How To Create A Professional, High-Converting Real Estate Landing Page in 2022

Editor’s Note: This guest post is courtesy of Mark Spera. A serial entrepreneur and digital marketing expert, Mark is the co-founder of Growth Marketing Pro. In this post, he draws on his experience in the real estate industry, and his knowledge of lead generation, to give us his take on real estate landing pages.

If you’re not using a personalized landing page for your real estate business, you’re missing a huge opportunity to capture high-quality leads online.

As Head of Marketing for a real estate crowdfunding startup, I made tons of landing pages to convert local buyers, investors, and even brokers into customers of the company.

So, what is a good real estate landing page?

It’s one that attracts visitors and converts them to leads. A good landing page should educate visitors on the benefits of your services, provide a sense of urgency, and make it easy for them to sign up.

According to The National Association of REALTORS, 95% of consumers use the internet at some point during their home search. And when it comes to millennials, that goes up to 99%.

So you can’t afford to have a low-converting landing page.

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Why Do You Need a Real Estate Landing Page?

Landing pages (sometimes referred to as lead capture pages or squeeze pages) are web pages separate from your main site that are designed for one objective: turning passive prospects into active leads.

Prospects can “land” on your real estate landing page via:

• Advertising (Facebook, Google, Zillow, or Yelp)
• An email newsletter
• A direct mail piece
• Or some other form of lead generation.

And when they get there, they better find relevant content on that page that prompts them to take action, such as submitting their email, filling out a contact form, watching a webinar, etc.

The secret to a great real estate landing page is to make it personalized to the user with some best practices.

Real Estate Landing Page Best Practices

So, how do you make the best real estate landing page for capturing leads?

See the template here →

1. Choose one call to action (CTA)

The goal of a real estate landing page is to make readers take action, and the best way to do this is by making it very clear what you want them to do. Stick to one enticing call to action, whether that’s leaving their email address or booking a call. Less is more when it comes to your CTA.

See the template here →

2. Give searchers something they want.

If you want them to take action, you need to give them a reason to do so. Offering a lead magnet, like a first-time homebuyer’s guide or a seller’s checklist, is a great way to do this. Just make sure the information you’re giving them provides a solution to the reader’s problem. It should also be related to the link that led them to the page.

When you offer them something of value on a personalized landing page, you provide an incentive for them to become your client, or at least take another step down your sales funnel.

Consider using some of these top lead magnet ideas for your real estate landing page content:

1. Free home value offering
2. New sellers guide or checklist
3. First-time buyer’s how-to booklet
4. City or neighborhood review and guide
5. A free consultation

See the template here →

3. Use a strong hero image.

Real estate, like most things, is about beautiful images and first impressions. So your real estate landing page (and the advertising that got people there) should be beautiful too. Choose a great hero image that the viewer sees as soon as they hit the page.

Help the viewers imagine what their life will be like when they find the house of their dreams—with you as their guide! We make a lot of decisions based on first impressions, so make that hero image count, along with the rest of your professionally designed landing page.

4. Keep it simple:

You don’t want to make things too complicated. It’s all about keeping things singular and impactful—one great headline, one great hero image, one great CTA. Again, it’s all about getting people to take action, and the easier it is the more likely your audience will follow through.

See the template here →

5. Include testimonials

Social proof—client testimonials, reviews, star ratings—might be more important for a real estate landing page than a standard landing page. More than 80% of real estate transactions are based on referrals, so if you want to break into the market, you need to show a comparable experience (and happy customers) when reaching new clients.

Social proof shows that your clients trust you, which makes it easier for other buyers and sellers to trust you too. Just make sure the reviews you display are relevant to what you’re providing. Do you want to attract new buyers with that how-to guide? Then include testimonials from, you guessed it, buyers! This makes it easier for viewers to put themselves in your clients’ shoes.

6. Make sure to provide your contact information:

Another simple but important aspect of your landing page is including a way for viewers to contact you beyond your CTA, which will often only gather their contact information for you. Make it easy for people to reach out to you if they have any questions.

7. Mobile optimization

Your landing page needs to be designed with a mobile-first mindset. The majority of users access the internet from a mobile device. This means it’s essential to check that your site loads correctly on smartphones and tablets, and is easy for mobile users to read and navigate.

If you’ve ever been frustrated by slow-loading pages, buttons too small to click, or a lack of mobile responsiveness, then you know how important it is to provide mobile-friendly pages for your clients.

Real Estate Landing Page Templates

Real estate landing pages, like sales funnels, come in a lot of shapes and sizes.

You can customize your page to function as a download page, an opt-in page, a webinar registration page, a sales page, a coming soon page, and so on. The possibilities are endless.

Here are four of my favorite Leadpages real estate landing page template examples to try out when you’re creating your next landing page.

1. Real Estate Landing Page Example for Buyers

See the template here →

2. Real Estate Personal Profile Landing Page Example

See the template here →

3. Real Estate Landing Page Examples for Sellers

See the template here →

4. Real Estate Video Landing Page Example

See the template here →

What Happens Next? Lifecycle Marketing

So you’ve got a page that converts and you’re running marketing campaigns to get as many users to your page as possible. What next?

You have to take action.

If you have a campaign where you’re collecting residential real estate leads for a local real estate deal, you probably want to call your lead immediately. You’ll want to hurry too, because time-to-call really matters, as does the number of follow-ups. Try enabling Leadpage’s email notifications so you can act fast.

If speed matters less in your particular business model, you may want to focus on email marketing or even SMS. In order to make this happen, look to Leadpages’ growing list of integrations with Salesforce, Zoho, ActiveCampaign, Calendly, and a number of other CRMs and email tools.

During my time with the real estate crowdfunding company, we had different funnels for each type of client:

• Borrowers: Our team would call borrowers in under five minutes. Usually, a borrower is talking to other lenders to try and nail down the best price. Immediate action talks.
• Brokers: Our team would follow up casually and less immediately because it’s more of a relationship than a fast value exchange. Nurturing this relationship was key to our company’s growth.
• Investors: The platform had investors too. They were VIPs because they trusted my company with their money. As such, we emailed them semi-regularly with brand information and new deals. Plus, we politely gave them the option to call us for live support as well.

The point is this: your customer touchpoints don’t end when you capture the lead. What comes next is just as important.

Conclusion

These real estate landing page tips and recommendations will help you to create pages that are customizable to all your offerings and your various clients’ needs. Your landing page can be the start of building new client relationships.

Remember to make your pages simple and actionable, and follow up with leads via lifecycle marketing to really tighten your sales funnel and close more deals.

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Easily create your website and landing pages with the only platform engineered by marketing nerds.

Wondering what to read next?

Here’s what we suggest:

→ How to Build High-Converting WordPress Landing Pages

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