:22:16 know this is when the average property gets a booking this is you know this type of thing really giving them that step-by-step process because if those bookings don't come immediately and we know that's the reality of the travel space is that that that's there's not an instant booking for everybody. So I think it does. It kind of gives people that peace of mind that it's more than just listed bookings. Listed bookings, we have a process. We have a professional outcome that's really taking place here.

Starting point is 00:22:48 And these are all the steps that go into making sure that you are successful. You know, jumping into this next one here, owner portal preview, going back to the PMS there, I think that is. That's one of the PMS items that doesn't get enough credit, doesn't get enough maybe scrutiny in some cases to make some improvements there. But that is. That's an incredibly important part of how people are going to see no interact with your businesses. They're going to go into their owner portal. They're going to want to see what types of information, see the booking, see the earnings, maintenance request, whatever that is, being able to give someone that

Starting point is 00:23:29 insiders, I don't view the demo, whatever that is, it does. It gives that transparency to be able to say, okay, there's no gray area here. You're going to know exactly how your home is performing. You know, you don't need to micromanage us. We're happy to take care of these things for you. If you want to be a micromanaging owner, well, you'd be one in 10, maybe something like that. Certainly not as rare as it should be, but there's the reality. So I do. I think that that's, it's one of those pieces. is that when I think about go way back to the track days, and I think about the time that we put into kind of developing what that owner portal and that owner experience was going to look like,

Starting point is 00:24:12 we always use the F-16 cockpit for anything reporting that we were doing. We wanted to have all the bells and whistles, but I think that is. I think for those homeowners who are driven by the dollar or who are driven by some of those metrics, being able to give them that hands-on experience, that is it's going to help build that trust a little more and and it does it just gives you another leg to stand on of this is the technology this is why we chose the technology not because it helps us run the business effectively efficiently but also it gives you as the homeowner an inside look

Starting point is 00:24:45 into your performance without having to constantly be feeling like you're asking the management team what's happening here what's happening there no we've got a system for you now we will be responsive to you and we will take care of your concerns and anything like that, but here's the system behind the scenes. And I think that that's really important as well. Yeah, yeah. I mean, I think it's, it's again, it's like trying to, the way that I think of this landing page when we're putting these together is letting them know you thought of everything or trying to think of everything. That's kind of the process that I've gone through. So yeah, I agree 100% on the owner portal piece. We mentioned this earlier. Did you say explain your video? If not, I just want to go through

Starting point is 00:25:23 that maybe quickly and then we can, yeah, dive into that pieces. So yeah, yeah, it was going to say. So explainer video, basically, again, that would be something that, you know, could be somewhat meaningful if you've had, if you don't have it, then obviously you're going to skip that. But I think if you have a little bit of a video, some people prefer like they like watching video. So why not have it in multiple formats if you can? I'm really big on these next two. So I'm kind of skipping over from that one quickly because I want to get the next two. Owner testimonials, then owner case studies or success stories. Very underrated. If anyone has a owner testimonial, I might get a poll quote sometimes from a client. Hey, it's John Doe and Jane Doe,

Starting point is 00:25:52 blah, blah, blah. They manage my beach house. They manage my mountain cabin. They do a good job. I like working with them. Okay, that's like better than nothing. I appreciate that. But it's so much like that is taking it one step into a marathon as far as what you can do with homeowner success stories. And I point to you, again, people that, you know, we respect in the space or that have done a really good job out of. Macaosa did a phenomenal job with owner storytelling during their kind of, again, the previous version of Maca did a really good job with that. Again, they were very skilled. We've said this many times, you know, I Paul. The Casa was incredibly skilled at signing home, signing inventory, the previous version of them. Terrible of keeping them. The stats would tell you

Starting point is 00:26:25 that the data would tell you that, but they were very good at signing them. So copy what they were good at, they were good at signing inventory. And that was one of their main ad types. Evolve, who is thriving from what we can tell, or certainly not in the spot that Picasso is in, you know, but before their acquisition by Casago, again, very, very skilled. A lot of their ads tell the story of the story of their story of their story of their story of their story of their story. We were doing it our own. We were struggling. We were having a hard time. Then all of a sudden, we put it at Evolve, and we do $100,000 year in revenue. And we love them and they're great and everything is awesome. That's, that's kind of the story to tell over and over again. So what's cool about owner testimonials, case studies, you know,

Starting point is 00:26:55 success stories, et cetera, there's no limit. Like, if you have 100 homes, in theory, you could do 100 case studies. You could do 100 testimonials, right? If you do a good job and you ask that owner. Like, I had to beat someone, I'm saying this, someone's my tongue on cheek. I'd really convince someone who has like 200 homes to get me two of these, like a few months ago. And now I'm like, we got them up. People are clicking on them. We're noticing like some positive lift from conversions from them. And I'm like, how about 10 more? Like, knowing that he's going to give me four or five, I'm going to ask for 10 more, basically. That's got my thought process. So, yeah, I couldn't be more bullish on these. This might be, you know, I know it's deep in the

Starting point is 00:27:24 podcast here, but this might be one of the most underrated, you know, elements of doing more homeowner marketing is just get more homeowner stories of what's actually like to work with you, get it on video, don't just get a written version of it, and then put that all over your landing pages, all over your owner content, you're going to thrive with it. And what's amazing about this, no one can copy this. Your competitors cannot copy your story because it's your story about this person working with you, not someone else. So, yeah, I wanted to hammer that one, because that one really is important to me. It is. I, owner testimonials were something that, when we did get them same way where we were able to put them up on on you know targeting those

Starting point is 00:27:57 specific custom audiences and meta and those were those are some of those most effective ads we had and it i think the one thing with an owner testimonial is in any of these videos everybody feels like they have to be polished and professional and everything like that truly the best performing owner testimonials was someone looking into their vertical into their cell phone with a vertical video on just saying how much they liked the property and it's or how much they liked um the the management experience and i i do i think that that's there's something to be said for the unprofessional look of just user generated content so i think that anytime anytime you can get an owner testimony doesn't matter if it's video doesn't matter you know what it is a poll quote or something like that

Starting point is 00:28:43 that is just helping to improve that trustworth new some of the things we talk about in seo trust trustworthiness, authority, expertise, you're demonstrating the same thing with those owner testimonials. And I think, you know, anybody who's been on the Evolve website has been retargeted with one of those case study ads. And yeah, it's compelling to see I made $168,000 year over year or more than I did or a 73% lift or whatever that is. It makes the results feel real. Yeah, it is. It's not just a projection. It's this is what I did. This is what you can do as well there. So yeah, I think any anytime you're giving more, you know, the trust icons are one thing,

Starting point is 00:29:31 but those owners are even more of a trust icon, your quotes there, than anything else is going to be. So, you know, kind of continuing to move down the list here. Star ratings and review count, certainly that's something that guests look for. And we know that owners look for it as well there. So having that standalone visual callout of your aggregate ratings and review volume and you don't just have 50 reviews, you have 1,000 reviews. You really want to make sure that you're leaning into that because it is. If a thousand people felt confident enough or unconfident, whatever it is, you're going to have a mix.

Starting point is 00:30:08 You want to be able to show that. That's work that your team has put in over time to show that you are of high quality. So I think that that's really important. You know, side-by-side comparison tables, I think, are also something that visually can show people. I think it's always interesting to see the list of your deliverables and where you are, you know, when you can check off all those boxes and you have a few boxes that you're choosing to remain unchecked on the national competitor's side or local competitor's side or whatever it is. That is. That's the type of side-by-side comparison that people are doing elsewhere online.

Starting point is 00:30:46 So when you can put that visualization right into the middle of your page, again, maybe it's towards the top, maybe it's in the middle, wherever that is. But I think that that's something, it helps. Again, we talked about it. They're already doing the comparison. They're already shopping you. So let's make the shopping process that much easier so they don't have to go to one of your competitors' websites and ultimately fill out the form over there as opposed to filling it on your website. But what do you think of those two in the next one's there? Yeah, I couldn't agree more.

Starting point is 00:31:17 I think what it comes down to is just like, they're going to compare you. Why not control the narrative to the best to your ability? And like in the SaaS world and the software as a service world, this is like the main way they market. It's like, oh, you're considering using Microsoft, you know, 365 or whatever versus Google workspace. Here's all the reasons why you shouldn't use us and use, you know, or you should use us, excuse me, not use the competition. That's like all SaaS marketing or we use Basecamp for a project management software. And if I ever am logged out and I do a quick Google search for Basecamp and I like have to log back in, all I see is ads. for Monday.com and Asana and Trello and all these other competing, you know, software

Starting point is 00:31:49 is where it's like, you should be using us instead of base camp and here's why. But we're not going to leave base camp. I feel like the meme in, what's the meme in Wolf Wall Street where he's like, I'm not leaving. Like, I'm not going anywhere. That's how I feel about my freshmanian software. But I digress. Different story for a different day. But yeah, I can agree more.

Starting point is 00:32:04 I like these next ones. I think that these are maybe, well, a few of these maybe are a little bit more themes than when we get into some other days in a section, in a second, excuse me, that I think are much more solid. Reversal is guaranteed. Again, not everybody has this, but like, what are your parameters? Like, how do you work with somebody? Again, they may be concerned, well, if I signed with you, is it a one-year contract?

Starting point is 00:32:21 Can I leave early? Do you have some sort of guarantee of performance or, you know, what is kind of the promises that you're going to make to me? What is their guarantees? We've seen a lot of these over the years. I still maintain the best one that Picasso ever did was they used to have a signing bonus. If you signed by X day, you get, you know, X amount of dollars, like literally in a rebate check or a form.

Starting point is 00:32:39 Or I think the, I haven't tested this offer yet. I think this would push, though. I think this would pull, though, something like your first X-day. thousand of bookings is free. I like that one as maybe a reversal where it's like you do some kind of project, get them on board, and then your first five bookings are commission free or something like that. Or maybe you could play with it where it's like your second five bookings are commission free. So that way it doesn't kill your short term cash flow. But we can do a whole hour and just come up with offers for homeowners.

Starting point is 00:33:00 You know, you probably just want to figure out what you're going to use and test that. But this is that place to be like, again, they're pretty far down the page at this point. Maybe at this point they've like senior pricing. They know how much revenue they're going to make maybe if they use the calculator. They've looked at testimonials. are like, okay, these people seem to know they're talking about, what's the catch maybe is where their brain is out right now? What's the catch? If you can make them think what's not the catch, that may be valuable. Next section up, I think could be, this is again optional, but like, how do you want to talk about this? Why are we the local market experts? So hammering home that point

Starting point is 00:33:26 of like, we know this market well because of this data, because of this information, because of our analysis of these X number of homes. So that's the one probably is the one I was close to cutting, but it may make sense depending on kind of your, you know, your layout of the page and how you're doing things. So, yeah, talk about your local story and what you do there. Or talk about your local market and what you do there. And then I think this details nicely in the next one. I'd love to hear your perspective on this, talking about the team and the story. Like people, people ultimately do business with people. So tell me about what you think the value is in that section of having like company bio or a picture of the team members that they're talking

Starting point is 00:33:55 to, that sort of thing. Picture of the team members was, I think that was one of the biggest drivers of just in the, we saw more people coming from that section and hit. In some of the landing pages, we put a little call to action going back up to the contact up page. Kind of one of those middle of the page CTAs that got people up to the contact form far more frequently than I expected it to. And I don't know. I don't know if it's just seen someone's face.

Starting point is 00:34:24 I don't know if it's, you know, you put a picture in a nice beach setting with your whole team out there enjoying some time together. That is. It's the, it is not transactional. the owner's side. It is not just about a, I know where I'm going. I know it's a wine and dine experience. It's a B-to-B sales process. You know, you can look at it however you want, but it takes more for 90% of people that you're dealing with. You know, 10% maybe it is. You want to call clothes and you're lucky. Good for you. But when we're talking about sustainable growth and doing something

Starting point is 00:35:01 like that, this is the type of thing that brings in more. It gives you, I think it gives people a sense of what the team, who the team is that they're going to be working with moving forward. Because that's the other thing is that you don't want to just put your group up in front or your team up in front of the entire property management page. And then that's not the team that people are working with. I think that's the other thing that you have to keep in mind is that you definitely want to make sure if you have an owner relations team, your revenue manager, your owner relation

Starting point is 00:35:36 specialist, your market manager, whatever that is, those are the people that you're actually focusing and highlighting. And if you want to break it down to an individual level, break it down to an individual level. Like this is, these are going to be people that are going to be in regular communication. Hopefully that's not daily, but maybe it's weekly, maybe it's monthly, maybe it's something like that. I do. I think it's going to allow people to connect. earlier to those people and feel more confident in their ability to support your goals and items. Yeah, yeah. I said it a second ago.

Starting point is 00:36:11 I think people do business with people. So I think if you have it, you know, there, then that's what you want to lean into for sure. I'll get here. We can go through these last few, I think, relatively quickly. It's kind of at this point, they're at the bottom of the page, right? They would have seen multiple call to actions. You know, there's a few other odds and ends that maybe you can pop in here. FAQ section.

Starting point is 00:36:27 I think the FAQ section is super interesting for LLM. model training as well, by the way. Like, there's a lot of data that we have now that indicates to me that the FAQ section is where often Chit, Jemini X, et cetera, will pull from. And the good news there, again, too, is you could end up with 20, 30, 40 questions. This is where it might start to get something where maybe you show the top five and they click a button. They go to like a separate FAQ section or page or something like that.

Starting point is 00:36:48 But yeah, at this point, what are their objections? You know, they're going to have questions. What are the top 10, top 20 most common questions you get asked over and over again? Pop them in there. Sometimes the FQ is, by the way, you're just restating what you already told them. It's kind of like a, you know, classic essay writing text. technique they taught us in middle school. It's like, tell them what you're going to tell him, tell them, tell them what you told him, right? Like that kind of stuff. So I think the FAUC section

Starting point is 00:37:07 can just be a reaffirming of the fact that like we don't have a long term contract. You know, you're working with someone locally. We chart, we pay monthly. Like you might have said that above, but there's nothing wrong with like a little bit of repetition in a different format. Like we said earlier with video and stuff like that. This section, press awards recognition does tie in a little bit of the trust icons a little bit. You can make the argument these things are somewhat related or maybe they're cousins of one another, but it's this idea of like, we're a trusted company. You should work with us. You want to work with us. Here's some reasons why, you know, we were awarded this benefit or this award or whatever from whatever company. I noticed a lot

Starting point is 00:37:39 people are doing the comparing badges as an example from your world policy. People are putting that as like, we're listed as one of the 50 best property managers according to compare in the entire country or in the entire state of Tennessee or whatever the case may be. I like that. I think that's a good thing. Property types we managed was the next section that I had. So this is where maybe you do, you know, again, you could put this above. I would argue to you. this is just kind of where it fell in the list. But you could say something that is the fact of like, again, here's what we take on or like, here's the type of property that we manage.

Starting point is 00:38:04 And then, yeah, maybe some, one more and then I'll kind of throw the last one your way. Some kind of banner on the top of the page can be a good idea, like a stickier or floating call to action or they click at any point and then they go down to either the form or the book call, you may want to test both by the way. We have a lot of clients that really have enjoyed book call type lead forms because they find the lead quality can be a little bit better. That connection rates a little bit better. But whether you do a form where it's like first name, last name, address of property,

Starting point is 00:38:28 email, you know, question field, whether it's that or whether it's book a call. I think they can both work. It just depends on what your testing says. I will say, if you have a page out there right now with just a form and you're not getting a lot of lead flow, there's almost no downside. There's almost no harm in putting a book call on there. Just keep people choices. Again, they could fill the form. They could book a call. Two different options there. But I'll leave the last one to you, Paul, because in my mind, this is like the whole crescendo of this is getting them to this last one, which is capture section, lead capture section. Walk me through kind of like your thoughts in that form, how it should look, where it should be on the page, those kind of.

Starting point is 00:38:58 Yeah, I mean, I think that this is where I think one of the things that we all need to do a better job of is kind of leading people back up to that CTA, the ultimately the conversion. I think that's the one thing when you're building a big page like this is continuing to get people back. Like, okay, we've now talked about our pressing awards. Learn how you can be a part of our award-winning program. Things like that. I think connecting it back to that ultimate final. form capture, whether, you know, I think you should put one at the bottom of the page because if someone's gotten all the way down to the bottom of the page, yeah, there should be something

Starting point is 00:39:36 there. Also should be something at the top of the page. So that's, and this is not to say that we're just putting it in one location or the other, but we do. We have to have, I mean, we kind of kind of kind of trick people into converting here just to make sure that they understand, you know, that we're giving them every opportunity. The last thing you want to do is write five, six, seven, eight sections worth of content. And we have, no way to, you know, outside of scrolling up, people don't like doing that. Let's just take into consideration people's user habits on the website there. So I do. I think that I love the sticky idea of making sure there is a sticky CTA that's kind of following people along. But you do.

Starting point is 00:40:14 I think the other thing you think about with that form is making sure it's not overwhelming people. I can't tell you how many forms I've seen with 10 different fields, 15 different fields. That is a huge ask for someone to give you that at much information when you're not really giving them anything back. Even the rule of reciprocity with an ROI calculator, ROI projects, and something like that, maybe you can get them to give a little more information. But I think a lot of people want to make sure it's a super qualified lead, that their salesperson has every piece of information that they can

Starting point is 00:40:53 so that they can have the highest likelihood of closing. I think more often than not, we need to have the conversations. You need to just get the basic information in place, first name, last name, phone number, email. If you can get more than that, awesome. But I would not try to push for too much more than that. Because with that, you can contact someone. You can reach out to someone. You can have that initial conversation.

Starting point is 00:41:17 If we're not even getting that basic information, what are we doing? You know, it is. You've built this beautiful landing page, but nobody's filling out the information because they don't want to give you. your first name, your last name, the name of their firstborn child, their pet, their address, they're everything like that. I mean, it is. That's obviously a little crazy, but when we have eight, nine, ten form fields, it's just too much.

Starting point is 00:41:41 And consolidate where you can. First name, last name, full name, you know, phone, some of these items. It's going to help your conversion rate, I promise, because we saw as we took fields off of the form, boy, did that, did that conversion rate increase? each and every time. So it is. You want to give your sales team, whoever that your BB rep, whatever that is, the most qualified lead, but don't miss out on them having the conversation because nobody filled out the form. Yeah, yeah, I could agree more. I think that's the moment of truth at the end of the day, you know, that form fill or that book call lead form is ultimately

Starting point is 00:42:17 where the rubber means the road. So yeah, test it, figure out kind of what the right steps are. But you probably, like you said, want to make it a touch shorter, a touch simpler, get them in touch first, figure out the other details later. You're going to just. talk to them, right? Like, that's kind of one thing I've learned with our own form on our contact website too, on our website too, is like, I might want to do a little research beforehand. So it's helpful if I know like your website and things like that or for you, the property manager, it's helpful if you know the property address ahead of time. You could do some digging. But actually learned, by the way, I had a client who was asking that, ask for the property

Starting point is 00:42:42 address. Then they were doing anything with it. They were just like getting on the call with the person anyways and then being like, tell me about one, two, three, blah, blah, blustry. And I'm like, well, if you're not using that data, it's like, you might well, just take it off, right? To your point, like, just make it simpler and just get to lead in the door and, you know, whatever. But that being said, if you could do 25 minutes of research ahead of time and look up the address, you know, put it into Zillow or your tax records or whatever, go find out when they bought it. I mean, I feel like that would be optimal, but who, what do I know, right? I'm not a, I'm not a property manager for these sales calls.

Starting point is 00:43:07 But yeah, I mean, so there you go, Paul. I think we did a good job. We had to chunk some of these things together. But there, there it is. Your 23 ideas for sections for the homeowner landing page, a great way to go about it and potentially putting these together. I'm excited to kind of roll this out with a client where it's in design. right now, you know, on our team, but I thought this was a good timely topic as we

Starting point is 00:43:24 talk about things. So that is a good place for us to probably put a bow in this one. Any parting thoughts ball before we do, in fact, put this one up on the shelves. I think we are in good shape here, sir. I think we're in good shape. You know, so 23 sections that you just listened to there, but one more thing you have to do before you depart 24 hours in a day. And you need to take, what, one one hundredth of an hour and go to your podcast after choice and leave us five stars. Go to your podcast player. If you're on iTunes, we get the most downloads there, second most downloads on Spotify. If you made it all over the end, 44 minutes in, again, you're an awesome person. A little bit of a weird person, but we like you. Five stories leave us to review.

Starting point is 00:43:56 Again, we know, we know the data is very clear. There's thousands of downloads and there's a few dozen reviews. So get on there. Leave us a review. Appreciate it. And we'll catch you on the next episode. Have an awesome day.

Heads In Beds Show - Every Section You Need On Your Landing Page To Get More Homeowner Leads

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