Creating real estate landing pages is one of the best things you can do for targeted and optimized lead generation.
Their performance is easier to track and measure and keeps seller and buyer prospects more focused.
I wrote this article to help you create a landing page for real estate. It will teach you step-by-step how to approach it.
What’s the Purpose of a Real Estate Landing Page?
The primary purpose of a real estate landing page is to generate seller and buyer leads. In addition, it serves as an entry point to your real estate marketing funnel.
The main benefit of using a real estate landing page is that you can generate leads in a more targeted and effective way.
In contrast, you will leave money on the table if you try to convert traffic on your usual home page.
They also make it easier to track and measure the effectiveness of your lead generation and keep users more focused.
Now let’s get into how to create one step by step…
1) Identify and Research the Target Audience
To identify the target audience for your real estate landing page, you want to ask yourself the following questions:
- Do you want to generate buyer or seller leads, or both?
- What’s their demographic information (e.g., age, gender, income, etc.)
- What do you know about their psychographics (e.g., personality traits and values)
- Can you identify behavior patterns from the seller or buyer prospects (e.g., saved property searches)?
- What are their preferences?
- What are their pains and fears?
- What are their wants (e.g., selling at a good price and being able to buy at a decent price again)?
- What are likely objections to the services you offer? (e.g., afraid of selling now since I don’t know if I can find a decent property in this low-inventory market)
- What are common words and phrases they use?
- What is their awareness level (e.g., not even thought about selling vs. I need to sell yesterday)?
All the answers to the above question inform…
- The type of landing page you will use
- The type of offer you make
- The sales copy you need to use
- The design elements
- The traffic channels you choose
2) Select the Type of Real Estate Landing Page or Build from Scratch
Now, depending on how you answered the above questions, you can select one or more of the following real estate landing page types:
- Home search landing pages
- Free real estate tool landing pages
- Real estate lead magnet landing pages
- Single listing landing pages
- Real estate webinar landing pages
- Sales letter landing pages
- Video real estate landing pages
- Survey/ quiz landing pages
- Application landing pages
- Launch/Pre-Sell landing pages
- Custom real estate landing page built from
By the way, I covered the various types with examples more in-depth in this article.
And one thing in advance: Never just use a contact form.
Contact form landing pages have a pretty low conversion rate (source)
Suppose you wanted to target Millennials, environmentally aware first-time home buyers with a decent credit score. In addition, they are solution-aware (potential warm leads).
It means they wonder with whom they could buy their first home.
In that case, most brokers use the classic home search landing page, which would be suitable.
During your research or because of your experience with this target group, you know they often use the word “dope.”
So, to invite them to use the home search landing page, you don’t use the generic wording many brokers use.
Instead, you dimensionalize (copywriting-speak). It means you use the headline “Find your First Dope Green-Home Today.”
Of course, you will ostracize baby boomers with this.
But remember that’s not your target group in this scenario.
Let’s stay with this target audience.
You also want to target the ones that are unaware (ice-cold). Buying hasn’t come to their mind yet.
Here, the survey landing page may work well. By asking the right questions, you can make them aware that they actually could buy instead of continue renting.
It’s a hipshot from me, but a headline for this survey landing page could be the following: “Sick of that annoying landlord living next door? You may be able to buy a property and don’t know it yet. Find out in 2 minutes and only 3 questions. LEARN MORE”
3) Consider the 5 Essential Elements of an Effective Real Estate Landing Page
Now you know your target audience and have identified the landing page type.
As a result, it will come almost organically to which elements to use on the real estate landing page.
So these are generally the five essential elements of an effective real estate landing page, not limited to real estate:
- An engaging headline
- Compelling body text (sales copy)
- Testimonials and other forms of social proof, like reviews
- User-friendly design, also optimized for mobile devices
- A clear call to action (CTA)
Based on general performance data about landing pages I collected, you also want to consider this:
- Landing pages with a smaller word count have better conversion rates (14.3%) than the ones with a higher word count (11.10%) (source)
- There is a conversion rate increase of 202% when you use personalized call-to-action buttons (source)
- Using video on landing pages can increase conversions by 86% (source)
- Multiple offers on a landing page can decrease conversions by 266% (source)
- 86% of top landing pages are mobile-friendly (source)
- Websites with several landing pages (40 or more, to be exact) generate 12x more leads (source)
- Just asking for an email and phone number results in the highest conversion rates (source)
4) Use UX Design Principles for an Improved User Experience
We can refer to the ISO 9241 usability standards for UX design principles. Yes, there is a standard for that.
However, you don’t want to use all principles for the sake of using them.
When and where you use them depends on the type of real estate landing page you will use.
Here is a summary applied to real estate landing pages:
- Hig-Quality Visuals (high-resolution images, videos, etc.)
- Clear and intuitive navigation (well-placed, clearly labeled CTAs)
- Responsive (mobile-friendly) and fast-loading design
- Using professional, high-resolution images and videos
- An effective use of layout and white space
- Simplicity and efficiency to minimize the number of steps for a particular action
- Accessonoöoty and inclusivity for handicapped people
- Error tolerance and recovery. For instance, a buyer prospect misspells a neighborhood name on a property search landing page. But an autocomplete feature suggests the correct name.
19 Responsive Real Estate Landing Page Design Examples and Templates at a Glance
Below, I added an overview table of different landing page design examples and WordPress templates. That’s for some extra inspiration.
I only included the ones that use the elements necessary to be effective.
5) Integrate the Landing Page with Real Estate CRM Tools
After creating your real estate landing page, you can and should integrate it with real estate CRM tools.
- You can better manage the leads you generate (no manual data entering, better lead segmenting)
- Lead nurturing becomes easier
- More insights into lead behavior via CRM analytics
You can integrate your real estate landing page in two ways. The first one is creating landing pages with the CRM itself. Some offer this feature.
The second one is to connect your independent landing page with the CRM.
Do you use WordPress for your real estate website and landing pages? In that case, you must connect to the CRM through an API (application programming interface) or plugins.
So, you will need to check which third parties your CRM can work with.
Or, if you are shopping for real estate CRMs, you want to check beforehand how well it integrates with WordPress.
Below is a short overview of CRMs that offer landing page builders and/or can integrate with external landing pages.
|Offers Landing Page Builder
|Integrates with External Landing Pages
|Follow Up Boss
6) Drive Traffic to Your Real Estate Landing Page
Now, your landing page is created and integrated with your chosen CRM.
All set, right? Unfortunately not. It will do nothing for you if you don’t get traffic to this landing page. No seller and buyer prospects will convert.
Traffic and conversion work in tandem. Traffic without good conversions isn’t worth a dime, and a landing page that could convert pretty well is nothing without traffic.
So, how do you get traffic to it?
In this article, I covered all the traffic options.
It depends on your goals, constraints, skills, and time frame. But you can use paid (faster results) and/or organic traffic (slower results).
- Text message prospecting
- Push notification ads
- PPC advertising on social media (Facebook Ads, Instagram Ads, TikTok Ads, YouTube Ads, Waze Ads, LinkedIn Ads, etc.)
- PPC advertising on search engines (Google Ads, Bing Ads, Yahoo Ads, etc.)
- Native ads
- Real estate direct mailing
- Radio ads
- Local TV commercials
- Print ads
- Content marketing on your website (e.g., publishing blog articles, videos, downloadable whitepapers, free giveaways, etc.)
- Content marketing on social media (posting on Facebook, YouTube, TikTok, Instagram, etc.)
- Answering questions on social media, forums, Quora, etc.
- Webinars (with strategic partners)
- Guest-posting (however, not Google’s favorite anymore)
- Publishing content in larger publication channels (local and national newspapers, magazines, etc.)
7) Constantly Optimize Your Real Estate Landing Page for Better Conversions
Okay, you get traffic to your landing page, and you get your first conversions.
But how do you know it’s the best you can do with your real estate landing page?
If you don’t approach it like a scientist and test different versions, you can’t.
In copywriting, the version that performs best is the “control”.
Now, you want to create a second version that can beat that control.
How do you do that?
You do it with A/B or split testing.
And you better test one element or variable at a time.
I once tested a new headline, a different button color, and a body copy simultaneously.
It performed better than the control. Great…Well, it was not so great because I couldn’t tell which variable made it better.
Oh, and of course, you need to use tracking tools such as Google Analytics.
Without these tools, you will fly blind.
You will not be able to measure your landing page performance and less so different versions.
How to approach testing is a topic for another article.
In conclusion, you want to improve the landing page performance constantly.
This increases your conversion rates. And increased conversions will reduce your costs per lead.
This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.
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