Not all real estate landing pages are created equally, and some are called landing pages but are only a distant resemblance to what a landing page should actually be.
Many are more of the same and don’t implement conversion rate increasing elements that they could if they considered data-driven marketing and statistics results.
Since real estate landing pages are an essential part of the lead generation process, I had to write a little guide about it. The guide will show you…
…what a real estate landing page or squeeze page is, and how it works
…14 real estate landing page ideas and examples
…the difference between real estate landing pages and a website
…where they are hosted
…why use real estate landing pages in the first place
…successful real estate landing pages with a performance-based take
…whether real estate landing pages are effective
…whether they affect SEO
…how to create highly converting landing pages for real estate
…and 19 responsive design examples and templates
Sounds intriguing? Then please keep reading.
What a Real Estate Landing Page or Squeeze Page Is, and How It Works
A real estate landing page is the entry point to a real estate marketing funnel (see my article about that topic here. They can also be called real estate squeeze pages as a synonym.
The traditional ones are web pages that allow visitors to learn more about a particular property and can include:
- A description
- Photos of the property
- A form to which the potential client can leave their contact information
Therefore, they are an excellent tool for capturing and generating leads. In most cases, real estate landing pages are used with online advertising campaigns.
The latter is recommended since a real estate landing page needs to be fine-tuned and optimized for a particular online advertising campaign (e.g., Google Ads).
In the case of Google Ads via search, the landing page needs to be in line with the particular keyword you are targeting to avoid low conversion rates.
When potential buyers click on an ad, they are taken to the landing page where they can learn more about the property.
Real estate agents can increase their chances of generating leads and ultimately selling their properties by using landing pages.
They can be created using various website builder tools, or they can be designed from scratch.
They should also be linked to the agent’s website and social media profiles.
Until now, I only mentioned the traditional real estate landing page where the focus is on one property.
If you think deeply about them, you will realize that they are entry points of a real estate marketing funnel. This topic I already covered in this article, by the way.
I use them here to derive 14 real estate landing page types and ideas from them. If you study different real estate funnels, you may come up with many more types.
14 Real Estate Landing Page Ideas and Examples
- A sales letter landing page for an entry-level real estate product or service
- A how-to video landing page
- A membership trial landing page (e.g., a membership area for wholesalers with the most recent and hottest local deals under contract
- A survey landing page
- A video sales letter landing page
- A long-form real estate guide landing page
- A free real estate tool landing page (e.g., a real estate tax savings calculator for your local market)
- A real estate event landing page
- Real estate lead magnet landing page (read my article about real estate lead magnets here)
- Real estate webinar landing page
- Application landing page (e.g., luxury home sellers can apply to get listed with you) if you want to increase scarcity
- Launch/Presell landing page
- Special offer landing page (e.g., daily, or regular deals to your inbox)
- Real estate online summit landing page
Real Estate Landing Pages vs. Website – The Difference
A real estate landing page is a single web page designed to capture a visitor’s attention and persuade them to take a specific action, such as contacting a real estate agent or submitting their contact information.
It is the single entry point of a specific real estate funnel.
By contrast, a real estate website typically contains multiple pages and provides more general information about the real estate market and/or the respective real estate business.
So, there are multiple entry points that can be part of a real estate funnel but don’t have to be.
While a real estate website may have a contact form, it is not its primary focus.
Instead, the goal of a real estate website is to provide visitors with an overview of the real estate market and the real estate business and to generate leads.
In other words, on a real estate website, potential real estate clients can be at different stages of their customer journey. They can be in the early stages of their search for a new home (just “browsers”), or they can already be further along in their search.
But for a real estate landing page, you usually aim to target potential clients that are exclusively further along in their search. Hence, the paid online advertising campaign results in a better ROI.
That being said, it is entirely possible to run a PPC campaign to, for example, a long-form real estate guide landing page and target keywords that potential clients earlier in their home search are using.
Keywords for people in the informational stages (e.g., “browsers”) are usually much cheaper than those with clear buying intent.
In the end, it depends on how well you align your knowledge about your target group or the segment thereof with the traffic channel and the landing page type.
Where Are Real Estate Landing Pages Hosted?
Since landing pages are not rocket science and consist of HTML, CSS, and some Javascript, you can create and host them wherever there is a web server.
This means you can just create and host them where you already host your real estate website, or you can use one of the many ready-made website and landing page providers (website builders) that usually provide you with their own hosting.
If you already have your own real estate website, you can then just externally link to the landing page you create with these third-party providers.
Below you will find a selection of the mentioned providers:
More elegant, of course, is when you have your landing pages where you already have your website.
Should you use WordPress for your real estate website (read my article about WordPress real estate websites here), you will already have the best basis to create real estate landing pages either from the drag and drop editor of the theme you are using or using a plugin for that.
Why Use Real Estate Landing Pages?
The main reason to use real estate landing pages is targeted and optimized lead generation for your real estate business.
Provided you know the potential customers you want to target with which marketing channels or traffic channels they can be best reached, the right real estate landing page with good copywriting and design can lead to higher conversions than just sending traffic to your main real estate website.
It is possible to design your real estate website in a way that captures leads on almost all pages, but this is tricky.
Why? Because you can’t focus your efforts the way you can with a dedicated landing page for your conversion goal. A real estate landing page can simplify that and help you concentrate your lead generation efforts.
By the way, the average real estate landing page conversion rate is 7.4%, and just contact form landing pages have a pretty low conversion rate. (source)
They are also usually short and to the point, making them easier for visitors to understand and, in contrast to the general real estate website, they can and should use strong calls to action.
Doing this on the rest of a real estate website is risky since you don’t want to frighten visitors that are still in the informational or browsing stage.
Successful Real Estate Landing Pages – A Performance-Based Analysis
While there is not much data specifically on real estate landing pages’ marketing performance (hence conversion rates), there is more than enough data about landing pages in general.
And based on this data, we can also derive conclusions for real estate landing pages.
So, I waded through many different statistics regarding marketing performance and wanted to share with you the following data:
- Landing pages with a smaller word count have better conversion rates (14.3%) than the ones with a higher word count (11.10%) (source)
- Contact form landing pages have a low conversion rate (source)
- 77% of landing pages are home pages (source)
- The average real estate landing page conversion rate is 7.4% (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)
Since these statistics come from a large data pool, we can conclude fairly confidently that this broad situation will likely also apply to real estate landing pages.
Let’s derive some rules to increase your chances of conversions from the above.
Your real estate landing page should lean towards a lower word count, be included in your home page, and be mobile-friendly (responsive).
Additionally, you want to personalize your call to action buttons. For example, using one of the traditional landing pages for home valuations to generate seller leads.
Instead of using “Submit” on the button after the potential lead enters his data, you may want to use something like “Get Evaluation Results Now.”
Then, where you can and where it makes sense, use video, and have no more than one offer per landing page.
Are Real Estate Landing Pages Effective?
We can assume that real estate landing pages can be effective by logical deduction from the benefits of landing pages in general vs. websites regarding conversion.
The emphasis is on “can be” because for a real estate landing page to be effective several things need to come together:
- You need to know your target group of potential clients and by which marketing channels you can reach it best
- The copy and the ad creative need to be aligned with the “language” of your target group
- The different optimization options I already covered above (e.g., mobile-friendly, personalized CTAs) need to be applied
- A/B testing over time should be carried out to steadily improve the conversion rates
- The paid advertising campaign also needs to be tested over time and steadily improved
- Your return on ad spend and/or ROI should be positive
You can create an effective real estate landing page when these things come together.
So, instead of real estate landing pages being effective in general, they are made effective unless you are lucky from the get-go and, for some reason, get all things right instantly.
So, to say real estate landing pages “are” effective would be an overly optimistic hypothesis.
Do Real Estate Landing Pages Affect SEO?
In general, real estate landing pages can positively affect SEO.
But getting SEO benefits from a real estate landing page is a side effect and icing on the cake.
Why?
Because as I already established, real estate landing pages are usually used in conjunction with a paid online advertising campaign.
Of course, if you have them also optimized for a particular keyword or key phrase with a fairly decent search volume per month and not much high competition on the first search engine result page, you may rank there after a while with this particular keyword and get some extra organic traffic.
But since real estate landing pages are usually used for paid online advertising campaigns, the focus should not be on getting organic traffic for them. But again, this can, of course, happen.
This could be the focus of a specific type of real estate landing page. I think of the long-form type that you could apply to content marketing.
So all your blog posts or videos could be optimized for certain keywords and key phrases that all have a clear call-to-action at the end.
This wouldn’t necessarily need an online advertising campaign and could rely solely on organic traffic. Or it could be a combination of both (PPC advertising and organic traffic).
How to Create Highly Converting Landing Pages for Real Estate to Generate Leads
So, what goes into creating a high-converting real estate landing page? You may already know most of the elements from the section about the effectiveness above, but it all comes back to copywriting.
In several articles, I’ve already touched on copywriting principles, such as here, here, and here. But I will summarize them shortly.
Good copywriting depends on how well you are with words to persuade the people you want to persuade to act on a particular offer. This also applies to video, by the way.
Those people are your target group (e.g., real estate sellers, buyers, etc.).
This could be a whole new article, but I will keep it brief (books have been written about this topic).
Knowing your target group means that you know their needs, greeds, pains, wants, and more. You want to know how they communicate and what jargon they are using so you can use it in your copy, too.
When you know their needs, greed, pains, etc., you know what to offer and which buttons to push so they take action on your offer.
What Should a Real Estate Landing Page Say? – The Real Estate Landing Page Content
Once you have all this information, you can structure your copy and overall real estate landing page content in one of the already time-tested frameworks, such as AIDA (attention, interest, desire, action) or PAS (problem, agitate, solve).
The attention part, for example, is an attention-grabbing headline, and it should give visitors a sense of what they can expect to find on your page, enticing them to click through.
Once you have their attention, it’s essential to keep things simple. Your landing page should be easy to navigate and free of clutter.
Now comes the part where you keep them interested in describing the problem. After that comes the part where you explain how you can solve their problem by creating desire. And finally, you create the call to action.
Stick to one primary call-to-action (CTA) and make sure it’s prominently displayed and individualized.
Then you add all the other elements for effective landing pages (e.g., mobile-friendliness, video, etc.) I already mentioned above, so you likely have a good shot for conversions.
19 Responsive Real Estate Design Examples and Landing Page Templates at a Glance
Approaching almost the end of this article, I will leave you with an overview table.
It includes different real estate landing page design examples and WordPress landing page templates I selected based on most of the requirements for effectiveness I already established in the beginning.
This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.
Tobias Schnellbacher
Author & Founder
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