The Ultimate Guide To Real Estate Landing Pages

Websites are a vital tool for real estate agents. They provide a useful opportunity for marketing, generating organic traffic, and offering a one-stop online destination for your listings, how-to guides, content, and more. The landing page is an important part of your real estate website. Let’s look into the purpose of a landing page and how to make a great one for your website to keep the leads coming in.  

Generate Leads and Keep Sales Funnel Active 

A good real estate website will help to generate leads and keep your sales funnel active. When you purchase ad space for your website, it’s important to know where that is going to land potential leads. The ads as well as social media posts and search results should bring you to the landing page of your website. Making this landing page as impressive as possible is a great way to make an impression on potential leads.  

Knowing where those who link your ads, social media links, or search for you on Google, allows you to control the message you are sending when they visit the landing page. This gives you the opportunity to start the conversation exactly how you want with new leads.  

What Is A Landing Page? 

 

 

The landing page of your website is designed to be the first thing visitors see when they come to your site. When you set up an ad, you’ll want it to link with the landing page of your real estate website. This is important to keep in mind when designing your landing page knowing it will be the visitor’s first impression of your skills, message, expertise, and persona.  

The landing page is the page visitors “land” on. Before filling out a contact form, downloading a giveaway, or being directed further into your sales funnel through another call to action, they will see this page. Making it engaging and focused will help attract leads to the next step of the sales funnel.  

Take a look at this example, made with an EAP site:

How Do You Create A Landing Page? 

A landing page can be any page on your website that you want traffic to end up on. The best and most successful landing pages are usually relatively simple pages with a specific call to action to encourage leads to take the next step. A good landing page is focused and deliberate, with a clear goal. This can be to collect information for an email drip campaign, schedule a call, sign up for listing notifications, or any other call to action that will help you build a connection with leads.  

If you have a website you maintain yourself, like a LeadSite, you can build this page yourself. If not, there are third party landing page builders that you can subscribe to that will assist you in the process of creating a successful landing page. Check out this post for some of our favorite recommendations.  

9 Types Of Real Estate Landing Pages 

If you are looking for some inspiration for your landing pages, here are 9 types to help get you started. Each type has its own focus and direction for generating leads and keeping your sales funnel active.  

Book An Appointment 

Keeping your landing page simple and to the point with the main focus being on booking an appointment is a great template for your website. Making your landing page all about leads scheduling an appointment with you is incredibly useful. Headline options are easy just make sure to keep it friendly and inviting. For example, use “When would you like to talk?” or “Let’s find a time to talk that works for you!”. Both are inviting and will encourage leads to make an appointment.  

Single Story Homes 

Single story homes are a great option for real estate agents looking to target a key demographic. Many aging baby boomers are looking to downsize and single story homes are right up their alley. Knowing your target audience can help you choose the best type of landing page for your website. Using headlines mentioning the ease of living in a single story home or sympathizing with their desire to downsize helps further focus on your target demographic. When using this type of landing page, it helps to have a place for visitors to subscribe to an exclusive list of single story homes to help you start to build a connection with leads.  

Free First-Time Home Buying Guides 

Having a free first-time home buying guide on the landing page of your website is a great way to attract visitors and help them feel like you’ve got them covered when it comes to investing in their first property. Offer a free download to a PDF you create that offers everything first-time home buyers need to know. Feel free to get creative with the headline for your buying guide but make sure it is intriguing and original.  

 

Here are some example titles to get an idea: 

• The 5 Secrets Every First-Time Home Buyer Should Know (But Don’t Usually Find Out Till After They Buy!) 
• 3 Easy Tricks To Make Your First Home Purchase Fun and Stress Free! 
• 7 Ways To Buy Smarter! How To Avoid the Road Bumps Almost Every First Time Home Buyer Hits 

When you offer the free download, make sure it is locked behind a form where the visitor must sign up for your mailing list to view the guide. Collect all basic contact information including name, phone number, email address, etc. This helps turn site visitors into leads and helps you start the conversation. Then you can follow-up with emails to keep the conversation going. Follow-ups can include more tips for first time buyers, news on new affordable properties, etc. 

Help For Sellers

Targeting your landing page for sellers must focus on the two most important things for sellers: how to make the most money off of a sale and how to make it fast. Create a guide for sellers that covers all the information they want to know about selling high and fast. Much like the first time buyer guide, this guide can be a PDF locked behind a form fill out where you collect basic contact info to get the conversation started. You can follow-up with sellers who sign up with additional content like house-staging ideas, cheap ways to increase curb appeal, etc. Convey that you have the experience and knowledge to answer their questions. It also helps to have an option for sellers to get in touch for a free consultation. 

Foreclosures 

Another great targeted landing page is a focus on foreclosures. Setting up a guide or foreclosure specific listings is a great way to gear your landing page and website to your target audience. Put a form fill out to subscribe to great foreclosure properties in the area. These listings will attract leads and follow-ups will help convert them. You can also place these leads on a foreclosure-specific drip campaign where you can send out weekly or monthly updates on new foreclosures.  

Coming Soon 

A coming soon landing page can showcase the latest properties you have available. This is a great way to get leads interested in properties early on. For those with a coming soon type of landing page on their real estate website, you can also offer to subscribe people to a mailer for future properties to keep them in the loop.   

Full Details 

A full details type of landing page shows a nice and intriguing property and teases the full details behind a contact form. Like other types of landing pages for real estate websites, the main goal is to establish contact with leads and start to build the connection. If you have something like a nice property that leads will want to learn more about, you’ll be able to successfully gather their contact info.  

Home Valuation 

Having a home valuation calculator on your landing page is a fantastic way to establish connection with leads who are looking to sell their property. It is an old favorite where owners can put in the details about their home and get an estimate on how much their home is worth. A good home valuation page can attract a lot of traffic if shared frequently on social media. Including a signup for your newsletter or email campaign is a great way to stay in touch and build an audience. One way to gather contact info is to ask for it in the home valuation form. This way you’ll start the process of establishing a connection with potential leads.  

Mortgage Calculator 

The mortgage calculator is very similar to the home valuation landing page. It offers a space for visitors to calculate mortgages. This is especially beneficial for those real estate agents who are looking to attract first-time home buyers. The mortgage calculator gives first-time home buyers an idea of what they are able to afford. Once you get the mortgage calculated you can offer additional opportunities to subscribe to listings, guides, or more guidance for those interested in buying a home for the first time. Like other successful landing page types, the mortgage calculator will help you gather contact information and establish connection with leads.  

Real Estate Landing Page Split Testing 

Once you get a bit more comfortable with setting up landing pages for real estate websites, you may be interested in trying out landing page split testing. This is also known as A/B testing, learn a bit more on how to do this here. The basics of split testing is to create two similar landing pages with slight differences to see what performs better. You might create two contact forms, one with a phone number spot and one without to see if the phone number field is reducing your total number of signups. You can try a different headline, different images or whatever you think might make a difference.  

It’s important to keep the differences small with split testing as this allows you to hone in on exact details of how to make your landing page perform as best as possible. This will help you with your conversion rates for leads. You’re not trying to compare two different pages, you’re just trying to create the best and most successful landing page possible.  

To Sum It Up 

The landing page is very important for real estate websites. It is the first thing visitors will see and plays a significant role in conversion rates for leads. Using the right templates will help you increase conversions and attract new leads. When you create ads, post links on social media, or come up in Google search results, you want to make the right impression from the first click to your website. Make sure to focus on gathering contact information to start the conversation and encourage leads to engage with you further.