When a lead visits your website, how do you ensure they stay and convert into a client? A real estate landing page is the answer to the question. Custom landing pages are a great tool to personalize the home buying or selling process. They capture high-quality leads and allow you to help them in their real estate journey. Read on to learn everything about landing pages, from what exactly they are to tips to create the perfect landing page for real estate websites.
“A real estate landing page is a dedicated web page built around one specific conversion goal. By creating targeted real estate landing pages for specific audiences, you can present the right message to the right people at exactly the right time,” says Unbounce. People often confuse landing pages with home pages while building real estate websites; however, it is a standalone page that can only be accessed by clicking on an email or ad link. These pages are created with a specific purpose in mind, from shooting up leads to getting people to download free resources.
Here is a list of the landing pages you must have while building a real estate website, along with bonus tips.
Lead Type: Buyer
Buyers, especially first-timers, are always looking for guidance in the home buying process. They will be clueless about several things, from where to hunt houses to what to look for during home inspections. This is the time they could use a reliable guiding light. As a real estate agent, be that source of knowledge to potential buyers by creating landing pages that act as buying guides when you build a real estate website. Your buyer guide landing page can contain a free downloadable e-book furnishing all information homebuyers need to know in the process.
Lead Type: Buyer
Property search landing pages allow people to search for homes in their desired area for free. These pages have a high click-through rate and facilitate lead collection because people love logging in to save their favorite listings, thereby providing contact information. When you build a real estate website, include conversion-optimized landing pages to seize leads. Use Real Geeks, a tool that can turn any page into a landing page.
Let’s look at Century21’s property search landing page, which goes beyond the usual ‘search by location’ option and gives advanced search options concerning price, property features such as the number of rooms, locality, and school.
Lead Type: Buyer
At a time when movie tickets, doctor’s appointments, and salon sessions are booked online, young homebuyers are also moving into that zone. So it is crucial to create a ‘Book An Appointment’ real estate landing page to make it easier for prospects. Use a tool like Calendly to schedule appointments hassle-free, and let them know how and when you will contact them. Giving them a call as soon as possible would be good to retain the leads you gain.
The following ‘Book, An Appointment’ landing page on Brattleboro Area Realty.Com’s website collects the client’s full name, address, phone, and queries so that the agent can contact them and take the business relationship forward. The real estate website also briefs the importance of booking an appointment so that both the party’s time and expertise are valued.
Lead Type: Seller
Home sellers, too get mired down in the pursuit to put their homes in the best shape to fetch the top deals. This often results in a series of doubts, including where to list your home, improvements to be made to the listing, and deciding on the asking price. Get home sellers in your kitty by putting a downloadable seller’s guide on your real estate landing page.
Lead Type: Seller
Home valuation landing pages are enticing as home sellers will be curious to know the market value of their properties and how far they can go while negotiating. This page is a great lead generation tool. You can link your home valuation landing page on an ad or email targeted at prospective sellers so that they click on it and land on your landing page. Once on your landing page, they will need to enter their contact information to evaluate their property. You can place two types of home evaluation landing pages on your real estate website: instant home valuation and comparative market analysis. Subscribe to iNCOM, a tool that produces instant home valuations, or CloudCMA for comparative market analysis.
Properly is a real estate brokerage firm that has a comprehensive home valuation landing page. This page collects the contact details, including address, name, email, and phone number of the home seller, and emails the value of their home, thereby capturing leads too.
Bonus: Pages You Must Have on Your Real Estate Website
Here is a bonus section on general pages that you must have on your website.
Lead Type: Buyers & Sellers
A real estate ‘About Us’ page has the power to fetch you leads 24/7. If they come as far as visiting this page, they are probably at the last stage of conversion and just need that final push. When you build a real estate website, treat your ‘About Us’ page as your virtual business card and furnish all information about you, starting with who, what, and where you are, your core values, and why the customer should choose you instead of your competitor. Along with showcasing your qualifications, achievements, and expertise, add links to your social media profiles too. Finally, end with a call to action and a ‘Get In Touch’ form.
Lead Type: Buyers & Sellers
The ‘Contact Us’ page is in the last stage of the conversion funnel and the best place to collect leads. If you have made the buyer or seller reach this page on your real estate website, congratulations. Apart from looking good, your ‘Contact Us’ page should be easy to find, explain why they should contact you, and ask for necessary information such as name, email address, phone number, and the customer’s query. Keep your form minimal and easy to fill, and don’t ask personal questions. You can add your social media profiles, blogs, or works to the page to help the buyer understand who they are contacting.
Lead Type: Buyers & Sellers
Blogs are great real estate landing pages to attract leads to your website. If you write valuable, hyperlocal content, you will have leads flowing in. One of the best topics to start your blog on would be housing and real estate updates, news, and trends. You can talk about the specialties of your area, introduce local events, and amenities including schools, transportation, and entertainment hubs. Keep your content exciting, crisp, and filled with visuals and videos.
While creating your real estate landing page, ensure the copy and design is simple, effective, and to the point. When homebuyers hunt for homes, they surf many real estate websites, so you don’t want to annoy them with a long lead capture form and complicated home search buttons. In the Century21 example above of a property search landing page, they have a simple home search tool of only the location, which converts into a full-fledged one only if you click on advanced search.
Real estate websites are filled with stunning images of tastefully done homes. From spot-free white walls to shiny wooden floors, clients can fall in love with a property at first sight with pretty pictures. So include imagery on your landing pages to make clients emotionally invested in your business.
Clients will sign up for your lead capture forms only if they receive something from you in return. Therefore, when you build a real estate website, make a clear value proposition to persuade your clients to provide their information to you. To create a strong selling point, you should address the client’s problem and offer a straightforward solution. You can also elaborate on why they should buy from you.
According to Unbounce, over 90% of visitors who read your headline also read your CTA copy. So include simple one-liners such as ‘schedule a visit,’ ‘get home value,’ and ‘request virtual tour’ in your website call to action. However, avoid using words that make readers think they’ll have to give up something, such as ‘buy,’ ‘submit,’ or ‘give.’
Once a lead lands on your real estate landing page, you should first identify why they are there. By doing so, you won’t ask seller’s questions to buyers and vice-versa. So create a short survey asking questions and end with a lead capturing form to get their details.
As a real estate agent, you have probably collected testimonials, awards, and recognition for your exceptional work. These are great to be flaunted on your real estate landing pages because they help viewers build trust in your business in one glance. So, use these powerful conversion tools on your landing page and enjoy as your lead banks swell up. If you need help creating real estate landing pages, check out our single property website service.
Styldod is a design-tech company that aims to simplify real estate marketing and help agents present homes in their most favorable light online by reimagining and automating the listing photography process. Having begun as a virtual staging company, today, Styldod has affordable and best-in-class products and services for every facet of real estate marketing and photography. Styldod’s suite of services include virtual staging, image enhancements, floor plans, virtual renovation, 3D renders, 360 degree virtual tours, and Matterport virtual staging, to name a few. We're trusted by over 10,000 realtors from all over the US and from companies like ReMax, Coldwell Banker, Keller Williams. Know more about us at https://www.styldod.com.
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