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Welcome back.

In this edition, you’ll learn how to implement a critical lead generation funnel tactic that will drastically improve conversion rates, our favorite app for making you look great in every virtual meeting, and how a giant industry merger could make a huge impact on independent agents.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

In this, and every, edition you can expect…

…and to get at least 1% better at generating more of the right type of leads.

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When it comes to generating buyer and seller leads, real estate agents spend a significant portion of their marketing budgets on paid advertising—often on platforms like Facebook, Google Ads, Instagram, or Zillow. But many agents unknowingly sabotage their results by sending all traffic from these expensive ads directly to generic landing pages or homepages.

To significantly boost your conversions (and get more value from every dollar spent on ads), you should be combining custom funnels with tailored landing pages.

In this article, we'll walk you step-by-step through why and how you should be doing this, along with detailed examples specific to your real estate business.

Imagine a potential seller clicking your Facebook ad that promises a free home valuation. But instead of going to a page that clearly delivers on that promise, they land on your general homepage or property listings page. Instantly confused or frustrated, they bounce away—taking your advertising dollars with them.

The reality is, generic pages almost always have significantly lower conversion rates because they don’t match your visitors' expectations. Visitors expect to immediately see content that reflects exactly what your ad promised.

According to Unbounce’s Conversion Benchmark Report, tailored landing pages convert on average at 9.7% compared to generic pages at about 3%. That means custom landing pages have the potential to triple your conversions from the exact same ad spend.

Here’s exactly how you can structure custom funnels with dedicated landing pages to dramatically boost your real estate leads:

Before building landing pages, ask yourself clearly:

Clear objectives enable you to build highly specific landing pages, improving relevance and increasing conversions.

Never reuse generic ads across different goals. If you’re targeting luxury home sellers, create ad imagery, messaging, and calls-to-action specifically tailored to that audience.

These ads clearly communicate a singular focus and set expectations, improving both ad performance and page conversion.

Each custom ad should link directly to a landing page perfectly matching its message.

If your ad promises a home valuation, your landing page should prominently offer that service immediately upon arrival. If your ad targets investors interested in rental properties, your landing page must directly present available investments and compelling market data.

Ad: "How much is your [Neighborhood] home really worth?"

Landing Page: Features a straightforward form asking only for an address and email, immediately followed by a clear statement such as, "Get Your Instant Home Valuation Report Now."

Landing pages aren’t regular web pages. To convert effectively, they must follow best practices:

A HubSpot report shows that removing distractions alone can boost landing page conversions by up to 28%.

Use tools like Google Analytics, Meta Ads Manager, or CRM platforms like Follow Up Boss or KVCore to monitor:

Test variations of headlines, images, and copy. Even small tweaks—like changing "Request My Valuation" to "Get Your Free Valuation"—can lead to significantly better results over time.

To put these steps into action, here are three real-world funnels that consistently perform well for agents and brokers:

Your real estate marketing budget is precious. Every wasted click is not just lost money—it’s lost opportunities to connect with motivated buyers and sellers.

By creating highly targeted ad campaigns with corresponding custom landing pages, you dramatically increase the relevance of your marketing. Increased relevance leads directly to higher conversion rates, which means more appointments, more listings, and ultimately, more closed deals.

In 2025, make it a priority to never again send paid ad clicks to a generic landing page. Instead, commit to customized funnels—each with its own carefully matched landing page. This shift alone can triple your return on investment and significantly enhance your ability to attract and convert high-quality real estate leads.

Your next step: Identify one funnel from the examples above and implement it today. Watch your conversions soar and your real estate business grow faster and smarter.

Camo enhances your virtual interactions by providing clear, professional video quality, which is crucial in building client trust and engagement. Specifically, Camo enables you to:​

✔️ Conduct Virtual Tours: Present properties with high-definition video, offering clients a clear and immersive viewing experience.​

✔️ Enhance Virtual Meetings: Maintain a professional appearance in client consultations and team meetings, reinforcing your brand's credibility.​

✔️ Create Engaging Content: Produce high-quality video content for social media and marketing campaigns, attracting potential clients.

Virtual Property Showings:
Use Camo to conduct live virtual tours of properties, providing clients with a detailed and clear view of listings without the need for physical visits.

Client Consultations:
Engage in virtual meetings with clients, offering them a professional and clear visual experience that reflects the quality of your services.

Webinars and Online Seminars:
Host educational sessions or market updates with high-quality video, positioning yourself as a knowledgeable and professional authority in the real estate market.

In an industry where first impressions are vital, Camo ensures that your virtual presence is as professional and engaging as your in-person interactions. By utilizing the high-quality camera of your smartphone, Camo provides a cost-effective solution to enhance your video communications, ultimately aiding in building stronger client relationships and closing more deals.​

Ready to upgrade your virtual presence?

Explore Camo today and transform your smartphone into a professional webcam that elevates your real estate business.​

​The recent announcement of Rocket Companies' $9.4 billion acquisition of Mr. Cooper Group marks a significant consolidation in the residential real estate sector. This move positions Rocket to service approximately one in six mortgages in the U.S., amplifying its influence across the housing market. ​

The emergence of such large-scale entities could reshape the competitive landscape, potentially overshadowing smaller, independent real estate professionals. However, this environment also underscores the unique advantages that independent agents bring to the table, particularly in personalized service and deep local expertise.​

To capitalize on this opportunity, consider the following approaches:

While the consolidation of major players like Rocket Companies and Mr. Cooper Group signifies a shift towards larger, integrated platforms in the real estate industry, independent agents can thrive by leveraging their unique strengths in local expertise and personalized service. By focusing on these areas, they can offer compelling value that large corporations may not be able to match.​

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA