A real estate landing page is a powerful tool that helps agents and investors organically generate leads. However, there are things to consider when building these tools. Read on to learn more.
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- Why Real Estate Landing Pages Matter
- What Is a Landing Page?
- Determine Your Goal
- Design Your Landing Page
- Create a Call to Action
- Test Your Landing Page
Why Real Estate Landing Pages Matter
Lead generation is a top-level priority in real estate. Without a steady stream of leads, real estate agents wouldn’t be able to make a living.
Landing pages are the gold standard in attracting and capturing leads online. But creating a real estate landing page can be overwhelming, especially if you don’t have experience in web design or content creation.
In this guide, we’ll break down the steps of creating a landing page, as well as the reasons behind each step, so you can feel prepared and confident as you work on strengthening your lead generation ability online.
As an agent or real estate professional, you can create high-powered lead capture landing pages by applying your real estate industry knowledge to our step-by-step guide to real estate landing pages. Ready to get started?
What Is a Landing Page?
Just like any topic, it’s best to start with the basics. You have to walk before you can run! In a nutshell, a real estate landing page is an online destination that is designed for a specific purpose: To convince readers to take action.
It’s different from a real estate website because it’s tailored to a more specific target audience than a site. Let’s compare a landing page and a general website side by side to see what makes them different.
Real estate websites are like writing on the board in a classroom, as everyone sees the same message. Real estate landing pages are like sending a personalized note to each student. In this case, everyone gets a custom message.
With this in mind, let’s explore the steps to creating a great real estate landing page that gets results.
Determine Your Goal
First, you should determine exactly what you want users to do when they visit your landing page. Think about it – a user won’t know what action they’re supposed to take on your page if you can’t make it clear!
That’s why it’s so important to make sure your purpose is clear to you before you start building a landing page.
The way you write and design the page – every step you take after this one – will be based on the specific action you want a user to take.
What If You Have Multiple Goals?
If you don’t have one explicit, specific action you’d like a user to take after visiting and reading your landing page, you might consider splitting the information into separate landing pages.
You can create an individual landing page for every action you want a potential lead to take – one for home buyer eBook downloads, one for home value reports or seller leads, one for people who searched for specific real estate terms, one for real estate leads that came from your Zillow page, etc.
Now, let’s look at how you’ll actually create your landing page. First, we’ll cover the design and layout of the page. Then we’ll look at the content that should go on the page and how you can write persuasively to make sure users feel compelled to click, sign up, call, or message you.
Design Your Landing Page
The way your landing page looks is incredibly important. With so much information online today, users have learned to be picky when it comes to browsing websites and pages online.
When a user ends up on your landing page, it’s because they’re already interested in the information or value you claim to provide.
Why Page Design Matters
If your landing page doesn’t match or visually align with the ad or link they found it through, it feels insincere. And if it doesn’t feel just right, you can bet that your audience won’t be hanging around long enough to convert.
If it looks outdated, over-crowded, or poorly designed, you’re just not going to convert many visitors. A poorly designed landing page makes visitors say, “Nope. Next!”
Think about it. Would you stick around or enter your contact information on a landing page like this?
Maybe, maybe not. Even if you’re not an expert web designer, you can tell when the design is poorly done. So can the users who will visit your landing page. That’s why a good landing page design is essential for real estate landing pages.
That said, this is an example of a design so absurd that it might actually attract visitors. Perhaps the brand is meant to be ridiculous to garner attention. In that case, it works very well. But this is the exception, rather than the rule.
Now, we’ll outline the keys to the best real estate landing page design: Clean, clear, and clickable.
Choose a Clean, Simple Layout
Most real estate agents do not moonlight as web designers – and there is no need to learn how to design a landing page to create an effective one. You can use a pre-made real estate landing page template or landing page builder to make this step easy and painless.
Not Sure Where to Start?
Click below to visit our in-depth guides and reviews of some of the top real estate landing page and website builders.
These platforms specialize in making it fast and straightforward for real estate professionals to create stunning landing pages and websites.
Include Social Proof
Social proof is compelling. When users are unsure, reading positive reviews and testimonials from others can act as word of mouth advertising and help them trust you.
Testimonials and reviews along the side or bottom of the page can help users who are “on the fence” make the decision to click a button, send a message with their contact information, or fill out a form to get more information.
Reviews aren’t the only way to offer social proof on your landing page. You can also use special tools that automatically show when someone in the user’s region performs an action.
Including a place to show social proof in your design can help you build trust with more users.
Make the Call to Action Clear
There should be zero confusion on what button to click or where to enter information. Make sure the landing page design you choose puts your page’s goal front and center.
The landing page isn’t a regular web page. It has a single, clear purpose in mind. Don’t make a user take additional action beyond the landing page. Make sure the goal is clickable for them – that they can do it all right now, from the page they’re already looking at.
“Pick up the phone and give me a call now,” is not a clickable destination. “Download the First Time Home Buyer’s Guide” is.
So if your goal is to drive visitors to enter their contact information in exchange for a home valuation report or buyer’s guide, that needs to be the only thing they see. Don’t bury it under mounds of copy or reasons why the reader should fill out the form.
Remember: They came to your landing page because they’re already interested! That doesn’t mean the copy on your landing page isn’t important. It is – it should just be short and sweet.
Choose Your Words Wisely
The words on your landing page are just as important as the overall design and feel. Your words can support your landing page’s purpose – or they can destroy it.
Make sure you follow these guidelines when writing the copy for your real estate marketing landing page.
Keep It Simple
There is no place for long-winded content on a real estate landing page. Most of the work of “convincing” the reader (home buyers and home sellers) has already been done – they came to your page!
The job of landing page copy is to simply guide and direct the reader through the rest of the funnel. When an officer is directing traffic, he uses simple gestures, motions, and whistle blows to get the message across.
And it works! So keep your words simple and your message clear to make the most significant impact.
Create a Call to Action
The Call to Action (CTA) is arguably the most critical element on your landing page. It’s the physical representation of the thing you want users to do when they come to your page. It’s the button that says, “Download Now!”
CTA Button Examples
Your CTA button should be well-thought-out and extremely clear to anyone visiting the page. It should be big! It should be colorful. It must be concise – definitely not wordy.
Notice that these don’t say, “Please click here to download when you’re ready.” They don’t tell a story. They give a clear, strong message that feels somewhat urgent – do this now!
Test Your Landing Page
The final element of the best real estate landing pages is A/B testing. If you really want to squeeze the best results out of your page, you can’t throw it online and call it done. You need to start somewhere and then continually test how it’s working.
How many overall clicks or downloads did you get? How many visits did you have in 30 days? How many people filled out your lead capture form?
If the landing page is the destination from a paid advertisement you’re running, how much did each click cost you? You can A/B test every element of your page, but try only to change one thing at time.
How to A/B Test
Start with simple things, like the Call to Action button, to see how small changes can affect your results. Maybe changing the wording on the button results in fewer clicks.
But making the button an eye-catching green instead of pale blue leads to increased clicks. Isn’t this exciting? What works for one website won’t necessarily work for yours, so take the time to track your results and test as often as you can.
Should You Use a Real Estate Landing Page?
If you have a website, you should certainly incorporate real estate landing pages into your design. But this can be difficult if you don’t have experience in web design.
If this describes you, it’s worth checking out the below companies. After all, their template websites make the process painless.
- Real Geeks makes powerful websites for realtors that include lead capture pages and a CRM.
- Investor Carrot creates sites with powerful squeeze pages designed for investors.
- IDX Broker offers WordPress plugins to add IDX search and landing pages to existing websites.