Sometimes, you'll hear Homebotters reference the landing pages under the Get Leads tab as PURLs. A PURL stands for personalized URL. A personalized URL is a stand-alone web page designed to offer a service or product in exchange for contact information. They're typically used in marketing and advertising to build customer databases.

Below are some best practices for crafting a catchy social media post or email campaign using the Homeowner and Buyer landing page.

Writing a social media post or email campaign can be intimidating. Below are a few rules to consider and examples for each. Then we'll put it all together at the end.

Considering someone's time is paramount in our society, and since people are more distracted than ever, it's crucial to grab your reader quickly. Try describing what you're offering in just one sentence. And if you can, do it at a 7th-grade level instead of over-complicating your messaging. For example, "I invested in this technology that allows you to track your home's value and discover ways to leverage your equity."

Capturing leads with the Homeowner PURL is a two-step process. To become a new lead in your database, they're required to enter their home address and email. You'll want to clarify this to avoid missing out on potential business. Keep it simple like this, "Click on the link below to find out what your home is worth and then enter your email address..."

Want to get your reader to click without even thinking about it? Appealing to human emotion can do just that. If you know your audience well, try appealing to their interests. If you can do both, write with emotion and to their specific interests, even better. It can be as simple as "...start building more wealth today to save for that vacation rental tomorrow."

If you're comfortable in front of the camera and feel your audience engages at a higher rate that way, consider turning your script into a quick 60-second video. Or, if you have a great image to accompany the post, use that instead.

"I invested in this technology that allows you to track your home's value and discover ways to leverage your equity. Click on the link below to find out what your home is worth, and then enter your email address so you can start building more wealth!"

You may also consider using the structure of an elevator pitch to craft your post.

The structure includes a:

The first sentence should immediately capture the audience's attention and spark curiosity or emotion. The second sentence should back up the hook; many lead with data here. The third sentence is your offer, and the last is your closing or call to action (CTA).

Below is an example script to capture buyers using the Property Search leads landing page and the elevator pitch structure:

Pro Tip: The welcome email your clients receive is a great place to find out how we describe the benefits of the homeowner digest and buyer report. Read the welcome emails here.