Why do some real estate websites and property listing webpages reel in leads while others don’t? The secret often lies in the effectiveness of real estate landing pages. A landing page is your digital storefront, the first impression that can push a real estate lead closer to becoming a client.
While many businesses use them, the question is: how do you craft a real estate landing page that stands out and converts real estate leads?
Here are 10 tips to help you do just that. This guide will walk you through creating high-performing real estate landing pages that work effectively with Google Ads to generate and funnel leads.
What is a Real Estate Landing Page?
A real estate landing page is designed to capture real estate leads and improve conversion. Unlike the average transactional webpages with a “buy now” button, real estate landing pages need a more strategic and targeted approach.
Homebuyers don’t just click “buy now” when considering a new construction development; they need substantial information about listings and one clear call-to-action that compels them to sign up for more information or connect with the realtor.
Real estate landing pages must be engaging and inviting and have one goal in mind, to convert. They feature clear captions and headers, carefully crafted and succinct descriptions, captivating visuals, and, as mentioned, one strategically placed call to action.
Why Invest in a Real Estate Landing Page?
Here are the reasons why creating a landing page for real estate can significantly contribute to your real estate lead generation system:
- Captures the contact information of potential real estate leads
- Promotes a specific property listing or service
- Presents exclusive offers to users
- Increases click-through and conversion rates compared to general agent websites
- Can produce more qualified organic real estate leads by filtering out tire kickers
- Captures valuable information about real estate leads
- With a real estate landing page, you can make a strong, lasting impression that increases your chances of converting real estate leads.
10 Tips for Creating Real Estate Landing Pages that Fill Your Pipeline
Now that you know the potential of a well-crafted, conversion-ready real estate landing page, here are some tips for creating your own.
Tip #1: Simplicity is Key
For most people, buying a home is a difficult, drawn-out decision. So, it is crucial to provide them with a simple way to understand your offerings and highlight the appeal of your listings.
The design of your real estate landing page should be straightforward and focused. Do not overwhelm your audience with too many options and clutter. Also, try to avoid linking to other pages. It should start and stop with your real estate landing page and the only option should be to submit a form or contact you for more information.
Here’s a quick checklist to keep things simple:
- Leave intermediate white spaces between critical elements so as not to overwhelm your users
- Use a simple color scheme to prevent visual clutter.
- Set up a straightforward layout for intuitive navigation.
- Keep users focused on the primary action they should take like submitting a form.
Tip #2: Create Compelling and Direct Copy
The next step is to write copy that resonates on a personal level. With property listings on a real estate landing page, you need to sell the neighborhood and lifestyle and highlight a property’s benefits. Use clear, persuasive language that encourages them to take action.
Here are some tips for crafting copy for a real estate landing page:
- Keep your landing page headlines short and digestible.
- Incorporate real-life stories about neighborhoods, satisfied clients, successful projects, etc.
- Use time-sensitive language, such as ‘limited offer’ and ‘only a few units left’ towards the end, to create urgency.
- Keep all copy to a minimum.
Positioning your listings as attractive and in demand will give your real estate landing page a decisive edge over your competitors’ websites.
Tip #3: Develop Your Brand Identity
Every element on a real estate landing page should speak to your brand, tell a captivating story, and convert users into real estate leads.
Here’s how to make your branding contribute to your real estate lead generation system:
- Use uniform colors and fonts that match your brand logo to make your page instantly recognizable.
- Skip the stock photos and create custom imagery showing your properties.
- Highlight your unique selling position, such as what you offer that no one else can.
- Use social proof to convey that your clients have had a wonderful experience using your services.
Tip #4: Provide a Positive User Experience Across Devices
You don’t know how your potential buyer will visit your real estate landing page. Some might scroll through listings on their phone during a commute, while others may find you on a desktop at home. That’s where responsive design comes into play. This approach ensures that a website adjusts its visual aspects and functionality to whatever device is being used.
Tips to ensure your real estate landing pages are responsive:
- Your landing page must adjust automatically to any device—phone, tablet, or desktop.
- Use fluid grid layouts that adjust to any screen size instead of fixed-width.
- Implement CSS media queries to apply different styling rules based on the device’s screen size or type.
- Use contrasting colors for CTA buttons and make them large enough to be easily found and tapped with a finger.
Tip #5: Stunning Visuals Make Your Real Estate Landing Page Stand Out
Curb appeal is buy appeal and the same goes for your real estate landing pages.
Stunning Images engage visitors. Would you ever buy a product that looks dull in the picture? Invest in professional photography so visitors can experience the details and aesthetics of a property.
Quick tips for adding visuals to your website:
- Use professional photos that showcase the most attractive features of your properties.
- Focus on the unique details that stand out in a property (custom millwork, high-end appliances, etc.)
- Utilize modern photographic technology like 360 virtual tours, drone photography, etc.
- Incorporate a visual storyboard with images arranged sequentially to craft a narrative.
Tip #6: Social Proof: Let Your Work Speak for You
Potential real estate leads need reassurance that they’re choosing the right agent, and nothing does that better than social proof. These are real stories and testimonials of your success with other clients and can significantly sway decision-making, building the trust needed to convert potential clients.
Quick tips to utilize social proofing:
- Use video interviews to add credibility and increase engagement
- Include a range of testimonials to represent different client types and experiences
- Position testimonials near calls to action to reinforce trust right before a decision point
Building trust with real estate leads and offering a glimpse into the experience of working with you will increase your conversion rate over time.
Tip #7: SEO for Real Estate: Higher Ranking Means Higher Conversions
If your target audience cannot find you, they won’t buy from you. This is why search engine optimization (SEO) is the most essential step in having a landing page that converts.
SEO is the fuel your real estate landing page needs to attract quality leads by ranking higher in relevant search results.
Here are some tips to optimize your landing page for real estate:
- Real estate is mostly done locally. Employ geo-specific keywords that potential buyers and sellers in your area are searching for. This attracts a highly relevant audience to your page, and the chances of converting rapidly increase with local SEO. For instance, if you showcase a property in Napa, California, the keyword will be “New Construction Homes in Napa, CA” or “Real Estate Agents Napa, CA.”
- Google, like your visitors, loves pages that load fast. Improve user experience and SEO rankings using compressed images, browser caching, and better coding.
- Include keyword-rich alt text (a short description of an image) for every image. Optimized images are a big part of SEO and can increase ranking.
- Keep updating your content to keep it relevant.
- Ensure that your landing page uses HTTPS, which protects the confidentiality of data between the user’s computer and the site.
Tip #8: Boost Your Conversion with Google Ads for Real Estate
Waiting for organic traffic to trickle in isn’t always an option in the ultra-competitive real estate market.
This is when Google Ads for real estate comes in to fast-track your real estate lead generation efforts. Instead of waiting for your target audience to stumble across your page, Google Ads places you and your property listings right where buyers are already looking—at the top of their search results. It also gives you control over who sees your landing page, with filters to target specific keywords, demographics, and locations.
Here are some tips for generating leads with Google Ads for real estate:
- Use negative keywords to prevent your ads from being seen by the wrong audience. This helps Google show your ads to your target audience and generate higher-quality real estate leads.
- Your ad copy should be clear and compelling and speak to your target audience. Include a solid call to action to encourage potential buyers to click through to your real estate landing page.
- To make Google Ads interactive and informative, experiment with ad extensions like call buttons, site links, and location extensions.
- Use Google’s remarketing lists to target visitors who leave your site without performing a specific action like submitting a form. With remarketing, you can remind them what they’re missing out on.
- Try new headlines, swap out images, and play with your calls-to-action. This is known as A/B testing and it compares two versions to determine which one performs better. Find out what makes your audience click and then do more of that.
Google Ads is a powerful tool to strengthen visibility and drive targeted traffic to your real estate landing pages.
Tip #9: Simplify Lead Capturing with Lead Forms
A simple lead capture form lets visitors express interest quickly and effortlessly. Make it easy for visitors to submit their information without feeling overwhelmed.
Quick tips for capturing real estate leads with a well-executed form:
- Use simple pop-up forms that users can quickly fill out
- Keep the fields to a minimum, something visitors can fill out in less than a minute.
- Offer Incentives, like a free home valuation or market report, for submitting the form.
- Place the form strategically in a prominent area, such as above the fold or as a sticky element that remains visible as users scroll.
Tip #10: Optimize Your Page with Testing
Like in real estate, where no two properties are alike, no single landing page design will resonate with every visitor. That is where testing comes into play. Testing allows you to constantly refine and optimize your real estate landing page to achieve peak performance and connect with potential real estate leads.
Quick tips for testing real estate landing pages:
- Execute A/B testing to see which headlines, images, call-to-action buttons, and layouts perform better.
Tools like Google Analytics help track user behavior on your real estate landing page. Look for patterns such as time spent on site, where visitors click and where they drop off. This data should guide your strategies.
Based on results, create a schedule to regularly monitor and update your real estate landing page.
Landing Pages Will Transform Your Real Estate Lead Generation
Your landing page can be among the most potent assets for successful real estate lead generation. Investing in the strategies outlined in this guide can transform your business, attract more real estate leads, and build long-lasting client relationships.
FAQs
What are the essential elements of a high-converting real estate landing page?
A high-converting real estate landing page needs:
- A clear headline
- Compelling descriptions
- Stunning images
- A clear offer, such as “sign up for exclusive deals”
- A simple lead capture form
- Social proof, such as testimonials
- A clean layout
- Mobile-responsive design
What’s the best way to capture leads on a real estate landing page?
Use a simple, straightforward lead capture form with minimal fields (full name, email address, and phone number). To encourage prospects, offer incentives like a free-market report or property evaluation. Position the form prominently to make it visible without overwhelming the visitor.
What are common mistakes to avoid when creating a real estate landing page?
Avoid cluttered designs, overly complex forms, and poor mobile designs. Don’t ignore SEO principles or use multiple CTAs. Also, not testing your page can hurt your conversion rates because some critical issues might go unnoticed.
