A dedicated landing page gives property owners a more focused experience after they click your ad. Instead of sending prospects to a general website that serves owners, tenants, residents, vendors, and job applicants, a PPC landing page presents one relevant message and one clear next step.
Technically, you can direct Google Ads traffic to your property management website. However, sending that traffic to your homepage is rarely the best way to generate qualified owner leads.
What Is a Property Management PPC Landing Page?
A property management PPC landing page is a page created specifically for people who click on one of your paid advertisements.
Unlike your homepage, which needs to serve several different audiences, a landing page is typically built around one audience and one conversion goal.
For most property management advertising campaigns, that audience is rental property owners. The desired action may be:
- Requesting a rental analysis
- Scheduling an owner consultation
- Calling your property management team
- Submitting information about a rental property
- Downloading an owner resource
Every important part of the page should help the visitor understand your value and take that next step.
Why Shouldn’t You Send PPC Traffic to Your Homepage?
Your website homepage is designed to introduce your entire company.
It may include links for available rentals, resident portals, maintenance requests, owner resources, company information, careers, blog posts, service areas, and multiple property management services.
All of that information has a purpose. However, most of it is not relevant to a property owner who just searched for a property management company and clicked on an advertisement.
When that person reaches a general homepage, they must figure out:
- Whether you serve their location
- Whether you manage their type of property
- What makes your company different
- Where to find information for prospective owners
- How to contact the right person
A landing page removes much of that work. It immediately confirms that the visitor is in the right place without having to click around, and guides them toward a clear action.
How Does a Landing Page Improve Ad Relevance?
The message on your landing page should closely match the keyword, location, service, and promise used in your advertisement.
For example, someone who searches for “Tampa property management” and clicks an ad about Tampa property management services should reach a page that immediately discusses:
- Property management in Tampa
- The types of rental properties managed
- Services available to Tampa rental owners
- The company’s local experience
- How to request more information
They should not have to search the website to confirm whether the company serves Tampa.
Google evaluates the relevance and usefulness of an ad’s destination, including whether the page meets the expectations created by the advertisement and is easy for the visitor to navigate. Landing page quality is also one of the factors considered in the Google Ads auction.
A relevant landing page does not guarantee cheaper clicks or better placement, but it can contribute to a stronger overall advertising experience.
How Does a Landing Page Generate More Owner Leads?
A landing page limits distractions and concentrates attention on one primary call to action.
That does not mean the page should contain almost no information. Property owners still need enough detail to decide whether your company is credible and relevant.
An effective property management landing page should quickly answer questions such as:
- Where do you provide property management services?
- What types of properties do you manage?
- What services are included?
- What problems do you solve for rental owners?
- Why should someone choose your company?
- What should the visitor do next?
The page should then make that next step easy.
Depending on the campaign, your primary call to action might be “Request a Rental Analysis,” “Schedule an Owner Consultation,” or “Speak With a Property Management Expert.”
You can repeat that call to action throughout the page, but it should remain consistent. Too many competing offers can make it harder for a visitor to decide what to do.
Further Frequently Asked Questions About Property Management PPC Landing Pages
Do I need a different landing page for every city?
Not necessarily. A separate page may make sense when your ads target substantially different markets, services, offers, or owner concerns. Campaigns serving similar nearby locations may be able to use one page if the content accurately represents every area included.
A PPC landing page can use a limited navigation menu or no traditional menu at all. The objective is to make essential information available without giving visitors numerous unrelated paths away from the conversion goal.
How long should a property management landing page be?
There is no universal word count. The page should be long enough to answer the questions a serious property owner needs answered, but focused enough that the primary value proposition and call to action remain clear.
How do I know whether my landing page is working?
Evaluate more than the number of form submissions. Review conversion rate, cost per lead, call quality, properties represented, service-area fit, appointments scheduled, proposals delivered, and new management agreements.
Get More From Your Property Management Advertising
A successful PPC campaign requires more than selecting keywords and writing advertisements. The page people reach after clicking your ad plays an important role in whether those clicks become qualified property owner leads.
Fourandhalf builds and manages paid advertising strategies specifically for property management companies. Our services include campaign research, keyword targeting, ad creation, conversion-focused landing pages, lead tracking, testing, and ongoing optimization.
As a Premier Google Partner and Microsoft Ads Partner, we help property management companies create advertising campaigns that are designed around their markets, growth goals, and ideal owner clients.
Contact Fourandhalf to discuss how a focused property management PPC strategy can help your company generate and convert more qualified owner leads.
People also read:
- 5 Elements of a Killer Property Management Landing Page
- 5 Best Cities to Run PPC Campaigns for Property Management in 2017
- Property Manager Best Practices With Google Ads
