What is a Landing Page for Real Estate?
A real estate landing page (AKA real estate squeeze page) is a way of offering your prospects something they’ll find valuable at absolutely no cost to them.
But this isn’t done simply out of the kindness that most assuredly lies in your heart. In exchange for this gift, your prospects give you their contact information.
In this guide we teach you how to create a high performing, lead capturing real estate landing page as well as include examples and a step-by-step checklist.
A Complete Guide to Real Estate Landing Pages
- What is a Landing Page for Real Estate?
- Why Use Real Estate Landing Pages?
- How to Create Landing Pages for Real Estate in 7 Steps:
- Real Estate Landing Page Resources
Why Use Real Estate Landing Pages?
But if you want an excellent way to get LOTS of leads, we strongly suggest you use one.
By tempting your prospect with a value-packed offer, you inexorably guide her out of the quivering valley of uncertainty into taking decisive action—even if only to give you permission to stay in touch with her.
If you’re running PPC ads, (or any kind of ads for that matter) don’t send your visitors to your home page or regular sales page. Instead, create a special landing page that has been optimized with those particular visitors in mind.
A landing page is tightly focused, relevant to what they’re looking for and is more likely to get them to click your call-to-action. Real estate landing (lead capture, squeeze) pages are all about capturing lead info.
How to Create Landing Pages for Real Estate in 7 Steps:
In this section we’re going to walk you through, step-by-step, the seven things you need to do in order to set up a well-crafted high converting landing page. Afterwards, we will include examples for you to follow and give you resources to create your own. When crafting your real estate landing pages, always keep your goal uppermost in your mind.
Remember what that was?
If you forgot already, I’ll tell you: it’s to generate more leads and increase conversions.
Step 1: Define Your Target
When you’re creating your real estate landing pages, keep a particular audience in mind.
A single landing page cannot encompass the needs of all potential prospects. As the old adage goes, if you sell to everyone, you sell to no one. For example, if you’re targeting an audience looking for all-cash buyers, don’t offer them a free home valuation.
You can’t really write real estate landing pages for both visitors who are ready to buy a home to live in the rest of their lives and those who want to purchase investment properties.
When crafting your real estate landing pages, think about the intentions of your visitors. Ask yourself, “Where did they come from, and what are they looking for?” The better you understand your visitors, the better you can target your landing page to capture high-converting leads.
The best way to define your target is to define your Real Estate Avatar, a detailed and specific outline that encapsulates your target market as a single entity.
Step 2: Create Your Real Estate “Lead Magnet”
Leads are more likely to give you their contact information if they get something free in return.
One piece of content you can offer your prospect in order to get him to sign up for your email list is something called a lead magnet. This can be an eBook, a list of foreclosures or other types of valuable content.
A landing page that offers a lead magnet has a high conversion rate, but prospects might not be quite ready to buy or sell anything yet. So, these leads aren’t going to be immediately useful to you.
Although these potential clients aren’t as desirable as highly motivated buyers or sellers, they can be nurtured along with a follow-up email sequence (automated follow up), which which we will talk about more in the next steps.
Hot Tip #1: Topical Content
Topical content is timely, relevant content that relates to something current. One excellent way to boost relevance is to connect your real estate landing pages to a news story.
Pick out phrases from the news story you can use as continuity keywords. Use them all the way from your initial ad through to your landing page.
This not only boosts relevance but adds to the timeliness of your real estate landing pages.
For example, you wake up one day, and that recession everyone talked about is finally here. There are news stories all over the place talking about it.
This could put a damper on your business. But, you can also capitalize on its inherent opportunity.
One of the headlines you wake up to is “Recession Makes Real Estate Investors Skittish.”
Luckily for you, you anticipated this moment by writing an eBook with the title “17 Tips for Recession Proofing Your Real Estate Investments,” which you can offer as a lead magnet.
The more continuity you can build in, the better your page will convert.
Step 3: Design Your Landing Page
One element common in all landing pages is that all irrelevant information is stripped away so that every word and image is focused on achieving a single result. So, if there’s a word in your copy that doesn’t contribute to this objective, ruthlessly cut it out.
Show not a single shred of mercy as you do so because every word, phrase and sentence of your copy has to pack a powerful punch. Most people have the attention span of a brain-addled gnat and you don’t want their attention to waver just as you’re about to get them to click on your real estate call to action.
Use short, punchy sentences in your copy. Complex sentences will tire out your prospect, and when your potential client starts yawning, she’ll bounce from your site without offering up her deets.
Poorly written copy makes for lousy conversion rates. The average conversion rate for real estate landing pages is only 2.47%.
This is abysmal.
We can help you do MUCH better than this.
Because generating massive amounts of leads is the only raison d’etre of your landing page, it has to do a bang-up job of obliterating every obstacle on the way to convincing your potential client that you’re just the guy to solve her problem.
Continuity of Messaging
There are many vital elements on real estate landing pages.
But when it comes to conversion rates, countless hours of rigorous testing have shown that continuity of messaging between what brought them to your landing page and the landing page itself is the most important one.
Keeping this in mind will make a HUGE difference in your conversion rates.
Real Estate Landing Page Design
Here are some key things to think about when designing your real estate landing pages:
- KEYWORDS: Place your landing page keywords in the page title, URL, your headline, and if possible, the first paragraph of your copy.
- BUTTON TEXT: Don’t use lukewarm words like “SUBMIT” or “CLICK HERE” in your button text. That’s way too generic and won’t convert nearly as well as words conveying precisely what you can do for your prospects.
- USE SUBHEADS: Communicate your central promise, benefits and features of your service through subheads. That’s because some prospects scan the page before deciding whether to read the entire page.
- SINGLE COLUMN: Although landing page length can vary, they have to be a single column. You don’t want visitors to just leisurely “check things out.” You want them to start from the beginning and proceed linearly and logically until they make their way to your irresistible CTA button. Testing over the years has proven that single-column landing pages beat out the performance of multiple-column landing pages.
- ZERO DISTRACTIONS: The best performing real estate landing pages are tightly focused, so keep your landing pages distraction-free with no irrelevant backstories. This is where so many realtors fall short. Don’t be one of them! Make sure there are no links that a visitor can click on as she makes her journey from where you first enticed her to engage with your page to the moment her contact details were yours.
- HAVE AN ABOVE-THE-FOLD SALES PITCH: Your main sales pitch should be above the fold, which is the part of the webpage you can see without having to scroll down. Less important information and your CTA can go below the fold. This is the area of a webpage that isn’t visible without scrolling.
Want to make designing your landing page extra easy? Signup for RealtyMotor and get access to our drag and drop landing page generator.
Components of a High Converting Landing Page
There are elements that every landing page has to have. They are as follows:
Clear Headline That Speaks to The Specific Avatar
When your visitors get to your real estate landing pages, the first thing they’ll see are your headlines.
That’s why you have to create one that will sufficiently pique her interest enough that she cannot help but click your call-to-action button. If you’re terrific at doing this, their contact information is yours.
But if you’re not so good at doing this, you’ll lose them forever.
Your headline has to get straight to the heart of what makes you better than all of your competitors. This way, there will be absolutely no ambiguity about what you have to offer your prospects. One way to help with this is by profoundly empathizing with your potential client and reassuring her that you can take away her pain.
Your headline must be directly connected and relevant to the message you used to drive people to the landing page.
For example, if you have an ad and the last link says “Get your free first time home buyer’s guide…” then the headline on your landing page NEEDS to include the phrase “free first time home buyer’s guide.”
Specificity in Numbers
Use specific numbers to ground your offer in reality.
For example, “There Are Tons of Terrific Two-Bedroom Ranches in Your Vicinity for Cheap” is horrible. “There Are 14 Two-Bedroom Ranches Under $200,000 That Arrived on The Market At 2:00 PM Today. Get One Before They’re All Gone!” is SO much better because it has ultra-specific numbers that make what you’re saying more real.
I already mentioned the importance of continuity throughout your reader’s landing page journey.
So, remember to keep your headline congruent with whatever brought your prospect to this page. For example, if your ad says, “free eBook” but you’re charging a fee for this content, this is incongruent messaging and your visitor will feel like you’re trying to pull one over on them.
Even if it’s one of your pages, you don’t want your visitor to navigate away from the page just as you’re about to get their contact details.
So don’t give them any reason to.
Keep them focused on the job at hand, which is to click the CTA.
No Links to Other Pages
Again, links to other pages is a distraction, and you need to keep your landing page distraction-free. Otherwise, you’re sabotaging yourself.
According to a recent survey, 70% of people will trust a review from a person they never met. This demonstrates that people put a lot of stock in what others say.
The power of social proof is undeniable. That’s why you need to use it when constructing real estate landing pages.
Stories from their fellow human beings convince prospects better than hard statistics ever will.
Testimonials are particularly persuasive because they tell a positive story about your personal brand.
They make a stronger impression when a photo accompanies them. A picture is important because actually seeing a human face increases your visitors’ level of trust in the claims you make.
Your testimonials will be most effective just above the CTA. For even more powerful social proof, try a video testimonial.
When you add a review from a satisfied client, you’re demonstrating that you have a proven track record of achieving results.
These can also be placed directly above the CTA.
Make sure your real estate landing pages look fantastic on both desktops and mobile devices.
You might have to create two separate pages to do this.
Mobile devices have limited “real estate” so keep your information concise and to the point. Address your prospect’s pain point or display your offer at the very start of your page. Although space is limited on mobile devices, keep font large enough to read and CTA buttons big enough to easily click.
Clear Call to Action
By far, the most essential element of your landing page is your call-to-action.
Make your CTA button brightly colored, so it’s the first thing that jumps out at your visitor. Keep it below the fold, because people need some time to be convinced.
Of course, it goes without saying, your text should be intriguing because you want to pique your prospect’s interest.
Make sure your value proposition is briefly, yet clearly, stated. What makes your offer so compelling that your prospect should offer up her contact information? You won’t have much of an opportunity to persuade your client to click. So, cut through their indecision by using unequivocal words like “CALL NOW.”
Use subheads to add a powerful sense of urgency so that by the time your prospect finishes reading what you have to say she cannot help but to click the CTA.
When writing text for your button, always write it from a second-person perspective. For example, “Get your free eBook” works far better than “Get the free eBook.”
Use information capture forms that are brief.
People don’t want to feel like they’re filling out a job application—they just want to quickly get the free goodies you’re offering them.
Pro Tip: Two-Step Form Increases Conversions
Two-step opt-in forms increase conversions. This might seem counterintuitive to the casual observer but there’s a reason for this.
How they work is, when your visitor arrives on your landing page that has a two-step form, they see an explanation of your offer before they see your lead capture form.
It’s a way to effortlessly transition to the lead capture form, making it less likely they’ll be intimidated by it when they see it.
What the first step does is give your prospect a little more information about your offer. This will help them decide if they want to click the CTA button that will bring them to the second phase of your offer.
This is a way to take the pressure off of your visitor. By clicking on the first step, they’ll be more likely to complete the second one because people like to finish what they’ve started.
By asking the right questions, you can segment your audience.
This is known as user-directed segmentation. Landing page visitors are presented with a few simple choices. These choices are about who they are and what they’re looking for.
This ensures that the subsequent pages your visitor lands on are more relevant to your visitor.
This process reveals valuable insights about your visitors. By analyzing what your visitors are clicking on, you can measure which segments of your audience are engaging with your real estate landing pages.
You’ll also discover what sources of traffic are delivering your most qualified leads. And by using segmentation to better target potential leads, you’ll increase your conversions.
Earn Your Prospect’s Trust
It’s essential to create real estate landing pages that inspire trust in your clients. This will make them more likely to choose you as their agent.
Because buying a home is a huge investment that will impact the life of your prospect for decades to come, gaining their trust won’t come easy.
Your prospects have all heard the horror stories of clients being ripped off by unscrupulous agents.
So, you have to work to prove that you’re worthy of their trust.
One way to do this is by not making false promises. Another way is to have offers as free from hype as possible. A third way is to put testimonials, awards you’ve won, badges and other accolades on your page.
Testimonials are especially powerful because you’re not tooting your own horn. Instead, your clients are doing it for you.
Images And/or Video
A landing page only succeeds if you can grab your prospect’s complete attention.
Your images are just as important as your copy is. That’s why you should have a beautiful photograph on your landing page to complement your text.
Spectacular photographs powerfully evoke emotion. And when you elicit an emotional reaction in your client, a conversion won’t be far behind.
Use high-quality, Architectural Digest-worthy images taken by a talented photographer.
Use shots where the subject of your photo is bathed in lots of natural light. You can use gorgeous home interiors and exteriors of both past and current clients. You can also use photos of people.
If you use people in your photos, have ones that make it appear they’re looking at your lead capture form.
This is a not-so-subtle suggestion that they should click on it.
The Hero Shot
Set up your landing page image as a “hero shot.” This is a photo that goes on the left-hand side of your page.
By putting your image in this position, you’ll be subtly influencing your prospect to read the text in the manner it’s meant to be read.
You want visitors to read the headline first and then the opening lines of the body copy.
Because text is read from left to right, by putting your hero shot on the left side, your visitor will read it this way.
Don’t add a hyperlink beneath your hero image. This is a distraction and you already know enough not to have any on your landing page.
Once you have your hero shot right where you want it, add a caption either below it or to the right of it. But, refrain from restating what’s obviously in the image.
This is redundant, and even worse, a wasted opportunity.
Instead, reiterate key selling points. Then, your text perfectly complements your eye-catching image.
But remember, no matter how aesthetically-pleasing your images on your page are, lead capture is its primary focus.
You can also use a video on your real estate landing pages. Videos tend to keep visitors on the page a wee bit longer.
Don’t make it too long. A minute or two should suffice. Include a CTA both in the video and on your landing page.
In your video, your CTA will be a reminder for your visitor to click the button in your opt-in box. Even if you decide to use a video, make sure you have text for people who hate watching them.
Auto-play videos are a particularly good option for real estate landing pages. These videos run silently in the background on a loop to add a touch of class and elegance.
Keep Your Copy Benefit Focused With Check Marks, Bullet Points, Etc.
Optimize your copy by breaking it up with subheadings, bullet points, icons and images.
This makes it exceedingly easy for people to quickly skim the page and read only what they’re interested in.
It also keeps them more focused, and therefore, more likely to grab your bait.
Step 4: Create Your Automated Follow Up
Now that you have captured a lead with your irresistible real estate landing page, it’s time to create an email sequence.
An email sequence is a series of pre-written emails that are sent out to new leads in a pre-determined order at pre-determined intervals.
Sample email sequence:
Email 1: Thank You.
Email 2: Check up. Was the information we sent you helpful?
Email 3: Offer additional information.
Email 4: Introduce your business and invite them to be a part of your community.
Email 5: VIP Offer. Reward your new lead for sticking with you!
Step 5: Connect Your Email Marketing System
Your success with email marketing largely depends on the quality and data of your email marketing efforts. You likely have the information you need, now it’s time to organize it with your email marketing system.
Step 6: Publish to the Web
Before publishing, make sure you read over your copy again, implement SEO optimizations and test your forms to see if they are working properly.
When it’s ready to go, it’s time to add it to your site…it’s alive, it’s alive!
Step 7: Promote Your Landing Page
Your landing page is an advertisement, get it out in front of people – and lots of them!
Here are the most common ways to promote your realtor landing page:
- Email campaign
- Social media (free and paid)
- Pay per click (PPC) advertising
- Guest blogging
- Organic SEO
If you need help promoting, check out our Realty Marketing Services. This step can be a ton of work and complicated, let our experts handle it for you and rest assured it’s done correctly.
Real Estate Landing Page Resources
Sample Real Estate Landing Pages Templates
1. Buyer Lead Landing Pages
If you want to attract potential buyers, make it easy for them with stellar real estate landing pages that highlight why they should choose you to be their agent.
Noctis achieves this goal admirably with a cleverly crafted page including graphics that perfectly complement the words. After a spiel on what they can do for you, that goes beyond merely helping you buy a house, they have a button with a powerful CTA that says “I WANT THAT.”
First Time Home Buyer
This Wells Fargo landing page has an enticing image of a beautiful home, complete with a smiling, happy family on the front steps.
It exudes a lot of warmth—making prospects more likely to fill out the lead capture form.
The Wells Fargo landing page has a stunning image of a beautiful home with a photogenic family standing on the front porch. It exudes a lot of warmth, which will make the visitor more likely to fill out the lead capture form.
Move Up Buyer
This is for a buyer who already owns a residential property but wants to buy a larger one. He has already had some experience in the real estate world, so he has a better idea of what he wants than a first-time buyer does.
2. Neighborhood Guide
By creating a neighborhood guide for your visitors, you’ll impress them with your knowledge of a particular market area.
This convinces them that you know it better than any other real estate agent, making them more eager to hire you.
3. Mortgage Secrets
These types of landing pages reveal the tricks to getting the best mortgage rate. In order to do this, you’ll have to convince your prospect you know something your competitors don’t know.
4. Home Search
These pages are for buyers who are looking for homes they might want to buy. The page lets your prospect search for a few minutes before it asks them for their contact information.
While the click-through rate is high, conversions are on the low side. Most users search for the allowable few minutes but won’t leave their contact information.
Berkshire Hathaway has a particularly good page that’s short, sweet and to the point. The images are a rotating gallery of luxurious homes that draw in the eye:
5. Seller Lead Landing Pages
Home Value Landing Page
This is where, in exchange for their contact information and the knowledge they might be selling their home, the visitor is shown how much their home is worth.
There are two types of home value landing pages. First, there’s the instant kind, where a potential client finds out instantly how much their home is worth. Although these pages convert like crazy, the algorithm they’re based on isn’t all that reliable. There’s also the delayed-type, where you eyeball your visitor’s data before offering them a valuation. These, of course, are far more accurate than the first kind.
This Redfin landing page gives you an instant valuation as well as a free home report. It has an attractive graphic full of natural light and gets right to the point as to how they can help you.
How to Get the Most Money for Your Property When You Sell
For this page, you’ll have to tout your expertise in getting your clients top dollar. A testimonial or two might help you to accomplish this.
Sell Your Home Fast
Signature Home Buyers has a landing page that clearly specifies what it can do for you: get you an all-cash offer for your home. The keyword (“sell your house fast”) is prominently featured in the headline.
The subheading is focused on what the agency can do for you (buy your home as-is with no fees or commissions). The button creates a palpable sense of urgency (“Get Your Fair Cash Offer Now”) with a strong action word (“Get).
6. Investor Landing Pages
Cash Buyer Hotlist
This is a landing page that sells a subscription to a database of investors who pay cash for houses.
Register as An Investor to Get Access to Deals
This is a landing page marketing deals to accredited investors. This qualifies your prospects so you know you can pitch these deals to them.
7. More Real Estate Landing Page Ideas
Real Estate Video Landing Page
Video landing pages have an extraordinary power to make visitors feel connected. Use them to bring one of your properties to life, or to introduce yourself and how you’re going to help your prospects.
Because they can see you, it helps to build trust in you and what you do.
Real Estate Brokerage Landing Page (Segmentation)
The Effective Agents landing page segments you as a buyer or a seller. All you have to do is to click on which one you are, enter your address and you’ll instantly get content relevant to your interests.
That’s the power of segmentation in action!
Commercial Real Estate Properties
With commercial real estate, you’re not targeting individuals—you’re targeting businesses. You have to understand the problems unique to the commercial real estate world and then position yourself as the solution to these problems.
The landing page below does an excellent job of making sure there are no navigation buttons. However, the headline doesn’t contain any compelling action words.
Real Estate Landing Pages Summary and Checklist
So, now you have the knowledge to create your own real estate landing pages. In summary, this is what you need to do:
- Define your target.
- Create the lead magnet.
- Design the landing page.
- Create your automated follow up.
- Connect your email marketing system to the form, so your prospects get follow up.
- Publish to the web.
- Promote your landing page.
Remember, we can help make this process easier for you by signing up for RealtyMotor and using our drag and drop landing page generator and/or hiring our team of experts to help you with your real estate marketing needs.
When you start using real estate landing pages, you should see a significant increase in your conversion rates because you’re making your prospects happy by giving them exactly what they want.
This, in turn, should make you happy. And in the end, this is what life (and business) is all about.