Types Of Real Estate Landing Pages
Because a landing page is built to drive a visitor to complete one specific and targeted action, landing pages are usually different for different types of clients.
This means that an effective landing page built for existing homeowners or renters in an area will probably be different than the effective landing page for buyers, which will be different than the effective landing page for sellers. Even if they’re all downloading the same neighborhood guide or asking for access to the same market analytics, their reasons for wanting them vary.
Real Estate Landing Pages For Sellers
Home Valuation Pages
One of the most lucrative landing pages to build for your website is a home valuation page where current homeowners (and prospective sellers) can get a number that helps explain their home’s value.
It’s probably smart to give homeowners and sellers that valuation upfront and make the call to action something extra, such as a custom CMA that analyzes the very latest home sales data (including list-to-sales price) and gives them a better understanding of their home’s current value. Most automated valuations are barrier-free, so asking a homeowner to trade an email address or phone number for a valuation doesn’t make a lot of sense, but explaining to them that valuations are based on algorithms and offering to give them something that explains market value in deeper and more accurate detail is a much fairer trade.
Guide On How To Sell A House
It’s an unfortunate fact of real estate agent life: Some sellers are quite unclear about exactly what an agent does in order to earn their commission, which is why the commission conversation happens at so many listing appointments. And it makes sense! It’s not always easy to understand what an agent’s job entails.
One way to explain it without coming across as defensive of your commission is to offer sellers a guide that explains how they can sell their house for the most money. This involves exposing the house to the widest possible range of qualified buyers, of course—that’s basic common sense and economics—so once you’ve established this concept in the mind of a seller, they should realize fairly quickly that for them to market a house like a real estate agent would will be a daunting and likely quite unwanted challenge.
Creating specific guides for how to sell a house for its highest sales price in a specific neighborhood (and how an aspiring FSBO seller might go about doing this at the same level as an agent) is time-consuming in the sense that when you do it right, you’ll be creating a whopping guide or resource … one that’s so overwhelming to execute, readers are likely to call you and ask you to do it for them.
Book A Listing Appointment
One landing page every agent should have on their website is a way for sellers to book listing appointments.
There are ways to do this that sync directly with your digital calendar, so that visitors can see what dates and times are available and choose one that works for them; then the appointment is automatically booked on both your calendar and theirs. You can also create appointment fields for the seller’s address and any other details or information so you can bring an up-to-date CMA to the appointment.
Real Estate Landing Pages For Buyers
Neighborhood Or Community Guides
Moving to a new area is a stressful experience, especially if you’re not overly familiar with it yet. Buyers want to know what to expect, not just from a home price standpoint, but also from a “what’s it like to live here” perspective. Neighborhood and community guides can provide answers to their questions while subtly establishing yourself as someone who can answer all kinds of questions about living in your farm, including how to buy a house there.
A general neighborhood guide should include information about (in no particular order):
- Types of homes and home prices
- Recreational facilities
- Parks and trails
- Museums and cultural resources
- Theaters and entertainment
- Shopping and dining
- Events and celebrations
When you send the guide (gated for email capture), offer to provide buyers with the most up-to-date market and event information about the neighborhood where they’re interested in moving.
Guides On How To Buy A House
For buyers, a guide on how to buy can focus more on the biggest challenges to purchasing a house in the area (and, indirectly, how an agent can help).
Are home prices higher than national averages? Buyers might appreciate information about programs that will allow lower down payments, or tips on saving for a house.
Is the housing stock older in your metro area? Buyers could want to know details about common problems that emerge in inspections, how difficult it is to care for or maintain a historic or older home, and names or lists of reliable contractors who can help them fix any problems.
You can (and should) create a buyer’s guide for every neighborhood or geographic area where you provide real estate services. The more targeted you can get, the better!
Home Search Pages
As mentioned earlier, home search pages technically don’t count as landing pages because there is more than one exit to the page besides the CTA. You don’t want to strand your search page visitors in an endless loop of listings with no escape, so page navigation options should still be available on these (not quite) landing pages.
You can create a landing page element to your home search pages by giving visitors the option to save the search for future reference or sign up for alerts about new homes for sale, or market information about the neighborhood or types of homes being searched. “I’ll deliver more of this thing you like directly to you for free at regular intervals” is an enticing offer!
Prefiltered Home Search Pages
Maybe you specialize in waterfront property around a certain lake at a specific price point, and you want to make it easy for buyers who are interested in that kind of home to find it quickly. Or maybe it’s high-end condos in a busy urban neighborhood, or historic homes in a suburb.
Prefiltering home search pages and offering to send similar results to visitors in the future is an easy and (depending on how well the search fits your niche) sometimes lucrative way to showcase your expertise in the area.
Specialty Property Listing Landing Pages
These are home search pages with a bit more targeting, and they might not connect directly to your IDX like a traditional home search page would. Maybe it’s a list of “coming soon” homes that aren’t yet available on the MLS, or pre foreclosures, or high-end or luxury homes that aren’t on the MLS for privacy concerns.
If you have access to listings like this, giving buyers a (gated) way to access them can be an enticing way to capture their contact information and vet them to help protect your sellers all at once.
Home For Sale Page
Technically, this is a landing page for buyers featuring one specific house that they might be interested in buying. A property landing page typically includes listing photos, property details and descriptions, video tours, drone photos, and other buyer-related tidbits about the house. If you’ve built neighborhood guides or lifestyle guides, you can also link to those on the property page to help provide more context or information to buyers.
Sellers can appreciate property landing pages, too! When you’re able to say “I’ll create a custom landing page on my website that showcases your house at its very best,” it shows your listing clients that you’re committed to making sure all the most qualified buyers who possibly can find their house will have a place to learn all about it (and contact you for more information about touring it, incidentally).
Book A Buyer Appointment
When you’re working with a new buyer client, you’ll want to get a sense for where they’re looking to buy, whether they’ve been preapproved (and for what amount), and their general lifestyle—part of your job as a buyer’s agent is to help uncover possible homes that they didn’t know might work for them, after all.
Intake appointments for new buyer clients aren’t quite the same as those for sellers, and you may want to create different types of appointments using your booking software so that you can spend an appropriate amount of time with each type of client.
Landing Pages For Homeowners
Many real estate agents are so focused on generating buyer and seller leads that they entirely forget about homeowners. This is understandable—and a mistake. Homeowners will eventually become sellers and buyers again, and the more you have in your network, the more of their business you can capture!
Consider adding the following landing pages for homeowners to your website.
A homeowner is going to be interested in different attributes of their home’s value than a seller. For one thing, a homeowner who has no intention of moving for the immediate future will have more time to renovate or update their house, adding more square footage or making other significant improvements.
For homeowners, valuation pages might not simply include information about the home’s current value, but also an offer to consult with the homeowner about the home’s available equity and how the homeowner might leverage that resource now or in the future.
Checklists and how-to guides for home maintenance are popular with new buyers, but they’re also useful for long-term homeowners who need a refresher. You can also create maintenance guides that help homeowners make decisions about upgrading a plumbing, HVAC, or electrical system—water heaters, boilers, and so on—or that help them find reliable seasonal help for maintaining those systems.
Your homeowner contacts are likely interested in knowing the best painters, landscapers, cleaners, plumbers (emergency and regular), and other service providers in your area. Home maintenance landing pages that offer access to those resources are a good way to capture their information and offer to send them ongoing reminders about how to take care of their house.
Unlike home maintenance, home improvement involves making changes to your home that create a more livable, enjoyable atmosphere. Building a deck or a patio, renovating a kitchen, or adding a bedroom (including an additional main suite!) or a bathroom to your home can improve its value and make it more pleasant for the current homeowner.
A home improvement landing page can show before-and-after case studies for how certain homeowners achieved a result, lists of resources (like designers or contractors) who can help bring a vision to life, and other assets that homeowners interested in upgrading their house might find useful.
Kitchen cabinets seem to go through as many style phases as clothes, and when you add in wild cards like global pandemics (hello, work-from-home culture!), there’s almost always something new to talk about in the home design arena. Colors, textures, types of flooring or paint, curb appeal, and design or architecture updates are all things that current homeowners care about, especially those who want their homes to reflect the latest and greatest (as well as those who are striving for a classic vibe).
Showcasing different design styles and explaining how to achieve that look (using local retailers and service providers) in a guide, with an offer to provide links and details to more goods and services when you find them, is a wonderful homeowner service to provide.
Neighborhood And Area Guides
For buyers, you’ll want to focus your neighborhood or area guides around explaining what it’s like to buy a house (and, to some extent, to live) in a specific geographic area. For homeowners (or renters), the focus is different in that you’re helping them learn about and explore a place they probably already understand pretty well.
One great way to do this is to think about these neighborhood or area guides as driven more by different lifestyles than the real estate sales funnel. What do the following types of people want to know about what it’s like to live where you operate a real estate business?
- Young urban professionals
- Hobbyists, recreationists, and enthusiasts
Take your own specific knowledge and apply it to these guides. Maybe you’ve been taking your SUP (stand-up paddleboard) out for a few years now and can tell people about good spots to SUP (and where to park), repair shops, a list of necessary (and nice-to-have) gear and where to find it, and restaurants that package up SUP-friendly meals, just as an example. If you’re a parent who’s got summer activities down to a science, create a summer family planning and event guide. If you’re actively dating, create a list of your favorite first-date or anniversary-level restaurants and activities, recommended spas, and even hotels or Airbnb listings.
Create your guide in a downloadable or emailed PDF or link to a gated page on your website; to access it, visitors should provide a valid email address. (If they agree to future contact, you can offer to email them guide updates and other relevant information to establish an ongoing connection.)